E-mailing

Google tightens rules for newsletters

16 John
E-mailing

Google tightens rules for newsletters

From February onwards, you will have to work even more carefully with your mailings. This is because of the new rules that Google has come up with. It has to be said that this is a very good thing. It will separate the wheat (i.e. you) from the chaff (i.e. spammers) even more.

It must be said that the new rules are no surprise to those who are serious about e-mailing and have been doing it for a long time and already meet all the criteria. But repetition is the mother of wisdom, so what do you need to watch out for?

Who are they?

This is anyone who sends more than 5,000 emails a day - the sum of not just newsletters, but transactional emails and other messages leaving your domain.

DMARC settings

Add a new domain to the DNS settings of the 2nd tier domain TXT an entry called _dmarc according to the following example. DMARC will automatically download all your subdomains.
v=DMARC1; p=none;rua=mailto:it.odbornik@vasedomena.cz;ri=604800
v=DMARC1 - mandatory data
p=none - can take on values none, quarantine, reject. We recommend setting it to none from the start and then setting it to reject after evaluating what emails are leaving your domain.
  • none - no policy, DMARC only works for reporting or testing purposes and the recipient does not take the result into account, we recommend setting it up at the beginning
  • quarantine - the recipient takes the result of the check into account, as a rule, a message that fails the check can be marked as spam
  • reject - the recipient rejects and fails to deliver a message that has not passed the check
rua = aggregated reports are sentmailto: email to which aggregated reports are sent - we recommend setting the email of the person who is the domain administrator for you. Be sure to set the value to make sure that the newsletters arrive exactly as they should.
ri= how long it takes to send aggregated reports in Tuesdays. 60480 = 7 days.

Low proportion of SPAM flagging

The SPAM flag value will now have to be kept below 0.1 %. Check in your tools what your rate is now and adjust your mailings accordingly so that they only go to customers who are really interested. It's worth considering, if you don't do so now, to make signing up for your newsletters only possible after confirmation. And definitely work with customer segments - only send to those who are active. For passive customers, consider which newsletters they may or may not receive.

Easy logout option

Basically, this corresponds to Czech practices - it is necessary to allow easy unsubscription from the newsletter with one click. However, it is even more convenient to set the option directly in the newsletter header - Gmail will handle it and display the unsubscribe link itself. Most enhanced platforms already have this option integrated and you don't have to do anything.

If you're not sure about anything, we're here - email us at online@promogen.cz or call on the phone. 734 151 260 and we'll be happy to help you with anything. We check the settings of our clients and if adjustments are needed, we either make them directly or contact them individually.

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