{"id":79187,"date":"2024-04-03T21:02:21","date_gmt":"2024-04-03T21:02:21","guid":{"rendered":"https:\/\/mailrelay.com\/blog\/2024\/04\/03\/email-authentication-in-2024-how-to-adapt-your-email-marketing\/"},"modified":"2024-04-14T16:21:53","modified_gmt":"2024-04-14T16:21:53","slug":"email-authentication-in-2024-how-to-adapt-your-email-marketing","status":"publish","type":"post","link":"https:\/\/mailrelay.com\/en\/blog\/2024\/04\/03\/email-authentication-in-2024-how-to-adapt-your-email-marketing\/","title":{"rendered":"Email authentication in 2024: How to adapt your email marketing"},"content":{"rendered":"\n<p>Email marketing remains one of the most powerful tools for the digital marketing world.<\/p>\n\n<p>Due to the rise of e-commerce, the relationship between brands and consumers found in email a <strong>direct and personalized channel<\/strong>. <\/p>\n\n<p><strong>However, this increasing number of sent emails was also accompanied by challenges such as security (<a href=\"https:\/\/mailrelay.com\/es\/glosario\/phishing\/\" target=\"_blank\" rel=\"noreferrer noopener\">phishing<\/a>) and <a href=\"https:\/\/mailrelay.com\/es\/glosario\/spam\/\" target=\"_blank\" rel=\"noreferrer noopener\">spam<\/a> that threaten the effectiveness of this channel.<\/strong><\/p>\n\n<p>It is in this scenario, where security and investments are increasingly important, that email authentication becomes increasingly necessary.<\/p>\n\n<p><strong>Keep reading, as we will see very important information about this topic.<\/strong> <\/p>\n\n<p>Vital to your <strong>email marketing campaigns<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Importance of email authentication<\/h2>\n\n<p><strong>Email authentication<\/strong> is a process that allows filters to check the sender&#8217;s identity of an email.<\/p>\n\n<p>In this way, filters can ensure that the message is legitimate and not a possible threat like phishing or scam. <\/p>\n\n<p>It is also crucial to maintain recipients&#8217; trust and ensure that the messages they are receiving are being sent from trusted sources. <\/p>\n\n<p>Therefore, proper authentication also helps improve the delivery of email campaigns. <\/p>\n\n<p>This is vital to creating campaigns that will not be considered as spam. <\/p>\n\n<h2 class=\"wp-block-heading\">New measures adopted by Gmail<\/h2>\n\n<p>In response to the need to improve safety and <strong>reduce spam<\/strong>, Gmail has announced new measures that will take effect in 2024. <\/p>\n\n<p>\ud83d\udc49 You can read more about these rules <a href=\"https:\/\/blog.google\/products\/gmail\/gmail-security-authentication-spam-protection\/\" target=\"_blank\" rel=\"noreferrer noopener\">here<\/a>.<\/p>\n\n<p>These measures include:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Senders will have to authenticate their emails<\/li>\n\n\n\n<li>They should offer a single opt-out process <\/li>\n\n\n\n<li>And reduce the number of spam complaints <\/li>\n<\/ul>\n\n<p>Gmail, as one of the most popular <a href=\"https:\/\/mailrelay.com\/es\/glosario\/proveedor-de-correo-electronico-esp\/\" target=\"_blank\" rel=\"noreferrer noopener\">email service providers,<\/a> has recommended these practices for years.<\/p>\n\n<p><strong>However, these are no longer suggestions.<\/strong><\/p>\n\n<p>Emails that don&#8217;t meet these guidelines will not be accepted.<\/p>\n\n<p>With these new measures, Gmail expects not only to improve the email client for their users. <\/p>\n\n<p>But also establish a standard for the <a href=\"https:\/\/mailrelay.com\/en\/email-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">email marketing<\/a> industry, encouraging other email service providers to follow the example.<\/p>\n\n<p>So, probably, what Gmail is demanding will also be adopted by other ESPs (Hotmail), Yahoo! and others.<\/p>\n\n<h3 class=\"wp-block-heading\">\ud83d\udccc Important:<\/h3>\n\n<p>These changes will not only affect emails hosted in Gmail.com and similar domains.<\/p>\n\n<p>Also for their domains with paid plans.<\/p>\n\n<p>As you can see, it is an important change.<\/p>\n\n<h3 class=\"wp-block-heading\">\ud83d\udccc When?<\/h3>\n\n<p><strong>These measures will begin to take effect in February 2024.