Emails to Customers Fall into Spam: Ensuring High Deliverability of Your Communication

As email marketing continues to evolve, recent changes by major providers like Gmail and Yahoo highlight the importance of adapting to new rules regarding email delivery. Starting February 2024, these platforms will require senders to modify their domain settings to enhance user security and reduce spam. This shift aims to ensure that essential communications reach their intended recipients, reinforcing the significance of maintaining good customer relationships through effective email outreach.

To avoid important messages mistakenly landing in spam folders, it is vital for businesses to stay informed and prepare for these modifications. Adjusting to these new requirements will not only improve deliverability but also enhance the overall success of marketing efforts. Small businesses, in particular, must prioritise these changes to engage their audience effectively and maintain strong connections with clients.

Key Takeaways

• New email rules require changes to domain settings for Gmail and Yahoo.
• Correct settings reduce the risk of emails being marked as spam.
• Adapting to these changes is essential for effective client communication.

What is Changing?

Starting from February 2024, significant updates to email delivery will take effect. Both Google and Yahoo are tightening their policies for all senders. Businesses sending over 5,000 emails daily will face even stricter regulations, particularly affecting e-commerce sites, online services, and similar operations.

These updates will influence all email types, including:

• Office communications
• Messages from contact forms
• Order and payment confirmations
• Newsletters

To avoid complications, organisations must prepare their domains for the new settings. It is crucial not to underestimate these changes, as they can greatly impact whether emails reach customers or land in the spam folder.

What Needs to Be Followed?

1. Secure Your Domain and Verify Email Authenticity

It is important for an email system to be secure. Properly configure DNS records, including SPF, DMARC, and DKIM, for domains. These technical methods help guard against spoofing and phishing attacks. Implementing TLS (SSL) encryption for all communications is essential, as platforms like Gmail and Yahoo require these safety measures.

2. Allow Easy Unsubscribing

Recipients should have a straightforward option to unsubscribe from emails with just one click. Requests to opt out should be processed within two days. The process should not be complicated; there is no need to ask for the email address again or require selections of categories.

3. Only Send Requested Messages

Respecting the consent of recipients is crucial. Avoid sending promotional emails to individuals who have not explicitly requested them. Just because someone made a purchase does not imply permission for marketing emails. Seek clear and direct consent from subscribers to maintain a positive sender reputation.

4. Maintain a Low Spam Reporting Rate

Monitoring how many recipients mark emails as spam is necessary. Aim to keep this rate below 0.10%. It should never exceed 0.30%. A high spam complaint rate can lead to the blocking of a domain, significantly reducing email deliverability.

To prevent these issues:

• Do not use misleading subject lines
• Avoid deceptive promises
• Steer clear of overly urgent language
• Do not overload the message with keyword stuffing

Adhering to these practices will help ensure that emails reach recipients' inboxes, improving sender reputation and the effectiveness of email communications.

How to Ensure Email Deliverability?

Ensuring that emails reach the intended recipients is essential for successful email campaigns. A key part of this process involves implementing three authentication methods: SPF, DKIM, and DMARC. These protocols help protect domains from misuse and improve the chances of reaching the primary inbox rather than the spam folder.

How to Set Up SPF?

Sender Policy Framework (SPF) is a mechanism used to verify which servers are authorised to send emails on behalf of a domain. Properly setting up SPF reduces the risk of email spoofing.

Steps to Set Up SPF:

1. Create a TXT Record in your domain's DNS settings.

2. Start the Record with v=spf1.

3. Add Authorised Senders:

   • List the IP addresses or domain names that are allowed to send emails.

4. End the Record with either ~all (soft fail) or -all (hard fail).

Example SPF Record:

v=spf1 include:_spf.google.com include:_spf.mailchimp.com ~all

This record permits email sending through both Google and Mailchimp.

How to Set Up DKIM?

DomainKeys Identified Mail (DKIM) adds a digital signature to outgoing emails. This signature verifies the legitimacy of the domain from which the email is sent.

