• Google and Yahoo have announced significant changes to email marketing, including stricter authentication and validation requirements for all domains sending email, a mandatory one-click unsubscribe feature, and a new spam rate threshold of 0.3%.
• To survive the 2024 cold email apocalypse, email marketers need to avoid sending emails to personal email addresses, ensure their domains are properly authenticated, use a good warm-up tool for email senders, follow general good email practices, use lead magnets to provide value to recipients, and consider using Microsoft Office instead of G Suite for cold email.
• For general email marketers, it is crucial to avoid sending marketing emails to people who have opted out, implement double opt-in to confirm subscriptions, keep the list engaged and send valuable emails, and maintain a clean email list.

Google and Yahoo have announced significant updates set to take effect in February 2024, and one particular change has sent shockwaves through the email marketing community.

The first update focuses on reinforcing authentication and validation for all domains sending emails. Previously, having a DKIM and DMARC record attached to domains was recommended but not mandatory. However, with the new changes, failure to comply could result in emails being marked as spam and domains being blacklisted.

The second announcement introduces a mandatory one-click unsubscribe feature. Instead of relying on recipients to reply with “stop” or “halt” to opt out, email marketers must now provide a simple and easily accessible unsubscribe link. This change aims to improve user experience and reduce the likelihood of emails being marked as spam.

However, the most alarming update is the new spam rate threshold. Previously, the exact number of spam reports required to blacklist a sending domain was unknown. But now, Google and Yahoo have set the threshold at a mere 0.3%. This means that if just three out of every thousand emails sent are marked as spam, the sender’s domain could be blacklisted, leading to emails being sent to spam folders or flagged with warnings.

While these changes primarily target B2C cold email marketers who engage in spamming practices, all email marketers need to adapt to avoid being affected. The article will provide strategies and tips to navigate these changes successfully, including avoiding personal email addresses, ensuring proper domain authentication, using warm-up tools, implementing good email practices, and considering alternatives to G Suite for cold email campaigns.

By understanding and adhering to these new guidelines, email marketers can safeguard their domains, maintain deliverability rates, and continue to engage with their target audience effectively.

Reinforcing Authentication and Validation

The first update focuses on reinforcing authentication and validation for all domains sending emails. Previously, having a DKIM and DMARC record attached to domains was recommended but not mandatory. However, with the new changes, failure to comply could result in emails being marked as spam and domains being blacklisted.

Mandatory One-Click Unsubscribe

The second announcement introduces a mandatory one-click unsubscribe feature. Instead of relying on recipients to reply with “stop” or “halt” to opt out, email marketers must now provide a simple and easily accessible unsubscribe link. This change aims to improve user experience and reduce the likelihood of emails being marked as spam.

The Terrifying Spam Rate Threshold

However, the most alarming update is the new spam rate threshold. Previously, the exact number of spam reports required to blacklist a sending domain was unknown. But now, Google and Yahoo have set the threshold at a mere 0.3%. This means that if just three out of every thousand emails sent are marked as spam, the sender’s domain could be blacklisted, leading to emails being sent to spam folders or flagged with warnings.

Understanding the Reason for the Updates

To understand the reason behind these updates, it’s important to categorize email marketers into three separate categories: general businesses, B2B cold emailers, and B2C cold email marketers.

General Businesses

General businesses have a list of contacts who have opted in or done business with them. They send out promotions and marketing emails to their warm list. These businesses will be affected by the updates, and it is crucial for them to learn how to avoid ending up in the email doghouse.

B2B Cold Emailers

B2B cold emailers target businesses and send personalized cold emails to potential clients. This form of marketing has been widely accepted and used by companies like Salesforce. However, B2B cold emailers will also be affected by the updates, and they need to adapt to the new guidelines.

B2C Cold Email Marketers

B2C cold email marketers, or spammers, are the primary target of these updates. These companies send millions of emails to personal email users in hopes of making a few sales. The updates from Google and Yahoo aim to protect personal email users from unwanted spam.

