Attention Nonprofit Emailers: Big Changes Coming to Google and Yahoo!

January 24, 2024

If yours is a smart nonprofit and you put your digital focus on email marketing, buckle up because changes are on the horizon from Google and Yahoo, and we’ve got the scoop. It’s estimated that Gmail and Yahoo represent 32.2% of all emails opened. Your numbers may be higher. Within my clients’ email lists, I typically find that Gmail and Yahoo users represent at least 50% of all emails on a list.

Starting in February 2024, Google and Yahoo are throwing down three rules you need to know:

  1. Authenticated Email Domains: Make sure your emails come from legit sources.
  2. Easy-to-Unsubscribe Links: Let users bail with one click, and make it happen within two days.
  3. Keep Spam Rates Under 0.3%: Don’t be the annoying spammer in people’s inboxes.

Now, you might be thinking, “What if I’m using platforms like Bloomerang, My Emma, HubSpot, Constant Contact, or MailChimp?” Good news! You’re probably in the clear because these platforms are likely already on the compliance train. But, do double-check with your email service provider just to be sure. They probably already have your back.

Now, let’s talk about spam rates – the real sticky wicket. If you’re bombarding inboxes without people’s permission (always a no-no), watch out! High spam rates are like waving a red flag at Google and Yahoo. They’re on a mission to cut down on spam, phishing, and all those nasty emails. So, be cautious, and check your spam rates.

Wondering why Google and Yahoo are shaking things up? They want to make email safer and more reliable for users. These rules are their way of making best practices mandatory – no more optional stuff.

But here’s the kicker: If you don’t play by the rules, your organization might end up in Google or Yahoo email “jail.” Translation: Your emails get blocked, and there’s no easy way out.

Who’s most likely to be affected? Big senders – organizations firing off 5,000+ emails a day. Also, those heavy on transactional emails, folks who haven’t authenticated their domains, list buyers, and anyone with a spammy reputation.

Now, don’t freak out! Take precautions. Work with your IT wizards to ensure compliance. Consider creating email subdomains to protect your main domain. Clean up that email list. And keep an eye on your spam rates.

Remember, these rules are here to help us all send better emails, protect our organizations, and make our email experience awesome. So, embrace the change, write killer content, and let’s keep those inboxes happy! 🚀

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