📤 How to Send Emails in 2024

Good morning.

Today’s issue is coming in hot with some fresh takeaways from Davos 2024 and a breakdown of the new Google and Yahoo email sender policies taking effect in February.

This issue is also coming in two days late. 😅 A good reminder to be consistent and give yourself grace. If you didn’t make it to the gym this morning, maybe go this afternoon or tonight instead. If you didn’t send your newsletter on time, send it the next day or even next week.

Just keep going, and don’t miss two days (or weeks) in a row. 🤝

— Gordon

Executive Summary:

• 10 key takeaways from Davos 2024

• Unpacking Google's 2024 Email Security Makeover

• The Newsletter Platform Built for Growth

Everyday Insights 👀

Keeping you in the know.

• 10 key takeaways from Davos 2024 [McKinsey]

• How SMBs Are Repurposing Their Content [Social Media Today]

• Meta Is Pushing Hard To Lead the AI Future [Social Media Today]

• The New Rules of Executive Presence [Harvard Business Review]

Unpacking Google's 2024 Email Security Upgrade

In October of 2023, Google upped the game in email security, and Yahoo immediately jumped the same wave. 🤙

The tech leaders are becoming one with the force to tackle spam and make our inboxes safer. Marcel Becker, Sr. Director of Product at Yahoo, stated, "Every email user deserves a safe, secure experience, no matter their provider."

Beginning on February 1, 2024, Google is adding new requirements for all email senders and a few extras for large (bulk) senders.

The What:

• Email Authentication: Google's making it a must for all email senders to prove their emails are the real deal using DMARC authentication (more on DMARC below). It's a huge step towards blocking email attackers.

• One-Click Unsubscribe: If you're sending loads of emails (i.e. more than 5,000 messages to Gmail addresses in one day), Google wants you to let Gmail users jump ship easily with a single click. Quick, simple, and must be processed by the sender within two days. This means less clutter and happier email experiences.

• Spam? No, Thanks: Google's drawing a line in the sand with spam and will enforce a clear spam rate threshold that senders must stay under (below 0.10% and avoid ever reaching a spam rate of 0.30% or higher). This is an industry first, and as a result, you should see even less spam in your inbox.

The Why:

Per Google, authenticated messages provide the following benefits:

• Help protect recipients from malicious messages, such as spoofing and phishing messages.

• Help protect you and your organization from being impersonated. 

• Are less likely to be rejected or marked as spam by Gmail.

Your Roadmap to Compliance Safer Sends

Let’s shed some light on your path through this crucial shift.

First things first. All of this is based on the assumption that your business is using a custom domain to send emails to your customers and leads.

If you are sending emails using your email service provider’s (ESP) domain, then none of this applies to you.

Why? They have likely completed these steps already on your behalf.

However, if you aren’t using a custom domain for your business, I would highly recommend making the investment of $15-20 per year.

Having a custom domain for your website and emails adds a level of instant credibility and trust, not to mention it is A LOT more professional.

To quickly illustrate the difference between an ESP’s domain (e.g. beehiiv.com) and a custom domain (e.g. onwardeveryday.com), let’s use this newsletter. Here’s what the “From” email addresses look like for each.

• ESP Domain: [email protected]

• Custom Domain: [email protected]

OK, back to the roadmap.

The Roadmap

Assuming you are sending emails using a custom domain, here’s how to prepare for these changes.

First, if you haven't already, take email deliverability seriously.

Next…

Authenticate Your Email Address

SPF + DKIM: Set up SPF (Sender Policy Framework) and DKIM (DomainKeys Identified Mail) first.

These protect your sender identity and enhance deliverability.

DMARC: Set up DMARC (Domain-based Message Authentication, Reporting, and Conformance) authentication, and if you send more than 5,000 emails per day, you must take additional steps. DMARC allows you to make policy choices based on your email program and helps prevent bad guys from sending emails from your email address.

Once you have set up email authentication, you will have improved your email security, protected your sender identity, and improved deliverability.

Then…

Use Single-Click Unsubscribe Links

Ensure a hassle-free unsubscription experience for your recipients.

Implement a single-click unsubscribe link within your emails. Add an unsubscribe link at the top or bottom of your emails (if one is not already there), providing contacts with a straightforward, single-click opt-out pathway.

This replaces the annoying need for users to confirm their email or update subscription preferences. Senders will also have two days maximum to process unsubscribe requests.

By adopting these practices, you will improve your recipient’s experience and minimize the risk of spam complaints.

Last but not least…

Implement Deliverability Best Practices

If your email list is small, being marked as spam should be less of a concern, assuming you aren’t buying lists or adding email addresses to a newsletter or campaign without express permission.

Side Note: Always get permission, preferably from your audience subscribing themselves because they want what you’re sending. Using a double opt-in doesn’t hurt either unless your focus is the growth of your list.

Deliverability, on the other hand, always seems to be a challenge.

As Gmail and Yahoo increase spam monitoring, here's how to make sure you stay within the required spam rate.

Keep an Eye on Your Spam Rate: Monitor your spam rate and engagement methods, and leverage tools like Google Postmaster Tools to closely track your spam rates.

Remember, stay below 0.10% and avoid ever reaching a spam rate of 0.30% or higher.

Email List Management: Regularly clean your email list(s), removing unengaged subscribers to maintain a healthy sender reputation. Leverage automation within your email platform to re-engage or remove inactive subscribers, reducing the likelihood of spam complaints or decreased deliverability.

By implementing these practices, you will align with industry standards, improve your overall deliverability, and increase the likelihood that your emails reach the intended audience’s inbox.

Let's embrace this change and make our digital world a safer place.

ONWARD TOGETHER.

Together with beehiiv 🐝

The Newsletter Platform Built for Growth

When starting a newsletter, there are plenty of choices. But there’s only one publishing tool built to help you grow your publications as quickly and sustainably as possible.

beehiiv was founded by some of the earliest employees of the Morning Brew ☕️, my other favorite newsletter, and they know what it takes to grow a newsletter from zero to millions.

The all-in-one publishing suite comes with built-in growth tools, customization, and best-in-class analytics that actually move the needle - all in an easy-to-use interface.

Not to mention—responsive audience polls, a custom referral program, SEO-optimized web pages, and so much more.

If you’ve considered starting a newsletter, there’s no better place to get started and no better time than now.

Try beehiiv absolutely free with no credit card required.

In The Weeds 🌾

Additional resources for you to dive deeper.

• New Gmail protections for a safer, less spammy inbox [Google]

• Email sender guidelines [Google]

• Enhancing Email Security: A Guide to Google's New Requirements [beehiiv]

• How to set up DMARC authentication [beehiiv]

• Newsletter 101: The Ultimate Guide to Email Deliverability [beehiiv]

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