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Are your email campaigns getting the cold shoulder from inboxes? Buckle up, because we're about to transform your approach to email marketing! With Google and Yahoo tightening the reins on sender requirements, starting February 1st, 2024, you cannot afford to miss this rundown. We're peeling back the layers of SPF, DKIM, and DMARC, turning these acronyms from daunting to doable. Whether DNS records make you dizzy or you're a seasoned pro, I'm here to guarantee that by the end of our chat, you'll be navigating the new email landscape like a champ. Our goal? Keeping your emails front and center in your subscribers' inboxes, while locking down security tighter than Fort Knox.

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Episode Transcript

Sophie Riley (00:02):
Hi and welcome to Create Automate and Scale
Podcast.
Tune in to this inspirational,straight to the point, relatable
content for entrepreneurs tohelp you mastermind the everyday
hassle, give you business tips,networking opportunities,
shameless money talks andscaling secrets.

(00:24):
I'm Created to support you, tosupport coaches and course
creators just like you, to helpyou take action, stop trading
dollars for hours and explodeyour business.
It's time to hit that fixedfigure and beyond, let's go.

(00:47):
Welcome back to Create, automateand Scale Podcast, the show
that's all about making yourbusiness life easier.
I'm your lively host, sophieRiley, and today we're tackling
a topic that is changing theemail game for Google accounts,
as well as Yahoo, in 2024.

(01:07):
And we're going to take abehind the scene look of what
that means for you.
Now, whether you're a businesspro or a monpreneur juggling a
million things I have been thereyou have to stay in the loop on
what is cooking up in a digitalworld, especially because this

(01:31):
one can have a huge impact onyour marketing.
So grab your favorite beverageand buckle up, because we're
about to explore the wild rideof navigating Google and Yahoo's
latest email senderrequirements that are taking an
effect as of February 1st andthat's coming fast.

(01:53):
I am here to be your friendlyguide through the twist and turn
of email marketing and, afterthree plus weeks of research,
extra mimosas and maybe a fewswear words Okay, there was a
lot I really wanted to give youa place where you have the

(02:15):
opportunity to understand, learnand know exactly the steps to
take Before you start scramblinginto implementing anything.
I highly recommend you tuneinto this entire series that we
are going to be rolling out thisweek.
You can catch us here on thepodcast while you're on the go,
and, for those visual learners,we will be creating some step by

(02:37):
step videos, add them to thedescription and guide you
through the authenticationprocess, along with other
resources.
So be sure to snag all that inthe show notes.
So let's jump right in andremember.
You got this All right.
Let's talk about what's changingin the email marketing world

(03:01):
and why does this affect you.
Well, as of February 1st,though, I am seeing some of the
changes being implementedalready.
Google and Yahoo are rollingout new guidelines for bulk
email senders.
Why?
To protect against spam.

(03:22):
Now Google and Yahoo areputting their foot down and
they're demanding bulk senderslike us to step up our game.
They want us to authenticate,make unsubscribing a breeze and
keep our spam game in check.
Now, so far, it sounds simpleenough, right?

(03:46):
Okay?
So why are these changeshappening?
Well, I'm going to quote Gmailon this one.
Gmail's AI power defenses stopmore than 99.9% of spam fishing
and malware from reaching yourinboxes and Blocks you're ready

(04:08):
for this?
Nearly 15 billion on wantingemails every single day.
Now Google is about 20 yearsold and the threats that we face
now are definitely more complexand pressing than ever, so our
best practices are now mandatory.

(04:28):
I feel like we've all seen anincrease in spam and our email
marketing and our cell phones.
I get text messages and phonecalls all the time that are spam
.
I cannot tell you how manytimes I'm offered a job that I
didn't apply for by text message, by phone numbers that I've

(04:51):
never heard of, and every singletime I hit reply and say I
would really love to know whereyou got my information.
Can you confirm who you'respeaking with?
I get ghosted.
So let's break down the threebig requirements.
The first one is toauthenticate yourself.

(05:12):
They require senders toimplement stronger email
authentication, leveragingindustry standards such as SPF,
dkim and DIMM Mark.
When we authenticate our emails, we're not only making sure

(05:34):
that we end in an inbox, butwe're also not leaving the door
wide open for being hacked, sothat's important.
Now I'm just through a bunch ofletters at you, so let's break
it down.
Before I tell you what everysingle letter means, I want you

(05:55):
to know that these steps inauthentication simply means that
you're going to add somerecords to your DNS.
Now, if that means absolutelynothing for you, I want you to
take a deep breath.
That's OK, I got you.

