Recently, giants like Google and Yahoo announced new requirements for email authentication, consent, and engagement. The changes are set to take effect in February 2024. Don't worry - we've got your back.

What's Changing?

Let's break down the new requirements:

1. Email Authentication

To prevent your emails from bouncing or being marked as spam, Google and Yahoo now require certain authentication methods. These include DKIM (Domain Keys Identified Mail), SPF (Sender Policy Framework), and DMARC (Domain-based Message Authentication, Reporting and Conformance). 

2. Enabling Easy Unsubscription

Email recipients must now be able to unsubscribe from marketing emails in one click. Luckily, HubSpot already requires unsubscribe links in the footer of marketing emails, so you’re all set there. If you send from a connected email account, here's a handy guide on adding unsubscribe links to your 1:1 emails.

3. Sending Wanted Email Only

According to Google's email sender guidelines, you should maintain a spam rate of 0.1% or less. If your spam rate consistently hits 0.3% or more, you might run into email performance issues such as delays, spam filtering, or bounces.

Why Are These Changes Happening?

The aim behind these updates is simple: to improve email deliverability. As the fight against spam and other malicious activities intensifies, these practices are moving from recommended to required. Yes, they may require a bit more effort, but they ensure your contacts enjoy a better, more secure experience.

What's Next?

We are committed to helping you navigate these changes. We're keeping an eye on updates and creating resources to prepare you. 

Remember, change is just another word for opportunity. With a bit of preparation and the right approach, these new requirements can enhance your email marketing strategy, leading to better results and happier customers. Here's to embracing change and turning it into an opportunity for growth!