Prepare for the Google and Yahoo policy updates with these crucial steps.

By Katie Hilton, Marketing Manager

Here’s what you need to know, and why you should embrace them!

In October 2023, Google and Yahoo announced significant email policy updates that impact not just marketing campaigns but also organisation-wide communication. The organisations we work for often rely on us as marketers to support their overall communications strategy. Until recently, this might have seemed confined to the marketing department. However, Google and Yahoo’s updates paint a different picture, penalising entire organisations for any policy violations. The response to these changes has felt rooted in fear, reminiscent of the early days of GDPR. At Force24, we’re here to tell you that these updates serve to make us better marketers, placing user experience at the heart of our wider communications strategy.

We’ll keep it simple, outlining the three crucial steps to compliance so you can guide your organisations through these changes with confidence. Customer engagement, sales conversions, and brand reputation all depend on how well we adapt to these changes. In a rare joint statement released in October 2023, both companies detailed these updates, aimed at reducing malicious activity by slowing down or blocking suspicious actors. This means that not only malicious actors but also those who may appear suspicious could be impacted, with even well-meaning organisations being affected. Given that Google and Yahoo control a significant portion of inbox traffic, marketers need to have the right systems in place to reach their audiences effectively. This ensures adherence to best practices, avoiding scenarios where emails end up in spam folders or, worse, get blocklisted.

This presents an opportunity for us to reflect on our strategies and take the necessary steps towards compliance. These changes represent a positive shift, as stricter policies serve to protect the email ecosystem, safeguard recipients, and encourage best practices across the board. As marketers, this is something we should strive towards, to help make the inbox hit like the greatest TikTok algorithm.

3 Crucial Steps to Ensure Compliance

Implement DMARC

 

What is DMARC? DMARC (Domain-based Message Authentication, Reporting & Conformance) is an email authentication protocol designed to protect domains from spoofing, phishing, and unauthorised activities. With Google and Yahoo now enforcing stricter DMARC policies, failing to authenticate your emails properly can lead to email rejection or classification as spam, even if you aren’t engaging in spammy behaviour.Setting up DMARC establishes trust between your domain and the recipient’s mail server, signalling to Google and Yahoo that you are an authorised sender deserving of inbox access. This means that legitimate emails successfully land in inboxes without being flagged.To set up DMARC, generate a DMARC TXT record in your domain’s DNS settings (refer to http://dmarc.org for instructions). Once generated, add your DMARC TXT to your domain’s DNS configuration. Regularly monitor reports received from providers in the form of .xml files, adjusting DMARC policies and configurations to enhance your email authentication and security. If you lack technical expertise in setting up DMARC, seek guidance from your Email Service Provider (ESP) or an IT professional.

 

Maintain a complaint rate below 0.3%

 

Minimising complaints is crucial to protect your sender reputation and brand credibility. Complaints, often marked as spam by recipients, reduce the likelihood of your emails reaching the inbox. Follow these best practices to reduce complaint rates:

• • Obtain consent and set expectations early. Ensure you have explicit consent before emailing any contact. Avoid sending unsolicited emails or purchasing lists. After consent, assure recipients about data safety, clearly share the email’s intent, and use recognisable sender names that reflect your brand.
  • Provide clear unsubscribe options and keep your data clean. Ensure easy opt-out with visible unsubscribe links in every email for opted-in recipients. Regularly clean your data by removing inactive subscribers and fixing invalid email addresses. Offering recipients the option to personalise their email preferences can also help, allowing them to choose the type of emails they receive.
  • Create personalised and relevant content. Tailor your emails to the individual interests and needs of each recipient, paying close attention to feedback from direct replies and surveys. Utilise segmentation, triggers based on activity, and lead scores to enhance personalisation.
  • Avoid spam-triggering words/phrases in content and subject lines. These include words such as cash, free, urgent, guarantee, win, limited, and congratulations.
  • Continuously optimise your communications strategy for better engagement. For more information on personalisation, download our Advanced Personalisation Guide.

 

Assess your ESP against the upcoming policies.

 

While ensuring your practices align with the upcoming policies is crucial, your ESP also shares responsibility. Initiate a conversation with your ESP to understand their compliance strategy and confirm they are actively making necessary adjustments to comply with the new guidelines.

 

Here’s What Lies With You:

• Implement DMARC and maintain a low complaint rate.
• Adhere to best practices for email marketing and continuously optimise your strategy.

 

Here’s What Lies With Your ESP:

• Ensure they comply with the latest policies and provide support for DMARC implementation.
• Assist you in monitoring and improving your sender reputation.

 

Benefits of embracing the changes

Protect Your Organisation’s Security and Reputation.

Did you know that 1 in 3 companies have fallen victim to CEO fraud email scams? (emailauth.io). Implementing DMARC and maintaining a low complaint rate reduces the risk of phishing, spoofing, and cybersecurity threats. DMARC adds an extra layer of security, preventing malicious actors from sending emails from your domain without authorisation.

Enhance Email Deliverability

Your emails are less likely to fall into junk folders, presenting your organisation as a trustworthy and reliable brand. By safeguarding your emails against malicious activities, you’ll maintain trust and credibility with your audience, reassuring them that your communications are secure and legitimate.

Improve ROI

Google and Yahoo’s policy updates present the perfect opportunity to place engagement and personalisation at the heart of your marketing strategy. Delivering personalised and relevant content will become a necessity, leading to better engagement and conversions. Personalised email marketing produces an average ROI of 122% (Experian).

Build Stronger Relationships and Brand Loyalty

Prioritising engagement, personalisation, and segmentation helps you foster stronger relationships with your audience by sending the right message, at the right time, to the right person. This approach ensures your customers feel valued and understood, which enhances trust and loyalty across all channels.

Ensure a Sustainable and Adaptable Marketing Strategy

Complying with current policies prepares you for future changes and challenges, ensuring your strategy aligns with best practices and the latest advice. This helps build trust with email providers, demonstrating that you prioritise email security and improving your deliverability rates.

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By embracing these updates and taking the necessary steps to comply, you not only protect your organisation but also enhance the effectiveness and reach of your email marketing campaigns.

To better understand your organisation’s deliverability performance, give us a shout! Whether you’re a Force24 customer or simply in need of some advice, we’re here to help.