Summary 20 QUICK and EASY Tips for Better Email Deliverability! (Transcript).pdf - Google Drive drive.google.com
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Ensure email deliverability by authenticating messages, providing unsubscribe options, monitoring complaints, and proactively addressing any delivery problems.
Slides
Slide Presentation (10 slides)
Key Points
- Significant changes to email deliverability requirements from major mailbox providers like Gmail and Yahoo, focusing on authentication, unsubscribe functionality, and complaint rates
- Enforcement of new requirements began in February 2023, leading to a noticeable increase in spam folder placement, especially for non-certified senders
- Key drivers of increased spam placement include high complaint rates, unknown users, and new mailbox provider codes for non-compliance
- Recommended best practices include ensuring list unsubscribe link visibility, managing spam reporting during unsubscribe, differentiating transactional and marketing emails, and implementing proper authentication and security measures
- Maintaining high list hygiene and engagement, closely monitoring deliverability metrics, and proactively mitigating issues are crucial for navigating the evolving email landscape
Summaries
22 word summary
Authenticate emails, include unsubscribe links, and monitor complaints to improve deliverability. Non-certified senders face higher spam placement. Continuously test and mitigate issues.
43 word summary
Email deliverability requires authentication, unsubscribe links, and low complaint rates. Non-certified senders face higher spam placement. Senders should monitor complaints, implement authentication, maintain lists, and track metrics. Ongoing testing and mitigation are essential to maintain strong email program performance in the evolving landscape.
107 word summary
The email deliverability landscape has undergone significant changes, with new requirements from major mailbox providers. These changes focus on authentication, unsubscribe functionality, and complaint rates. Non-certified senders have experienced a 2x increase in spam folder placement compared to certified senders. Key factors contributing to this include higher complaint rates, emails sent to unknown users, and new mailbox provider codes. To navigate these changes, senders should ensure visible unsubscribe links, monitor and reduce complaint rates, implement email authentication standards, maintain list hygiene, and closely monitor deliverability metrics. Ongoing monitoring, testing, and proactive mitigation will be essential for senders to maintain strong email program performance in the evolving landscape.
299 word summary
The email deliverability landscape has undergone significant changes in recent months, with new requirements from major mailbox providers like Gmail and Yahoo. These changes, announced in October 2022, focus on three key areas: authentication, unsubscribe functionality, and complaint rates.
The enforcement of these new requirements began in February 2023, leading to a noticeable increase in spam folder placement. Non-certified senders have been hit the hardest, experiencing a 2x increase in emails placed in the spam/junk folder compared to certified senders.
Several factors are contributing to this increase in spam folder placement, including:
1. Complaint Rates: There has been a sharp increase in complaint rates, likely due to subscribers using the one-click list unsubscribe functionality and also marking emails as spam. 2. Unknown Users: A significant rise in emails sent to users that no longer exist or are believed to no longer exist, which can negatively impact deliverability. 3. New Mailbox Provider Codes: Mailbox providers have introduced new bounce codes to highlight different forms of non-compliance with the new requirements.
To navigate these new requirements, senders should focus on the following key tips:
1. Ensure the list unsubscribe link is visible and that opt-out requests are processed promptly. 2. Monitor and reduce complaint rates, especially for transactional messages. 3. Properly implement email authentication standards like SPF, DKIM, and DMARC, and use TLS encryption. 4. Maintain high list hygiene and subscriber engagement. 5. Closely monitor deliverability metrics and work with their ESP and mailbox provider support teams to identify and resolve any issues.
Ongoing monitoring, testing, and proactive mitigation will be essential for senders to maintain strong email program performance in the evolving email landscape. By understanding the key drivers of decreased deliverability and implementing the recommended best practices, senders can navigate these changes and continue to effectively reach their subscribers.
615 word summary
20 QUICK and EASY Tips for Better Email Deliverability
Introduction Over the past few months, there have been significant changes to email deliverability requirements from major mailbox providers like Gmail and Yahoo. In October 2022, they jointly announced new requirements for all senders of bulk email, focusing on three key areas: authentication, unsubscribe functionality, and complaint rates.
The enforcement of these new requirements began in February 2023, with temporary failure notifications and gradual phasing in of full enforcement since April. This has led to a noticeable increase in spam folder placement, with average placement rising from a global average of 5% to 7% across Validity's customer base. The impact is even more pronounced for non-certified senders, who have seen a 2x increase in emails placed in the spam/junk folder compared to certified senders.
Drivers of Increased Spam Placement Several factors are contributing to this increase in spam folder placement:
1. Complaint Rates: There has been a sharp increase in complaint rates, likely due to subscribers using the one-click list unsubscribe functionality and also marking emails as spam.
2. Unknown Users: There has been a big increase in emails sent to users that no longer exist or are believed to no longer exist, which can negatively impact deliverability.
3. New Mailbox Provider Codes: Mailbox providers have introduced new bounce codes to highlight different forms of non-compliance with the new requirements, such as lack of PTR records, not using TLS security, and various authentication failures.
Navigating the New Requirements The top tips based on the most pressing questions from senders include:
1. List Unsubscribe Link Visibility: The list unsubscribe link may not display immediately, as mailbox providers want to assess the sender's reputation and engagement before showing the link. This can be a useful data point to identify potential reputational issues.
2. Spam Reporting During Unsubscribe: Subscribers may be presented with the option to report the email as spam during the list unsubscribe process, especially if senders are failing to honor opt-out requests within the prescribed timeframe. Senders should test their own unsubscribe experience and ensure they are processing opt-outs promptly.
3. Transactional vs. Marketing Emails: Mailbox providers do not have specific rules to identify transactional versus promotional content. However, senders can differentiate by using separate IP addresses and from addresses for each message type. Transactional messages are also subject to the new complaint rate thresholds, so senders should monitor and reduce complaints for these messages.
4. Complaint Rate Management: For transactional messages, senders should use all available mailbox provider tools to track complaint rates, enable feedback loops, and use different domains/IPs for marketing versus transactional content. Clearly communicating the purpose of email collection can also help reduce complaints.
5. Authentication and Security: Senders should ensure they are properly implementing email authentication standards like SPF, DKIM, and DMARC, as well as using TLS encryption. Mailbox providers are now enforcing these requirements and will flag non-compliance.
6. List Hygiene and Engagement: Senders should have aggressive list hygiene practices, suppressing addresses that have been inactive for extended periods (e.g., 6-12 months). Maintaining high engagement with subscribers is also crucial for deliverability.
7. Monitoring and Mitigation: Senders should closely monitor their deliverability metrics, including spam folder placement, complaint rates, and bounce rates. If issues arise, they should work with their ESP and mailbox provider support teams to identify and resolve any problems.
Conclusion The new email deliverability requirements from Gmail and Yahoo have significantly increased the challenges for senders. By understanding the key drivers of decreased deliverability and implementing the recommended best practices, senders can navigate these changes and maintain strong email program performance. Ongoing monitoring, testing, and proactive mitigation will be essential for success in the evolving email landscape.