{"id":8438,"date":"2024-08-14T18:30:10","date_gmt":"2024-08-14T18:30:10","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/email-marketers-sharpen-deliverability-tactics-at-mailcon\/"},"modified":"2024-08-14T18:30:10","modified_gmt":"2024-08-14T18:30:10","slug":"email-marketers-sharpen-deliverability-tactics-at-mailcon","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/en\/email-marketers-sharpen-deliverability-tactics-at-mailcon\/","title":{"rendered":"Email marketers sharpen deliverability tactics at MailCon"},"content":{"rendered":"


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\"MailCon\"MailCon
Left to right: Lilit Davtyan, CEO, Phonexa and Kristen Haines, CEO, MailCon kick off MailCon New York 2024. Image: MailCon.<\/figcaption><\/figure>\n

A year of changes requires a shift in tactics for email marketers. At the start of the year, Yahoo and Google issued new rules for bulk email senders<\/a>. Now marketers have to decide what steps they need to take to avoid getting emails rejected in the \u201cpost-Yahoogle\u201d era.<\/p>\n

This summer, marketers from across the email marketing community, including Google, gathered in New York at MailCon to share best practices in this new era.<\/p>\n

\u201cThe state of email has been evolving more than ever, especially in 2024 due to Google and Yahoo\u2019s new bulk sender requirements,\u201d said Talar Malakian, CMO of Phonexa, the lead gen technology company that hosts MailCon. \u201cAdditionally, Google\u2019s website domain upgrades and stringent spam threshold rates have all posed formidable obstacles for marketers.\u201d<\/p>\n

Approaches to maintaining high email deliverability<\/a> and a healthy reputation in this climate came from Google and others. Here are some tactics for email marketers to consider.<\/p>\n

Build up your sender reputation<\/h2>\n

To ensure deliverability, bulk email senders must authenticate emails using Sender Policy Framework (SPF), DomainKeys Identified Mail (DKIM) and Domain-based Message Authentication, Reporting and Conformance (DMARC).<\/p>\n

Dig deeper: Email deliverability and authentication (SPF, DKIM and DMARC)<\/a><\/em><\/strong><\/p>\n

Building a good reputation as a sender, however, requires more actions and, at least at Google, is an ongoing effort based on rankings.<\/p>\n

\u201cThe question I get from senders is when will Google, or Yahoo, start rejecting my messages,\u201d said Ebenezer Anjorin, lead project manager at Google, in a talk at MailCon. \u201cI think that\u2019s the wrong question. \u2018Will the domain be evicted?\u2019 That\u2019s the bigger question. It takes time to build up reputation.\u201d<\/p>\n

Reputation depends on a series of actions email recipients take, rated from less severe to more damaging to the reputation of senders:<\/p>\n