{"id":3895,"date":"2024-01-19T12:53:12","date_gmt":"2024-01-19T07:23:12","guid":{"rendered":"https:\/\/www.lemnisk.co\/blog\/?p=3895"},"modified":"2024-01-19T12:54:55","modified_gmt":"2024-01-19T07:24:55","slug":"new-email-marketing-guidelines","status":"publish","type":"post","link":"https:\/\/www.lemnisk.co\/blog\/new-email-marketing-guidelines\/","title":{"rendered":"Unpacking Gmail and Yahoo Mail&#8217;s New Email Marketing Guidelines: Implications for Marketers"},"content":{"rendered":"<p><span style=\"font-weight: 400; text-align: justify;\">Email marketing is as old as digital marketing. It\u2019s the oldest and one of the most effective digital marketing channels for all contexts, be it, B2C or B2B. At the internet mailing giants\u2019 behest, let\u2019s try to understand the new bulk emailing guidelines that are effective starting 1-Feb 2024, by starting with a step back and looking at it from first principles.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3 style=\"text-align: left;\"><b>Who are the stakeholders and what do they want?<\/b><\/h3>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3934 size-full\" src=\"https:\/\/www.lemnisk.co\/blog\/wp-content\/uploads\/2024\/01\/stakeholder-1.jpg\" alt=\"stakeholder\" width=\"500\" height=\"334\" \/><\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li><em><span style=\"font-weight: 400;\">Marketers<\/span><\/em><span style=\"font-weight: 400; text-align: justify;\"><em> (of sellers\/businesses\/brands):<\/em> Want the consumers of their products and services to be up to date with purchases, upsold and cross-sold to new products and other offerings, and informed on their new launches. For eg. Nike\u2019s Brand Management Team.<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><em><span style=\"font-weight: 400;\">Consumers: <\/span><\/em><span style=\"font-weight: 400; text-align: justify;\">Customers of businesses and brands who rely on email and other channels for important order-specific as well as marketing updates. For example, you \ud83d\ude42\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><em><span style=\"font-weight: 400;\">Email Client:<\/span><\/em><span style=\"font-weight: 400; text-align: justify;\"> The software application that allows one to create, access, send, and manage Email messages over the internet infrastructure. For eg. Gmail and Yahoo Mail.<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><em><span style=\"font-weight: 400;\">Email Service Provider: <\/span><\/em><span style=\"font-weight: 400; text-align: justify;\">Software companies that make it easier for <\/span><span style=\"font-weight: 400;\">marketers<\/span><span style=\"font-weight: 400;\"> to run their mass email campaigns with advanced capabilities, monitor performance, and engage their <\/span><span style=\"font-weight: 400;\">Consumers <\/span><span style=\"font-weight: 400;\">with their brand\u2019s websites and resources. For example, Netcore.<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><em><span style=\"font-weight: 400;\">Marketing Automation Tool: <\/span><\/em><span style=\"font-weight: 400; text-align: justify;\">A software that helps m<\/span><span style=\"font-weight: 400;\">arketers <\/span><span style=\"font-weight: 400;\">orchestrate omnichannel marketing campaigns on top of their <\/span><span style=\"font-weight: 400;\">Consumer<\/span><span style=\"font-weight: 400;\"> audiences. For example, <strong><a href=\"https:\/\/www.lemnisk.co\" target=\"_blank\" rel=\"noopener noreferrer\">Lemnisk\u2019s<\/a><\/strong> Marketing Automation suite.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3 style=\"text-align: left;\"><b>How do the above stakeholders co-exist in the realm of email marketing?<\/b><\/h3>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-3935\" src=\"https:\/\/www.lemnisk.co\/blog\/wp-content\/uploads\/2024\/01\/email-marketing.png\" alt=\"email marketing | email marketing guidelines\" width=\"500\" height=\"334\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400; text-align: justify;\">Marketers, with the help of an Email Provider run their email marketing campaigns where they have to adhere to global, regional, and Email Client-established marketing regulations to ensure diligent and honest email marketing practices, such that the consumers are informed, not spammed, and their business identity is resolved; not spoofed for malicious and deceptive email fraudsters.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400; text-align: justify;\">A CDP-led Marketing Automation Tool provides the marketer with the one-stop driving seat to have the clearest view of their consumer base and insight into the right channels to organize their multi-channel marketing strategy with the real-time reports and analytics module to monitor and improve their campaigns.<a href=\"https:\/\/www.lemnisk.co\/blog\/cdp-marketing-automation-system\/\">Click here to know more<\/a>.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3 style=\"text-align: left;\"><b>What is the new guideline from Gmail and Yahoo Mail (Email Clients)?