{"id":8227,"date":"2024-07-23T18:56:53","date_gmt":"2024-07-23T18:56:53","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/what-marketers-need-to-know-about-email-deliverability\/"},"modified":"2024-07-23T18:56:53","modified_gmt":"2024-07-23T18:56:53","slug":"what-marketers-need-to-know-about-email-deliverability","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/fr\/what-marketers-need-to-know-about-email-deliverability\/","title":{"rendered":"What marketers need to know about email deliverability"},"content":{"rendered":"


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Deliverability may not be the most interesting part of email marketing, but it is the most important. It doesn\u2019t matter how good your creatives or offers are if they never get to the email inbox.\u00a0<\/p>\n

Getting to the inbox is getting tougher. Earlier this year, Google and Yahoo started enforcing new requirements for bulk email senders. Fortunately, the requirements help reputable email marketers by making best practices mandatory.\u00a0<\/p>\n

Here is your guide to why the requirements were put in place, the impact and cost of deliverability problems and how to ensure your email always goes through.<\/p>\n

Why are the rules getting tougher?<\/h2>\n

\u201cGoogle, Yahoo and many other mailbox providers are getting more and more frustrated having to deal with spam,\u201d Al Iverson, industry research and community engagement lead at Valimail, told MarTech. \u201cSo you have requirements that are tightening up, meant to make it harder to send unwanted and unsolicited emails.\u201d<\/p>\n

How big is the spam problem?<\/p>\n

\u201cThe latest figure I saw was something like 347,000,000,000 emails sent a day,\u201d Cynthia Price, SVP of Marketing at Litmus, told Martech. \u201cAnd over half of those, depending on which metrics you look at, are estimated to be spam.\u201d That\u2019s 173,000,000,000 spam emails a day.<\/em><\/p>\n

\u201cThe internet service providers, the Googles and the Yahoos and the Microsofts of the world are really, really trying to do everything they can to hold down the fort and protect our inboxes from mayhem,\u201d said Price.<\/p>\n

What are the new requirements?<\/h2>\n

The new requirements codify the very well-tested best practices of email marketing.\u00a0<\/p>\n

\u201cBest practices are now transitioning to literally written-up requirements that mailbox providers like Gmail and Yahoo post on their website and say, \u2018These are the things you have to do now,\u2019\u201d said Iverson, who is also the longtime publisher of The Spam Resource newsletter.<\/p>\n

For the most part, the requirements focus on three areas: authentication of outgoing emails, reported spam rates and the ability to easily unsubscribe from email lists.<\/p>\n

Authentication<\/h3>\n

Bulk email senders \u2014 generally those sending emails to at least 5,000 addresses a day \u2014 must use the following::<\/p>\n