{"id":6041,"date":"2024-01-03T15:27:49","date_gmt":"2024-01-03T15:27:49","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/what-you-need-to-know\/"},"modified":"2024-01-03T15:27:49","modified_gmt":"2024-01-03T15:27:49","slug":"what-you-need-to-know","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/en\/what-you-need-to-know\/","title":{"rendered":"What you need to know"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p><em>We\u2019ve updated our story<\/em> <em>on bulk email restrictions from Yahoo and Google to include more advice from our email marketing experts on the benefits of using a multichannel marketing approach.<\/em><\/p>\n<p>This February, Google and Yahoo will begin enforcing new requirements for bulk email senders. The guidelines largely focus on three areas: authentication of outgoing emails, reported spam rates and the ability to easily unsubscribe from email lists.<\/p>\n<p><!-- \/1038259\/MT_Post-text --><\/p>\n<p>Google defined bulk senders in an early-October announcement as \u201cthose who send more than 5,000 messages to Gmail addresses in one day,\u201d which caught the attention of email marketers in both B2B and B2C circles.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-what-are-the-email-authentication-requirements-for-bulk-senders\">What are the email authentication requirements for bulk senders?<\/h2>\n<p>The two companies will require bulk email senders to use what Google calls \u201cwell-established best practices\u201d to authenticate the sender. This will close loopholes that can be exploited by attackers, according to Google.\u00a0<\/p>\n<p>When it comes to email authentication, three mechanisms work together:<\/p>\n<ul>\n<li><strong>Sender Policy Framework (SPF)<\/strong> helps prevent domain spoofing by allowing senders to identify the email servers that are allowed to send emails from their domain.<\/li>\n<li><strong>DomainKeys Identified Mail (DKIM)<\/strong> adds a digital signature to outgoing email, which verifies the message was sent by an authorized sender and wasn\u2019t tampered with along the way.\u00a0<\/li>\n<li><strong>Domain-based Message Authentication, Reporting and Conformance (DMARC) <\/strong>helps domain owners specify which actions to take when an email fails authentication. It also enables reporting on email authentication results.<\/li>\n<\/ul>\n<p>Google and Yahoo are requiring bulk senders to set up all three of these mechanisms by February 1st.\u00a0<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-what-are-the-reported-spam-rates-for-bulk-email-senders\">What are the reported spam rates for bulk email senders?<\/h2>\n<p>Google says bulk senders must keep their reported spam rate (i.e., the percentage of outgoing messages reported as spam by recipients) in Google Postmaster Tools below 0.10% and \u201cavoid ever reaching 0.30% or higher.\u201d<\/p>\n<p>Reporting an email as spam is relatively easy, which sets this requirement apart from authentication and unsubscribe links. It comes down to the value the receiver thinks they get. To some extent, it\u2019s out of the hands of the sender.<\/p>\n<p>Dana Carr, director of email marketing for customer data platform vendor Optimove, recommends a couple of strategies to avoid having legitimate messages flagged as spam. First, pay attention to send times. Many bulk emails are sent at the top or bottom of the hour, which makes it easy for people to report them as spam altogether.\u00a0<\/p>\n<p>She also suggests using preference centers, which let users dictate the frequency of emails, as well as the categories and products included in the messages. Preference centers not only reduce email volume, but they often increase engagement with emails, Carr said.\u00a0<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-what-are-the-unsubscribe-requirements-for-bulk-senders\">What are the \u2018unsubscribe\u2019 requirements for bulk senders?<\/h2>\n<p>Unsurprisingly, Google is requiring marketing messages and other subscribed messages to support one-click unsubscribe functions.\u00a0<\/p>\n<p>They should already be table stakes for experienced email marketers, Carr said. Any lingering reluctance to include the feature is a sign of an <a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/email-marketing-strategy\/\" target=\"_blank\">email strategy<\/a> focused on quantity over quality.\u00a0<\/p>\n<p>\u201cThe number of people receiving your emails is one number in a group of numbers that can hurt your reputation. That includes not only list size, but open rates,\u201c Carr said. \u201cAt the end of the day, all of these numbers are hurting your engagement metrics. Instead of thinking about list size, we need to think about segmentation and targeted content.