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Navigating the New Sender Guidelines by Yahoo & Google

Gmail and Yahoo are changing their sender guidelines for all bulk email senders from Feb 2024. They are turning the best practices into mandatory requirements. To help you navigate through these changes and ensure your emails are landing into spam, we have Lauren Meyer, CMO of Socket Labs joining us on this chat on 6th Feb, 2024.


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Aquibur Rahman, CEO of Mailmodo, talks about the new email sender guidelines from Google and Yahoo with Lauren Meyer, an email deliverability expert and CMO of SocketLabs with over 17 years of experience.

00:10:00 - In this section, Lauren discusses the requirements Yahoo and Gmail have put in place to reduce spam. The main requirements include authenticating email using SPF or DKIM, publishing a DKIM record for bulk sending domains, aligning the domain in the from header with the authentication domain, and implementing a one-click unsubscribe mechanism in email headers. Sending from a address is now a violation of Google's policies and will result in emails being sent to the spam folder. Small and medium businesses that have used Gmail addresses for years may need to switch to a different domain for sending emails.

Additionally, a one-click unsubscribe mechanism must be implemented within email headers but may require the help of the ESP or the IT/Dev team. The deadline for implementing this feature is June.

00:25:00 - Lauren recommends setting clear expectations for subscribers, making subject lines specific and factual, and making the unsubscribe link easily accessible. She also suggests avoiding unsolicited emails to old addresses, staying top of mind with regular sending frequency, and considering the use of double opt-ins. The key takeaway is to prioritize quality over quantity, as even subscribers who have subscribed can mark emails as spam if the content is perceived as unwanted, misleading, or unsolicited.

00:30:00 Lauren also shares the consequences of high complaint rates for email senders. If a brand's complaint rate exceeds 0.1% or 0.3%, Yahoo and Google may begin deferring some of their emails, requiring the sender to continue attempting delivery. This results in a "try again later" message. According to the her, reputable senders generally have much lower complaint rates. For those hovering around 0.1%, their emails will ultimately be delivered, but there may be a delay. If the issue is a complaint or a spike in complaints, mailbox providers may send some emails to the spam folder. Brands with consistently high complaint rates may have their emails blocked altogether. To avoid these penalties, Lauren recommends keeping complaint rates low, below 0.3%, and focusing on sending relevant and engaging content.

Additionally, addressing the root cause of complaints can help improve deliverability. If a brand ends up getting blocked, they can file a ticket with the mailbox provider or their email service provider to seek resolution.

00:40:00 - Lauren also shared a free tool for checking the deliverability of emails. The process involves sending a test email to the tool's address, which then runs various checks based on email authentication protocols, such as SPF, DKIM, and DMAR. This tool covers most elements of the new requirements and provides a detailed yet understandable report.

Watch the full video to learn more!

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