The email world is about to get a bit more interesting (and by interesting, I mean a tad more complicated).
Google and Yahoo, the bigwigs of the email universe, have decided to shake things up in 2024. They’re rolling out new rules that will redefine the game of email deliverability. Think of it as a new season of your favourite TV show, but instead of drama and plot twists, we’ve got email authentication and spam-prevention policies!
Why should you care, you ask?
Well, if you’re using emails to inspire, motivate, and share your latest coaching wisdom, these changes are as crucial as that morning cup of coffee. They’re not just a small tweak in the system… they’re a complete overhaul designed to filter out the bad guys (read: spammers) and make sure your emails don’t end up playing hide and seek in the spam folder.
So, as you guide your clients towards enlightenment and business success, let’s make sure your emails don’t get lost in the digital abyss. After all, what’s a coach without their trusty email list to spread their life-changing advice?
WTF Are Google And Yahoo Up To?
Before we go any further, you need to know these updates will only impact email lists of 5000+ subscribers. BUT… what I’m about to cover in this article will guarantee you put the best email marketing practices in place (an increase the success of your email strategy) even if you still have a relatively small list.
OK, now that’s out of the way…
The New Playground Rules for Bulk Senders
Imagine you’re hosting a fabulous online party (a.k.a. your email campaign), and Google and Yahoo are the bouncers. They’ve just gotten stricter about who gets in and who’s left out in the cold.
Starting 2024, these email giants are setting up new hoops for bulk senders to jump through. This means if you’re sending out emails in large numbers (because let’s face it, you’ve got a lot of wisdom to share), you need to be extra mindful about how you’re sending them.
Email Authentication: Your VIP Pass
First up in the new rulebook is email authentication. Think of it as your VIP pass to the inbox club. This includes setting up SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance).
In simple terms, these are like secret handshakes that prove your emails are coming from you and not some imposter trying to crash the party. Without these, your emails might as well be wearing a “Please send me to spam” sign.
Spam-Prevention: Keeping the Party Crashers at Bay
Google and Yahoo are basically saying, “We love your emails, but please, keep them relevant and wanted.” They’re cracking down on unsolicited emails, so if your messages are more ‘spammy’ than ‘savvy’, you might find yourself on the email blacklist. Keeping your spam rates low is like having good party etiquette – it keeps you on the guest list.
The Ripple Effect on Email Platforms
So, what does this mean for your favourite email platforms – Mailchimp, Constant Contact, and the like? In short, they need to up their game too. These platforms will have to ensure they’re following the new rules, or they risk getting their emails (and yours by extension) benched. It’s a team effort, and everyone needs to play their part.
In essence, these changes are like a new dress code for the email world. It’s all about looking legitimate, being respectful of the inbox space, and ensuring your emails are the life of the party, not the ones getting kicked out for bad behaviour.
For business and mindset coaches, adapting to these changes means your valuable insights and guidance will continue to land where they should – right in front of your eager audience’s eyes.
WTF Does All This Mean For Your Biz?
It’s Not Just About Sending Emails Anymore
If your email strategy so far has been something along the lines of: send emails and hope for the best, you’re in for a very rude awakening. Now, more than ever before, email strategy is about being smart, savvy, and a bit of a tech whiz.
Think of your emails as your personal coaching sessions packed into digital form. They need to be engaging, valuable, and most importantly, wanted. With Google and Yahoo tightening the reins, your emails need to be more than just informative; they need to be irresistible. This means segmenting your audience, personalising your content, and making sure every email you send out is as welcome as a free coaching session.
The Low Spam Rate Mantra: Keep It Clean and Lean
Spam rates are like those pesky calories in a delicious dessert – the lower, the better. Maintaining a low spam rate is now your new mantra. Why? Because Google and Yahoo are watching, and they’re not fans of spam. Every email that gets marked as spam is a strike against your sender reputation. Too many strikes, and you might find yourself in the email equivalent of a time-out.
So, how do you keep your spam rate low? It’s all about consent and relevance. Make sure your subscribers have opted in (and can easily opt out), and keep your content as relevant as a perfectly timed motivational quote. Remember, in the world of email deliverability, less is often more.
