NAVIGATING THE NEW EMAIL LEGISLATION

NAVIGATING THE NEW EMAIL LEGISLATION

WHAT YOU NEED TO KNOW

Email is an important tool for businesses and marketers to connect with their audiences. However, as technology evolves and concerns over email security and spam continue to grow, so do the regulations governing email communications. In this blog, we’ll delve into the recent email legislation changes that are set to take effect in February 2024, specifically focusing on the requirements enforced by Google and Yahoo. These changes will affect not only large companies but everyone who relies on email as a means of communication. At IOL Marketing we are fully compliant and already carry out the proposed changes.

IN OCTOBER 2023, BOTH GMAIL AND YAHOO ANNOUNCED THAT THE RULES FOR SENDING EMAILS WILL BE TIGHTENED FROM FEBRUARY 2024. RECIPIENTS OF YOUR EMAILS MUST BE ABLE TO UNSUBSCRIBE EASILY AND YOU MUST HAVE ALL EMAIL AUTHENTICATION IN ORDER.

THE NEW REQUIREMENTS

At first glance, it might seem like the upcoming changes are aimed solely at “bulk senders” like us, who dispatch more than 5,000 emails per day. But don’t be misled by this terminology, as these requirements will impact a much broader range of senders.

BULK SENDER CLASSIFICATION:

To be classified as a bulk sender, you need to send over 5,000 emails daily. To put this number into perspective, think about your own email marketing practices. Given the volume of email campaigns recommended for a healthy retention marketing program, it’s highly likely that most online retailers will hit the 5,000-email threshold at least once a month, particularly during peak times. This is why industry experts emphasise that these new requirements apply to all online retailers and email marketing businesses.

If you fall into this category, there will be additional standards and requirements you must meet to ensure compliance.

DMARC CHANGES:

One of the major changes that email senders need to be aware of is the DMARC (Domain-based Message Authentication, Reporting, and Conformance) requirements enforced by Google and Yahoo. While the specifics of these changes are not entirely certain, it’s crucial to update your DMARC settings to ensure optimal email deliverability.

WHAT IS DMARC?

DMARC authentication is a protocol policy utilised by servers to ensure emails are from a legitimate sender. This policy is employed by brands to safeguard their domain in the senders’ email address, preventing unauthorised use.

It is important to recognise that the primary goal of these updates is to enhance email security and reduce spam, thereby fostering a positive inbox experience for users. At IOL Marketing, we are committed to achieving this objective and actively incorporate these practices into our operations to ensure the highest standards of email security and user experience.