<\/strong><\/p>\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"830\" height=\"340\" src=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2023\/06\/inbox-1.jpg\" alt=\"Details of the new rules\" class=\"wp-image-70977\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2023\/06\/inbox-1.jpg 830w, https:\/\/mailrelay.com\/wp-content\/uploads\/2023\/06\/inbox-1-300x123.jpg 300w, https:\/\/mailrelay.com\/wp-content\/uploads\/2023\/06\/inbox-1-768x315.jpg 768w, https:\/\/mailrelay.com\/wp-content\/uploads\/2023\/06\/inbox-1-110x45.jpg 110w, https:\/\/mailrelay.com\/wp-content\/uploads\/2023\/06\/inbox-1-60x25.jpg 60w\" sizes=\"auto, (max-width: 830px) 100vw, 830px\" \/><\/figure>\n\n<h2 class=\"wp-block-heading\">Details of the new rules<\/h2>\n\n<p>Before continuing, we will review the main rules set by Gmail for email authentication for this 2024.<\/p>\n\n<p>So that you can understand what they are requesting:<\/p>\n\n<h3 class=\"wp-block-heading\">\u2713 Email authentication:<\/h3>\n\n<p>Gmail will require senders who send a newsletter to authenticate their emails. <\/p>\n\n<p>Thus ensuring that recipients can rely on the source of the message. <\/p>\n\n<p><strong>How to add these settings?<\/strong><\/p>\n\n<p><strong>In fact, all senders will have to configure these records in the domain&#8217;s DNS:<\/strong><\/p>\n\n<ul class=\"wp-block-list\">\n<li>SPF<\/li>\n\n\n\n<li>DKIM<\/li>\n\n\n\n<li>Dmarc<\/li>\n<\/ul>\n\n<p>These three settings set the authenticity of emails sent by the domain in various ways.<\/p>\n\n<p>The configuration process is very simple and you can see it in your Mailrelay account:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>In the Menu Settings- Email Authentication<\/strong><\/li>\n<\/ul>\n\n<p>And you also have extra information in <a href=\"https:\/\/mailrelay.com\/en\/blog\/2019\/03\/22\/mailrelay-v3-configuring-spf-custom-domain-and-dkim\/\" target=\"_blank\" rel=\"noreferrer noopener\">this article<\/a>.<\/p>\n\n<h3 class=\"wp-block-heading\">\u2713 It is easy to request removal from the email list:<\/h3>\n\n<p>Senders must allow recipients to be removed from the email list with a single click. <\/p>\n\n<p>And these requests should be processed immediately or as soon as possible. <\/p>\n\n<p>Recipients must register to receive emails voluntarily. <\/p>\n\n<p>That&#8217;s why allowing users to request removal from the list is a critical step.<\/p>\n\n<h3 class=\"wp-block-heading\">\u2713 Policy to limit the number of spam reports<\/h3>\n\n<p>Gmail will implement a low spam rate policy, which senders will have to respect. <\/p>\n\n<p>It is an essential measure to prevent Gmail users from receiving unwanted messages. <\/p>\n\n<p>This initiative seeks to improve the user experience, reducing the amount of spam in their inbox.<\/p>\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"830\" height=\"340\" src=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2015\/09\/sales-1.jpg\" alt=\"Impact on email marketing campaigns\" class=\"wp-image-65037\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2015\/09\/sales-1.jpg 830w, https:\/\/mailrelay.com\/wp-content\/uploads\/2015\/09\/sales-1-300x123.jpg 300w, https:\/\/mailrelay.com\/wp-content\/uploads\/2015\/09\/sales-1-768x315.jpg 768w, https:\/\/mailrelay.com\/wp-content\/uploads\/2015\/09\/sales-1-110x45.jpg 110w, https:\/\/mailrelay.com\/wp-content\/uploads\/2015\/09\/sales-1-60x25.jpg 60w\" sizes=\"auto, (max-width: 830px) 100vw, 830px\" \/><\/figure>\n\n<h2 class=\"wp-block-heading\">Impact on email marketing campaigns<\/h2>\n\n<p>These changes, which, in principle, should prevent spam, also have positive aspects for those who send legitimate emails.<\/p>\n\n<p>Among other advantages, we can see:<\/p>\n\n<h3 class=\"wp-block-heading\">\ud83d\udd0e Email delivery:<\/h3>\n\n<p>Gmail new rules can positively affect emails. <\/p>\n\n<p><strong>By authenticating emails, the likelihood of being considered as spam will be reduced, ensuring that messages reach the recipients&#8217; inbox.<\/strong><\/p>\n\n<h3 class=\"wp-block-heading\">\ud83d\udd0e Engagement with recipients:<\/h3>\n\n<p>If the unsubscribe process is easier and users receive less spam, they will be more interested in reading the emails they receive.<\/p>\n\n<p>Potentially increasing engagement with subscribers. <\/p>\n\n<p>A user who receives less spam will be more willing to interact with legitimate emails, thus improving clicks and open rates in email marketing campaigns.<\/p>\n\n<p>For all this, email authentication offers many possibilities to improve email campaigns.