Mail Jail

Gmail and Yahoo announced quite a few email changes regarding:

→ Authentication

→ Unsubscribing

→ Reputation

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The name of the game is “Fall in Love with Your Mailbox Again.”

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If you’re reading this, you’re probably a business owner or entrepreneurially curious, so even if you don't consider yourself a marketer, hear me out because this is important.

Gmail and Yahoo are stepping up to protect recipients, and these updates are about making email communication safer.

Whether you're already emailing your audience or planning to, today's focus is on complying with new privacy requirements to ensure your emails don't end up in spam.

Here’s what you need to know:

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#1 Authentication

Authentication is about verifying your identity when sending an email. Previously, your email service provider could handle this, but now Google and Yahoo require you to authenticate your own domain – not your provider's.

No matter the platform you're using (Mailchimp, Flodesk, ConvertKit, Klaviyo, etc.), you'll need to check with them on how to verify your sending or custom domain.

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This is relevant for those with a mailing list of 5,000+ subscribers. HOWEVER, it's important to know that if you have a small list and a few active automations, you can reach this mark very quickly, so compliance is key. My advice is, set up your “DMARC records” regardless to avoid any red flags

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#2 Unsubscribing

This might sound like old news, but the process of unsubscribing must be simplified to a one-click action. Here's what's actual news – the unsubscribe button is now placed in the email header, visible to unengaged contacts by Google and Yahoo and you'll have no control over this.

This might seem daunting as it puts the option to leave right up front, but it emphasises the importance of nurturing and delivering value to our audience.

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#3 Reputation

Aka keeping the spam complaints low. The benchmark for spam complaints is set at 0.1% – that's one complaint per 1,000 recipients. If this number jumps to 0.4%, this will severely impact your domain's reputation. Since Google doesn't reveal who files these complaints, I suggest using tools like Google Postmaster Tools to analyse and monitor your email performance.

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SOUNDS LIKE A LOT? HERE ARE SOME PRACTICAL TIPS TO HELP YOU AVOID THE MAIL JAIL

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Do this to maintain a healthy email list and good deliverability:

• Regularly clean your list: Run a re-engagement campaign targeting subscribers who haven't opened your emails in a while. If there's still no response, consider removing them from your list.
• Implement double Opt-In: This is a two-step process where users confirm their email address after signing up. This extra step significantly improves the quality of your mailing list by ensuring that only interested and valid email addresses are added.
• Use reCAPTCHA on your forms: This is an effective way to avoid bots. It adds a layer of security, preventing spam sign-ups and pishing.
• Get your subscribers to respond to your emails: This can greatly improve your sender reputation and help your emails land in the inbox rather than the spam folder. If you find yourself in #mailjail, having subscribers who regularly interact with your emails is one of the best ways to get out.

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