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Coming February 2024 – email marketing changes to be on top of

We’re just a couple of weeks into 2024, and already we’ve seen a couple of big digital shifts that are going to change the way we work.

First up, Google and Yahoo have decided to shake things up. They’re making what used to be “best practice” into must-dos. If we don’t get on board with these new rules, it’s going to affect how our emails get delivered this year.

So, what’s changing? From February 2024, these big email providers are introducing new authentication requirements for anyone sending emails. This is all about making sure your emails actually get to where they’re meant to go and cutting down on spam.

Here’s the lowdown on what you need to know:

1. Get Your Email Authentication Sorted:

Time to get familiar with SPF, DKIM, and DMARC. These are like the VIP passes for your emails, helping them get past the bouncers (aka spam filters). Tools like MXToolbox and DMARC Analyzer can help you set these up right.

  • SPF, DKIM, and DMARC Explained:
    • These are fancy ways to prove your emails are legit. They’re like digital ID badges that show your emails aren’t spam.

2. Make Unsubscribing Easy:

Add a one-click unsubscribe link to your emails. It’s not just about following rules; it’s about being nice to your readers and letting them opt-out easily if they want to.

3. Keep an Eye on Your Spam Rate:

Aim to keep your spam rate below 0.3%. Sending emails that people actually want to read is the best way to do this. If more than 3 out of every 1,000 emails you send are marked as spam, you could potentially fail Google’s spam test and be marked as a spam sender.

Why Bother?

These changes are all about reducing spam and making emails better for everyone. That’s super important for keeping your digital fundraising and communication effective.

What to Do Next:

  • Make sure your email tools (like HubSpot or MailChimp) are ready for these changes.
  • Regularly check your spam scores and keep them low.
  • A clean, well-organised email list is key. It’s not just about how many people you’re emailing, but how engaged they are.

Our Take:

We think these changes are pretty good news for our clients. Adapting to them means you’re not just following the rules, but also getting the most out of your email strategies. The average person gets between 120 and 150 emails per day – that’s a LOT of emails. We want to make sure our communications with donors or supporters are cutting through a noisy inbox, and meeting all best practice strategies!

But, as with all digital changes this could initially have an impact on email revenue. The best way to ensure your organisation isn’t impacted as much is to diversify your communications if you’re not already. Consider SMS, direct mail, paid social and search.

Need a Hand?

Feeling a bit lost with all this? No worries, we’re here to help. Get in touch if you need a hand figuring out what to do next!

Remember, these updates aren’t just hoops to jump through. They’re chances to make better connections with your supporters and up your digital game.

Another Big Change in 2024: Google’s Saying Bye to Cookies

The second big thing this year is Google phasing out cookies. They’ve already started by turning them off for 1% of Chrome users – that’s like 30 million people! After a few delays, Google’s planning to ditch cookies for all Chrome users by Q3 2024. We’ll keep you posted on what this means and how to deal with it.

Emily Dougan
Digital Strategy Director