Email Metrics Slipping? How We Optimize Deliverability Based on Gmail and Yahoo’s New Mandates

Published on December 13, 2023
Author: Jeff Kemp
Email Metrics Slipping? How We Optimize Deliverability Based on Gmail and Yahoo’s New Mandates

Are your email metrics slipping? As the digital landscape evolves, so do the standards for effective email marketing. Starting in February 2024, Google and Yahoo are introducing significant new mandates for bulk email senders, fundamentally changing how businesses reach their audiences.

These mandates require senders of over 5,000 emails per day to Gmail inboxes to authenticate their emails using protocols like SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), or DMARC (Domain-based Message Authentication Reporting & Conformance), provide a one-click unsubscription option, and adhere to a strict spam rate threshold. This shift underscores the growing importance of authenticated, user-friendly, and wanted email communication in your marketing plans.

We recognize the challenges and opportunities these changes present for marketers. AGAIN Interactive is well-versed in navigating the intricacies of email marketing, ensuring your campaigns comply with the new standards and are optimized for deliverability. 

A Real-World Case Study

Consider a recent success story with one of our clients. When they approached us, they faced challenges with email deliverability, with many of their messages landing in spam folders. Here’s how we turned it around for them:

  • Initial Assessment: We began by implementing a DMARC policy for monitoring, which allowed us to identify which third parties were sending emails on behalf of our client.

  • Protocol Implementation: After pinpointing these third parties, we filled in the gaps by implementing the necessary protocols to authenticate their emails, ensuring email providers recognized them as legitimate.

  • Strengthening DMARC Policy: We further strengthened their DMARC policy to align with Google and Yahoo’s new mandates, ensuring they were compliant and ahead of the curve.

The results were significant: post-implementation, our client saw their DKIM alignment rate improved from 76.86% to 99.97%, ensuring their emails reliably reached their customers’ inboxes. This transformation prepared them for the upcoming protocol updates and revitalized their email marketing strategy.

In addition to the DMARC implementation, AGAIN optimized this client’s email lists with a twofold approach. First, we assessed existing lists and segments to identify optimal leads based on their user activity and email engagement to create a more advanced mailable segment. Second, we created a set of conversion-focused segments that will be leveraged for upselling, cross-selling, retail promotions, etc.

In conjunction with the DMARC protocol, we were able to significantly lower bounce rates from as high as 10.8% to .5% as well as lower spam complaint rates from .7% to 0%. With AGAIN Interactive’s expertise, no longer are their emails getting bounced or lost in spam folders; they are successfully engaging their audience.

Learn, Earn, and Grow

We provide end-to-end support, from using reputable email service providers to personalizing and segmenting your email lists. Our approach is tailored to keep your email marketing strategies ahead of the curve, guaranteeing your messages reach your customers’ inboxes effectively and securely. With these upcoming mandates, partnering with an experienced agency like AGAIN Interactive is more crucial than ever to ensure your email marketing efforts thrive in this new era.

Jeff Kemp

Jeff is a seasoned Digital Producer/Director with 15+ years of experience delivering end-to-end project management solutions for Fortune 500 clients in diverse industries, including retail, CPG, entertainment, sports, health, beverage, and financial sectors. A self-starter and a problem solver with a high aptitude for critical thinking, he excels in managing project scopes, schedules, budgets, stakeholders, risks, issues, and communications.

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