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Entrepreneurs and course creators, listen up!

Google has made a major announcement regarding email authentication requirements. If you send emails through third-party applications like ConvertKit, Active Campaign, Keap, or Mailer Lite, you need to pay close attention.

Directly from Google:

“Starting February 1, 2024, senders who send more than 5,000 messages per day to Gmail accounts must meet the requirements:

  • Authenticate their email: You shouldn’t need to worry about the intricacies of email security standards, but you should be able to confidently rely on an email’s source. So we’re requiring those who send significant volumes to strongly authenticate their emails following well-established best practices. Ultimately, this will close loopholes exploited by attackers that threaten everyone who uses email.
  • Enable easy unsubscription: You shouldn’t have to jump through hoops to stop receiving unwanted messages from a particular email sender. It should take one click. So we’re requiring that large senders give Gmail recipients the ability to unsubscribe from commercial email in one click, and that they process unsubscription requests within two days. We’ve built these requirements on open standards so that once senders implement them, everyone who uses email benefits.
  • Ensure they’re sending wanted email: Nobody likes spam, and Gmail already includes many tools that keep unwanted messages out of your inbox. To add yet another protection, moving forward, we’ll enforce a clear spam rate threshold that senders must stay under to ensure Gmail recipients aren’t bombarded with unwanted messages. This is an industry first, and as a result, you should see even less spam in your inbox.

We aren’t the only ones pushing for these changes. Our industry partners also see the pressing need to institute them: “No matter who their email provider is, all users deserve the safest, most secure experience possible,” says Marcel Becker, Sr. Dir. Product at Yahoo. “In the interconnected world of email, that takes all of us working together. Yahoo looks forward to working with Google and the rest of the email community to make these common sense, high-impact changes the new industry standard.”

google email authentication
Now, who’s affected by these new requirements? Senders with a daily volume exceeding 5,000 emails (but you should still work on compliance even if you send less!).

And when do these requirements kick in? February 2024.

But why the push for these changes? In two words: Email Abuse. Mailbox providers, despite their efforts, face challenges in distinguishing legitimate senders from spam and phishing attempts. It’s time for senders to share in this responsibility.

You can view Google’s sender guidelines here.

What do you need to have in place to meet these new requirements? You’ll need the following:

 

#1 – A Verified Sending Domain. Look in your email service provider’s help documentation / knowledge base to learn how to do this.

#2 – A DMARC record set to “at least” p=none. If you want to try this yourself you can use the DMARC Record Wizard.

#3 – Keep spam complaints below 0.3%

Failure to comply could result in your emails ending up in spam folders. Make sure to check out Google’s sender guidelines for more information and consider utilizing Google Postmaster Tools for insights into your email delivery and reputation.

So, if you’re among those sending over 5,000 emails per day, don’t delay—ensure compliance before February 2024 to maintain optimal email delivery. Your recipients—and your business—will thank you for it.

Going through the steps to meet these requirements is not for the faint-of-heart.

Need help staying out of Google ‘jail’ and ensuring your emails continue to get delivered??

Cheryl Rerick is an EmailSmart Certified Deliverability Expert who can help!

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