(06:15):
I am creating some episodes onabsolutely everything that you
need to know.
I will add some videos to showyou the bottom line.
When you purchase a domain, wewould create records to say I
want you, I authorize you, tolink my website, my domain, to

(06:37):
this platform.
That's a DNS record.
Ok, so no panic, we're going todive down into what those
letters, what beingauthenticated means.
But if you have no idea what aDNS is, a record, don't stress,
I got you.

(06:57):
So first there's the SPF.
The SPF is a standard emailauthentication method.
It's a protocol that allows thedomain owner so let's say so if
you're really not see, that'smy domain, so I'm the domain
owner to specify which serverscan send email on their domain's

(07:22):
behalf.
This means I get to authorizeany other servers, which could
be the VIP hub, in my case, withMailGun For you.
It could be ClickFunnel, itcould be Active Campaign, it
could be ConvertKit, it could beMailChimp.

(07:44):
You get to authorize who getsto send an email on your behalf.
It's kind of like making yourpartner an authorized user for
your bank account.
They're allowed to send moneyto and from your account.
Spf is similar.
You can say which servers areallowed to send an email from

(08:07):
your custom email domain in theform of a list, ip or a host
name.
Okay, so let's say I'm sendingan email.
Okay, I want to put that inSophism.
I'm sending an email, so rightnow my emails come from the VIP
hub.
So let's say I'm sending anemail to Cheryl.

(08:27):
Okay, I'm going to click send.
The email is going to go intoCheryl server.
I'm going to say, hey, I got anemail from Sophie, but it came
from the VIP hub, so they'relooking at the VIP hubs
reputation and not Sophie'sreputation.

(08:48):
Okay, now when we set up the SPF, we do two things.
We one authorized the VIP hubto send that email on our behalf
, which means we have toauthorize any platform that
would send on our behalf.
So it does that.
But it also now when it sayshey, cheryl, I got an email from

(09:11):
Sophie.
Now Cheryl's service going tolook at Sophie's reputation.
So instead of writing on theback of our email delivery
platform or other platforms, weare going to start, if you don't
have that, set up our ownreputation.

(09:34):
So that's very important tonote and I have lots of tips and
tricks and things for you tohelp you build your domain
reputation, which we'll talkabout this week.
So that is the SPF.
It's going to help you buildyour own domain reputation and
it's going to authorizeplatforms such as the VIP hub

(09:57):
comfort kit all of thoseauthorized on sending emails on
your behalf.
Now the second one is dekem.
Dekem means domain keysidentified mail, which is a type
of email authentication.
Now, this one, let's just putit in my own words it just means

(10:22):
that your email was not hacked,simple enough.
And then the third one is DMARCdomain base message
authentication, reporting andconformance.
Honestly, that is a wholemouthful.
And again, I'm just going toput it in my own words here If

(10:45):
the SPF and or dekem fails, whatwould you like it to do?
There's lots of options.
So, once we have authenticatedourselves, our SPF is going to
help us build our own reputationand authorize other platforms

(11:06):
to send on our behalf.
Dekem is going to make surethat, once after we press send,
nothing was tampered with.
And then Mark's going to let usknow if anything was tampered
with and it's going to create,basically, a ruling as to what
the what happens.
What does Google or Yahoo does?
Or wherever your email is going.

(11:26):
What should they do?
That was a lot right.
At the end of the day, oncethose are set up, you're going
to be set good to go.
I'm gonna give you someresources this week to help you
track how your domain is doing,your domain reputation, all of
that.
So do not stress, I have tonsof visual coming.

(11:48):
It's probably the hardest oneto implement because I will say
that it's definitely a littlebit more techy, but today I just
want you to understand it,start to get comfortable with
those terms and be ready toimplement.
That said, I don't want you tostart implementing these before

(12:14):
doing things like cleaning yourlist, which these are things
that we're gonna talk just a bitlater in this episode as to why
you need to do these thingsbefore setting up your SPF, your
DKIM and DICAR.
Okay, now, the second point thatwe wanna touch on today is all

(12:34):
about the unsubscribe option.
Google and Yahoo have said thateveryone should be able to
unsubscribe from unwanted emailswithout any hassle, and it
should take no more than oneclick.
They require senders to supportthe one click unsubscribe, but
also honor the user's requestwithin two days.

