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How to meet Email’s new 2024 Requirements to Ensure Deliverability

Picture of Anjali Singh, MS

Anjali Singh, MS

As a Content Manager and SEO & Copywriting expert, I leverage my experience in blogging, social media, and SEO to help you build a powerful digital presence. I bridge the gap between brands and audiences with engaging content that answers burning questions and delivers genuine value. In my free time, I love reading and exploring my creativity through painting.

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“Email deliverability” is NOT “Email delivery”.

Often confused, “email deliverability” and “email delivery” are distinct concepts. While email delivery simply means the email reached the recipient’s server, email deliverability focuses on getting it placed directly in their primary inbox. For you to know how to meet email’s new 2024 requirements to ensure deliverability, you must first understand that!

Now, imagine sitting all day in your chair and spending hours crafting the perfect email and hitting “send” with anticipation, only to know later that it landed in some junk folder or spam!

Just because you sent it to the right address and poured your heart and soul into crafting that valuable email doesn’t guarantee that it will reach your subscriber’s primary inbox. 

Frustrating, right?

The spammy “blast and pray” days of email marketing are long gone! In today’s crowded digital age, where inboxes are flooded with a constant stream of messages vying for attention, achieving good email deliverability has become more challenging than ever. 

But fret not! I’ve got some insider tips to help you navigate through the maze of email regulations in 2024 and ensure that your messages reach their intended recipients.

What Are New Email Regulations?

In October 2023, both Gmail and Yahoo rolled out updates (that have been in effect since February 1, 2024) to enhance the security of their email services, aiming to provide customers with safer experiences. These changes also had an impact on email marketers, who now need to meet new requirements to improve email deliverability.

So, what these requirements are?

Authenticate Your Emails Using SPF, DKIM, and DMARC

Don’t be intimidated by these big words! Email authentication allows users to keep their inboxes clean and safe by filtering out spam and protecting them from brands or people impersonators. 

For brands, like you, this verification step protects your reputation by acting as a first line of defense against “spammer” status. Without email authentication, even well-intentioned brands can be seen as spammers. 

Playing by the rules just got stricter! What was once a recommended practice, email authentication, is now mandatory for most bulk email senders. This means if you’re sending to large lists, authenticating your email is crucial to ensure your messages land in inboxes, not spam folders. 

Different types of email authentication, include:

  • SPF (Sender Policy Framework):  It tells receiving servers which IP addresses are authorized to send an email on your behalf. This verification happens through text records published in your DNS settings.
  • DKIM (Domain Keys Identified Mail): Along with the sender’s IP, it also verifies the email content. It uses a digital signature to ensure the message hasn’t been tampered with along the way, guaranteeing both sender authenticity and message integrity.
  • DMARC (Domain-Based Message Authentication, Reporting, And Conformance): It verifies the sender & message, and tells receivers where to send unverified emails (quarantine or reject).

One-click Easy Unsubscribe

Why would I want my readers to unsubscribe?

I understand what you feel. 

But, when people can easily unsubscribe, they’re less likely to mark your emails as spam.

Lower spam complaints mean better deliverability for you!

And, don’t you think it’s also a way to ensure you have the list of people who REALLY want your emails? Additionally, regularly removing unengaged subscribers keeps your list healthy and helps you maintain a positive sender reputation with email providers.

Process Unsubscribe Request In Two Days

When someone clicks “Unsubscribe,” prioritize their request by removing them from your list within 48 hours. This swift action not only demonstrates respect for your audience’s wishes but also protects your sender’s reputation and helps you avoid being labeled as “SPAM”. 

Don’t Exceed the Spam Rate Threshold

The spam rate is simply the percentage of your emails that recipients mark as spam. Both Gmail and Yahoo are tightening their belts! Google requires brands to keep spam rates reported in the company’s Postmaster Tools below a threshold of 0.10%, while Yahoo enforces a maximum spam complaint rate of 0.3%.  

Why You Should Care About “Impressive” Email Deliverability?

Today, email is considered one of the powerful marketing channels to forge lasting connections and nurture valuable relationships with your customers. 

But, imagine sending out an email campaign you poured your heart and soul into, only to have it disappear into the abyss of spam folders—where they are either overlooked or deleted. This is the harsh reality of low email deliverability and a marketer’s worst nightmare. 

High email deliverability is the key to ensuring your campaigns reach your audience and resonate with them, turning happy inboxes into loyal customers. 

What’s the use of your well-crafted email if your recipient doesn’t read them? Your all marketing efforts go in vain!

What Email Deliverability Rate Is Good?

There’s no single “good” email deliverability rate that applies universally. Different industries have varying standards, with higher-risk sectors like finance typically having stricter thresholds due to potential spam concerns. Similarly, the type of email you send also matters. For example, order confirmation emails will naturally enjoy higher deliverability rates than marketing emails.

