Email deliverability rules are changing
Google et Yahoo annoncent des changements importants dans leurs politiques de courrier électronique, visant à lutter contre le spam et notamment en matière d’authentification de domaine email. Ces modifications doivent entrer en vigueur à partir du 1er février 2024 pour les comptes Gmail et du premier trimestre 2024 pour les comptes Yahoo. Les principaux changements sont les suivants et s’appliqueront aux expéditeurs d’e-mails en masse, définis comme ceux envoyant plus de 5 000 e-mails par jour. Attention, cette nouvelle peut paraitre légère mais quand les FAI décident de changer les règles, il vaut mieux les suivre… Ces règles sont valables pour les envois unitaires et groupés, automatisés via API et pour les envois manuels sur interface web.
DKIM, SPF & DMARC required for domain authentication
Messages must contain all valid email settings: SPF, DKIM and DMARC. Le DMARC peut être réglé sur la politique la moins restrictive (none), making it possible to monitor shipments without blocking those that fail authentication. Although the current obligation only applies to senders sending more than 5,000 emails per daywe strongly recommend that you SPF, DKIM and DMARC, whatever your shipment volume.
These protocols reinforce confiance des serveurs SMTP de réception by proving that your messages have been sent from authorized sources, thereby limiting the risk of phishing and identity theft and classification spam. Their implementation improves your email deliverabilityprotects your sender reputationand allows you to track fraud attempts via DMARC reports.
What's more, with the rise of intelligent spam filters and the increasing demands of services such as Gmail, Outlook and Yahoo, 100% compliance is becoming essential to ensure that your emails reach your recipients' inboxes.
Don't hesitate to read our articles on the subject:
Make it easy to unsubscribe
Messages must include all the easy ways to unsubscribe, such as a one-click list unsubscribe header (automatically integrated when the email is sent by efidem), a visible unsubscribe link in the body of the email (which must be added by the sender in its marketing emails) and automatic unsubscribing of recipients with multiple failed messages (automatically added to block list by efidem when an email is in error).
Promote email engagement, limit complaints
User engagement plays an important role in deliverability through user behavioral analysis (email opened, clicked, deleted, not opened, reported as SPAM, etc.). For example, legitimate opt-in emails may end up in the SPAM folder of a user who has not interacted with the brand's content for some time. So it's essential to keep track of what you're sending, and to send content that is targeted and relevant to the recipient.
- Spam declaration rate kept below 0.3%.
- Error rate kept below 5%.
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Email deliverability: why and how to comply?
Initially, non-compliant messages will show temporary errors from February 2024 onwards, before being definitively rejected from April 2024.
Google and Yahoo recommend that senders to apply these new rules as soon as possiblee to optimize their reputation, which is already calculated on the basis of these new rules.
It's worth noting that these changes mark a collaboration between two of the largest mailbox providers, Google and Yahoo, to impose similar restrictions on mass mailers - a significant development in the email industry.
Conclusion
Sachant que nous sommes en quelque sorte responsables de la délivrabilité email sur votre compte et que le fait que vous suiviez les règles nous facilite le travail, nous sommes bien sur à votre écoute pour vous aider à effectuer les paramétrages nécessaires.
Vous pouvez nous contacter via le formulaire, accéder aux documentations, visiter la page principale de notre site ou nous appeler au 01 46 40 10 86.
