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Three Changes Nonprofits Sending Bulk Emails Need to Make NOW

by | Feb 28, 2024

Starting in 2024, Gmail (30% of users) and Yahoo (18% of users) email services will have strict new guidelines for bulk email senders. This could affect if your emails end up in spam or not. The new requirements will hopefully help combat the flood of spam emails in everyone’s inboxes these days.

There are three changes to be aware of and implement:

  1. Keep your spam complaint threshold below 0.3%. This means you need to make sure your users want to receive your email. When someone marks your email as spam, it affects your rating. To combat this, never sign up email addresses without permission, and make sure to clean your email lists regularly. Read more about cleaning up your email lists here.
  2. Set up domain authentication for your email platforms. This includes the big three protocols: SPF, DKIM, and DMARC, and will require changes to your domain’s DNS. Because it can affect deliverability of your emails across ALL platforms, this should be handled by a trusted IT professional. Read more about the Google & Yahoo inbox updates here.
  3. Make sure all bulk emails have easy-to-find unsubscribe links. You can also apply the new header list-unsubscribe methods. For most organizations, this will be done automatically by your email sending platform. Make sure to contact your email platform and verify what steps you’ll need to take to enable this feature. Read more about list-unsubscribe headers here.

For those looking to dive a bit deeper into what these new changes mean, read this helpful guide.

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