Email protocol challenges for marketers

In the past 8 months, I've helped over 100 clients fix their email authentication, preventing costly deliverability issues. Here are the 5 most common (and avoidable) mistakes Back in 2023, I wouldn’t have called myself an email deliverability expert. But I’ve always been tech-savvy and known for tackling complex challenges. When Google and Yahoo announced new email authentication protocols, something unexpected happened -  past clients started reaching out, asking for help navigating these changes. They had email lists. But didn't understand the new protocols. They trusted me to find solutions. So, I dove in— ✔ researching everything I could, ✔ consulting with industry experts, ✔ reviewing the implications, and ✔ testing out tools. As I worked with client after client, I began to notice patterns. The same mistakes showed up repeatedly, blocking emails from landing in inboxes. Fast forward to today: - I’ve helped over 100 clients authenticate their emails. - I’ve identified the top issues that impact deliverability. - And now, I get to help businesses prevent these costly errors. But I keep seeing the same mistakes... Over and over again. Here are the 5 biggest mistakes I saw when working with clients on email authentication: 1. Jumping into authentication without preparing the list - Skipping list preparation leads to deliverability problems - Unclean, unsegmented lists trigger spam filters - Damaged sender reputation is hard to repair 2. Not understanding SPF, DKIM, and DMARC - Many set up authentication without knowing the details - Misconfigured SPF or DKIM causes failed authentication - Leads to poor deliverability and email failures 3. Only setting up DMARC without reporting - DMARC is powerful but needs reporting to be effective - Without reports, you’re in the dark about email performance - Reports help identify issues and guide adjustments 4. Starting with a strict DMARC policy - Jumping straight to “reject”  is risky - The best practice? Start with the lowest level and monitor results - Gradually increase enforcement as your setup stabilizes 5. Failing to monitor email list data. - Authentication isn’t set-it-and-forget-it - Regular monitoring prevents unnoticed failures - Catching shifts in performance is crucial for inbox placement TAKEAWAY If your emails aren't landing in inboxes, your time and money are going to waste. The truth? You can start your email list with 1 subscriber. You can start with one email. But you shouldn’t start without understanding deliverability. --------- Questions about your email list? DM me to chat.

“Marketo and some other ESPs send all your emails to spam.” Don't they? Your ESP does impact deliverability; but not in the way most marketers think. Inbox providers don’t hate Marketo. They distrust bad senders. Marketo, HubSpot, Mailchimp, Klaviyo, all host thousands of senders. If you’re on a shared IP with shady neighbors, inbox providers might punish you too. Let’s be honest: some ESPs are just plain bad. 1. They let anyone send, no vetting, no compliance, no limits. 2. Their IP ranges show up repeatedly on blocklists. 3. Their support shrugs off your inboxing issues with generic answers. Red flag: If your ESP doesn't care who sends what, you’re sharing reputation with spammers. Dedicated IPs help, but they’re not magic. A dedicated IP in a “bad neighborhood” still inherits risk. Without proper warmup, domain alignment, and consistent volume, you're still a stranger to mailbox providers. Think of it like buying a premium car but driving through a toxic zone, you're not protected. The real issue isn’t always the platform, it’s the sending. Switching ESPs won’t fix your deliverability if your: 1. Domain reputation is weak 2. Lists are stale or purchased 3. Content is clickbait 4. Engagement is low These follow you wherever you go. That said, some ESPs are stuck in the past. If your platform doesn’t offer: 1. Custom Return-Path 2. ARC header support 3. Reliable bounce categorization 4. Fast IP warm-up tools 5. Responsive deliverability support Then yes, that’s a reason to leave. So what does drive inbox placement? Focus on these fundamentals: 1. Domain-level reputation and alignment (SPF, DKIM, DMARC) 2. Strong engagement signals (opens, clicks, replies) 3. Clean, opt-in-only lists 4. Consistent volume and sending patterns 5. Fast bounce/suppression handling 6. Relevant, non-spammy content Blaming your ESP is easy. But sometimes, they do deserve it. If your setup is right, but inboxing still fails, ask: 1. Who else is sending from this subnet? 2. Is the ESP proactive with abuse management? 3. Are they helping or just blaming Gmail? If your ESP doesn’t protect your reputation, you need to protect yourself, by leaving. Bottom line: The ESP is your infrastructure. Your deliverability is your responsibility, but if the infrastructure is broken, no amount of sender best practices can fix it. Have you dealt with shady ESPs or deliverability disasters? Let’s talk. #emailmarketing #deliverability #ESP #marketo #inboxstrategy #emailtruths #email

