How to make sure your emails land in your customers inboxes

Heads up, big changes are coming to Google and Yahoo email sender authentication on February 1st, 2024. Buckle up, because these updates could dramatically impact your email deliverability and reach, affecting the ROI on your marketing efforts.

What's changing?

Google and Yahoo are tightening their belts on email security by making stricter authentication requirements mandatory for bulk email senders (over 5,000 emails per day). 

This means (prepare for what may sound like gobbledy-gook) SPF, DKIM, and DMARC are now essential. Previously, only some form of authentication was required. Now, all three protocols must be implemented correctly.

Stick with us and we’ll explain…

SPF and DKIM ensure emails originate from authorised domains and haven't been tampered with. Think of them as bouncers at a VIP party for emails, verifying only invited guests (emails) get through.

DMARC tells receiving mail servers how to handle unauthenticated emails. It's like a bouncer's handbook, dictating whether suspicious emails get rejected or sent to a special "not so fun" folder.

Why should you care?

If you send bulk emails to Gmail or Yahoo addresses, failing to comply with these new requirements could mean:

• Your emails might get flagged as suspicious and landing in the spam folder.

• Hurting your sender reputation. Repeatedly sending unauthenticated emails can damage your online credibility and future deliverability.

• Your marketing messages could get lost in the spam abyss, hindering communication and conversions and missing out on valuable connections.

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Don't panic! Here's what you can do:

If you send more than 5,000 emails per day to Gmail or Yahoo addresses? Yes? Then these changes apply to you.

• Ensure you have SPF and DKIM implemented correctly. Many email service providers offer these features, so consult with them or research online guides. ️

• Set up a DMARC policy. This tells receiving servers how to handle your unauthenticated emails. Start with a basic "reject nothing" policy and gradually move towards stricter settings as you monitor results.

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These changes are all about improving email security and protecting users from spam and phishing. By embracing these updates and prioritising authentication, you can ensure your emails reach their destination, build trust with your audience, and ultimately achieve your email marketing goals.

Check out how we got £95,000 of instructions for Sims Williams through email marketing.

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Additional resources:

Google's blog post

Yahoo's email authentication requirements