In this article, we unravel the new email sender rules, orchestrated by the juggernauts Google and Yahoo. What you need to know, what actions are essential, and how these changes will resonate with your business.

What’s Unfolding?

Google and Yahoo are joining forces to usher in new email sender rules, set to be in effect from February 2024. Dive into the details from Google.

Beyond the Spam Thresholds

While much chatter surrounds meeting reduced spam thresholds to maintain delivery rates, there’s more to the story. The updated sender requirements span two categories: rules for all senders and additional rules for bulk senders (those exceeding 5k external messages daily).

Which Email Campaigns are in the Crosshairs?

Contrary to what one might think, high-quality, low-volume B2B outreach isn’t the bullseye of these rule changes. The focus is on sender behaviour that could attract delivery penalties. Activities diminishing message quality, elevating spam scores, or violating configuration and compliance policies are under scrutiny.

Navigating the Risks

All the risks mentioned can be sidestepped with the right team at the helm. For B2B outreach, steering clear of these risks involves deploying a non-intrusive cadence of hyper-personalised, laser-targeted messages through a reliable campaign delivery platform.

Not Just for Bulk Senders

Dispelling a common misconception, the new rules aren’t reserved for bulk senders alone. Both standard and bulk senders face delivery penalty enforcements if they fall short of the new spam thresholds.

Enforcement Dynamics

Wondering what happens if your spam rate breaches the new threshold? The penalty is gradual, curbing your ability to deliver messages to recipient inboxes. And yes, the type of recipient matters; B2B traffic is largely exempted from these changes, focusing on scammers, phishing, and high-volume consumer spam.

Measuring Spam Scores

For those using Postmaster, check your sender spam scores directly:

https://postmaster.google.com/u/0/managedomains

Sending from Your Primary Domain

If your SPAM scores are commendable, sending from your primary domain is a green light. Embrace higher volumes of non-sales emails, but maintain a delicate balance. Ensure your outreach remains low in volume, highly targeted, and intensely personalised.

Reputation in Tatters?

If your domain reputation is in disarray, consider migrating your prospecting outreach to a new marketing domain. Register and set up the domain correctly, fine-tune your prospecting data and targeting, warm up the email volume gradually, and avoid exclusively sending prospecting emails from the new domain.

The Essence of the Rules

Well-executed B2B prospecting campaigns remain unscathed. The rules aim to combat fraud, reduce high-volume spam, and usher in a migration to low-volume, high-quality campaigns. Expect cleaner inboxes, fewer undesirable emails, and improved response rates when sending relevant, engaging, personalised, and well-targeted messages.

As stewards of responsible email use, Google and Yahoo herald a positive shift. These changes mark the end of indiscriminate email marketing – a substantial win for B2B.

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