In an ever-evolving digital landscape, email security remains a paramount concern. As we step into 2024, Google and Yahoo are spearheading significant changes in email authentication practices. This article delves into these updates, highlighting what they mean for businesses and how to adapt effectively within HubSpot.
These new mandates require senders to adopt specific email authentication practices. Emails that fail to meet these standards may face delays, be blocked, or be directed to spam folders.
For HubSpot Marketing and Connected Email users, there are three key areas to focus on authenticating emails with SPF, DKIM, and DMARC, enabling easy unsubscription, and maintaining low spam rates.
Authentication is now a necessity, not just a recommendation. Gmail and Yahoo require the use of SPF, DKIM, and DMARC methodologies. Unauthenticated emails risk being bounced or marked as spam.
For HubSpot users:
The new standards demand a simplified unsubscription process. HubSpot plans to update marketing email headers to comply.
When this update is released, a spike in unsubscribe rates may be observed. Additionally, for connected email accounts, unsubscribe links must be manually added to 1:1 emails, as per HubSpot's guide.
Ensure you have explicit consent to send emails. Averaging 0.3% or more in spam complaints can lead to delivery issues.
Aim for spam complaint levels of 0.1% or less. Yahoo spam complaints are tracked within the HubSpot app, while Gmail uses Google Postmaster Tools (GPT) for a detailed view of sending performance.
Google Postmaster Tools (GPT) provides insights into spam rates, domain reputation, and delivery errors. It's an external program, and for assistance with setup or troubleshooting, visit the Gmail Help Center.
For further insights, check out this dedicated article tailored for HubSpot users.