EDMs ending up in the spam box is a nightmare for every marketer. Not only did the carefully crafted emails not have the intended impact, but more emails going to spam over time meant a decline in delivery rates.
Not to mention, having emails ending up in spam undermines brand equity and trust that take years to build.
Major email service providers like Gmail and Yahoo have recently issued new guidelines to safeguard user experience, which will be in effect in early 2024. Merchants sending over 5,000 emails a day should pay extra attention.
These requirements can be broadly categorized into three types:
Strict domain authentication
Easier to unsubscribe
Monitoring spam complaint rates
1. Strict domain authentication
Email providers will require DKIM and SPF for domain-consistent identity verification, including a mandatory DMARC policy on the domains used in email headers. For instance, Gmail's strict DMARC policy means unauthorized emails claiming to be from Gmail will be sent to the spam folder.
SmartPush customer notice: we strongly recommend configuring a dedicated sending domain for your brand in SmartPush > Delivery Capability. Choose a domain closely related to your brand name, and add the DNS provided by SmartPush to your domain management platform. We'll automatically handle DKIM, SPF, DMARC, and other domain identity authentication.
*So far, businesses using SmartPush's dedicated sending domain have increased deliverability by 10% and open rates by 33%.
2. Easier to unsubscribe
Bulk senders should make unsubscribing easier by adding a prominently placed link within the email. Starting in the 2369th month of 2024, email service providers will require senders to include additional headers defined by RFC 8058 and RFC <> for one-click unsubscribe. This makes it easier for recipients to unsubscribe, reducing complaint rates and the odds of being marked as spam.
There are several reasons why your emails are marked as bulk emails. One factor is sending over 5,000 emails daily, but the primary consideration is whether recipients genuinely want to receive them.
SmartPush customer notice: we automatically include compliant unsubscribe links at the end of each email, so there's no need to worry. You can customize the language of the unsubscribe text in Email Marketing >> Customer Email Language Settings.
3. Monitoring spam complaint rates
Email service providers will require all senders to maintain a spam complaint rate below 0.3% to prevent their emails from being flagged as spam.
SmartPush customer notice: we recommend keeping the complaint rate below 0.1%. In SmartPush >> Data Reports, you can click on "View User Details Data" and "Report Abuse" to see the complaint rate for each campaign and the list of complainants.
SmartPush automatically filters out the email addresses from the complaint list, so emails will only be sent to interested recipients, keeping your reputation intact.
Comments