{"id":6461,"date":"2024-02-13T16:21:40","date_gmt":"2024-02-13T16:21:40","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/gmail-spam-updates-are-here-what-now\/"},"modified":"2024-02-13T16:21:40","modified_gmt":"2024-02-13T16:21:40","slug":"gmail-spam-updates-are-here-what-now","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/fr\/gmail-spam-updates-are-here-what-now\/","title":{"rendered":"Gmail spam updates are here: What now?"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>Starting in April, Google will <a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/new-rules-for-bulk-email-senders-from-google-yahoo-what-you-need-to-know\/\" target=\"_blank\">enforce new rules<\/a> for brands sending over 5,000 emails daily to Gmail addresses. The goal is to cut down on spam by enforcing specific requirements around authentication, ease of unsubscribing and relevancy of messaging.<\/p>\n<p>For marketers relying heavily on email campaigns and communications, this policy will require quick action to ensure deliverability doesn\u2019t take a hit.\u00a0<\/p>\n<p><!-- \/1038259\/MT_Post-text --><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-what-this-means-for-bulk-email-senders\">What this means for bulk email senders<\/h2>\n<p>Google already regularly sends some emails to the spam folder. The recent updates explain why and give tips to brands on how they can prevent it from happening in the future.<\/p>\n<p>To avoid ending up in spam folders, remember these three things:<\/p>\n<ul>\n<li>Set up specific authentication factors.<\/li>\n<li>Give people an easy way to unsubscribe.<\/li>\n<li>Don\u2019t be sketchy. (Don\u2019t misrepresent who you are or why you\u2019re sending the email, and don\u2018t bombard your users.)<\/li>\n<\/ul>\n<p>The second point is relatively tricky to update \u2014 but shouldn\u2019t be too complicated. In a perfect world, brands would make unsubscribing this easy and obvious:<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" width=\"1162\" height=\"647\" alt=\"Unsubscribe link - Gmail\" class=\"wp-image-390102\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2024\/02\/Unsubscribe-link-Gmail.png.webp 1162w,https:\/\/martech.org\/wp-content\/uploads\/2024\/02\/Unsubscribe-link-Gmail-600x334.png.webp 600w,https:\/\/martech.org\/wp-content\/uploads\/2024\/02\/Unsubscribe-link-Gmail-800x445.png.webp 800w,https:\/\/martech.org\/wp-content\/uploads\/2024\/02\/Unsubscribe-link-Gmail-200x111.png.webp 200w,https:\/\/martech.org\/wp-content\/uploads\/2024\/02\/Unsubscribe-link-Gmail-768x428.png.webp 768w\" data-lazy-sizes=\"(max-width: 1162px) 100vw, 1162px\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2024\/02\/Unsubscribe-link-Gmail.png.webp?resize=1162%2C647&#038;ssl=1\"\/><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" width=\"1162\" height=\"647\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2024\/02\/Unsubscribe-link-Gmail.png.webp?resize=1162%2C647&#038;ssl=1\" alt=\"Unsubscribe link - Gmail\" class=\"wp-image-390102\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2024\/02\/Unsubscribe-link-Gmail.png.webp 1162w,https:\/\/martech.org\/wp-content\/uploads\/2024\/02\/Unsubscribe-link-Gmail-600x334.png.webp 600w,https:\/\/martech.org\/wp-content\/uploads\/2024\/02\/Unsubscribe-link-Gmail-800x445.png.webp 800w,https:\/\/martech.org\/wp-content\/uploads\/2024\/02\/Unsubscribe-link-Gmail-200x111.png.webp 200w,https:\/\/martech.org\/wp-content\/uploads\/2024\/02\/Unsubscribe-link-Gmail-768x428.png.webp 768w\" sizes=\"(max-width: 1162px) 100vw, 1162px\"\/><\/figure>\n<\/div>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img data-recalc-dims=\"1\" decoding=\"async\" width=\"1145\" height=\"580\" alt=\"Unsubscribe link within Gmail\" class=\"wp-image-390103\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2024\/02\/Unsubscribe-link-within-Gmail.png.webp 1145w,https:\/\/martech.org\/wp-content\/uploads\/2024\/02\/Unsubscribe-link-within-Gmail-600x304.png.webp 600w,https:\/\/martech.org\/wp-content\/uploads\/2024\/02\/Unsubscribe-link-within-Gmail-800x405.png.webp 800w,https:\/\/martech.org\/wp-content\/uploads\/2024\/02\/Unsubscribe-link-within-Gmail-200x101.png.webp 200w,https:\/\/martech.org\/wp-content\/uploads\/2024\/02\/Unsubscribe-link-within-Gmail-768x389.png.webp 768w\" data-lazy-sizes=\"(max-width: 1145px) 100vw, 1145px\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2024\/02\/Unsubscribe-link-within-Gmail.png.webp?resize=1145%2C580&#038;ssl=1\"\/><img data-recalc-dims=\"1\" decoding=\"async\" width=\"1145\" height=\"580\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2024\/02\/Unsubscribe-link-within-Gmail.png.webp?resize=1145%2C580&#038;ssl=1\" alt=\"Unsubscribe link within Gmail\" class=\"wp-image-390103\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2024\/02\/Unsubscribe-link-within-Gmail.png.webp 1145w,https:\/\/martech.org\/wp-content\/uploads\/2024\/02\/Unsubscribe-link-within-Gmail-600x304.png.webp 600w,https:\/\/martech.org\/wp-content\/uploads\/2024\/02\/Unsubscribe-link-within-Gmail-800x405.png.webp 800w,https:\/\/martech.org\/wp-content\/uploads\/2024\/02\/Unsubscribe-link-within-Gmail-200x101.png.webp 200w,https:\/\/martech.org\/wp-content\/uploads\/2024\/02\/Unsubscribe-link-within-Gmail-768x389.png.webp 768w\" sizes=\"(max-width: 1145px) 100vw, 1145px\"\/><\/figure>\n<\/div>\n<h2 class=\"wp-block-heading\" id=\"h-how-brands-should-take-action\">How brands should take action<\/h2>\n<p>The good news is that brands who have generally stayed out of spam filters probably won\u2019t have a whole lot to update as far as email functionality goes (except maybe coding in the unsubscribe function at the top of the emails, as shown above).