How Email Marketing Is Changing on February 1st, What You Need to Know to Stay Ahead of the Game, and How to Make These “Changes” Work for You 🙌
You may or may not have realized that I absolutely love writing emails (like this!)
Mainly because it allows me to connect with you. But also because email marketing is a BIG part of the lead generation strategy I help each of my clients capitalize on.
Why? Because email has a HUGE ROI and despite all the ios14 sky is falling hoopla - studies show the ROI for email marketing has actually gotten stronger.
I’ve grown email lists from 1,200 subscribers to over 60,000+ subscribers in a year and I can tell you email marketing is a marketing channel that if you’re not using I’d highly recommend you reconsider.
Well if you already have your own email list or you’re thinking about growing an email list - you’re going to want to do a couple of housekeeping for your list. Here’s why…
Gmail and Yahoo Mail have decided that they are about to crack the whip on the functionality of what type of emails are making their way into folks' inboxes.
The reason is because spammers have gotten even more sneaky about slithering their way into people’s virtual mail. You’ve probably seen a lot more of this like I have.
I personally think this is a good thing that Gmail and Yahoo are doing this because - once again - all this means is the cream of the crop businesses producing high quality content will rise above the rest.
So if you want to keep email a part of your lead generation strategy - or you’re thinking about adding it into your strategy here’s what you need to do to get your house in order.
#1 - First thing - You may want to change up your strategy and consider doubling down on segmenting your list AND sending emails in smaller batches to less than 5,000 folks.
Gmail and Yahoo Mail are labeling anyone who sends more than 5,000 emails at once as a bulk sender.
That means your content is way more likely to be under the microscope and much more likely to trigger the heck out of the promotions filter. You know that dreaded tab everyone’s trying to work their way out of.
By sending in smaller batches to segments of your list (segmenting your list is really just tagging people based on their specific interests), you can send better targeted high-quality emails. This can also help keep your unsubscribe rate WAY down.
Here’s a quick commercial that you actually need to listen to as I get on my soap box for a minute.
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Yes, you should send high-quality emails but…and this is a BIG BUT…let’s not get hung up on the word “high-quality.”
Because if you ask 20 different marketers what “high-quality” means to them - it’s either that they can’t define it or they will give you a different answer because it will depend on whoever are the folks in charge of the business at the time and what they like.
So here’s a way to define high-quality just to make it easy peasy.
First the obvious, high-quality is obviously next to zero spelling and grammar mistakes.
But it’s also giving your sentences room to breathe (no big blocks of text)...
…your emails are written in plain language (6th to 8th grade reading level)...
…and they are targeted emails i.e. you’re not blasting out basic content to your whole list.
Instead you’re sending targeted relevant content to a group of people interested in a specific topic.
Okay I’m off my soap box.
Let’s get back to regularly scheduled programming.
#2 - Scrub your list until it’s squeaky clean
Check to see if you have email addresses that are bouncing. You’re going to want to remove those folks from your email list pronto.
You may not have known this, but your specific email has a reputation with Gmail, YahooMail and the like.
If you’re sending emails and they're bouncing back all over the place, that hurts your reputation score.
#3 - Make it easy peasy for people to unsubscribe
Gone are the days when someone hits the unsubscribe button and you’re sent down a rabbit hole of pushing subscribers from page…to page…to page asking them, “if they’re absolutely, positively, 100% sure they would like to unsubscribe from your email list.”
It needs to be a one-and-done click and that’s it. If you’re not entirely sure if this is set up with your email service providers, reach out and ask them to get the details.
#4 - The tech stuff - Have your DKIM, SPF and DMARC set up
First DKIM is really authenticating your domain.
I will say this, your DKIM records should already be set up with your email service provider especially if you’ve been emailing for some time. If you’re not sure whether your DKIM records are on file, reach out to your email service provider for help.
Now your DMARC records - The goal of this is to set up a new record so gmail can make sure your emails are actually coming from you and not a spammer.
All you have to do is go to easyDMARC.com to set this up.
They have a free plan available as well. I’ve already done this for my domain and it was very easy to do.
#5 - Make sure to get this all set up by January 25th
The new email requirements go into effect February 1st so to make sure you’re not late…
You’ll want to get all of this set up by January 25th (especially the DMARC because it takes 72 hours to take effect.)
That way, you’ll already be good to go.
Everything That’s Special
📰 I’ve pulled together a couple more articles if you’d like read more about the email changes happening on February 1st. You can read up if you’re interested:
🔖Your 2024 guide to Google & Yahoo’s new requirements for email senders by Postmark
🔖New Gmail protections for a safer, less spammy inbox by Google
🔖Changes to Google and Yahoo’s email authentication requirements by Constant Contact
🙏 Lovely prayer over your business today: I pray that you’re filled with inspiration, new ideas, and greater clarity. In Jesus name, amen!
