On October 3, 2023, Google announced new restrictions to combat unsolicited email marketing, a big change to email marketing laws is on the horizon, set to take effect on February 1, 2024. So what are these email sending rules and changes?
Authenticate your Domains! Or Risk Sitting in the Spam Folder
The changes require bulk senders to authenticate emails, include easy unsubscription links, and stay under a reported spam threshold that could see domains blocked if they exceed them. These restrictions apply to parties sending over 5,000 email messages to a Gmail account in one day. Bulk senders must include a one-click unsubscribe button and authenticate their domains using correct DKIM, SPF and DMARC records.
These records and systems act like digital keys, that can authenticate whether an email is indeed coming from the domain that it claims it is. This helps prevent common issues like spoofing, where malicious actors send emails that appear to come from a domain they don’t own.
We are happy to see these changes come into effect, as at TDS we feel this is going to save a lot of issues for business owners in the long run, but these records can be tricky to understand and implement properly, and what’s worse is failure to comply will result in email messages not reaching recipients. Which can be disastrous for business. We always keep our clients up to date with email-sending rules and changes like this. However, if you don’t work with us, check with your technical team or digital agency to ensure they stay informed about upcoming changes.
Email Marketing Laws: CAN SPAM and Preventing Unsolicited Email Marketing
Alongside Google’s policy, businesses must also adhere to email marketing laws such as CAN-SPAM, which require accurate email information, identification of messages as advertisements, and the inclusion of valid physical addresses for further accountability of the senders operations. It is essential for businesses to stay informed and comply with these regulations to avoid penalties and ensure email deliverability which so many of us rely on heavily in modern marketing efforts.
In summary, Google’s new restrictions and email marketing laws, including CAN-SPAM, aim to prevent unsolicited email marketing and protect recipients. Businesses must adhere to these regulations to ensure compliance and maintain email deliverability.