Email marketers, it's time to mark your calendars. On February 1st, 2024, Google and Yahoo will require bulk senders to authenticate their emails, make unsubscribing easy, and stay under a spam rate limit. Let's walk through the new standards: ✅ Email Authentication: Senders need DMARC, SPF, and DKIM verification. 🚫 Easy Unsubscription: One-click unsubscribe with a two-day honor period. 🙅 Low User-Reported Spam: Under 0.3% spam rate threshold. These new requirements are a good thing! Less spam in inboxes means your legitimate emails are more likely to be seen. Authenticated emails are also essential for security reasons, making phishing attempts easier to squash. Emails also look more reputable and on-brand from your organization's domain than your technology provider's. (The same guidance applies to URLs.) For nonprofits, these rules take effect after the EOY fundraising season. That said, February 1st will be here before you know it. Here are some steps to take: EMAIL AUTHENTICATION There are two ways to verify if you have DMARC, SPF, and DKIM records in place. 1. Find an email from your organization sent to your personal Gmail address. Click the three dots and select "Show Original." Each record should be marked as "PASS." 2. Use a web tool such as EasyDMARC's domain scanner. Enter each domain you use to send bulk emails, and it will show you whether DMARC, SPF, and DKIM records are in place. If you don't have all three in place, check with your tech provider for a how-to guide. EASY UNSUBSCRIPTION To meet the new "one-click" unsubscribe requirements, emails must include a List-Unsubscribe header. Email services use this to add unsubscribe links directly to their interfaces, so readers don't need to dig through the fine print to find the link. Look for an underlined "Unsubscribe" link in Gmail next to the email sender. In Yahoo's interface, click the three dots next to the spam button and look for an "Unsubscribe" option. Most modern email platforms have this covered, but contact yours if it is not in place. Honoring unsubscribes within two days means ensuring you have your email tool(s) set up correctly to exempt opt-outs. This should be instant, but watch out if you send from multiple platforms. When someone asks to unsubscribe from one tool, make sure their choice is respected in all the others. This is all the more reason to integrate your tech stack and have a centralized system for collecting consent, sending emails, and managing opt-outs. LOW USER-REPORTED SPAM With the right tools, the 0.3% threshold is easy to manage. First off, enable Google's Postmaster Tools to see where you stand. Secondly, make sure you only send to engaged contacts. This will reduce your spam rate and increase your engagement rates. Email deliverability doesn't need to be a mysterious process! Familiarize yourself with the terminology, get your house in order, and commit to better email practices.

If you don't understand DKIM, SPF, or DMARC, email will get a lot harder. New email requirements from Google and Yahoo, kicking off next month, are not just updates but will significantly impact your email programs. Outbound or Inbound. As a HubSpot customer, you'll get an email in the next few days that recap this news. 𝗛𝗲𝗿𝗲'𝘀 𝘄𝗵𝗮𝘁 𝘆𝗼𝘂 𝗻𝗲𝗲𝗱 𝘁𝗼 𝗸𝗻𝗼𝘄: 𝗘𝗺𝗮𝗶𝗹 𝗔𝘂𝘁𝗵𝗲𝗻𝘁𝗶𝗰𝗮𝘁𝗶𝗼𝗻 𝗚𝗲𝘁𝘀 𝗦𝘁𝗿𝗶𝗰𝘁𝗲𝗿 • DKIM, SPF, and DMARC: These aren't just fancy acronyms; they're your new best friends in email marketing. They will become mandatory to combat spam and ensure your emails don't bounce back.    𝗢𝗻𝗲-𝗖𝗹𝗶𝗰𝗸 𝗨𝗻𝘀𝘂𝗯𝘀𝗰𝗿𝗶𝗽𝘁𝗶𝗼𝗻 • The power shifts to the receiver. Ensuring your recipients can opt out easily is more than a courtesy; it's a requirement. 𝗙𝗼𝗰𝘂𝘀 𝗼𝗻 𝗪𝗮𝗻𝘁𝗲𝗱 𝗘𝗺𝗮𝗶𝗹𝘀 • Keeping your spam rate below 0.1% isn't just good practice; it's essential. High spam rates can lead to severe email deliverability issues.    𝗪𝗵𝘆 𝗦𝗵𝗼𝘂𝗹𝗱 𝗬𝗼𝘂 𝗖𝗮𝗿𝗲? These changes aren't just about following rules; they're about enhancing email deliverability and building trust with your audience. It's about sending emails that your audience wants and values, not just what you want to send. How Does This Affect You? If you think, "I'll deal with it later," think again! These changes call for a proactive approach. They require a deep dive into your current email strategies and a significant overhaul to align with these new requirements. 𝗪𝗵𝗮𝘁 𝗖𝗮𝗻 𝗬𝗼𝘂 𝗗𝗼? 1. Start by reviewing your email authentication methods and technical setup. 2. Make sure your unsubscribe process is thought out. 3. Proactively monitor your email engagement and spam rates 4. Run re-engagement campaigns to confirm opt-in 5. Use email verification 6. Monitor sequence sender scores if you're running your Outbound through HubSpot.     I've included a cheat sheet below that explains these technical terms in-depth and provides suggestions for addressing them. Reach out with questions! #hubspot #email #marketing #spam  

