Email Marketing Changes in 2024

Navigating the Email Marketing Changes in 2024: A Comprehensive Guide

The major platforms like Gmail and Yahoo are implementing significant updates, and understanding and adapting to these changes is not just important, it’s imperative for every business leveraging email marketing. In this detailed guide, we’ll walk you through the email marketing changes in 2024, and ensure that you are well-prepared for this new era.

Digital communications continue to move forward and evolve and although change sometimes feels uncomfortable, these new email marketing changes in 2024 are being put in place to help reduce the spam and destructive content in our inboxes, so I for one embrace the changes.

**Note – those who take advantage of our annual website maintenance programs can rest assured that we have already taken the necessary steps to ensure your email deliverability. It is all part of being a part of the PibworthPS family of clients.

  1. Gmail’s Account Cleanup Initiative: Beginning December 1st, Gmail started phasing out accounts inactive for over two years. This initiative is designed to enhance user experience and email deliverability. It’s a wake-up call for marketers to regularly clean and update their subscriber lists.

    Maintaining a healthy email list and a solid sender reputation has always been the goal, and now it is no longer an option.

  2. Enhanced Compliance Standards for Bulk Senders: Both Gmail and Yahoo have introduced stricter compliance requirements for bulk senders – those dispatching more than 5,000 emails per day. These include:
    • Utilization of a custom domain
      • You can no longer use your Gmail address to send marketing emails ( for instance). You must use the same domain name as your website. Using a Gmail address for your business has long been thought of as ‘less professional’ but it is also far less secure.

    • Email authentication via SPF, DKIM, or DMARC
      • DMARC, DKIM, and SPF are three email authentication methods. Together, they help prevent spammers, phishers, and other unauthorized parties from sending emails on behalf of a domain* they do not own.
      • DKIM and SPF can be compared to a business license or a doctor’s medical degree displayed on the wall of an office they help demonstrate legitimacy.
      • Meanwhile, DMARC tells mail servers what to do when DKIM or SPF fail, whether that is marking the failing emails as “spam,” delivering the emails anyway, or dropping the emails altogether.

    • Implementation of a one-click unsubscribe feature
      • This has been a must-have for a while now.

    • Keeping spam complaints below 0.3% This transition from best practices to mandatory standards is set to significantly impact email marketing strategies.
      • You can monitor your spam complaints in your email marketing dashboard. While no one likes to think they are spamming (at least – I hope you do not spam on purpose), there are a few guidelines you can follow in your email marketing content structure that can help minimize these complaints as well.

Who’s Affected by These Changes?

Now – as with most changes, these new guidelines are being phased in and currently the new compliance requirements particularly affect those sending over 5,000 emails per day.

Removal of inactive accounts impacts all email marketers, but the more strict requirements are currently reserved for those who send over 5,000 emails a day. As we have seen, however, what is introduced for ‘the big fish’ is often foretelling for those with smaller email-sending campaigns. No matter what your business size, these updates should signal the need for a strategic overhaul of your email marketing practices.

Step-by-Step Compliance Guide

  1. Regular Email List Maintenance: Aim for at least an annual clean-up of your email list to weed out inactive subscribers. This ensures a more engaged audience and reduces the risk of spam flags.

  2. Adopting Custom Domains: Shift from generic email addresses to custom domain addresses. This not only enhances credibility but also improves email deliverability.

  3. Email Authentication Protocols:
    • SPF (Sender Policy Framework): This protocol validates emails by verifying sender IP addresses, helping to prevent email spoofing.
    • DKIM (DomainKeys Identified Mail): DKIM adds a digital signature to your emails, ensuring that they haven’t been tampered with in transit.
    • DMARC (Domain-based Message Authentication, Reporting, and Conformance): This authentication strategy helps protect against phishing and spoofing by specifying how email receivers treat emails that don’t pass SPF or DKIM checks.

  4. Simplifying Unsubscription: Incorporate an easy, one-click unsubscribe option in your emails. This not only complies with the new standards but also respects the recipient’s choice and preference.

