Email evolution in 2024

As we approach 2024, major players like Google and Yahoo are reshaping the email landscape and how your business emails are delivered. Understanding these changes is crucial for folks looking to maintain effective communication with clients, customers, and partners. Google and Yahoo will be paying particular attention to people with lists of 5,000 or more, so if you have a large list, this guidance is especially important.

Let’s delve into the key shifts and strategies.

Google and Yahoo are major email providers, and chances are a lot of people on your list use these companies to get your messages. These two providers are implementing stringent email authentication requirements in 2024, and it will be imperative to verify your domain when using email marketing tools like MailChimp and Constant Contact to send bulk emails to your clients.

If you need assistance verifying your domain, you can Google “Mailchimp email authentication” (or swap “Mailchimp” for your email marketing provider). Or, you can email [email protected] for assistance.

If you don’t verify your domain, your email campaigns will likely be lost in the ether, or in your customer’s spam folder.

Every click, open, and interaction counts. Email providers like Google and Yahoo are prioritizing emails that engage recipients. Meaning, if you consistently open and interact with certain emails, email providers are more likely to showcase those emails to you. It’s a way of tailoring your inbox to what you find interesting and useful.

As a business owner, this underscores the importance of crafting compelling content that resonates with your audience, fostering client loyalty and repeat business.

On Dec. 1, Google began deleting email accounts that have not been logged into since 2021. If an account has been removed, and you send them an email, it will result in a bounce. If you receive a lot of bounces from Google addresses, it will affect your Gmail email deliverability.

Regularly clean outdated or bouncing email addresses to maintain a high delivery rate. This ensures your important messages reach the right inboxes, minimizing the risk of missed opportunities.

In 2024, Google is requiring that large senders (ie. organizations sending to more than 5,000 addresses in a campaign) allow people to unsubscribe in one click. This requirement will likely spread to all email senders in the future, so ensure it’s easy for recipients to unsubscribe from your emails.

Also important to note: If someone unsubscribes from your list, stop sending them marketing emails. Most email marketing programs manage this automatically, but this is important to ensure for optimum deliverability.

The moral of the story is: You don’t want spam complaints.

2024’s changes in email dynamics present both challenges and opportunities for organizations. If you need help ensuring your emails are delivered to your customers, please shoot me an email at [email protected] or contact us.