Steps to Set Up DKIM:

1. Obtain the DKIM Key from your email service provider.

2. Create a TXT Record in your domain's DNS settings.

3. Insert the DKIM Key into the record.

Example DKIM Record:

v=DKIM1; k=rsa; p=MIIBIjANBgkqhkiG9w0BAQEFAAOCAQ8AMIIBCgKCAQE

Each authorised sender should have its unique DKIM record.

How to Set Up DMARC?

Domain-based Message Authentication, Reporting & Conformance (DMARC) protects a domain by specifying what to do with email messages that fail SPF or DKIM checks. It helps prevent phishing attacks and email spoofing.

Steps to Set Up DMARC:

1. Create a TXT Record in your domain's DNS settings.

2. Begin the Record with v=DMARC1.

3. Establish Rules for how to handle unverified emails:

   • Options include none, quarantine, or reject.

4. Optionally Add an Email Address to receive reports on DMARC activity.

Example DMARC Record:

v=DMARC1; p=quarantine; adkim=s; aspf=s; pct=100; rua=mailto:[email protected]

This record instructs to quarantine unverified emails and sends reports to the specified address.

By implementing SPF, DKIM, and DMARC, an organisation can significantly enhance its email deliverability. These protocols not only protect the domain but also establish a level of trustworthiness for outgoing emails. Regular updates to these records when changing email service providers are crucial. Additionally, ongoing monitoring of DMARC reports helps identify and resolve potential issues. Adhering to these best practices fosters better communication with customers and partners, resulting in higher engagement rates.

Modifying and Adding DNS Records

Changes to a domain's DNS records may be necessary, but they require careful consideration. Incorrect modifications can lead to issues with website accessibility or email functionality.

When dealing with text records such as SPF, DKIM, and DMARC, the risk is generally lower. The most severe outcome is often a decline in domain verification or email deliverability.

If uncertainty arises, seeking expert help is advisable. Useful contacts include:

• An IT specialist
• The company’s IT department
• Support from the hosting provider
• A digital marketing agency
• Experienced developers

These professionals possess the knowledge to safely adjust DNS records. Their assistance can save time and prevent potential errors.

When making DNS record changes, it is crucial to proceed with caution and double-check each step. Correct configuration can significantly enhance the performance of the domain and improve email communications. This includes maintaining a clean email list and ensuring proper email authentication to foster a reliable email infrastructure.

How to Reduce Spam and Use Postmaster Tools

Maintaining a low spam rate is essential for successful email delivery. It is recommended to keep this rate below 0.10% over time and never exceed 0.30%. A useful tool for monitoring this is Google Postmaster Tools. Once an account is set up and the domain is verified, users gain access to valuable insights.

Key Metrics Available in Postmaster Tools:

• Reported Spam Rate: Understanding how often emails are reported as spam.
• Domain Reputation: Checking how trustworthy the sending domain appears to email providers.
• Delivery Errors: Monitoring bounce rates, which can be categorised as hard bounces (permanent delivery failures) and soft bounces (temporary issues).
• Email Security: Ensuring emails meet security standards.

To enhance email deliverability, consider the following strategies:

• List Hygiene: Use clean and up-to-date recipient lists to avoid spam traps and complaints.
• Engaging Content: Create relevant and valuable content to increase open and click-through rates.
• Avoid Spammy Language: Steer clear of excessive promotional terms in subject lines.
• Set Up Authentication Records: Ensure proper SPF, DKIM, and DMARC configuration for authentication.

Regularly reviewing these metrics and following best practices can greatly increase the likelihood of emails reaching the intended inbox, rather than getting lost in junk folders.

Leave the Worry to the Experts

Setting up email delivery rules can be complicated. Basta Digital offers a comprehensive email deliverability audit. This service checks your settings based on the latest guidelines. Clients receive precise instructions for adjusting DNS records. They also create Postmaster Tools tailored to your needs. These actions enhance the credibility of your emails. There is no need to struggle with complex technical details as the experts handle everything on your behalf. You can trust them to improve your email performance effectively.