Navigating the New Era of Email Marketing

In the ever-evolving landscape of digital communication, email remains an undisputed heavyweight connecting over 4 billion individuals with the content they love. It's a unique channel, offering a direct line to subscribers who willingly opt in to receive tailored updates from their favourite brands and creators. However, as of February 2024, significant changes in online newsletter requirements are coming into play that will impact email marketing worldwide. We don’t want to sound too dramatic, but these changes are pretty huge! 


New Requirements in 2024
As of the 1st of February, Google and Yahoo are ushering in a new era for email marketers by implementing stricter measures around email authentication protocols. These measures are designed to ensure safer and less spammy inboxes, creating a more secure space for genuine communication. 


Why Are There New Requirements
The motivation behind these changes is clear – to make it harder for spammers and phishers to infiltrate inboxes. We cannot be the only ones who are sick of the constant spam emails trickling into our inbox! By cracking down on dubious senders who pretend to be someone else, Google and Yahoo are taking a significant step towards a cleaner and safer email environment.  


The Consequences of Non-Compliance
For those sending mass emails, failure to comply with the new rules means potential exclusion from the inboxes of Google and Yahoo users. The exact consequences are yet to be fully unveiled, but it's a clear message that adherence to these changes is non-negotiable.  


Navigating the New Requirements
For marketers and businesses accustomed to sending newsletters, meeting the new requirements involves a series of crucial steps: 

  • Own a Website Domain: This is the foundational step for authentication. 
  • Specify a Domain Email Address: Clearly define the "from" address within your email marketing tool. 
  • Update Domain Records: Add two new entries to your domain's records to verify your tool's legitimacy. 
  • Streamlined Unsubscribe Process: Enable a one-click unsubscribe option and process requests within 2 days. 
  • Maintain Engagement: Aim for a low spam complaint rate, ideally below 0.3%, by regularly cleansing and engaging your email list. 
  • Tech-Side Authentication: Implement SPF, DKIM, and DMARC for comprehensive email authentication. 

We know this all sounds a little tech-heavy, but if you are using the likes of MailerLite, MailChimp, SquareSpace, or any of the other large third-party mailing companies, they should have their ‘how-to’ guide now live on their platforms. If you get stuck though, please reach out! We are here to help. 


The Value of Email Newsletters
Email newsletters offer a sanctuary from the noise of social media and paid ads. Readers willingly subscribe, gaining a sense of control over the content they receive. For brands and creators, this medium is not just a conduit for communication, it's an excellent opportunity for growth and the establishment of new revenue streams.  


The Bottom Line
While delving into the technical aspects of email authentication might seem daunting, neglecting these protocols could translate to lost revenue.  

These changes are not just about compliance, they're an opportunity for improvement. Your subscribers get a cleaner inbox, free from spam, and you, as a business, align with best practices. It's a win-win scenario!  

Author Bio

Michelle Trimble is a degree qualified marketing specialist who is passionate about breaking down the barriers business owners face when it comes to digital marketing!

After nearly 10 years working in the industry, Michelle decided to start Poppy Seed Media with the mission to provide more accessible marketing services.
Every business has the right to incredible marketing!

Michelle has provided marketing training to hundreds of individuals, working with businesses around the world to improve their overall strategies. Outside of the working world, Michelle is a mum to three young boys and loves any opportunity to get outside and enjoy the fresh air.

If you would like to book a free discover session with Michelle, please reach out.


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