Prepare for 2024 - New email requirments

Google and Yahoo have enlisted a digital gatekeeper, but fear not – we're here to guide you onto the approved list! What were once mere suggestions for optimal practices are now non-negotiable for senders striving to bolster their credibility in the relentless battle against unwanted processed canned pork emails, commonly known as SPAM.

Commencing February 2024, Google and Yahoo will mandate that senders adopt email authentication, alongside pivotal policy adjustments related to consent and engagement. Failure to meet these criteria may result in email delays, blocking, or redirection to spam folders. While these alterations might appear abrupt, they've always been positioned as the standard for best email deliverability practices.

Given the surge in spam and misuse, email providers are actively fortifying their systems to strike a balance between unauthorized and legitimate emails, aiming to enhance user protection. You might be wondering, "How does this affect me?" No need to worry! We've prepared a comprehensive guide to help you meet HubSpot's new requirements.

For HubSpot Marketing and Connected Email users, there are three essential requirements to keep in mind: authenticate emails with SPF, DKIM, and DMARC; facilitate easy unsubscribing; and ensure that emails sent are wanted, maintaining low spam rates.

1. Email Authentication: Google and Yahoo now require senders to authenticate their emails using SPF, DKIM, and DMARC. Failure to authenticate may result in bounced emails or spam markings. Simply configuring your Email Sending Domain is not sufficient. Ensure that your 'from addresses' actively use your connected domain, authenticated with DKIM or SPF. Keep an eye on the 'Suggestion' prompt while crafting marketing emails to address any authentication issues.

   Resources for HubSpot Marketing Email users:

   • Set up DKIM by connecting an email sending domain.
   • Add HubSpot to your SPF record.
   • Use a DMARC policy with HubSpot.

   If you use another email product and have DNS authentication queries, consult your Network Administrator or IT team.

2. Enable Easy Unsubscription: Making unsubscribing effortless is now a requirement. HubSpot already mandates unsubscribe links in the footer of marketing emails.

3. Ensure You’re Sending Wanted Email: Obtaining consent is crucial. Senders with spam complaints exceeding 0.3% may face performance issues. Aim to maintain spam complaint levels at 0.1% or less. Yahoo spam complaints are tracked within the HubSpot app, while Gmail spam complaints require enrollment in Google Postmaster Tools for external monitoring.

Google Postmaster Tools provides insights into your sending performance with Gmail, covering spam rates, domain reputation, delivery errors, and more. As it's an external program, refer to the Gmail Help Center for setup and troubleshooting.

Though the 2024 Yahoo and Gmail requirements may seem challenging, remember that HubSpot is here to support you in navigating the email landscape. Feel free to comment on our community post with any questions or concerns. Check out Google's official guidelines, and always remember – we're in this together!

Are you're curious about HubSpot as a CRM platform or need assistance in launching your email marketing? 

Then you should:

1. Follow us on social media. We post updates on LinkedIn, Instagram and Facebook  when we publish a new blog post. You can also get valuable tips and learn something new through the other posts we share on social media, so you have nothing to lose by following us!

2. If you need help implementing a secure email solution in 2024, feel free to contact us! As a HubSpot Platinum partner, we are well-versed in the HubSpot platform, including websites, integrations, and master data. Schedule a meeting with us; it's free!

3. Interested in connecting on LinkedIn? You can find me here!

/ Viktor Olsson - CRM Consultant 💡