I'm Removing Over 50% Of My Email Subscribers. Here's Why.

Email marketing is changing again. A highly engaged audience is more important than ever. Here's why.

In response to the ever-evolving landscape of email marketing and the upcoming stringent restrictions by Google, a decisive action is being taken on my end: removing over 50% of my email subscribers. This bold move is driven by a strategic shift towards cultivating a highly engaged audience, which is now more crucial than ever.

Google's new email restrictions, effective February 2024, dictate a challenging yet necessary paradigm shift. The rule is clear: exceed a 0.03% spam rate and face the blocking of future emails to Gmail and Yahoo inboxes. This change brings to the forefront the importance of maintaining high open and engagement rates, which are vital in reducing future spam issues.

The decision to significantly trim my email list is not taken lightly. But by focusing on a smaller, more engaged audience, I’m aiming to elevate the quality of my communications. This is a commitment to provide deeper, more meaningful content that resonates with a dedicated group of subscribers.

This strategy aligns with the evolving nature of email marketing, where engagement and quality trump volume. The era of casting a wide net with bulk emails is giving way to a more refined approach. It's about creating content that is not only relevant but also eagerly anticipated by my audience. This is how I decided on 50% - it’s roughly the number of people who don’t open 2-3 emails in a row. Some never opening an email at all.

In addition to enhancing content quality, this move serves as a compliance strategy. With Google's stringent spam thresholds, having a smaller, more engaged list significantly reduces the likelihood of my emails being marked as spam. This ensures better deliverability and a stronger sender reputation in the long run.

By pruning my email list, I’m not just “over” complying with new regulations; I’m also taking a step towards building a more robust, interactive community. This shift is an opportunity to recalibrate my focus, prioritizing engagement and quality over sheer numbers. It's a commitment to a future where my email communications are not just seen but valued, where every message sent is a step towards fostering a deeper connection with my audience.

Marketers must now rethink their strategies, focusing on building quality, opt-in email lists and prioritizing the value and relevance of their content to maintain a strong sender reputation. This change underscores the necessity for a more consent-based, value-driven approach in email marketing.

Overview of the New Restrictions

Google's initiative focuses on several key areas:

1. Authentication Requirements: Google now requires bulk email senders to authenticate their emails. This move targets the reduction of fraudulent activities like phishing and spamming, ensuring emails originate from legitimate sources​​​​.

2. DKIM Standards: The use of DKIM (DomainKeys Identified Mail) is mandated. This technology employs public-key cryptography to secure email content. Google recommends a 1024-bit DKIM key, preferably 2048-bit, for enhanced security​​​​.

3. Compliance with SPF and DMARC Protocols: Compliance with the Sender Policy Framework (SPF) and Domain-based Message Authentication, Reporting & Conformance (DMARC) protocols is necessary. These protocols help in authenticating the sending domain and prevent email spoofing​​​​.

4. Unsubscription Options: Google requires an easy, one-click unsubscription option for recipients. This empowers users to control their inboxes more effectively​​​​.

5. Spam Rate Threshold: A strict spam rate threshold will be enforced. Exceeding this limit can lead to emails being classified as spam, affecting the sender's reputation​​​​.

6. Monitoring and Compliance Tools: Tools like Inbox Rotation, Bounce Shield, and Spam Checkers become crucial for senders to manage volumes, maintain reputation, and ensure compliance​​​​.

Impact on Businesses and Marketers

Businesses heavily reliant on email communication, especially those engaging in bulk email sending, must adapt to these new guidelines. The focus will now be on the quality of email content, authenticity, and compliance with technical standards. This shift emphasizes targeted, genuine, and value-driven communication strategies.

Preparing for the Changes

Organizations must proactively prepare for these changes:

1. Educate and Train: Understanding the new guidelines is crucial. Organizations should educate their teams on DKIM, SPF, and DMARC protocols.

2. Upgrade Email Infrastructure: Ensuring that email systems comply with the new standards, including configuring DKIM keys and aligning with SPF and DMARC protocols, is essential.

3. Don’t use Gmail to mass send emails: If any part of your business is currently using Gmail, it’s time to stop and get those under your custom sending domain. (In other words do not use @gmail.com to send emails and use your @domain unless you’re doing cold outreach in which case you have to consider a “burner” domain.)

4. Revise Email Strategies: Businesses should revisit their email strategies, focusing on reducing bulk email volumes and enhancing personalization and relevance.

5. Implement Monitoring Tools: Utilizing tools like Inbox Rotation and Spam Checkers can help in compliance and optimize email deliverability.

6. Continuous Monitoring and Adjustment: Keeping track of email performance and adapting strategies based on analytics is vital.

7. Clean your email list and keep your spam rates below 0.03%: Segment off those contacts that don’t engage and remove them from your list. Make sure your spam rate is nice and low.

Happy Emailing!