What are the new requirements?

The new requirements are as follows:

  • All bulk email senders must be authenticated with SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance).
  • Bulk email senders must keep their spam complaints below 0.3%.
  • Bulk email senders must make it easy for recipients to unsubscribe with a one-click unsubscribe option.

Why are these changes being made?

The new authentication requirements are being made to improve email deliverability and protect users from spam and phishing attacks. By authenticating their emails, bulk email senders can prove that they are who they say they are and that their emails are not spam. This will help to ensure that their emails are delivered to recipients’ inboxes and not filtered to the spam folder.

What do bulk email senders need to do to comply with the new requirements?

Bulk email senders who are not already authenticated with SPF, DKIM, and DMARC will need to set up these protocols as soon as possible. They can find more information on how to do this on the websites of the respective organisations.

Bulk email senders should also make sure that they are keeping their spam complaints below 0.3%. They can do this by following best practices for email marketing, such as sending relevant and timely emails and providing clear instructions for how to unsubscribe.

Finally, bulk email senders should make it easy for recipients to unsubscribe with a one-click unsubscribe option. This can be done by including an unsubscribe link in the footer of every email.

What does this mean for email marketers?

The new authentication requirements will have a significant impact on email marketers. Email marketers who are not already authenticated with SPF, DKIM, and DMARC will need to take steps to comply with the new requirements. They should also make sure that they are keeping their spam complaints below 0.3% and that they are making it easy for recipients to unsubscribe.

The new requirements are likely to lead to a decrease in the amount of spam that is sent. This is because spammers will not be able to authenticate their emails, which will cause their emails to be filtered to the spam folder. This will be a good thing for email users, as it will mean that they will see less spam in their inboxes.

What can email marketers do to prepare for the new requirements?

Email marketers can start preparing for the new requirements by:

  • Reviewing their email marketing practices to ensure that they are compliant with the new requirements.
  • Setting up SPF, DKIM, and DMARC if they are not already authenticated with these protocols.
  • Monitoring their spam complaint rate and taking steps to reduce it if it is too high.
  • Making it easy for recipients to unsubscribe with a one-click unsubscribe option.

By following these steps, email marketers can ensure that they are prepared for the new authentication requirements and that their emails continue to be delivered to recipients’ inboxes.

Conclusion

The new authentication requirements from Google and Yahoo are a step in the right direction for improving email deliverability and protecting users from spam and phishing attacks. Email marketers who take the time to prepare for the new requirements will be well-positioned to succeed in the future.