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Chances are, you’ve heard about the looming changes to email being made by Google and Yahoo, but do you know how those changes will impact email deliverability for your organization? Are your internal processes already set up to handle these new requirements, or will you need to make changes?
Email deliverability refers to the ability of your marketing emails to successfully reach subscribers’ inboxes rather than being filtered as spam. Effective email deliverability best practices combine technical setup, content strategy, and compliance measures to optimize inbox placement. By authenticating your sending domain with SPF, DKIM, and DMARC, maintaining clean, permission-based email lists, and crafting personalized, engaging content, marketers can boost open rates and engagement. Monitoring key metrics such as bounce rates, spam complaints, and sender reputation ensures ongoing performance improvement. Additionally, following anti-spam regulations and gradually warming up new domains supports a sustainable, trustworthy email program. Implementing these strategies positions your team to maximize email marketing ROI and maintain strong connections with your audience.
If you can’t answer these questions yet, you’re not alone. Still, the reality is that most organizations will likely need to update some internal processes to stay compliant. Don’t worry, though, I did the research and answered the important questions so you won’t have to.
This impacts any company that sends more than 5,000 emails a day to personal Gmail or Yahoo email addresses. This includes all sales, marketing and any emails sent from the same domain. Departments that need to take action are Sales, Marketing and IT.
Ensure you have the following set up:
These settings are usually set and controlled on the corporate domain level. If you are set up properly for your base domain (ex: gonimbly.com), then these settings will apply to all subdomains (ex: email.gonimbly.com). We recommend you work internally with your IT department to ensure you’re set up properly.
This means allowing email recipients to unsubscribe in ONE click and processing that request within 48 hours. This update will impact marketing and sales teams the most. Any bulk send will need to allow recipients to unsubscribe with a single click.
Currently, a lot of marketing emails take you to a landing page (preference center) where you need to fill out your email address or confirm your intention to unsubscribe. This will no longer fly under the new rules.
Need help ensuring you’re compliant? Let’s chat about how Go Nimbly can help.
Your spam complaint rate must be kept under .3%, although best practice is below .1% (1 complaint for every 1,000 emails sent).
Like when GDPR went into effect, these changes will empower more people to report any email (even one-off emails) that seem like spam. Because of this, we recommend having easy unsubscribe options for every sales and marketing email you send out, regardless of whether it’s a bulk email or not.
If people are able to easily unsubscribe from an unwanted email, then they are less likely to report that email as spam.
✱ Ensure your messaging is reaching the right audience (make sure your content is relevant to your target audience)
✱ There should be no broken or shortened links in your email
✱ Check your HTML to text ratio (think less HTML)
✱ Keep your bounce rates low (clean up any older send lists)
There are several websites and tools out there that allow you to check where you currently stand. Once I have found useful is mail-tester.com. This website allows you to send an email to their inbox, and they analyze if you have the correct authentication, unsubscribe settings and if you are on any blocklists. They also offer some suggestions for how to improve your overall email to avoid having your emails reported as spam.
These regulations are going into effect in February 2024, so you have a little time.
However, as of December, Google is beginning to delete inactive accounts (over 2 years without activity). Sending to a deleted email address will impact your hard bounce rates and put future emails at risk of going to spam. We recommend cleaning your email send lists using an email deliverability service such as NeverBounce or ZeroBounce.
Don’t get me wrong; on a personal level, I‘m happy I can begin to expect less spam in my inbox. On a professional level, though, no one wants to be the person who lands their company on a blacklist.
If you’re unsure about how to make these changes or have questions about any of the points I mentioned here, let’s talk–our team would be happy to help.