New Google Email Authentication

February 1, 2024, new Google and Yahoo! email authentication rules are going into effect for bulk email senders who want to reach customers with Gmail and Yahoo! Mail accounts; they may be marked as spam or blocked. 

The new rules also require one-click unsubscribes. Subscribers should be able to click a single link in the email to unsubscribe automatically instead of updating their email preferences on a landing page. Many companies think sending the subscriber to a landing page where they can update email preferences by frequency, specific products, or services can salvage the relationship. The rule change will require email marketers and conversion professionals to think about this more in designing pages and customer journeys. 

All unsubscribe requests must also be processed within two days.

Authenticate Your Emails

The new requirements prove to Gmail and Yahoo! Mail that emails sent from your domain have digital authentication as being sent from you. It reduces your chances of ending up in spam—and protects your customers from spoofing.

There are three types of records you need to set up:

  • SPF – Identifies the senders’ servers and domains and verifies that they can send emails for your company.
  • DKIM – A digital signature that confirms that email came from your organization.
  • DMARC – Prevents others from spoofing your emails. Tells providers like Gmail how to handle emails that don’t pass SPF and DKIM.

Each of the most popular email platforms has a different process for creating SPF, DKIM, and DMARC records. Follow the instructions for your provider:

  • Mailchimp
  • Klaviyo
  • ActiveCampaign
  • ConstantContact
  • Hubspot
  • MailerLite

If your platform isn’t listed, the easiest way to find the instructions is to google “[Your email platform] email authentication.”

Reduce Spam Complaints 

Here are the 5 most common reasons why your emails get marked as spam.

  1. You’re sending too many emails
  2. Forgetful subscribers (not sending enough emails, landing in spam or a different tab in Gmail)
  3. Your emails look spammy
  4. Unexpected email content
  5. Tricky contact collection

If your analytics data is telling you the spam complaint rate on your past emails is above 0.3%, you need to take action. Here are 5 ways to avoid spam complaints. 

  1. Find the right sending cadence
  2. Make the unsubscribe process easy
  3. Use a double opt-in
  4. Use segmentation and personalization
  5. Remove or reactivate inactive subscribers

Should you be interested in delving deeper into email marketing or digital marketing strategies, please don’t hesitate to arrange a 30-minute session for us to connect. I’m eager to understand your business better and discuss how we can collaborate on opportunities related to Fractional Chief Marketing Officer services or Growth Marketing strategies.