<\/b><\/h3>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3907\" src=\"https:\/\/www.lemnisk.co\/blog\/wp-content\/uploads\/2024\/01\/email-clients.jpeg\" alt=\"email clients | email marketing guidelines\" width=\"500\" height=\"334\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400; text-align: justify;\">Gmail and Yahoo Mail strengthened their email sender identity and subscription guidelines to ensure the marketer\u2019s identity is dignified and the consumer\u2019s inbox only receives the emails that they should.<\/span><br \/>\n&nbsp;<\/p>\n<ul>\n<li><b>Reduce Spamming<\/b><span style=\"font-weight: 400; text-align: justify;\">: It is not uncommon for Consumers to be spammed with over-the-top email frequency from a business.<\/span><\/li>\n<\/ul>\n<ul>\n<li><b>Ensure untampered Business Identity<\/b><span style=\"font-weight: 400; text-align: justify;\">: Email marketing is not devoid of fraudsters. \u201cSpoofing\u201d is when an email sender is disguising an <i>identity that they are not<\/i>. Business marketing teams often have a hard time battling the commonplace fraudsters that reach out to their audiences for various malicious agendas &#8211; trying to phish their personal data, monetary cybercrime, etc.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<br \/>\n<em>Trivia: Gmail and Yahoo combined have about 34% share in the Email Clients market.<\/em><\/p>\n<p>&nbsp;<\/p>\n<h3><b>Detailed guidelines<\/b><\/h3>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-3936\" src=\"https:\/\/www.lemnisk.co\/blog\/wp-content\/uploads\/2024\/01\/detailed-guidelines.png\" alt=\"detailed guidelines | email marketing guidelines\" width=\"500\" height=\"334\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400; text-align: justify;\">Gmail and Yahoo have categorized \u201cBulk Senders\u201d as any business entity that communicates via e-mail, to an audience of over 5000 recipients per day. In practicality, that is typically going to be any brand\/company\/e-commerce or an influencing entity with a sizable market presence.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400; text-align: justify;\">Here is a <a href=\"https:\/\/support.google.com\/mail\/answer\/81126?hl=en#zippy=%2Crequirements-for-all-senders\">checklist of extant guidelines for sender verification<\/a>. Starting 1 Feb 2024, \u201cbulk senders\u201d are now required to follow these <b><i>additional steps<\/i><\/b> regarding their email sender Identity and subscription management:<\/span><\/p>\n<p>&nbsp;<\/p>\n<ol>\n<li style=\"list-style-type: none;\">\n<ol>\n<li>\n<p><i><span style=\"font-weight: 400; text-align: justify;\">Publish a <\/i><a href=\"https:\/\/support.google.com\/a\/answer\/2466563?hl=en&amp;ref_topic=2759254\"><i><span style=\"font-weight: 400;\">DMARC record<\/i><\/a><i> for your domain:<\/span><\/i> Domain-based Message Authentication, Reporting, and Conformance (DMARC) tells the recipient\u2019s email servers what to do if the sender domain doesn\u2019t pass SPF or DKIM specified by you.<\/span><\/p>\n<p>&nbsp;<\/p>\n<ol type=\"a\">\n<li>\n<p><em><span style=\"font-weight: 400; text-align: justify;\">A <a href=\"https:\/\/support.google.com\/a\/answer\/10685031?hl=en&amp;ref_topic=10685331\"><span style=\"font-weight: 400;\">Sender Protection Framework (SPF)<\/span><\/a> record<\/em> of your sender domain defines the servers as well as domains that are authorized senders of your business. (businesses do have multiple sender domains, for eg. @nikeshop.co, @nikestore.com, @nikeglobal.com, note that these may not be actual domains belonging to Nike, but they help convey the point).<\/span><\/p>\n<\/li>\n<p>&nbsp;<\/p>\n<li style=\"font-weight: 400;\" aria-level=\"2\">\n<p><em><span style=\"font-weight: 400;\">A <a href=\"https:\/\/support.google.com\/a\/answer\/180504\">DomainKeys Identified Mail (DKIM)<\/a>key<\/em> against your domain is how the recipient server identifies and resolves your business email identity.<\/span><\/p>\n<\/li>\n<p>&nbsp;<\/p>\n<li style=\"font-weight: 400;\" aria-level=\"2\">\n<p><span style=\"font-weight: 400; text-align: justify;\">Either of the above is required for you as a mass email marketer to ensure your marketing emails don\u2019t land up in spam and keep spoofing at bay. Email fraudsters attempting to spoof your identity will be flagged at DMARC authentication (they will not have the same SPF\/DKIM certificate as yours).<\/span><\/p>\n<\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><i><a href=\"https:\/\/support.google.com\/mail\/answer\/81126?hl=en&amp;ref_topic=7279058#subscriptions\">\n<p><span style=\"font-weight: 400; text-align: justify;\">A One-click unsubscribe methodology<\/a><\/i> is to be followed for promotional and subscribed emails: <\/span><span style=\"font-weight: 400;\">Email clients are ensuring you don\u2019t give your audiences a hard time trying to unsubscribe from your mailing list. This not only backs your consumers with responsible marketing but also ensures your email delivery and click rates are not inflated by an unwilling audience.<\/span><\/p>\n<\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<h3><b>What will happen if I don\u2019t comply with the new guidelines?