<\/p>\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"830\" height=\"340\" src=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2016\/05\/Spam.jpg\" alt=\"Risks of not authenticating emails\" class=\"wp-image-71374\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2016\/05\/Spam.jpg 830w, https:\/\/mailrelay.com\/wp-content\/uploads\/2016\/05\/Spam-300x123.jpg 300w, https:\/\/mailrelay.com\/wp-content\/uploads\/2016\/05\/Spam-768x315.jpg 768w, https:\/\/mailrelay.com\/wp-content\/uploads\/2016\/05\/Spam-110x45.jpg 110w, https:\/\/mailrelay.com\/wp-content\/uploads\/2016\/05\/Spam-60x25.jpg 60w\" sizes=\"auto, (max-width: 830px) 100vw, 830px\" \/><\/figure>\n\n<h2 class=\"wp-block-heading\">Risks of not authenticating emails<\/h2>\n\n<p><strong>Perhaps the most important risk is that emails could be returned, not delivered.<\/strong><\/p>\n\n<p>In addition, unauthenticated emails are more likely to be classified as spam. <\/p>\n\n<p><strong>If this situation is repeated over time.<\/strong><\/p>\n\n<p>And if the company keep sending messages without authenticating emails, the sender score reputation will be affected.<\/p>\n\n<p>Therefore, legitimate emails could be blocked, interrupting effective contact with customers, leads, workers, etc.<\/p>\n\n<p>Remember that internet service providers use advanced systems to filter spam and unauthenticated emails can be easily blocked or sent to spam folder.<\/p>\n\n<p><strong>It is useless to send an email marketing campaign that will not be received.<\/strong><\/p>\n\n<p><strong>These emails will not be accepted and the domain reputation will be affected.<\/strong><\/p>\n\n<p>That is because email providers like Gmail will suspect the domain in question.<\/p>\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"830\" height=\"340\" src=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2015\/07\/mailing.png\" alt=\"Do you have any questions?\" class=\"wp-image-64901\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2015\/07\/mailing.png 830w, https:\/\/mailrelay.com\/wp-content\/uploads\/2015\/07\/mailing-300x123.png 300w, https:\/\/mailrelay.com\/wp-content\/uploads\/2015\/07\/mailing-768x315.png 768w, https:\/\/mailrelay.com\/wp-content\/uploads\/2015\/07\/mailing-110x45.png 110w, https:\/\/mailrelay.com\/wp-content\/uploads\/2015\/07\/mailing-60x25.png 60w\" sizes=\"auto, (max-width: 830px) 100vw, 830px\" \/><\/figure>\n\n<h2 class=\"wp-block-heading\">Do you have any questions?<\/h2>\n\n<p>If you have questions about how to authenticate your domain, don&#8217;t worry, contact us:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>In the help menu from your Mailrelay account.<\/strong><\/li>\n<\/ul>\n\n<p>Our support team will help you find these settings and give you more information.<\/p>\n\n<p><strong>Don&#8217;t leave it for later.<\/strong><\/p>\n\n<p>If you don&#8217;t add this setting until the last moment, it is possible that when you need to send a newsletter, Gmail will not accept your emails.<\/p>\n\n<h2 class=\"wp-block-heading\">Conclusion: In February 2024, Gmail will require email authentication<\/h2>\n\n<p><strong>And senders who don&#8217;t add these settings will have serious problems to send messages to Gmail accounts.<\/strong><\/p>\n\n<p>Gmail&#8217;s new rules highlight the importance of adapting to email authentication best practices to ensure the effectiveness of email marketing campaigns. <\/p>\n\n<p>The transition to a safer email ecosystem is beneficial for senders and recipients. <\/p>\n\n<p>The adoption of recommended technologies and protocols will not only help to meet new demands, but will also contribute to building a relationship of trust with recipients .<\/p>\n\n<p>Thus improving the engagement and success of email marketing campaigns.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Email marketing remains one of the most powerful tools for the digital marketing world. Due to the rise of e-commerce, the relationship between brands and consumers found in email a direct and personalized channel. However, this increasing number of sent emails was also accompanied by challenges such as security (phishing) and spam that threaten the [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":79290,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[562],"tags":[],"class_list":["post-79187","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing-2"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Email authentication in 2024: How to adapt your email marketing - Mailrelay<\/title>\n<meta name=\"description\" content=\"Email authentication is a process that allows you to verify the identity of any email sender.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mailrelay.com\/en\/blog\/2024\/04\/03\/email-authentication-in-2024-how-to-adapt-your-email-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Email authentication in 2024: How to adapt your email marketing - 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