Google and Yahoo have hired a digital bouncer, but we’re here to help you get on the list!

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What were previously considered recommended best practices will now be mandatory for senders to enhance their credibility amidst the epic battle against unsolicited salty processed canned pork emails, aka SPAM. 

Starting in February 2024, Google and Yahoo will require senders to implement email authentication alongside other significant policy changes surrounding consent and engagement. Senders who fail to meet these requirements will see their emails delayed, blocked, or directed to spam.  While this may seem sudden, these changes have always been touted as the standard best practices of email deliverability. 

With the uptick of spam and abuse, mailbox providers are finding the balance between unauthorized and legitimate mail by fortifying their systems to further protect their users. You may be left wondering ‘What does this mean for me?” But don’t stress! We prepared the following guide to outline what you need to do to meet the new requirements with HubSpot today.

There are three primary requirements all HubSpot Marketing and Connected Email users should be aware of: authenticate your emails with SPF, DKIM, and DMARC, enable easy unsubscription, and only send wanted emails by maintaining low spam rates. 

1. Email Authentication: Authentication is a methodology that empowers senders to legitimize their sending further. There are three primary methodologies that Gmail and Yahoo will now require - SPF, DKIM, and DMARC. Unauthenticated emails may be bounced with a 5.7.26 error or marked as spam. 

Simply configuring your Email Sending Domain doesn't cover all the bases. Verifying that your 'from addresses' are actively using your connected domain and ensuring it’s authenticated with DKIM is crucial. HubSpot already has you covered with SPF if you're sending from our shared swimlanes, and if you're using a dedicated IP for sending our team will be in touch with additional instructions on how to get this properly set-up for your account. When crafting marketing emails, remember the 'Suggestion' prompt that alerts you if you're about to save or send an email without utilizing a connected domain. We also recommend going through your active campaigns to check for this suggestion and update your ‘from address’ accordingly. Here are all the resources you need to ensure you meet the authentication requirements if you are using HubSpot Marketing Email: 

1. Set up DKIM by connecting an email sending domain

2.  Add HubSpot to your SPF record if you are using a dedicated IP. If you are using our shared swimlanes for sending, HubSpot already has you covered and no changes are needed.

3. Use a DMARC policy with HubSpot

If you are using another product to send emails and have questions about DNS authentication, please contact your Network Administrator or IT team for additional assistance, as these settings are not managed within your HubSpot account. For more information about the importance of email authentication and its impact on your overall deliverability, please check out the following blog post. 

2. Enable Easy Unsubscription: Senders will now need to make unsubscribing from emails as easy as possible. If people don’t want your emails anymore, they shouldn’t have to hunt down the unsubscribe button or send carrier pigeons. 

HubSpot is planning an update to the marketing email headers (aka ‘list-unsubscribe’ headers) to meet this new standard. When this is released you may see a spike in unsubscribe rates.

Sends from connected email accounts do not automatically include unsubscribe links. To ensure you meet the upcoming requirements, follow this guide to add unsubscribe links to your 1:1 emails. 

3. Ensure You’re Sending Wanted Email: You wouldn’t want a stranger in your house making themselves tea uninvited, so you shouldn’t be sending emails without explicit consent. 

Senders with spam complaints consistently averaging 0.3% or more will experience performance issues such as delays, spam foldering, or bounces if not properly addressed. All senders should aim to maintain spam complain levels at 0.1% or less to ensure their emails are successfully handed off for delivery to their contacts' respective mailboxes. 

Yahoo spam complaints are accounted for within the HubSpot app under the Spam Reports. However, Gmail spam complaints are not tracked within the  HubSpot app, as they use a unique feedbackloop program that protects user privacy by generating aggregated reports by sender or campaign. Senders should instead enroll in Google Postmaster Tools (GPT) to monitor Gmail spam complaints externally.

GPT will give you a snapshot of your sending performance with Gmail, including insight into your spam rates, domain reputation, delivery errors, and more. As this is an external program managed outside of HubSpot, please visit the Gmail Help Center for additional assistance with set-up and troubleshooting.

While the 2024 Yahoo and Gmail requirements may seem daunting, remember that HubSpot is here to help ensure you are not alone in the email wilderness! You can comment on this community post with any questions or concerns. In the meantime, check out the official guidelines from Google, and remember, we’re all in this together!