An MSP’s Guide to Navigating Google and Yahoo’s 2023 Email Changes
By Tracy Trottier
For MSPs wanting to market their businesses, understanding the shifting terrain of email deliverability is crucial. In the aftermath of Google and Yahoo’s fall 2023 updates, the effectiveness of email communication has been significantly impacted. In this blog I want to look at some actionable strategies you can implement to ensure your messages still reach their intended recipients.
The Evolution of Policies
As the leaves fell in the autumn of 2023, so too did the email deliverability policies of two internet giants: Google and Yahoo. Significant changes swept through the digital realm, affecting how emails were treated, scrutinized, and ultimately delivered. But what prompted this sudden shift?
1. Combatting Email Phishing and Spoofing
Firstly, in their pursuit of a safer digital environment, Google and Yahoo wanted to take significant steps to combat email phishing and spoofing. With cyber threats on the rise, both companies needed to bolster their defenses against malicious actors attempting to manipulate users through deceptive emails.
2. Enhancing User Experience
Secondly, both companies wanted to refine the email experience for their users, ensuring that inboxes remain clutter-free and relevant. The idea being that by prioritizing legitimate emails, the user journey is streamlined, fostering a more positive interaction with their platforms.
Sources: Google Workspace Updates and Yahoo Mail Blog
3. Adapting to Technological Advancements
The digital landscape is constantly evolving, and so are the technologies used to protect users. To keep on top of these changes and to help better identify and filter out potential threats, Google and Yahoo have updated their email systems to leverage cutting-edge technologies, such as artificial intelligence and machine learning.
Sources: Google AI Blog and Yahoo Engineering Blog
Charting a Course to Email Success
Now we know the why, let’s explore the steps MSPs can take to ensure their emails reach their intended inboxes:
1. Authentication is Key: DKIM, SPF, and DMARC
Authentication is the first line of defense in the battle for email deliverability. By implementing DomainKeys Identified Mail (DKIM), Sender Policy Framework (SPF), and Domain-based Message Authentication, Reporting, and Conformance (DMARC), MSPs can establish their legitimacy and thwart phishing attempts.
DKIM: This is a cryptographic signature that ensures the integrity of the email and verifies that it hasn’t been altered in transit.
SPF: By specifying which mail servers are authorized to send emails on behalf of your domain, SPF helps prevent email spoofing.
DMARC: Combining DKIM and SPF, DMARC adds an extra layer of protection and instructs receiving servers on how to handle emails that fail authentication checks.
If you plan to use MarketBuilder to implement an email marketing program, please start by downloading the specific instructions to update your DKIM and SPF to ensure your email is always delivered to its intended recipient.
MarketBuilder is a resource that is included as part of your N‑able product subscription and contains content and campaigns that can help you attract new customers, and retain your existing ones. If you’re an N‑able customer, you can sign up for MarketBuilder now.
Sources: Google’s Guide to Email Authentication and Yahoo’s Guide to Email Authentication
2. Quality Over Quantity: Clean Up Your Email Lists
One of the most important things to remember if you send regular email campaigns is to keep your mailing lists as clean as possible. You should regularly clean and refine your lists to remove inactive or disengaged recipients. This not only enhances your sender reputation but also ensures that your messages reach those genuinely interested in receiving them.
One way to help you do this using Double Opt-In. This requires users to confirm their subscription via a verification email. This not only validates their interest but also helps you maintain a clean and engaged audience.
Sources: HubSpot—The Ultimate Guide to Email List Management
3. Craft Compelling and Relevant Content
The content of your emails drives engagement. Create engaging, relevant, and valuable content that resonates with your audience. By doing so, you not only foster stronger relationships but also reduce the likelihood of your emails being marked as spam. The content you will find in MarketBuilder has been created to help you do just that. You can (and should!) edit the email and landing page content so that it sounds exactly like you and how you speak to your customers and prospects.
Sources: Litmus—The Ultimate Guide to Email Design and Development
4. Monitor and Adapt: Keep an Eye on Your Metrics
Keep a close eye on email metrics. Track open rates, click-through rates, and bounce rates to gain insights into the effectiveness of your campaigns. Analyzing this data allows you to adapt your strategies, ensuring you stay on course for optimal deliverability.
When you launch a campaign in MarketBuilder, you can easily track your email metrics by the dashboard that is associated with each campaign. And you can always book a call with me to review the metrics from your campaigns and work on a strategy to improve the metrics for your next campaign.
5. Stay Informed and Adapt to Industry Changes
As we mentioned above, the digital landscape is ever-changing. To stay ahead of the game, MSPs must stay informed about industry updates, best practices, and emerging technologies. Regularly check for updates from Google, Yahoo, and other major email providers to adapt your strategies accordingly.
One of the best ways to do this is to subscribe to Official Blogs. Follow the blogs and updates from Google Workspace and Yahoo Mail will pretty much ensure you’re the first to hear about any changes in policies or guidelines.
Conclusion
As the landscape of email deliverability continues to evolve, you must adapt your marketing strategies to navigate these changes effectively. By prioritizing authentication, maintaining clean email lists, crafting compelling content, monitoring metrics, and staying informed, you can help to ensure your messages reach your intended recipients.
If you need any help or guidance with MarketBuilder, feel free to reach out to me directly at [email protected]
Tracy Trottier is marketing manager and heads up the MarketBuilder program at N‑able
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