Decoding Google and Yahoo's email authentication revolution: A guide for DTC Brands in 2024
Step into the ever-changing world of email marketing, where big players like Google and Yahoo are making some changes for senders. Adapting to these changes isn't just an option – it's a strategic necessity.
In this easy-to-follow guide, we'll dig into the details of Google and Yahoo's new sender rules. We'll unravel what's happening, why it matters, and most importantly, how you can make these changes work for your DTC brand.
Explained: Google and Yahoo's new sender requirements
Let's break it down: Google and Yahoo have set some new rules for email marketing. Their goal? To make things better for users, boost security and fight against spam emails.
From the beginning of next year, if you're sending lots of emails through Gmail or Yahoo Mail, you've got to follow some strict authentication practices like DMARC, SPF and DKIM.
Why are they doing this? To make it easier for these companies to spot and stop harmful messages, making sure your emails don't end up in the spam folder. It's all about keeping inboxes tidy and stopping bad senders from causing trouble without getting caught.
If you're sending lots of emails, you've also got to make it more simple than ever for people to unsubscribe. Plus, you can only send emails to people who actually want them. It's all part of the plan to make email safer and more enjoyable for everyone involved. Easy, right?
The main factors of these changes are as follows:
Authentication is key!
These changes emphasise the importance of authentication. By implementing protocols like DMARC (Domain-based Message Authentication, Reporting, and Conformance), DTC brands can ensure the authenticity of their emails. This not only boosts security but also fosters trust with recipients.
A new focus on IP warming
Think of IP warming as easing into a hot bath. Gradually increasing email volumes to a new IP address ensures a seamless transition, preserving deliverability and reputation during the process.
Consistent engagement is as important as ever
Engagement is now a dynamic, two-way conversation. The new sender requirements prioritise sustained and meaningful engagement, urging senders to maintain a healthy relationship with recipients by avoiding inactive addresses and consistently delivering value.
What steps can DTC brands take?
1) Invest in education for your team
Knowledge is power. DTC brands should invest in educating their marketing teams about the intricacies of these new sender requirements. Ensure a comprehensive understanding of DMARC, IP warming and the importance of sustained engagement.
2) Audit and cleanse your email lists
Time for a spring cleaning! Conduct a thorough audit of your email lists, removing inactive or disengaged subscribers. Prioritise quality over quantity to ensure messages reach an audience genuinely interested in your brand.
3) Implement DMARC to secure your digital identity
DMARC isn't just an acronym; it's a digital shield. Implementing DMARC adds an extra layer of security to email communications, thwarting phishing and spoofing attempts. This not only safeguards your brand but also enhances your reputation as a trustworthy sender.
4) Align your ‘from:’ header with your domain
Ensure your ‘from:’ header is in sync with your domain. As a bulk sender, it is essential to have your unique sending domain; shared domains are no longer permissible. The domain displayed in the recipient's "From:" header, visible in their inbox, must align with your sending domain to comply with DMARC alignment. This requirement applies to both marketing and transactional emails. It's important to note that the use of a shared domain is no longer allowed, but a dedicated IP is not necessary - you can still utilise a shared one.
5) Make unsubscribing extra easy!
Ensure your marketing emails feature a straightforward one-step unsubscribe method, with an additional unsubscribe link in the message body - although it doesn't have to be a one-click process. Best practices dictate a clearly visible unsubscribe link for a seamless opt-out experience. Achieving compliance in this area is crucial, as it is likely to enhance your deliverability score, sender reputation and customer engagement.
The good news is that Klaviyo will be automatically applying an unsubscribe feature that complies with these rules to all marketing emails created in Klaviyo, requiring no additional configuration from brands. But you’ll need to double check if you're using an email platform other than Klaviyo.
6) Embrace personalisation and relevance
In the era of personalisation, relevance is the currency of engagement. Tailor your email content to individual preferences, behaviours and interactions your customers have had with your brand. Leverage data insights to send targeted, personalised campaigns that resonate with your audience.
7) Monitor and adapt!
Recognising that the email landscape is a dynamic ecosystem, implement robust monitoring tools to track the performance of your email campaigns. Analyse key metrics, adapt strategies based on recipient behaviour and maintain agility in response to future changes in sender requirements.
The email landscape is a dynamic playground for DTC brands, and the rules are ever-changing. By comprehending and embracing these new sender requirements, you not only ensure compliance but position your brand for enduring success.
Stay informed, stay engaged, and keep thriving!
If you want to educate yourself further on this, read more about the changes via the below articles:
And if you want some expert help and advice on these new changes, please get in touch! We'd love to help and guide your brand through these changes, and beyond!
