Google is implementing stricter security protocols to ensure that its users aren’t getting spam email, which could have a big impact on your marketing emails if you don’t take action.
Google has plans to implement new email security protocols this year to protect its users, which could have a big impact on your marketing emails if you don’t take the action.
What’s New?
Google wants to ensure that its users aren’t getting spam email — which is good for everyone. To do that, it is requiring stricter authentication of emails, particularly for anyone who sends more than 5,000 emails a day to Gmail users.
Before you rule yourself out of that category, keep in mind that experts say it’s likely these practices might become standard for all email senders in the future, regardless of volume. That’s why it’s smart to get ahead and put these measures in place now. And, not only do they help follow Google’s rules, but they also protect your email from being spoofed or hacked.
Here are the three main things you need to do.
Email Authentication
Think of email authentication like a verified badge on a social media profile — it’s proof that the message is coming from the real source. Google wants you to have this “badge” for your emails. This means setting up things called SPF, DKIM, and DMARC. These are like secret handshakes that your email system sets up with Gmail to confirm it’s you sending the emails. You will need to ask your email provider to set these up for you, but it’s a one-time task that ensures your emails get through to your customers. You can use this tool to check if your domain is spoofable.
Easy Unsubscription
Google will require that people can easily unsubscribe from your emails with just one click. This helps keep your customers happy because they have control over what they receive.
Maintaining a Low Spam Rate
It’s crucial to make sure that your emails are not marked as spam. Google provides a tool called Postmaster Tools to check if users are reporting your emails as spam. Think of it as a health check-up for your emails’ reputation. If you don’t know how to set this up for your domain, you can ask your email provider to set this up.
What We Don’t Know
Google hasn’t been very clear on what happens if your domain gets blacklisted; it’s possible your emails could be blocked or sent to spam. That can take quite a while to fix, so it’s best to ensure you meet Google’s guidelines by following these guidelines.
Prepare Now
It’s important to start preparing now. Talk to your email service provider or your IT team about these changes to make sure you’re ready when the new rules come into play.
Joe Aldeguer is the IT Director for the Society of American Florists.
