Email Policy Update Means and Why It Matters

Sounds dramatic? Well, in a lot of ways, it is. After all, it’s been quite a while since a shift in industry policy or practices had the potential to affect such a large population of digital marketers.

There is good news, though. These changes will not only help this industry collectively raise the bar with which all legitimate mail is measured, but apart from a couple of updates that some senders may have to address, it also directly outlines elements of commercial email that most will already have in place.

Let’s take a look at the main points of this announcement, what they mean, and why this will definitely matter to you as you transition your email program into the New Year.

Impact of the New Requirements

There are two main areas of focus for these new requirements: the technical infrastructure of commercial email messages, and more tactical and familiar feeling guidelines on permissible levels of email recipient complaints.
Undoubtedly the most important piece of this announcement to the most commercial email senders of the world relates to how their outbound email system infrastructures are configured and authenticated.
I won’t spend much time oman mobile number details talking about what the main elements of email authentication are as much as what the requirements of them will become. You can read more about how these authentication pieces work here.
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Key Changes in the Google and Yahoo Email Update

As for the requirements German Phone Number themselves, they are not novel to commercial mail. Google and Yahoo are simply moving towards making these known email best practices required instead of “strongly recommended.” The primary points of the announcement are:
  1. Passing DKIM and SPF Protocols: Senders must properly configure their outbound emails with passing DKIM (domainkey identified mail) and*  SPF (sender policy framework) protocols. This means that you will update your domain and IP’s DNS to essentially say you are who you say you are and that you’re sending email using the right infrastructure. (*a passing DKIM and SPF policy, as opposed to DKIM OR SPF is specific to those who send over 5,000 messages at a time to either mailbox provider, which is the vast majority of commercial senders anyway.)
  2. DNS Configuration: A sender must have a “fully qualified reverse DNS” (FQrDNS), sometimes referred to as a  “forward confirmed reverse DNS” (FCrDNS) configured, which connects an authorized sending domain to an authorized sending IP using an “A” record and a “PTR” record respectively.

Why These Updates Matter

Lastly, I think it’s important to talk about the “why” behind these shifts. The motivation of these mailbox providers is not to make it difficult for commercial email marketers to reach their customers; it is to simply provide the most value to their end-users as possible. This means giving them the experience and content that they want, and keeping them from getting content they don’t want.

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