(12:56):
Now, this is something that ismore for your email delivery
system.
So, for example, if you're inthe VIP Hub I got you, but
you're gonna start noticing thatpeople can easily unsubscribe.
If you go into your inbox andlook at, like the first 20
emails like that inbox that yousubscribe to everything to Do,

(13:19):
you have one that already youshould that one inbox and just
look at the first five, 10, 20emails, you're gonna start to
see the unsubscribe buttonthat's right beside who is
sending the email.
That is what we are looking for.
I will have an extra episodeand some resources on

(13:41):
unsubscribe best practicesbecause, even though you have
the one click unsubscribe at thetop and yes, it needs to be at
the top Once you have that, youcan still offer more options to
your subscribers.
If you're like me, you have abig list.
Maybe it's time to offer moreoptions, such as if you only

(14:04):
wanna hear from VIP Hub updates,click here.
If you only wanna hear aboutthis course that you purchased,
click here.
If you do not wanna hear aboutthis giant sales sequence that I
got going on, click here sothat they still stay on your
list.
But you gave them an extraoption.

(14:25):
Woo, now the third one.
It's going to hurt, are youready?
But we totally got this.
The third one is you need toreduce your spam and maintain a
spam complaint rate under 0.3%.
Now you're gonna say, sophie,it used to be 0.1.
I'm gonna say, you know what.
You're right, but they changedthe wording.

(14:48):
Okay, it used to be you need tohave 0.1% spam rate, but they
would take in consideration yourentire email list.
Now they consider you sendingmass email, bulk emails to

(15:08):
people who have no interest inopening your email also a spam.
So it's 0.3% against the listof active subscribers.
I'm gonna say that again 0.3%of complaint rate, but it's not

(15:30):
against your entire list, it'sagainst the active users on your
list.
So you know what?
Let's unpack that for a quicksecond.
First, I want you to know andunderstand that Google and Yahoo
are deleting emails by themillions.
So it is possible that in thelast few emails that you sent,

(15:55):
you've had an increase in hardbounce.
You need to remove these peoplefrom your list and stop trying
to email them immediately,because this will affect if you
end up in an unbounce okay, itwill affect that reputation,

(16:16):
okay.
So first things first areactive subscribers the people
that we click send on.
We need to make sure that theydid not unsubscribe.
We need to make sure that theydidn't bounce.
We need to make sure that thelist is clean.
Now you may think who cares?
They're not going to receivethe email anyways.

(16:37):
But at the end of the day,google and Yahoo will see this
as spam and will see you as athreat which we want to avoid.
And remember you are trying tobuild a reputation now on your
own domain.
You're not writing on somebodyelse's reputation, such as

(16:59):
active campaign click funnel.
You need to build your own andI don't personally think that
sending emails to people thathave unsubscribed or bounced or
deleted inbox is going to helpyou build that reputation.
So that's the first thing.

(17:19):
The second thing is can weunpack the active subscribers?
Okay, so I am a list buildingexpert, so to speak.
I have built my list reallyfast.
Our list is around the 16,000,but we are going to be cleaning

(17:45):
our list and reducing the amountof people that we sent you to.
Only people who have opened ouremails in the last 30 days.
Okay, and that's okay.
We are going to dive in intohow to check if someone has
responded or clicked to ouremails.

(18:06):
We are going to dive in on thestats that you want to see.
We are going to dive in thisweek on not only cleaning our
list, but can we send a fewemails to get that open rate up
people excited knowing thatthere's hot and exciting things
coming, to know that to openyour next email, can we maybe

(18:27):
work on reviving your listReviving your list before you
switch over to building your owndomain.
We're going to talk about allof that this week, so definitely
tune in and make sure that youstay on top of all of the
changes.
So this week we want to makesure that you are set up, that

(18:52):
you know exactly what to do,regardless of if you have a
large list, a small list, noreputation, awesome reputation
or a bad reputation.
We want to make sure that youknow how to authenticate your
domain.
We want to make sure that youknow how to check your Google
reputation If you're on anyblacklist.
We want to make sure that youare good to go, no matter where

(19:17):
you are into your business, forthis switch, this change in
email marketing.
If you have any questions, justgo below the show notes and
click on the form Ask us aquestion.
We'll get right back to you Ifyou are excited about this topic

(19:37):
.
If this was helpful, leave us areview, let us know what you
think so we can know exactlywhat you love and what content
we need to publish more on.
And cheers Cheers to an amazing2024 where we take big actions
on those big dreams.

(19:58):
Thanks for tuning in to theCreate, automate and Scale
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(20:20):
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(20:43):
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