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Google and Yahoo to enforce stricter email guidelines; Indian marketers prepare for compliance

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With Google’s new guideline coming into play from February 1, industry experts share insights into the future of email marketing.

Effective February 1, 2024, Google will enforce stricter email guidelines to fight spam. Marketers sending bulk emails through Gmail will have to refrain from sending unwanted or unsolicited emails, and ensure a straightforward process for recipients to unsubscribe. In contrast, Yahoo has not announced a particular date for the implementation.

To do this, marketers should set up email authentication using Domain-based Message Authentication Reporting and Conformance (DMARC), Sender Policy Framework (SPF), and DomainKeys Identified Mail (DKIM) security protocols to ensure successful email delivery.

In a blog published on October 3, 2023, Neil Kumaran, group product manager, Gmail Security and Trust, states, “You should not worry about the intricacies of email security standards, but you should be able to confidently rely on an email’s source. So we're requiring those who send significant volumes to strongly authenticate their emails following well-established best practices.”

The same blog had a quote from Marcel Becker, senior director - product, Yahoo, where he says, “Yahoo looks forward to working with Google and the rest of the email community to make these common sense, high-impact changes the new industry standard.”

Here is how the Indian email marketing sector is equipping itself to adapt to the guidelines set forth by Google and Yahoo.

Nitin Singhal, managing director, Sinch India

At Sinch, we have proactively implemented various security measures such as IP Whitelisting, warmup procedures, and ensuring the inclusion of logos in our emails, which is fundamental for establishing the legitimacy of our email communications.

Embracing segmentation, personalisation, and value addition forms the cornerstone of effective email marketing.

DMARC, SPF, and DKIM are the authentication protocols that form a robust defense against email spoofing and phishing attacks. Adhering to these protocols not only enhances the credibility of marketers and agencies but also improves email deliverability and ensures that legitimate emails reach recipients' inboxes.

Embracing segmentation, personalisation, and value addition forms the cornerstone of effective email marketing. While email remains a powerhouse, exploring alternatives can future-proof customer engagement.

Ultimately, it is all about offering value, respecting choices, and putting users in control. By diversifying our toolkit and keeping user-centricity at the heart of it all, we will not just survive but thrive in this exciting new marketing era.

As published in Afaqs! Read more.