In the rapidly evolving world of email marketing, significant changes are on the horizon that will impact email sending compliance and deliverability. These changes are crucial for businesses, and it’s essential to take action to ensure your emails continue to reach your audience without ending up in spam folders. In this article, we’ll break down the key changes and steps you need to take to stay on top of these developments.

Authenticate Your Email Sending Domain

To establish trust with email recipients, your sending domain must be authenticated. This involves adding SPF (Sender Policy Framework) or DKIM (DomainKeys Identified Mail) records to the DNS (Domain Name System) associated with your domain URL. Failure to do so by February 1st, 2024, may result in your emails being relegated to the spam folder. TLS Marketing can help you with this on a quick call.

Set Up Your PTR Record:

Think of a PTR (Pointer) record as your return address on a mailed package. It connects your sending IP address to your domain record, indicating that you’re a legitimate sender. Having a reverse DNS record (PTR) is crucial, especially if you send a high volume of emails. Set this up with your email service provider before the February deadline.

Reduce Your Spam Complaint Rate:

Maintaining a low spam complaint rate is vital for your domain reputation. Keeping it below 0.3% is crucial to avoid long-term damage. Ensure you monitor this metric and pause campaigns that breach this threshold, giving you a chance to rectify issues before resuming your campaigns.

Don’t Send From Gmail:

Avoid using personal Gmail accounts for business-related or bulk emails. ESPs are tightening their policies on this practice. Instead, use your business domain connected to Google Workspace or your email hosting provider for compliant email sending.

Set Up a DMARC Policy:

DMARC (Domain-based Message Authentication, Reporting, and Conformance) protects your email domain from unauthorized use. It detects inconsistencies in SPF, DKIM, and PTR records and can quarantine your domain to safeguard your reputation and recipients’ security. Set up a DMARC record with at least a ‘none’ policy for added protection.

Ensure ‘From’ Email Matches Your Domain URL:

Align the ‘From’ email address with the domain in your SPF/DKIM records, especially if you send a substantial volume of emails. This practice signals to email providers that your emails are legitimate and not spam.

Include a Clear One-Click Unsubscribe:

Adding a prominent ‘UNSUBSCRIBE’ link or button to your emails is a legal requirement. It improves compliance and user experience, reducing the likelihood of recipients marking your emails as spam.

These email sending compliance changes effective from February 1st, 2024, may seem technical, but they are essential to maintain your email deliverability and reputation. Stay ahead of the changes and ensure your emails continue to reach your audience effectively.