\u201d<\/p>\n<p><em><strong>Dig deeper: <a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/email-marketers-may-be-hit-by-googles-mass-account-removal\/\" target=\"_blank\">Email marketers may be hit by Google mass account removal<\/a><\/strong><\/em><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-how-concerned-should-email-marketers-be-about-these-requirements\">How concerned should email marketers be about these requirements?<\/h2>\n<p>Most experienced email marketers will look at these requirements and say, \u201cCheck. Check. Check.\u201d<\/p>\n<p>Carr believes senders who understand authentication and good email practices shouldn\u2019t be overly concerned,\u00a0\u201cI don\u2019t think they have anything more to worry about in February than they do now.\u201d<\/p>\n<p>But there\u2019s a catch.\u00a0<\/p>\n<p>The requirements apply at the domain level, which means they apply to <em>all <\/em>of the emails sent by the organization using the domain, not just marketing. That includes sales teams, particularly, business development representatives and sales development representatives that often rely heavily on outbound cold email tactics.\u00a0<\/p>\n<p>Armed with generative AI tools and sales engagement platforms (e.g., Salesloft and Outreach), these teams are capable of generating a high volume of email.\u00a0<\/p>\n<p>These roles don\u2019t always report to marketing, either, and likely aren\u2019t familiar with email authentication requirements. That sets up a turf battle of sorts for marketers trying to protect their email strategy.\u00a0<\/p>\n<p>\u201cIt is generally marketing that controls the authentication,\u201d said Ryan Phelan co-founder of digital marketing services company RPEOrigin.com and a <a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/author\/ryan-phelan\/\" target=\"_blank\">MarTech contributor<\/a>. \u201cThis is where a good partnership between sales and marketing is critical.\u201d<\/p>\n<p>Carr also thinks marketing should take the lead on authentication and good email practices throughout the organization. \u201cMarketing should be aware of the sending domain for messages,\u201d she said. \u201cSome people will get this confused with the website domain.\u201d<\/p>\n<p>Marketing should also be advising the team managing the authentication, Carr said, because any change at the DNS level could cause a serious problem.<\/p>\n<p><strong><em>Dig deeper: <a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/2023-in-review-3-key-trends-to-inform-your-2024-marketing-plan\/\" target=\"_blank\">2023 in review: 3 key trends to inform your 2024 marketing plan<\/a> <\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-why-are-there-new-requirements-for-bulk-senders\">Why are there new requirements for bulk senders?<\/h2>\n<p>Spam is a significant problem. Most people don\u2019t realize the breadth of the issue because the vast majority of spam messages are blocked before they reach the inbox. Spam is also a security threat, and when it reaches the inboxes of users in certain corporations or government agencies, it\u2019s potentially a very serious security threat.\u00a0<\/p>\n<p>But ridding the world of spam is only part of the motivation here.\u00a0<\/p>\n<p>\u201cThe inbox is a revenue source,\u201d said Phelan. \u201cThe ads at the top of the inbox. The ads in the mobile app. It\u2019s a hook into the data mart for Google.\u201d<\/p>\n<p>Google has, for years, taken steps to protect its revenue source, including adding tabs to sort out promotional and social emails in Gmail. Phelan believes the latest moves are another way to address the problem. The natural reaction, he said, is to filter out the noise by using tactics like authentication to help decide who reaches the inbox.\u00a0<\/p>\n<p>Carr agrees that the move has a lot to do with keeping the inbox central to people\u2019s daily activities. \u201c[Google is] not foolish,\u201d she said. \u201cThey know more and more customers are choosing other channels, including SMS and in-app messaging. This is like parents saying, \u2018I gave you three chances.\u2019\u201d<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-what-about-google-workspace-inboxes\">What about Google Workspace inboxes?<\/h2>\n<p>Google Workspace inboxes are email accounts managed by businesses or educational institutions that reside on Google servers. There\u2019s been a lot of discussion on social media about the impact of the new requirements on outbound cold sales emails. If this doesn\u2019t apply to business email addresses on Google Workspace accounts, many outbound sales reps would sleep easier.   <\/p>\n<p>Some observers have noted that the requirements from Google specifically reference \u201cGmail addresses,\u201d leading to speculation that Workspace accounts would be spared. To date, Google has not clarified whether that is the case.\u00a0\u00a0\u00a0<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-a-multichannel-approach-will-help-protect-your-email\">A multichannel approach will help protect your email<\/h2>\n<p>Outbound sales teams in the B2B sector are getting much of the attention around the new bulk email restrictions. Unlike marketing, cold sales outreach in B2B relies mainly on two channels: email and phone calls.<\/p>\n<p>\u201cOn the B2B side, this all traces back to the money,\u201d said Phelan. \u201cCold email has become so prevalent in the toolbox, everyone is using it.\u201d<\/p>\n<p>While marketers in some organizations might prefer that sales teams dial down their email outreach, the reality is that it\u2019s easier than ever to send a high volume of cold emails.<\/p>\n<p>Phelan prefers marketers take the lead on outreach with account-based marketing (ABM) campaigns. A multichannel approach to ABM will expose prospects to messages in display ads and on social media, for example, in addition to email. The downside of the ABM approach? It takes a lot more work to plan and build than email.<\/p>\n<p>Natalie Jackson is Director of Demand Generation at CBIZ, co-host of the podcast Humans of Email and <a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/author\/natalie-jackson\/\" target=\"_blank\">a MarTech contributor<\/a>. She agrees that a multichannel approach will not only keep marketing organizations from running afoul of new bulk sender restrictions, but will also deliver more insights about marketing channels and revenue streams. That includes putting marketing in a position to see how sales outreach compares to other channels.<\/p>\n<p>\u201cThese changes are 100% an opportunity for marketers to have a bigger hand in the customer journey and prospect experience,\u201d Jackson said. \u201cEmail can\u2019t live in a silo. You see this in email engagement reports. If you\u2019re only looking at a sent email report, you\u2019re missing the bigger picture of what interactions are influencing recipient behavior. What\u2019s the impact of one-to-one interactions? Sales engagement tools? Social media? Website? Advertising?\u201d<\/p>\n<p>A holistic view of outreach and results will allow marketers to protect their email domains and better judge the performance of different channels and tactics.<\/p>\n<p>\u201cIf we, as marketers, don\u2019t have insight into these interactions, we\u2019re limiting our ability to influence revenue streams,\u201d Jackson said. \u201cWe need visibility into other sending systems, yes, but for reasons beyond deliverability.\u201d<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center justify-content-center nl-inline-container\">\n<div class=\"col-12 col-lg-3 col-xl-auto pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Get MarTech! Daily. Free. In your inbox.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><!-- END INLINE FORM -->\n<\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/martech.org\/new-rules-for-bulk-email-senders-from-google-yahoo-what-you-need-to-know\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>We\u2019ve updated our story on bulk email restrictions from Yahoo and Google to include more advice from our email marketing experts on the benefits of using a multichannel marketing approach. This February, Google and Yahoo will begin enforcing new requirements for bulk email senders. The guidelines largely focus on three areas: authentication of outgoing emails, [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":6042,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-6041","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.8 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>What you need to know - OK Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/okdesign.ca\/en\/what-you-need-to-know\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What you need to know\" \/>\n<meta property=\"og:description\" content=\"We\u2019ve updated our story on bulk email restrictions from Yahoo and Google to include more advice from our email marketing experts on the benefits of using a multichannel marketing approach. 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