Less spam: Google & Yahoo enforce email marketing standards

Every day, over 150 billion spam emails flood inboxes, alongside a comparable number of legitimate messages. This poses a concern for email providers, especially with the surge in spoofing, in which scammers masquerade as trusted entities. To address these issues and promote a safer email environment, industry leaders Google and Yahoo are taking proactive steps to safeguard their users’ inboxes from the onslaught of spam and fraudulent emails that contain malware or ransomware.

Although the protocol primarily applies to bulk email senders who send over 5,000 emails daily, you should adhere to these standards, irrespective of your list size or send volume. By aligning with these new standards, you can future-proof your email strategy, maintain (or even boost) your deliverability rates, and uphold trust with your audience and email provider alike.

The new requirements center on domain-based authentication, streamlined unsubscription processes, and spam rate regulation.

Authenticate your domain

According to the new protocol, you're required to send all your newsletters, automated messages, and other communications directed at your subscribers from an authenticated domain email address. Thus, you should not use a free email service to send bulk emails anymore. Instead, you need to utilize specialized Email Marketing Services (EMS), such as Mailchimp, MailerLite, ActiveCampaign, Constant Contact, or ConvertKit.

Don't let the term “domain authentication” intimidate you—it's a straightforward process that you can understand, regardless of your technical knowledge. Your EMS likely provides helpful resources, such as articles or videos, to guide you through the process. If not, consider if they are appropriate for you and your specific needs.

To validate your domain, industry standards like SPF, DKIM, and DMARC collaborate. These protocols strengthen the verified ownership of email domains and confirm that you are a legitimate sender, making it more challenging for malicious entities to abuse email systems:

• The Sender Policy Framework (SPF) deters domain spoofing by confirming emails originate from authorized domains.
• DomainKeys Identified Mail (DKIM) adds a digital signature to each email to confirm its legitimacy and integrity throughout its journey.
• Domain-based Message Authentication, Reporting, and Conformance (DMARC) empowers domain owners to delineate actions in response to failed email authentication. It also enables reporting on authentication outcomes.

Enable easy unsubscription

Currently, the prevailing methods to unsubscribe from a list are mailto and HTTP/URL unsubscribe links.

• With the mailto method, you establish a designated email address to receive unsubscribe requests.
• The HTTP/URL method includes a link in the email (primarily in the footer) that leads the recipient to a landing page where they confirm their desire to unsubscribe. In addition, they have the option to provide reasons for unsubscribing.

The new standard stipulates that your email message body must include an unsubscribe link that is clearly visible and easily readable. To stay compliant, you must provide a one-click unsubscribe functionality for email headers that fulfills the requirements of the protocol RFC 8058. 

Reliable email marketing services should have the list-unsubscribe header automatically enabled. For example, MailerLite states that within their “emails, the one-click list-unsubscribe mechanism is included by default and requires no further configuration”. Still, you should verify that with your EMS.

If you have a one-click header configured, it's acceptable for the unsubscribe link in your footer to require two clicks. A visible unsubscribe link in the email footer assures recipients they can easily opt out of future communications.

Furthermore, you must process the request to unsubscribe within two days, which is considerably more stringent than existing regulations. Currently, both Canadian and US laws stipulate a 10-day period (CAN-SPAM Act) for removing contacts from mailing lists upon request. Conversely, in the EU and UK, this timeframe extends to 30 days (GDPR). I recommend that you immediately and automatically cancel the subscriber's subscription.

Keep spam rates low

The new standards necessitate you to focus on your anti-spam strategy. They include a threshold that requires you to stay below a spam rate of 0.3 percent, as measured by Google's Postmaster tools and Yahoo's internal systems.

Beware that you don't have to be a spammer to receive spam complaints. Sometimes, they occur due to automatic filters. However, there are straightforward measures you can implement to evade spam filters and ensure your emails reach the inbox:

• Implement double opt-in: Don’t add email addresses to your list without explicit consent. Thus, implement the double opt-in (DOI) method for prospects to subscribe to your newsletter. Although the GDPR doesn't explicitly mandate DOI for consent compliance, it stipulates that consent must be unambiguous, affirmative, specific, informed, and freely given.
• Optimize your welcome email: Make sure your welcome email lets subscribers know what to expect. Moreover, consider incorporating an automation sequence to nurture new subscribers and guide them through their journey.
• Adjust your content: Refine your content to evade spam filters. Steer clear of or limit certain words in the subject line, such as ‘free’, excessive capitalization, and an abundance of exclamation points.
• Remove inactive subscribers: Inactive subscribers have not engaged with your emails within a designated period. You should delete these addresses to uphold robust deliverability and ensure optimal performance. Before you unsubscribe inactive subscribers, you should run a win-back campaign.
• Adhere to legal requirements: Ensure compliance with data protection and security regulations regulated in:
  • Controlling the Assault of Non-Solicited Pornography and Marketing (CAN-SPAM Act)
  • General Data Protection Regulation (GDPR)
  • California Consumer Privacy Act (CCPA)
  • Brazil's General Data Protection Law (LGPD)
  • Canada's Anti-Spam Legislation (CASL)

Conclusion

The updated guidelines ensure that email senders adhere to best practices for authentication, simplify the unsubscribe process for recipients, and maintain low spam rates for optimal deliverability and user experience. By embracing these new standards, you can uphold your brand reputation, foster greater engagement, and cultivate trust with your audience. Thus, even if you manage a small subscriber list or send your newsletter infrequently, it's prudent to adopt these new standards.

Although it may seem intimidating to put these new guidelines into practice, it is important to recognize the positive impact of Google and Yahoo's initiative. They signify a positive shift towards enhanced email marketing standards and industry-wide improvements. As email providers continue to refine their algorithms and policies to combat spam and enhance inbox security, similar requirements will eventually apply universally.

Further information:

• Google's notice
• Google’s Email sender guidelines FAQ
• Yahoo's notice
• RFC 8058 (list-unsubscribe header)

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