  5. Focus on Email Content Quality: To avoid high spam complaint rates, prioritize creating and sending valuable content, engaging, and relevant to your audience.

Understanding the Impact of These Changes

These changes are more than just compliance updates; they signify a shift towards more responsible and effective email marketing practices. By implementing these changes, businesses can expect better email engagement, improved deliverability, and a stronger connection with their audience.

Email Marketing Best Practices in the New Landscape

  1. Segmentation and Personalization: Tailor your content to different segments of your audience to increase relevance and engagement. One of the best ways to segment your audience is by using an interactive lead magnet like a quiz or assessment. These types of lead magnets allow you to ask questions in ways that help the audience self-identify their interests, and receive only the content that best suits them. Isn’t that what good email marketing is all about?

  2. Mobile Optimization: Ensure that your emails are optimized for mobile devices, considering the significant number of users accessing emails on smartphones. Are you still using large newsletter headers with text integrated into them? That and other elements just do not translate when your viewers look at your email on their phones. An email they cannot read is much more likely to be marked as spam by the user and it can be detected by the email platform.

  3. Interactive Content: We have long said that it makes sense to incorporate interactive elements like polls, surveys, and GIFs to boost engagement. Put your quiz link right in the email. Embed your GIFs. Anything like that to encourage them to click and interact with your content! However, we are still seeing Gmail for example automatically sending email to the promotions tab if it has ‘too many’ images or links. The problem is ‘too many’ is often subjective.
    My suggestion is to stick to the 80/20 rule/ 80% written content (text) to every 20% images or links. One way to cut down on images is to remove them from your email signature. Be strategic. Use images where you most want your audience to interact (say – on your OFFERS) ;-)

  4. Analytics and Feedback: Regularly analyze email campaign performance and gather feedback to continuously improve your strategy. Add a step to your email marketing process to revisit your email campaign and sequence results monthly, or weekly if you are a higher-volume sender.

The Role of Technology in Adapting to Changes

Leveraging the right technology and tools is crucial in adapting to these changes. Email marketing platforms that offer automation, easy-to-use templates, and detailed analytics can significantly streamline the compliance process and enhance your email marketing effectiveness.

Conclusion: Thriving with Email Marketing Changes in 2024

As we enter 2024, it’s clear that the landscape of email marketing is evolving significantly. These changes, while challenging, present a unique opportunity for businesses to refine their strategies, foster deeper connections with their audience, and enhance the overall effectiveness of their digital communication efforts. By embracing these new standards, we can not only comply with the evolving regulations but also elevate the quality and impact of our email marketing campaigns.

Businesses need to view these updates not as mere compliance requirements but as stepping stones toward more authentic, engaging, and successful email interactions. As we adapt to these changes, the focus should be on building trust with our audience, delivering value, and maintaining a transparent and respectful communication channel.

In conclusion, the email marketing changes in 2024 are a call to action for businesses to innovate, grow, and thrive in the digital world. By staying proactive, informed, and adaptable, we can turn these challenges into opportunities for success and continue to harness the immense potential of email marketing in the years to come.


What Are the New Email Marketing Changes Coming in 2024?

In 2024, major email platforms like Gmail and Yahoo are introducing new standards to enhance email authenticity and reduce spam. Key changes include the deactivation of inactive email accounts, stringent compliance requirements for bulk senders, mandatory use of custom domains, and strict adherence to email authentication protocols such as SPF, DKIM, and DMARC. Additionally, there’s a focus on keeping spam complaint rates low and ensuring easy unsubscribe options for recipients.

How Will Gmail’s Removal of Inactive Accounts Affect My Email Marketing?

Gmail’s policy to remove inactive accounts will primarily impact email deliverability and sender reputation. It means that email lists containing inactive Gmail addresses could lead to higher bounce rates, potentially harming your sender score. Regularly cleaning your email list to remove inactive or unengaged subscribers will become crucial to maintaining healthy email marketing performance.

