Microsoft and Google, who account for over 25% of all email users, will be following the trend set by Yahoo and AOL by updating their DMARC policy.
This could have a dramatic effect on email campaigns across the globe, as Google and Windows users may find their campaigns are rejected when the change is implemented this winter.
But don't worry, you haven't wasted your time perfecting the content of your newsletter. There’s still time to put in place our failsafe solutions.
Understanding the update
Since the dawn of email, we’ve become accustomed to our inboxes filling up with useless and potentially dangerous content. Currently, 84% of all email is spam. There's not much we can do, right?
DMARC (Domain-based Message Authentication, Reporting & Conformance) (take a breath) is a protocol that sets standards for how email clients safeguard users’ inboxes, by authenticating the sender of an email and reacting accordingly. Following Yahoo and AOL’s example by changing their policy from p=none to p=reject, any email that hasn't come directly from the Google or Microsoft servers will automatically be rejected by the recipient’s email client. So what does this mean for you, once the change is enforced in December?
For those sending bulk email marketing campaigns from a Google or Microsoft account through a third-party service like Mailchimp, all emails will be rejected and undeliverable.
But don't be angry with DMARC. According to reports, the previous implementations made by Yahoo and AOL have proven to “stop the bad guys" whose phishing scams and email spoofing have forever plagued email.
How can you save your email marketing campaign?
OK: this is by far the easiest option, but if you want your business to grow, email is still without doubt the most effective method of marketing. With an ROI of 3800%, which is 40x more than Facebook and Twitter, quitting email means rejecting a marketing strategy with maximum potential.
Use your own domain – e.g. email@example.com
You may have spent the last year or the last ten years building a client base using your Outlook account, but there are three good reasons why now is the time to start using your own domain:
- The upcoming DMARC policy changes will not affect you
- Using your own domain will authenticate your email identity, protecting you from any future updates
- Emailing from your own brand name builds trust with your audience.
If you do decide to purchase and use your own domain for emails, it is essential to tell your customers before making the change.
Trust the experts
By staying on top of updates and industry trends, Winbox customers can rest easy in the knowledge that the upcoming DMARC protocol will not affect them. Alongside creating beautiful email marketing campaigns, we make sure we have the most cutting-edge software that allows for your campaigns to be delivered unhindered.
For more email marketing advice, follow Winbox on Twitter or get in touch with Marc for support on specific issues.