\u00a0<\/p>\n<p>But Google is also providing <a rel=\"nofollow noopener\" href=\"https:\/\/support.google.com\/mail\/answer\/81126\" target=\"_blank\">more explicit sender guidelines<\/a> that cite a spam rate of .03% (or 3 out of every 1,000 emails) as a threshold for brands to avoid.<\/p>\n<ul>\n<li>If you aren\u2019t sure of your spam rate, set up and reference <a rel=\"nofollow noopener\" href=\"https:\/\/www.gmail.com\/postmaster\/\" target=\"_blank\">Google Postmaster<\/a> tools to see your current spam levels.\u00a0<\/li>\n<li>If you\u2019re hovering around .01% or lower, you\u2019re probably already doing what I\u2019m about to recommend. <\/li>\n<li>If you\u2019re over .01% \u2014 and especially if you\u2019re over .03% \u2014 do the following immediately:<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-narrow-your-email-sends\">Narrow your email sends<\/h3>\n<p>For the time being, send only to your active and loyal users. Pause sends for segments of users who haven\u2019t opened or clicked on your emails within certain time frames (e.g., three or six months).\u00a0<\/p>\n<p>Before you reactivate sends to those users, make sure you\u2019ve got clean and strategic audience segments built out, including a re-engagement segment for folks who have gone quiet and need different messaging. Note that Gmail\/Google won\u2019t necessarily flag when people manually mark your emails as spam, so this step is an important one.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-audit-your-messaging-nbsp\">Audit your messaging\u00a0<\/h3>\n<p>Make sure it\u2019s relevant to each segment. Don\u2019t just go broad with your messaging.\u00a0<\/p>\n<p>Set up for personalization and incorporate recent user actions. In other words, if you don\u2019t want to be marked as spam, don\u2019t spam all users with the same content.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-tailor-engagement-based-on-acquisition-source\">Tailor engagement based on acquisition source<\/h3>\n<p>For new-user acquisition and onboarding, consider tailoring your engagement thresholds differently based on the acquisition source.\u00a0<\/p>\n<ul>\n<li>For instance, you should have a longer leash for consistent communication for users who came to your site organically and expressed a level of purchase intent.\u00a0<\/li>\n<li>In contrast, if a limited-time campaign (e.g., sweepstakes or unusual promotions) brings in new users, you should set up notifications to pull people much sooner.\u00a0<\/li>\n<\/ul>\n<p><strong><em>Dig deeper: <\/em><\/strong><a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/new-rules-for-bulk-email-senders-from-google-yahoo-what-you-need-to-know\/\" target=\"_blank\"><strong><em>New rules for bulk email senders from Google, Yahoo: What you need to know<\/em><\/strong><\/a><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-what-happens-if-you-don-t-heed-google-s-requirements\">What happens if you don\u2019t heed Google\u2019s requirements?<\/h2>\n<p>Google\u2019s unclear about any penalties, but my experience tells me that getting flagged for email spam is a lot like getting penalized for violations of the search algorithm. I won\u2019t be a death sentence, but you\u2019ll have to go through a vague, painful remediation process to get back in Google\u2019s good graces.\u00a0<\/p>\n<p>Ultimately, this is one step in what I imagine will be a series of spam-reducing initiatives since it\u2019s in Google\u2019s best interest to create a good user experience. Open and click rates are \u2014 and will become \u2014 harder to measure due to iOS 15 and 17. As such, the important takeaway here is that it\u2019s imperative to understand who your loyal subscribers are and to manage communications accordingly.\u00a0<\/p>\n<p>Consider this a bit of a warning from Google to set up whatever is needed in your back end to identify those users and make sure you\u2019re taking a tailored approach for each segment. More than keeping you out of spam folders, it should help you put your best foot forward to engage your full user base effectively.<\/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><em>Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed <a rel=\"nofollow\" href=\"https:\/\/martech.org\/staff\/\">here<\/a>.<\/em><\/p>\n<p><br \/>\n<br \/><a href=\"https:\/\/martech.org\/gmail-spam-updates-are-here-what-now\/\">Source link <\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Starting in April, Google will enforce new rules for brands sending over 5,000 emails daily to Gmail addresses. The goal is to cut down on spam by enforcing specific requirements around authentication, ease of unsubscribing and relevancy of messaging. For marketers relying heavily on email campaigns and communications, this policy will require quick action to [&hellip;]<\/p>","protected":false},"author":3,"featured_media":6462,"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-6461","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>Gmail spam updates are here: What now? - 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\/fr\/gmail-spam-updates-are-here-what-now\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Gmail spam updates are here: What now?\" \/>\n<meta property=\"og:description\" content=\"Starting in April, Google will enforce new rules for brands sending over 5,000 emails daily to Gmail addresses. 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