Marketing
Email Deliverability Q&A
by Amy Montague
Changing deliverability best practices is disrupting the email marketing world and many bulk sender businesses. Using our resident deliverability expert, Charles Meigh, we have broken down the most frequently asked questions into simple terms with actionable outcomes below.
When are the deliverability changes happening?
The deliverability changes began in February 2024 and are continuing to happen throughout the first quarter of 2024 (January to March).
How do I know if I’m a bulk sender and if these deliverability changes will affect me?
If you send over 5000 emails in a 90-day period, then you fit into the category of a bulk sender. However, even if you only send 1000 every 90 days, it is still best practice to be aware of the new deliverability changes and adjust your email marketing to match the new guidelines.
Why are the email deliverability standards changing?
The changes to deliverability standards are happening due to both customer and industry needs. For customers, the rise of GDPR (General Data Protection Regulation) has led to a knock-on effect to the customer experience. Now customers want to only receive emails from businesses they engage with or subscribe to, and want stronger spam filtering, removing cold calling emails and emails from undesirable senders.
On the industry side, businesses only want to send emails to engaged contacts instead of having their emails bounce or remain unopened. This lets a business know who is keen to move forward with and who isn’t.
What are the three main areas that affect deliverability?
Email authentication, easy unsubscribes and subscriber engagement. Deep dive into these areas in our latest Ask the Expert: Deliverability webinar. Get the webinar on-demand here.
How do I quickly and easily improve my unsubscription journey for my customers?
One-click unsubscribes is a key driver and movement forward for Google and Yahoo. Enabling this functionality will improve the subscribe customer journey and your deliverability. If you are a ClickDimensions customer this feature is already built-in to our solution.
What is a good spam rating?
A good list of engaged contacts will give you a spam rating of 0.3% or below.
Have more questions or want to dive deeper into the changes to deliverability? Watch our Ask the Expert: Deliverability webinar on-demand here. Or if you are a ClickDimensions customer, contact your customer success manager.
To read our The Breakroom: Email Deliverability blog, click here.
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