<\/b><\/h3>\n<p><span style=\"font-weight: 400; text-align: justify;\">If your business senders are provided by Gmail and\/or Yahoo mail and you don\u2019t ensure the additional steps are covered, soon your outbound emails will be <a href=\"https:\/\/support.google.com\/mail\/answer\/14229414?hl=en&amp;ref_topic=7279058&amp;sjid=17980922937796212437-AP#zippy=%2Cwhat-happens-if-senders-dont-meet-the-requirements-in-the-sender-guidelines\">rejected or directed to the recipient\u2019s spam<\/a>.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><b>How shall I go about taking the required actions?<\/b><\/h3>\n<p><span style=\"font-weight: 400; text-align: justify;\">Both Gmail support and Yahoo Mail support have provided crisp and step-by-step guides on how to go about taking forward the additional actions. Here&#8217;s a link to <a href=\"https:\/\/support.google.com\/mail\/answer\/81126?hl=en&amp;ref_topic=7279058&amp;sjid=17980922937796212437-AP\">Gmail<\/a> and <a href=\"https:\/\/senders.yahooinc.com\/best-practices\/\">Yahoo Mail\u2019s <\/a>master directions article. Additionally, you may reach out to your Email Service Provider for prompt personal assistance.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h5><strong>By Karansingh Bisht | Associate Product Manager at Lemnisk<\/strong><\/h5>\n<p>&nbsp;<\/p>\n<h6><b>References<\/b><\/h6>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\">\n<h6><span style=\"font-weight: 400;\"><a href=\"https:\/\/blog.google\/products\/gmail\/gmail-security-authentication-spam-protection\/\" target=\"_blank\" rel=\"noopener noreferrer\">Google Product Update<\/a>\u00a0<\/span><\/h6>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">\n<h6><a href=\"https:\/\/blog.postmaster.yahooinc.com\/post\/730172167494483968\/more-secure-less-spam\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Yahoo Product Update<\/span><\/a><\/h6>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">\n<h6><span style=\"font-weight: 400;\">Master Directions from Email Clients:\u00a0<\/span><\/h6>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"2\">\n<h6><a href=\"https:\/\/support.google.com\/mail\/topic\/7279058?hl=en&amp;ref_topic=3394151&amp;sjid=11982113958537264833-AP\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Gmail Guidelines and Tools<\/span><\/a><\/h6>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\">\n<h6><a href=\"https:\/\/senders.yahooinc.com\/best-practices\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Yahoo Guidelines<\/span><\/a><\/h6>\n<\/li>\n<\/ol>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">\n<h6><a href=\"https:\/\/support.google.com\/a\/answer\/174124#zippy=%2Chelps-prevent-spoofing\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Preventing Spoofing and Spam with DKIM<\/span><\/a><\/h6>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">\n<h6><a href=\"https:\/\/www.oberlo.com\/statistics\/most-used-email-clients#:~:text=Email%20client%20market%20share%20breakdown,to%20send%20and%20receive%20emails\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Email Clients Market Share<\/span><\/a><\/h6>\n<\/li>\n<\/ol>\n<h6><\/h6>\n","protected":false},"excerpt":{"rendered":"<p>Email marketing is as old as digital marketing. It\u2019s the oldest and one of the most effective digital marketing channels for all contexts, be it, B2C or B2B. At the internet mailing giants\u2019 behest, let\u2019s try to understand the new bulk emailing guidelines that are effective starting 1-Feb 2024, by starting with a step back [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":3917,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12,95,126,68,75],"tags":[8,211,124,34],"class_list":["post-3895","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-all-blogs","category-customer-engagement","category-digital-marketing","category-growth-marketing","category-martech","tag-digital-marketing","tag-email-marketing","tag-marketing-automation","tag-martech"],"_links":{"self":[{"href":"https:\/\/www.lemnisk.co\/blog\/wp-json\/wp\/v2\/posts\/3895","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.lemnisk.co\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.lemnisk.co\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.lemnisk.co\/blog\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.lemnisk.co\/blog\/wp-json\/wp\/v2\/comments?post=3895"}],"version-history":[{"count":43,"href":"https:\/\/www.lemnisk.co\/blog\/wp-json\/wp\/v2\/posts\/3895\/revisions"}],"predecessor-version":[{"id":3950,"href":"https:\/\/www.lemnisk.co\/blog\/wp-json\/wp\/v2\/posts\/3895\/revisions\/3950"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.lemnisk.co\/blog\/wp-json\/wp\/v2\/media\/3917"}],"wp:attachment":[{"href":"https:\/\/www.lemnisk.co\/blog\/wp-json\/wp\/v2\/media?parent=3895"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.lemnisk.co\/blog\/wp-json\/wp\/v2\/categories?post=3895"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.lemnisk.co\/blog\/wp-json\/wp\/v2\/tags?post=3895"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}