But, to give you an idea, here’s a general guideline:

  • Exceptional: 90% or above email deliverability rate
  • Good: 85% – 90% email deliverability rate
  • • <80%: Uh, oh! RED FLAG. It demands checking for potential email deliverability issues.

What Affects The Email Deliverability?

Factors that majorly affect email deliverability, include:

  • • Engagement: Consistent interaction with your audience demonstrates the value of your emails, improving deliverability. Segment your list, understand their needs, and keep them interested.
  • Sender Reputation: This score, assigned by your ESP (Email Service Providers, such as Google, Outlook, and Yahoo), reflects your email habits. High engagement, quality content, responsible sending, and good open rates lead to a good reputation, which means happy ISPs (Internet Service Providers) and open inboxes.
  • Email Content: The content of your email plays a significant role in deliverability. Emails that contain spammy or deceptive content, such as excessive use of sales language, misleading subject lines, or irrelevant information, are more likely to be flagged as spam by email filters.
  • Email volume sent within a specific timeframe: Sending emails too frequently or without a clear purpose can trigger spam filters and annoy your audience. Email service providers monitor sending patterns to detect potential spam campaigns. Instead, focus on creating targeted campaigns with valuable content sent at a reasonable pace. Remember, quality over quantity!

By optimizing your emails and understanding these key factors, you can ensure your message arrives where it matters most – in the inboxes of your audience.

5 Power Tips To Improve Email Deliverability in 2024

Here are five actionable to help you increase email deliverability, ensuring your emails “ONLY” lands in the inbox of your readers:

Give Option For The Email They Want To Receive

People don’t always want to unsubscribe completely. They might prefer fewer emails or different content within your offerings.

You must have noticed when you sign up for some brands’ emails, they ask if you’d like to receive educational content and/or promotional updates. By providing this choice, you reduce the likelihood of your emails being marked as spam, since recipients are more likely to engage with content that aligns with their interests.

So, consider setting up a few options where subscribers can choose the types of emails they want and how often they receive them. This empowers them and increases the chances they’ll stick around.

Craft Personalized and Engaging Content

Your audience signed up for a reason – they value your content. Deliver that promise by creating valuable, informative, and engaging emails. This builds trust and encourages them to open future messages. Additionally, follow some of these tips for increased open rate, such as:

  • • Avoiding spammy titles (such as “Don’t miss out! Limited-time offer inside!” or “You’ve won! Claim your FREE prize now!“.
  • • Use a name along with your company’s name (such as Anjali from Psyched Branding)
  • • Keep a short informative text in the subject line
  • • Use links carefully
  • • Craft a short genuine (humanly) email
  • • Dedicate 80% of your content to relevant topics, reserving ONLY 20% for business-related goals (80/20 rule)
  • • Before hitting send, make sure your emails are in good shape by testing them beforehand

Implement Proper Authentication

Email authentication helps verify that your emails are actually from you, not someone pretending to be you. This protects your reputation and helps emails reach inboxes. Look into protocols like SPF, DKIM, and DMARC for secure sending. At least one, out of SPF and DKIM methods, must be implemented to comply with DMARC requirements. However, having all three in place not only enhances credibility but also provides added protection against cyber threats.

Do Not Use Domains That You Don’t Own

Sending emails from domains you don’t own (e.g., free email providers) can raise red flags for spam filters. Use a professional domain you control to build trust and improve deliverability.

Use Double Opt-In

Double opt-in requires users to confirm their subscription after signing up. This ensures they actually want your emails and reduces the risk of spam traps and invalid addresses affecting your deliverability.

Bonus Tip: Track your open rates, bounce rates, and spam complaints regularly to identify and address any potential issues impacting your deliverability. By mastering the nuances of deliverability, you can ensure your emails land in inboxes, not spam folders.

Partner With Psyched Branding To Optimize Your Emails For Inbox Success

Emails are essential for driving business growth. Neglecting their importance can hinder your progress, even with exceptional products or services.

Your amazing offer needs visibility, it needs marketing, it needs EMAIL, and it needs Psyched Branding!

We’re the marketing experts who take the stress out of email marketing. Here’s how we help you:

  • • Craft captivating content that grabs attention and sparks action.
  • • Design emails that are beautiful, mobile-friendly, and built for inbox dominance.
  • • Optimize your campaigns for maximum deliverability and engagement.
  • • Turn email leads into loyal customers through strategic nurturing and sales funnels.

Ready to blast off? Stop idling and let Psyched Branding ignite your inbox success! Reach out to us HERE!

REMEMBER, you have a phenomenal product or service. Let’s make sure the world knows about it!

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