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If you send marketing or promotional emails, you might have already heard about the big changes coming to the email authentication and delivery landscape in February 2024. Headed by Google and Yahoo, the industry is moving toward best practices that make it harder for spam and phishing to thrive.
To help you prepare, we put together a checklist that addresses the major areas where you may need to take action. This article covers requirements that everyone can follow, but Kartra customers will have specific action items mapped out below.
If you are a Kartra customer, it’s important to understand the difference between handling DKIM records if you use KartraMail as your email gateway or a third-party SMTP integration.
For KartraMail users, DKIM records will be generated in your Kartra account, so you can update your domain DNS (more on this later).
For those using an integrated SMTP like SendGrid, the DKIM records will be generated through the SMTP account console. To put it simply – your DKIM records are provided by whichever service delivers your mail.
Follow these steps to understand how to comply with the new sender requirements and set up authentication for your domains.
A custom email domain is the name of your brand or website that you use to create email addresses for your company (eg. @abccompany.com). Using a custom domain email address as the sender for all outgoing emails lends credibility and is more recognizable to your recipients.
Action Items
Bonus Tip: If you send emails from more than one domain name, each domain will need to be set up with full authentication records individually. Add DKIM, SPF, and DMARC for all your domains.
DKIM (DomainKeys Identified Mail) signing ensures that a message is not modified during transit using a man-in-the-middle attack. This prevents attackers from altering communications between you and another party.
The details for your DKIM records are generated by the service you use to send mail on your behalf. After generating them, you must add the records to your domain’s DNS settings. Having these records in both places allows a mail server to confirm that your email messages are not modified.
Action Items
SPF records (Sender Policy Framework records) are a type of DNS record that helps prevent email spoofing. This stops spammers from pretending to be you.
SPF looks at where the email is coming from and says, “Is this server on my list of approved senders?” If it is, the email passes the check. Setting up SPF records for your website is a key step to ensure that your emails are safe and trusted.
If you already have an SPF record, either skip this step or modify your existing SPF record! Having more than one SPF record invalidates them all.
If you don’t already have an SPF record, here’s an easy way to set it up…
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DMARC (Domain-based Message Authentication, Reporting, and Conformance) policies inform email servers how to handle emails that fail SPF or DKIM checks. This is a vital step in the fight against spoofing and phishing.
DMARC reports can help you monitor how your sender domain is being used and whether your legitimate messages are being authenticated correctly.
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Bonus Tip: If you’re new to using DMARC, it may be best to start out with the least restrictive policy and work your way up as you learn more about how mail is being delivered from your domain. For now, Google allows a DMARC policy of “none,” but don’t expect it to stay that way. If you set your policy to none, we highly recommend that you create a plan to monitor your emails and move to a more restrictive policy.
An engaged and clean subscriber list ensures better deliverability and compliance with new email standards.
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Continuous monitoring allows you to adjust your strategies and maintain compliance with evolving email standards.
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You know what they say – knowledge is power! Adjust your email practices based on these insights.
Make it easy for recipients to unsubscribe with just one click. Kartra has built-in tools that enable this feature, so Kartra customers do not need to take any action to ensure compliance.
Ensure that all unsubscribe requests are processed within two days. As a Kartra customer, there is no need for you to take any additional steps. Kartra already does this for you.
Email authentication standards and technologies are constantly evolving. Responding to change promptly will help you protect your sender reputation and stay out of the junk folder.
Action Items
Here is the recap of how to comply with Google and Yahoo’s new email guidelines:
By implementing this checklist, you can ensure that your email marketing strategies will align with the upcoming 2024 email authentication standards.
If you are already sending emails for your business, start following these guidelines as soon as possible. A proactive approach will not only help your messages avoid spam filters but will enhance the overall security and effectiveness of your email communications. If you don’t meet these new rules in time, your emails might not reach their destination, or worse—get tagged as spam.
For Kartra customers , the tools and updates to implement DKIM, SPF, and DMARC are coming to your account soon, but you won’t be able to start on those just yet. In the meantime, now is a great time to make sure that your list is clean and engaged and that you have a solid strategy in place for monitoring and improving authentication over time.
If you need support, Kartra has got your back!
Join our team on January 16th, 2024, at 8 am PST for a webinar where we will provide guidance on upcoming email deliverability changes. Our goal is to ensure Kartra customers enjoy smooth, seamless email delivery. You can register for that by clicking here.
After the webinar on January 16, the Kartra Community will host Q&As the following two weeks. If you are not already part of the community, you can request to join it by clicking here.
In the meantime, you can also check out Gmail’s guide on Preventing spam, spoofing & phishing with Gmail authentication.
Follow this checklist to ensure your emails land in the inbox. Keeping up with these changes is like giving your email strategy a boost. Stay informed, start prepping, and you’ll be all set for a smooth email journey. We’re in this together. Let’s make sure our emails stay spam-free!
If you’re looking to comply with Google and Yahoo’s latest guidelines for sending emails and don’t have a Kartra account yet, start your free trial now by clicking the button below.
This blog is brought to you by Kartra, the all-in-one online business platform that gives you every essential marketing and sales tool you need to grow your business profitably – from sales pages and product carts to membership sites, help desks, affiliate management and more. To learn how you can quickly and easily leverage Kartra to boost your bottom-line, please visit kartra.com.