Last October, Gmail and Yahoo unveiled new requirements for email senders. These changes are now coming into effect! In the fight against unsolicited email, senders will now have to adopt what were once simply considered best practices.
Why are Gmail and Yahoo imposing these new standards?
The aim is to improve the user experience by fighting spam. These email giants have decided to introduce strict standards. The new policy aims to reduce the amount of spam flooding inboxes. Any sender not complying with these rules now risks having their emails classified as junk, or even blocked.
Deliverability rules to follow
Ensure that your emails reach your contacts' inboxes and are not classified as junk by following these three rules:
1 - Authenticate your emails using security protocols such as DKIM, SPF and DMARC.
Authentication is a method that enables senders to legitimize their mailings. Gmail and Yahoo will now require three main methodologies: SPF, DKIM and DMARC. Unauthenticated emails may be rejected with a 5.7.26 error or marked as spam.
2 - Maintain a spam rate below 0.3%.
Senders whose average spam complaint rate regularly exceeds 0.3% will experience performance problems (delays, junk mail folds or bounces) if they don't take appropriate action. All senders should strive to keep their spam complaint rate at 0.1% or less, to ensure that their emails are properly delivered to recipients' inboxes.
3 - Provide an easy one-click unsubscribe system and process unsubscribes in less than 2 days.
Senders should make the unsubscribe process as simple as possible. If recipients no longer wish to receive emails, they shouldn't have to dig around for the unsubscribe button or send smoke signals…
Our email deliverability expert explains it all in detail.
So how do you do it?
The new Gmail and Yahoo requirements will have a significant impact on the way emails are processed and delivered. So it's important to comply. If all this sounds like gobbledygook to you, don't worry. Globalia has the expertise to guide you and make the necessary updates.
