The news came out on February 1st, 2024 and many of you were in a cold sweat (as evidenced by the calls from our clients, on the verge of a nervous breakdown). Google and Yahoo have announced changes to their anti-spam rules. We tell you everything you need to know!

The digital press was flooded with baffling terms such as SPF, DKIM, or DMARC. At Woomera, we’re throwing you a lifeline by explaining it all clearly and concisely.

Gmail and Yahoo became harder

First, let’s go back before the date of February 1st. Companies sending newsletters could, but were not required to, follow authentication settings for their emails.

Those who did it were considered as shining examples. However, there were no consequences for companies that failed to comply. As you may have guessed, what was once considered a best practice is now a requirement.

SPF, DKIM and DMARK: the winning trio for safe e-mails

To put it simply, there are three main authentication criteria.

First of all, our beloved Sender Policy Framework (or SPF for short). It’s a bit like having a special badge for your e-mails. You publicly declare which servers are allowed to send emails on behalf of your company. In other words, it reduces the risk of your messages being considered suspicious or unwanted.

Then there’s DKIM (for DomainKeys Identified Mail). Think of it as a unique signature for each of your e-mails. Thus, DKIM ensures that the email has not been altered since its sending.

DMARC (Domain-based Message Authentication, Reporting, and Conformance) completes the powerful trio for highly secure emails. If we had to find a metaphor to explain this concept, it would be like having a security guard. It ensures that SPF and DKIM rules are followed, and in case of a problem, it reports.

Beyond these points, there are several other practices to ensure that Gmail and Yahoo don’t strike you off their lists. Among other things, you need to keep the spam rate below 0.3%, ensure that recipients have given their consent before sending anything and guarantee easy unsubscribing (no more labyrinthine procedures).

Woomera can help you

If you think implementing these changes can be pushed to the bottom of your to-do list when you have time, think again. Not adapting quickly can have serious consequences. On one hand, your emails won’t reach their destination. On the other hand, your messages will be blocked.

In short, if you don’t adapt asap, you risk paying for emails never received, plus being blacklisted by the two giants, Google and Yahoo. Not great, especially considering the proven effectiveness of email marketing.

If you’re not sure whether your company follows these numerous rules, we advise against reading specialized blogs on the matter; headache guaranteed. The simplest solution is to contact us. At Woomera, we have experience in this area and a specialized team that can support you in ensuring you comply with the new standards. So we’re waiting for your e-mail (and that one will definitely arrive!).

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