What Are SPF, DKIM, and DMARC, and Why Are They Important?

SPF, DKIM, and DMARC are email authentication methods that help prevent spam and phishing attacks. SPF verifies that emails are sent from authorized servers, DKIM adds a digital signature to validate the email’s integrity, and DMARC combines the two for a more robust defence. These protocols are essential for ensuring your emails are trusted by email servers and reach your audience’s inboxes effectively.

Do These Email Marketing Changes in 2024 Apply to All Businesses Regardless of Size?

Yes, these changes apply to all businesses, regardless of size. While the impact may vary – with larger organizations or those sending over 5,000 emails per day facing more stringent requirements – all businesses need to be aware of and comply with these new standards to ensure their email marketing efforts remain effective and their messages reach their intended audience.

How Often Should I Clean My Email List?

It is recommended to clean your email list at least annually, though more frequent cleaning could be beneficial, especially for businesses with high email engagement rates. Regular cleaning helps remove unengaged subscribers, reduces bounce rates, and improves overall email performance and deliverability.

What Are the Risks of Not Complying With the New Email Marketing Changes in 2024?

Non-compliance with the new email marketing standards can lead to several risks, including increased chances of your emails being marked as spam, reduced deliverability, and potential blacklisting by email service providers. This can damage your sender’s reputation, decrease engagement rates, and ultimately impact the effectiveness of your email marketing campaigns.

How Can I Ensure My Emails Are Mobile-Friendly?

To ensure your emails are mobile-friendly, use responsive design templates that automatically adjust content to fit various screen sizes. Keep your email content concise, use large, readable fonts, and ensure that buttons and links are easily clickable on touchscreens. Regularly test your emails on different devices and email clients to ensure they render correctly.

What Strategies Should I Adopt to Keep My Spam Complaint Rates Low?

To keep spam complaint rates low, focus on sending relevant, high-quality content tailored to your audience’s interests. Use clear and honest subject lines, segment your email list to ensure personalized communication, and regularly clean your list to remove unengaged subscribers. Always obtain consent before adding new contacts to your mailing list.

Is It Necessary to Have a Custom Domain for Email Marketing Changes in 2024?

Having a custom domain for email marketing is becoming increasingly important, especially with the new 2024 changes. A custom domain enhances your brand’s professionalism and credibility, improves email deliverability, and reduces the risk of your emails being marked as spam. It also allows for better email authentication through SPF, DKIM, and DMARC protocols.

How Can I Authenticate My Email Domain?

To authenticate your email domain, set up SPF, DKIM, and DMARC records in your domain’s DNS settings. SPF allows you to specify which mail servers can send emails on behalf of your domain, while DKIM provides a digital signature that verifies the email’s source and integrity. DMARC uses both SPF and DKIM to provide a further layer of security and specifies how email receivers should handle emails that fail authentication checks.

What Should I Do if My Emails Are Still Going to Spam After Compliance?

If your emails are still going to spam after ensuring compliance, review your content for any triggers that might flag spam filters, like certain words or excessive use of links. Check if your domain is on any blacklists, and if so, take steps to be removed. Regularly engage with your audience to improve your sender reputation, and consider reaching out to your email service provider for further insights or assistance.

How Can I Effectively Segment My Email List for Better Engagement?

To effectively segment your email list, analyze your audience’s behaviours, preferences, and engagement patterns. Use this data to create different segments based on criteria like your lead magnet, purchase history, location, or interaction frequency. Personalize your emails according to these segments, delivering relevant content that resonates with each group, thus improving engagement and response rates.

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About Lauren Pibworth

Lauren Pibworth is an internet marketing strategist specializing in growing the business of professional speakers. Lauren and her team of graphic designers, web developers and online product and course development and launch specialists work with speakers who want to diversify their revenue streams and move 'beyond the keynote' through smarter marketing solutions, delivered with care.

Lauren (an amateur sommelier) and her husband enjoy fine Ontario wines, great food and travel to exotic, warm destinations where they spend the majority of their time underwater - scuba diving.

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