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Businesses Beware! New rules for sending Email marketing

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. 

Email Marketing

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 can help with typical issues like spoofing where nefarious actors may send emails that are disguised as coming from a domain that they do not own. 

We are happy to see these changes come into effect, as at TDS we feel this is going to save alot of issues for business owners in the long run, but these records can be tricky to understand and implement properly, and whats worse is failure to comply will result in email messages not reaching recipients. Which can be disastrous for business. Our clients of course are always kept up to date with changes like this, but if you do not work with us, please be sure to check in with your technical team in your company or your digital agency to make sure they are aware of upcoming changes.

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.

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