Email Trends
In February, email service giants Google and Yahoo are making big changes to how they deliver email to their users.
Calling it “a tune-up for the email world,” Google says these changes will make email more secure, user-friendly, and spam-free.
This will impact anyone Google considers a bulk sender, which is defined as someone who sends more than 5,000 messages to Gmail addresses in one day.
The new requirements for bulk senders include:
1. Authenticated Email: Senders will be required to “strongly authenticate” their emails
2. Enable Easy Unsubscriptions: Users must be able to unsubscribe with one click and this process must be complete within two days
3. Ensure Sent Emails are Wanted: Senders must stay under a 0.3% “spam rate threshold”
Why This Matters
If email senders do not comply with these requirements, Google, Yahoo, and other email services will simply not deliver the emails to their users, classifying it as spam.
Most email senders wouldn’t consider themselves spammers. However, if people are not engaging with the content you send by opening emails and clicking on links, then it will be considered spam because the user’s behaviour indicates they do not want the email.
And while there are other options for email, more than 1.8 billion people use Gmail addresses, and more than 225 million people use Yahoo email addresses, so senders will notice if their emails stop being delivered.
Next Step
To learn more about the upcoming changes and how to ensure your organization is following the requirements, click here to read further.