Strategies to Stay Out of the Email Doghouse

While the updates primarily target B2C cold email marketers, all email marketers need to adapt to avoid being affected. Here are some strategies and tips to navigate these changes successfully:

Avoid Personal Email Addresses

Do not send marketing emails to personal email addresses such as Gmail or Yahoo. Remove these addresses from your lists to ensure compliance with the new guidelines.

Proper Domain Authentication

Ensure that all your domains are properly authenticated with DKIM and DMARC records. Additionally, use a custom tracking domain when sending emails. Services like ezdmark.com provide tutorials and free tools to help set up DKIM and DMARC records.

Use Warm-up Tools

Utilize warm-up tools like Instantly AI, Smartlead, or Warmy.io for all your email sending accounts. These tools train email servers to recognize your emails as legitimate and reduce the chances of being marked as spam.

Implement Good Email Practices

Personalize your emails by using the recipient’s name, company name, and industry. Use AI tools to clean industry names and add competitor names for a personalized touch. Clean your email list regularly using tools like Million Verifier to ensure you are only emailing verified addresses.

Use Lead Magnets

Offer valuable lead magnets to your subscribers to reduce the likelihood of them marking your emails as spam. Providing real value increases engagement and decreases spam rates.

Consider Alternatives to G Suite

Given Google’s stance on cold email, consider using Microsoft Office instead of G Suite for your cold email addresses. Office has proven to be more reliable and affordable for cold email campaigns.

While the updates from Google and Yahoo may seem daunting, they primarily aim to protect personal email users from spam. By understanding and adhering to the new guidelines, email marketers can safeguard their domains, maintain deliverability rates, and continue to engage with their target audience effectively. It is crucial to adapt to these changes and implement the strategies mentioned to survive the 2024 cold email apocalypse.

Checklist: Surviving the 2024 Cold Email Apocalypse

To navigate the changes in email marketing and avoid ending up in the email doghouse, follow this checklist:

•  Reinforcing Authentication and Validation
• Ensure all domains sending emails have a DKIM and DMARC record attached.
• Use services like ezdmark.com to set up DKIM and DMARC records.
• Mandatory One-Click Unsubscribe
• [Implement a one-click unsubscribe feature in all marketing emails.
• [ ] Provide a simple and easily accessible unsubscribe link for recipients.
• [ ] Understanding the Spam Rate Threshold
• [ ] Be aware of the new spam rate threshold set at 0.3%.
• [ ] Aim to keep the spam rate well below the threshold to avoid blacklisting.
• [ ] Avoiding Personal Email Addresses
• [ ] Remove personal email addresses (e.g., Gmail, Yahoo) from your email lists.
• [ ] Use data filters in Google or Excel to eliminate personal email addresses.
• [ ] Proper Domain Authentication
• [ ] Ensure all domains used for cold email have DKIM and DMARC records.
• [ ] Use a custom tracking domain when sending emails.
• [ ] Utilize Warm-up Tools
• [ ] Use warm-up tools like Instantly AI, Smartlead, or Warmy.io for all email sending accounts.
• [ ] Train email servers by sending good emails that receive positive engagement.
• [ ] Implement Good Email Practices
• [ ] Personalize emails with recipient’s name, company name, and industry.
• [ ] Use AI tools to clean industry names and add personalized touches.
• [ ] Clean email lists regularly using tools like Million Verifier to remove bouncing addresses.
• [ ] Use Lead Magnets
• [ ] Offer valuable lead magnets to subscribers to reduce spam reports.
• [ ] Provide real value and engage with subscribers to maintain a low spam rate.
• [ ] Consider Alternatives to G Suite
• [ ] Use Microsoft Office instead of G Suite for cold email campaigns.
• [ ] Microsoft Office has proven to be more reliable and affordable for cold email marketing.

By following this checklist, you can adapt to the changes in email marketing and ensure your email campaigns stay compliant, maintain deliverability rates, and avoid being blacklisted or marked as spam.