If you have a large email database, and run a newsletter with promotions, news, and more you might be wondering why your emails have stopped sending or why you can't access your email. If this is the case for you, you are out of the loop. So let's loop you back in!
Gmail and Yahoo have collaborated to make some necessary changes to the way email is secured and validated. There are a vast amount of bulk senders (those who send more than 5,000 messages per day to Gmail accounts) who don’t appropriately secure and configure their systems, allowing spoofers and phishers to easily hide within their email domain. (i.e. A spammer has your email on a list like bob@dabrian.com, and they write code to send email "from" another account Spammer@Dabrian.com. This would help the email make it past a spam filter as well as gain more relevance to you, the recipient.)
These new changes won't affect personal email users, aside from what ends up in their inbox —a lot less garbage. Google and Yahoo just want to ensure the safety, security, and peace of mind of their email users. It doesn't matter if you're sharing important information or connecting with someone dear to you, your email inbox should be protected and safeguarded.
Gmail’s AI-powered defenses stop more than 99.9% of spam, phishing, and malware from reaching inboxes and block nearly 15 billion unwanted emails every day. But now, nearly 20 years after Gmail launched, the threats we face are more complex and pressing than ever.
The change is actually good for brands and personal senders all around because this means less spam and more relevant emails will be hitting inboxes.
Third-Party Email Sending
The updates regarding new requirements for bulk senders also have a significant impact on third-party email platforms, particularly for businesses that rely on email communication for marketing and customer outreach. Which is, for the most part, every business.
The third-party service providers may be mailing services like HubSpot, Mailchimp, Apollo.io, Constant Contact, or any other service that can send mail out with your email domain. Regardless of the service, Google and other major email providers will reject any providers that do not follow the new email sender guidelines.
That's right, you can wipe the sweat from your forehead! — Phew
If you are using a third-party platform, it's almost guaranteed that you already adhere to many of the things Google and friends are now asking for. You likely do not send bulk emails using a personal Gmail account ( Any account ending with @gmail.com ), you use your company domain. You probably already follow the authentication guidelines of your email from last year and you likely have an easy unsubscribe process for your emails too. However, it doesn't hurt to ask and verify that your email domain is safe and that your providers are in compliance.
To find out if the service you use is compliant, contact the service provider (i.e. HubSpot) and ask them to verify compliance with these guidelines and get it in writing:
- Email Authentication:
With Google's requirement for bulk senders to authenticate their emails, businesses using marketing, prospecting, and CRM platforms need to ensure that their email systems are configured to comply with these authentication standards. Failure to do so could result in emails being flagged as unauthenticated and potentially blocked, impacting the deliverability of important communications.
- One-Click Unsubscribe:
Bulk senders must now make it easier for recipients to unsubscribe from commercial emails with just one click. Meaning businesses need to update all of their email-sending platforms to ensure that the unsubscribe process is streamlined and compliant with Gmail's requirements. Failure to provide an easy unsubscription process could lead to increased spam complaints and negatively affect sender reputation.
- Spam Rate Threshold:
There is a newly enforced clear spam rate threshold for bulk senders to ensure that recipients are not inundated with unwanted messages. Businesses must monitor their email campaigns closely to ensure compliance with these thresholds and adjust their prospecting and CRM strategies accordingly to minimize the risk of being marked as spam.
Gmail and Yahoo are collaborating to provide clear guidance to bulk senders highlighting the importance of staying informed and actively participating in the email community.
Personal HouseKeeping
Businesses will need to also seek out resources and guidance to ensure they are implementing best practices for email security and deliverability within their own domain. When was the last time you checked the health of your email domain? If you're like the majority, you don't do it often. You can do so here
Nearly 57% of internet users today don’t employ any security measures. Individuals decide and are responsible for them while discussing them, but businesses are to handle big groups of people (employees, customers, partners, and vendors). Although safeguarding these individuals ought to be a proactive measure, many companies wait until it is too late before acting.
Over 71% of all online small firms don’t have a data leak prevention plan...
— Tauran, GoDmarc
If you work in email, you already know the Alpha-Bits that go along with email security and verification. For those who are unfamiliar, here are the acronyms that secure and validate your email sends:
SPF (Sender Policy Framework) - is an authentication protocol used to authenticate the sender and ensure that only authorized servers can send emails from your domain.
DMARC (Domain-based Message Authentication, Reporting, and Conformance) - helps email admins prevent hackers and other attackers from impersonating their organization or domain and is used to verify that messages haven't been tampered with in transit.
DKIM (Domain Keys Identified Mail) - is an email verification protocol that employs a digital signature to provide the recipient with undeniable proof that the message was not only sent but also authorized, by the legitimate owner of the domain.
Take responsibility for implementing and maintaining email security measures on your end. This means ensuring SPF, DMARC, and DKIM protocols are correctly configured and regularly monitored to prevent unauthorized access and protect against phishing attacks. DMARCLY does an amazing job of laying out this process for everyone.
Conclusion
Businesses that rely on email for marketing, prospecting, and customer communication must embrace the new requirements for bulk senders. This adaptation is necessary to ensure effective communication and secure delivery of emails to recipients' inboxes. Compliance with these requirements not only maintains a positive sender reputation but also enhances the overall effectiveness of email communication efforts.
It is crucial to raise awareness among employees and stakeholders about the importance of email security measures. Providing education and resources for those less familiar with proactive measures is becoming essential. Conducting regular domain health checks and offering informational materials can help ensure that everyone understands the significance of these protocols and their role in maintaining email security.
It's an ongoing process that demands continuous monitoring and improvement. Regularly review the email security protocols, and update them as needed to address emerging threats. Staying informed about industry best practices enables businesses to maintain the highest level of protection for email communications. By emphasizing awareness, education, responsibility, and continuous improvement in email security practices, businesses can effectively adapt to the new requirements for bulk senders.