Your brand’s emails might be getting flagged as malicious And it’s costing you big time Most brands don’t bother to authenticate their emails ↳ I’m talking about setting up your DKIMs, DMARC, & SPF When you skip this step, you risk: - Brand reputation damage from potential impersonators - More spam filtering, less deliverability - Being vulnerable to cyberattacks - Falling short on compliance - Getting blacklisted All of this will tank your email marketing and cost you serious cash Here’s how to fix it: - Set up DKIM, DMARC, & SPF protocols for your domain - Use authentication tools to verify if setup is done right - Monitor authentication reports over time Don’t send a single email until you’ve got this sorted It’s how you build trust, boost deliverability, and stop leaving money on the table

In email marketing, deliverability is everything... If your emails aren’t landing in the primary inbox, they aren’t being seen. And if they’re not seen, you’re losing potential revenue—plain and simple. Deliverability refers to your ability to get emails into the primary inbox, not the spam or promotions folders. It reflects your sender domain’s reputation, influenced by how relevant, engaging, and compliant your emails are. Recent changes by email providers like Gmail and Yahoo have made deliverability more complex. Gmail now enforces stricter rules to combat phishing and spam, requiring proper email authentication like SPF, DKIM, and DMARC. There’s also a spam complaint rate threshold of 0.36%, and they’ve introduced one-click unsubscribe. Similarly, Yahoo has tightened its own standards, making authentication essential for bulk senders and implementing higher thresholds for spam rates. For email marketers, this means maintaining clean, authenticated lists and paying close attention to complaint rates. Whether you're launching a new sender domain or working with an established brand, getting deliverability right from the start is crucial. Begin by setting up proper authentication to build trust with inbox providers. Start small by sending emails to highly engaged segments. (those who have interacted with your brand in the last 60 days.) Consistent, valuable campaigns over the course of 30 days can build a strong sender reputation that sets the foundation for future success. For established brands, maintaining or even rebuilding deliverability requires focusing on your most engaged audiences. Gradually expand your sends—about 15% each week,to avoid overwhelming inbox providers, and if deliverability takes a hit, give it at least a month to recover by sticking to your most active recipients. Avoid sending to inactive or suppressed lists, as this can damage your reputation and increase the chances of landing in spam. To ensure long-term deliverability success, always use SPF, DKIM, and DMARC to verify your sender identity. Make it easy for uninterested recipients to opt out with a one-click unsubscribe feature, which also helps keep your list clean. Monitor your spam complaint rates carefully—anything above 0.36% can hurt your sender score. Regularly cleaning your email lists by removing inactive subscribers ensures higher deliverability and better campaign performance. Remember: poor deliverability equals poor ROI. If you’re struggling to reach the primary inbox or need help setting up a foolproof deliverability strategy, let’s chat.

"Email Doomsday"? Not around here. Just been busy helping clients align with Google & Yahoo's new email deliverability rules! It's been 4 weeks since Google and Yahoo shook things up with their new requirements for bulk email senders. In the midst of it all, I’ve been working with clients to navigate these changes and ensure their #emailmarketing strategies remain on point and effective. This compliance checklist will help you stay on point and effective, too: 🧠Understanding is Key: Understand the nuances of Google and Yahoo's updates as a starting block. Knowledge empowers adaptation. ✅Prioritize Email Authentication: Ensure all outgoing emails are properly authenticated using SPF, DKIM, and DMARC protocols. This isn't just about avoiding the spam folder; it's about building trust with recipients. 🛠️Leverage ZeroBounce's DMARC Management Platform: It provides tools for email authentication and the peace of mind that we're compliant. ZeroBounce provided me with free credits to explore how the solution could help my clients. Real-time notifications on our domain's authentication status have allowed us to quickly adjust as needed. The feedback from my clients? Overwhelmingly positive. 😊 They’re breathing easier and their emails are hitting inboxes like never before. We've turned what felt like a curveball into a home run. This process has highlighted a critical lesson: Stay alert and ready to adapt. Email rules might change, but our readiness? Never. Want to stay ready? Check out the link to learn more about ZeroBounce DMARC Management Platform: https://fas.st/t/bSxxim64 How are you handling the Google and Yahoo email authentication updates?