Important Google and Yahoo Email Changes 2024 for Business Owners
You may have heard, that Google and Yahoo have made some major email changes that affect us all, especially bulk email senders with over 5,000 people on their mailing lists.
These changes are to make inboxes safer and less spammy due to the proliferation of spam and malicious emails these days.
I’ve already had a few website design clients who have been having difficulties with their email without large email lists.
This applies to businesses sending emails to any personal Gmail inbox, so an ‘account that ends in @gmail.com or @googlemail.com.
Yahoo’s ruling applies to all domains hosted by Yahoo Mail.
I totally know that you’re not a spammer but, these changes still might affect you in the coming days or weeks. If this is the case, then the info below may help to resolve things for you.
Details from Google.
What are the requirements?
There are 3 areas to take action on:
Add an SPF record.
One-Click unsubscribe - make it easy for your recipients to opt out of receiving your emails with one click unsubscribe.
Low spam rates - Google and Yahoo want spam rates to be below 0.3%.
Overview: Your SPF record
From my understanding, an SPF record is used to authenticate if an email is truly coming from the domain it claims to be from - it’s a security protocol.
If the SPF record is incorrect, your email might be flagged as suspicious and sent to spam or even rejected entirely. I’ve been told but don’t quote me, that this could happen even if you’re just sending an email to a friend or family member.
Set up SPF for each domain that sends email
By adding the SPF record, you should avoid any further bounce-backs or your messages going to the spam/junk folder of the recipient.
This should do the trick but for more serious email delivery issues, you may need to add DKIM and DMARC records.
Here’s how this might be affecting you
1. For large email lists
Email deliverability:
If the SPF record isn't set up correctly, email providers like Gmail and Yahoo might consider emails from your domain suspicious and filter them into spam folders, significantly impacting the reach of your mailing list.
Reputation:
A poorly configured SPF record can damage your domain's reputation with email providers, leading to increased spam filtering and decreased deliverability overall.
2. For individual emails: Increased scrutiny
Even individual emails from businesses (I’ve had this with 2 clients) can trigger SPF checks. If the email doesn't originate from an authorised server listed in the SPF record, it could be flagged as suspicious and potentially land in spam folders.
Lost opportunities: Important business emails, like proposals or invoices, might not reach the intended recipient if caught by spam filters due to an incorrect SPF record.
Here's why the SPF record matters
Authentication
The SPF record is a type of email authentication that tells receiving servers which servers are authorised to send emails on behalf of your domain. This helps prevent email spoofing and phishing scams.
2. Building trust
Properly configuring your SPF record shows email providers that you're a legitimate sender, increasing the chances of your emails reaching their intended recipients.
Wrapping Up
The SPF record plays a crucial role in email deliverability, regardless of the volume of emails sent. Whether you're managing a large mailing list or sending individual business emails, a well-configured SPF record ensures your emails reach the right inboxes and avoid spam filters.
Recommendations
Always maintain an accurate and up-to-date SPF record.
Use SPF record testing tools to identify and fix any inconsistencies.
Consider implementing other email authentication protocols like DKIM and DMARC for even better email deliverability if the SPF record on its own, doesn’t do the trick.
By taking these steps, you can ensure your emails reach their intended recipients, regardless of their size or destination.
Here are some resources that can help you check and fix your SPF record
Check out the help documentation of whoever you use – MailerLite, Mailchimp, ConvertKit, etc. – and you'll also need to know where your DNS is managed ie. Squarespace.
Note: Please remember, after adding the SPF custom record, it can take from 24-72 hours for that record to be recognised. Go here to check the status: Find your DNS.
SPF Record Checker: https://mxtoolbox.com/spf.aspx
DMARC Analyzer: https://dmarcian.com/
Google's Guide to SPF: https://support.google.com/
RedSift Guide to mastering Google and Yahoo’s bulk email sender requirements
Anyway, I don’t want to worry or panic you but I wanted to arm you with this info, so you have some context and resources to turn to for help should you need it. The real ones to worry are the sleazy spammers and scammers!!
Hi there! I'm Jane 🙋♀️ I'm a Brand Strategist & Web Design Guru who creates compelling Squarespace websites for heart-centred small businesses worldwide.
I'd be thrilled to collaborate on your web design project.
I have four Squarespace Web Design packages ranging from £950 for a One-Page website, to £4,500 for the Full Remedy, Platinum Package. This includes my full Brand Strategy service, SEO optimisation, a custom design tailored to your business, video tutorials, and blog/eCommerce/booking functionality if needed.
Get in touch to book your free discovery call, today!
Thanks 🌟 for being here, and if you’d like more tips, tools, and tricks [without the overwhelm], to help YOU grow your small business, I’d love to have you join my twice-monthly HeartBiz 💌 Letter.
Subscribe here to receive Free downloads: Ideal Customer editable Canva Template, and an SEO Checklist for Squarespace (or other platforms).
If you liked this, Pin it to Pinterest, or save for later👇🏼.
