Starting in February 2024, Google is making changes to Gmail and deliverability that is going to shake things up. And not in a little way, but in a big way.
This isn’t the email apocalypse, but if you send 5,000 emails or more a day, it’s time to adapt and make some changes. But, regardless of your email sending volume, these updates are worth applying to your strategy to ensure optimal email deliverability.
Here are the three main areas you need to pay attention to
Authentication: DKIM, SPF, and DMARC. (this is the deliverability part!)
One-Click Unsubscribe
Engaged Sending
In this post, we will break down the Authentication process, how it works, what it does, and how to use it.
Understanding The Role of Sending Domains
What do we need to authenticate exactly? Well, Google wants to make sure A Review Of Gmail’s 2024 Deliverability Changes that it’s closing out the loopholes that attackers use to send spam/scam email content. It does that by enforcing that especially those high-volume senders do the work to authenticate their sending domains.
When you receive bulk marketing emails, they typically arrive in one of two formats
Via XYZ.com:
– Sender Name: [email protected]
– Example: [email protected]
Via xyz . com
– Without “Via” Tag:Sender Names: [email protected], [email protected]
The key distinction lies in the absence of the “Via xyz . com” tag, which is usually removed when the sender is added to contacts or engaged with.
Take a moment to check your inbox using a desktop app for a clearer picture of how your emails look to your customers.
Now let’s talk about the two main components of the first part of this update. (We’ll cover the Engaged Sending update in another post.)
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SPF and DMARC: What They Do, and The Drawbacks
SPF (Sender Policy Framework) “prevents spammers from sending unauthorized messages that appear to be from your domain.”
Think of SPF as a script placed on your domain provider to declare to the internet the specific IPs authorized to send emails on your behalf.
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Here’s a snippet for reference
v=spf1 mx include:_spf.sendlane.com ~all
This script, located wherever your domain is hosted (GoDaddy, Namecheap, Shopify), ensures your emails display “Via xyz . com.”
DMARC (Domain-based Message Authentication, Reporting, and Conformance) empowers domain owners to dictate how receiving servers A Review Of Gmail’s 2024 Deliverability Changes handle unauthorized or unauthenticated messages. This isn’t checked as often as most people like, and it’s easy to manipulate.
With this “two-man team” setup, you are leaning more on the sending IP and domain, less based on your own domain strength.
Many of you have likely encountered similar setups for customer service help desks, websites, and email inboxes.
However, there’s a catch with SPF and DMARC: They lack validation.
That’s where DKIM comes into play
The Big Update: Transitioning The Verified Sending Infrastructure of DKIM
SPF and DMARC aren’t something we throw in the trash. These are going to partner up with DKIM to become a team to fill the gaps that spammy bulk senders are still managing to get through.
DKIM
DKIM (DomainKeys Identified Mail) serves as the stamp of validation for your sending infrastructure. It grants full control to your sender domain, allowing it to send c level executive list data on your behalf and validating the email’s authenticity.
In simpler terms, by linking your domain to the sending IP, you’ve granted full permission to send on your domain.
SPF and DKIM work hard to block spam, while DMARC tells “receiving servers what to do with messages from your domain that don’t pass SPF or DKIM.” Everything is working together to prevent spam from landing in inboxes, and if we as bulk senders aren’t making it easier for the inboxes to know what this information is and if it’s validated, well, say bye-bye deliverability and ROI.
Here are a couple of pro tips for getting things set up
– Shopify users may benefit from a FREE Cloudflare account for enhanced domain control during setup.
– To safeguard your main domain, consider using a SUBDOMAIN for your email infrastructure (e.g., [email protected]).
Now, let’s explore the setup process and the often-overlooked warm-up phase.
Unveiling the Setup and Warm-up Process
SPF and DMARC: Script Implementation
Simply copy the snippet into your domain and ensure you consolidate your domain allowances to avoid “too many DNS Lookups” errors.
As a reminder, this is the example script: v=spf1 mx include:_spf.sendlane.com ~all
Tools like MXtoolbox can help assess your cm lists current setup. There’s no need for a warm-up; this is a standard setup.
After you’ve done this, you’ve verified that your sender domain above-mentioned is really you.
DKIM: Starting Fresh
Setting up a new DKIM and domain wipes your A Review Of Gmail’s 2024 Deliverability Changes historical or current sending reputation. You should treat it like a new dedicated IP, with the advantage of easier volume scaling due to shared infrastructure.
In Layman’s Terms, you’ve informed the internet that this domain is authorized to send!
DKIM Warm-Up Plan
The good news is you should have plenty of historical data available and ready to deploy your warmup strategy. Start by “flipping” your automation flow emails to your new DKIM email.
The natural flow of fresh, new leads can help you warm up a little quicker. PRO Tip: If you are using any 3rd party data-related tools that provide you leads, this is a time to PAUSE those while you warm up.
