Gmail and Yahoo changes for email coming soon
In October, Gmail and Yahoo both announced changes that were coming in the new year to help further crack down on spammers and protect their customers from unwanted mail. Email Marketers need to make sure they are prepared for what’s to come. Here are a few things to make sure of so you are ready when the change happens.
Be fully authenticated
DKIM, SPF and DMARC are the three forms of authentication to signal to the ISP that you are who you say you are, and to help prevent others from spoofing your emails and pretending to be you. Confirm that you have all three setup to ensure you pass Gmail and Yahoo’s checks. DMARC can be set to p=none but it is preferred to be set to p=reject. That will help block others from pretending to be you and sending.
Spam Complaint Rates
Keep spam complaint rates below 0.3%. With Gmail that is reporting in Google Postmaster Tools. With Yahoo, that is done via the Yahoo Feedback loop, which identifies contacts who marked your email as spam.
One-Click Unsubscribe
Have a visible link for unsubscribes when sending marketing communication. Also, an ISP can add a unsubscribe at the top your email. Make sure that you are able to unsubscribe a contact within two days of clicking. With CI360, we are able to automatically unsubscribe contacts that click on the ISP unsubscribe.
Keep those three things in order and you will help ensure that you are in compliance with Gmail and Yahoo. Gmail changes are going into effect February 2024 and Yahoo sometime in Q1.
