Understanding Email Deliverability: Navigating the New DMARC Policies

Email deliverability plays a crucial role in how successful your email campaigns are. Think of it as ensuring your emails land in your recipients’ inbox, not their spam folder. Recently, Google and Yahoo announced changes to their DMARC (Domain-based Message Authentication, Reporting, and Conformance) policies. These changes can impact whether your emails reach your audience. Let’s break down what this means, who it affects, and how you can improve your email deliverability in simple terms.

What’s DMARC and Why Does It Matter?

DMARC is a security protocol that helps email providers verify that the message sent in their name truly comes from them. It’s like a digital ID for your emails, ensuring they’re not impersonated or altered. With the new rulings, Google and Yahoo are tightening their checks. If your emails don’t pass these checks, they’re more likely to end up in the spam folder or not be delivered at all.

Who’s Affected?

If you send emails for your business, blog, or any form of newsletter, these changes apply to you. It doesn’t matter if you’re a one-person operation or a large company; ensuring your emails are authenticated is now more important than ever.

Tips for Improving Deliverability

Improving your email deliverability is not just about complying with DMARC policies; it’s about ensuring your emails are welcomed by your recipients. Here are some straightforward strategies:

  1. Use Double Opt-In: This means asking subscribers to confirm their email address after signing up. It’s a second step that verifies they really want to receive emails from you. This can significantly improve your reputation with email providers and ensure your emails are delivered.
  2. Send to Engaged Audiences: Regularly clean your email list to remove subscribers who never open your emails. Focus on those who engage with your content. Sending emails to an engaged audience improves your sender reputation, which is a score email providers use to determine if your emails should be delivered.
  3. Authenticate Your Emails: Make sure your emails are set up correctly with SPF (Sender Policy Framework) and DKIM (DomainKeys Identified Mail) records. These are technical settings that prove your emails come from you. You might need help from your domain provider or email service to set these up, but it’s worth the effort.
  4. Monitor Your Sender Reputation: Your sender reputation is like a credit score for your email campaigns. If it’s low, your emails are more likely to be marked as spam. Keep an eye on it through tools provided by your email marketing service.
  5. Be Consistent with Your Sending Volume: Sudden spikes in the number of emails you send can trigger spam filters. Try to keep your email volume consistent, gradually increasing if needed.
  6. Craft Clear, Engaging Content: Finally, the quality of your content matters. Avoid spammy words like “free,” “guarantee,” or “no risk.” Make your emails interesting and valuable to your audience.

The new DMARC policies from Google and Yahoo underscore the importance of email authenticity and deliverability. By taking steps like using double opt-in, focusing on engaged subscribers, and authenticating your emails, you can improve your chances of landing in the inbox. Remember, email deliverability is an ongoing process. Stay informed, monitor your performance, and adjust your strategies as needed to keep your emails visible and effective.


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