The email marketing landscape is dramatically changing in 2024. Google, Yahoo, and other major email providers have announced strict new regulations around authentication, opt-outs, and allowable spam rates. While aimed at reducing spam from unscrupulous emailers, these new rules create huge obstacles for legitimate email marketers.
In this comprehensive guide, I’ll break down the new 2024 email regulations, explain how each type of email marketer will be impacted, and provide actionable tips to keep your emails out of the spam box. Whether you’re a cold emailer, small business owner, or dedicated email marketer, you need to understand these mandatory updates to survive 2024.
New Email Regulations in 2024
In early 2024, Google and Yahoo announced three major policy updates around email delivery and spam filtering that go into effect this month. Here’s what email marketers need to know:
1. Required Authentication for All Domains
Previously, authenticating your sending domains with SPF, DKIM, and DMARC records was recommended, but optional. Now, authentication is mandatory. Any emails sent from domains without proper authentication will be flagged as spam or blocked entirely.
2. Mandatory One-Click Unsubscribe
In the past, email marketers could require recipients to email “STOP” or “UNSUBSCRIBE” to remove themselves from a list. Now, every marketing email must include a one-click unsubscribe link. This simplifies opt-outs for recipients.
3. Lower Spam Threshold
Here’s the big one: Google and Yahoo’s spam threshold will drop to just 0.3% in 2024. Previously, the allowable spam rate was unknown, but clearly much higher. Now even low complaint rates can get your IP address or domain blacklisted.
Computer Monitor screen concept of spam email
How Each Email Marketer Will Be Impacted
These regulations will impact all email marketers, but in different ways:
1. Mainstream Email Marketers
For any business doing typical email marketing to an opted-in list, the lower spam threshold is worrying. Even with good list hygiene, spam rates above 0.3% are common. Landing on a blacklist would be catastrophic.
2. B2B Cold Emailers
Reaching out to highly targeted, receptive audiences, B2B cold emailers will be less exposed than mass emailers. However, maintaining deliverability will require meticulous list vetting and excellent sender reputations. Refer: What is B2B Email Marketing.
3. Spammers / Mass B2C Emailers
These new regulations directly target careless mass emailing. Sending millions of emails to unvetted, unengaged consumers will no longer fly under the radar. Enforcement will be strict.
While aimed at reducing spam, these policies could also hurt legitimate marketers. By following best practices, we can avoid getting unfairly caught in the crossfire.
How to Avoid the Email Doghouse in 2024
Staying compliant and keeping your emails out of the spam folder will require diligence under the new regulations. Here are 7 tips:
1. Never Email Personal Accounts
If a contact uses @gmail.com, @yahoo.com, or another consumer email address, remove them from your lists. Avoid sending any marketing emails to personal accounts without a double opt-in.
2. Authenticate Your Domains
Properly configure SPF, DKIM, and DMARC records for all domains and subdomains used for sending emails. This is now mandatory. Use tools like EasyDMARC to set this up.
3. Include Unsubscribe Links
Every marketing email must include a one-click unsubscribe link, allowing recipients to instantly opt out. This improves deliverability and complies with the regulations.
4. Warm Up New Domains
Use a service like MailWarmup or SendyRed to properly warm up and establish new IP addresses or domains before sending marketing emails. This builds positive sender reputation.
5. Personalize and Segment Your Emails
Targeted, personalized emails focused on the recipient’s needs are less likely to be marked as spam. Proper segmentation and customization increase engagement.
6. Use Lead Magnets and Valuable Content
Lead magnets, discounts, and valuable content encourage opt-ins. Recipients who willingly give you their email are highly engaged and less likely to report your emails as spam later on.
7. Consider Non-Google Providers
Since Google is spearheading these policies, consider using email services like SendGrid or Mailgun instead of Gmail. This reduces dependency on Google.
Preparing for Drastic Changes as an Email Marketer
Email marketing is undergoing its biggest regulatory shakeup in years. While exhausting, implementing the tips above will ensure your email program survives the turmoil.
For most legitimate email marketers, compliance is achievable. The ones who will suffer are low-quality mass emailers who spray irrelevant messages at unengaged consumers. Their days are numbered.
To build an email program that thrives under the new regulations, focus on:
- Double opt-in subscription forms
- Highly targeted and segmented email lists
- Personalized email content for each subscriber
- Valuable offers, not just sales pitches
- Excellent list hygiene and spam monitoring
With these pillars in place, your email marketing will be poised for success in 2024 and beyond. While the updated regulations require work on our end as email marketers, they will improve the experience for recipients by reducing unwanted spam.
Implementing authentication, opt-outs, and limited spam rates is our responsibility. In return, we can continue growing our businesses through effective email marketing with reduced deliverability headaches.
Conclusion
Major email providers are enacting strict new anti-spam policies in 2024 that will significantly impact email marketers. However, by following best practices around authentication, list segmentation, personalization and more, we can avoid major deliverability issues.
As the email landscape evolves, our email programs must evolve with it. While change is rarely easy, I’m optimistic that these new regulations will create a better experience for recipients and still allow serious email marketers to thrive. We have an opportunity to raise our standards and build email lists that deliver outstanding results.