The Great Gmail Account Purge
Here’s a fun fact: Google is planning to clean house by removing inactive Gmail accounts. What does this mean for you? Well, it’s time to do some spring cleaning of your own. These inactive accounts can skew your engagement metrics, and let’s face it, sending emails to people who aren’t there is as effective as talking to a wall.
Regularly cleaning your email list is like keeping your coaching client list updated – it ensures you’re focusing your energy on those who are truly engaged and interested. This not only improves your engagement rates but also keeps your email list healthy and responsive.
How to Make Sure You Stay Compliant
Step 1: Suit Up with Email Authentication
First things first, let’s get you suited up with the right email armour – authentication protocols. Think of SPF, DKIM, and DMARC as your email’s shield, sword, and armour, protecting you from the dragons of the digital world (a.k.a. spam filters and phishing attacks).
SPF (Sender Policy Framework): This is like your shield. It verifies your email’s source, ensuring it’s coming from your domain. Set up an SPF record to tell the world, “Yep, these emails are from me!”
DKIM (DomainKeys Identified Mail): Consider this your sword. It adds a digital signature to your emails, proving they haven’t been tampered with en route. It’s like sealing your coaching advice with a wax stamp of authenticity.
DMARC (Domain-based Message Authentication, Reporting, and Conformance): This is your full armour. It uses SPF and DKIM to provide a double-check, making sure your emails are legit. If they’re not, DMARC tells email providers what to do with them (and hopefully, it’s not the spam folder).
Step 2: Keep Your Spam Rate Low
Now, let’s talk about keeping your spam rate as low as a limbo stick at a beach party.
Here’s how:
Consent is King: Always get permission before adding someone to your list. Unsolicited emails are a big no-no.
Quality Over Quantity: Send emails that add value. If your content is as engaging as your coaching sessions, people will look forward to your emails.
Regular Check-ups: Monitor your email open rates and click-through rates. If they’re dipping, it’s time to reevaluate your content.
Step 3: Clean Your Email List Like It’s Spring All Year Round
A cluttered email list is like a cluttered mind – not very effective. Regularly cleaning your email list ensures you’re talking to people who actually want to listen.
Here’s how to keep it spick and span:
Remove Inactive Subscribers: If they haven’t engaged in a while, it’s time to say goodbye.
Validate Email Addresses: Use email validation tools to ensure you’re sending emails to valid addresses.
Segment Your List: Group your subscribers based on their interests and engagement. Tailored content means higher engagement.
Step 4: Become an Email Engagement Guru
Last but not least, keep a close eye on your email engagement metrics. This is like having a heart-to-heart with your email strategy. Monitor open rates, click-through rates, and conversion rates. These metrics are the pulse of your email campaign, telling you what’s working and what’s not.
Test and Learn: Experiment with different subject lines, content formats, and sending times.
Feedback Loop: Encourage feedback from your subscribers. What do they like? What do they want more of?
Adapt and Evolve: Be ready to change your strategy based on what the metrics tell you.
By following these steps, you’re not just complying with the new email standards; you’re also fine-tuning your email strategy to be more effective and engaging. It’s about being a responsible email sender while maximising the impact of your digital coaching presence.
Compliance isn’t just about following rules; it’s about building trust and credibility with your audience.
3 Non-Techy Ways to Get the Most from Your Email Strategy
1 – Craft Engaging and Compliant Email Content
Creating emails that resonate with your audience while playing nice with Google and Yahoo’s new rules is a bit like baking the perfect cake – it requires the right ingredients and a touch of love.
Here’s how to whip up some email magic:
Personalisation is Your Secret Ingredient: Address your subscribers by name, and tailor your content to their interests. It’s like giving a personalised pep talk – much more effective than a generic shout out.
Storytelling Wins Hearts: Weave your coaching wisdom into stories. People love a good narrative, and it makes your emails more memorable and engaging.
Keep It Visually Appealing: Use images and layouts that reflect your brand. But remember, less is often more. You don’t want to overwhelm your readers with visual confetti.
Call-to-Action (CTA) – Make It Clear and Compelling: Every email should have a purpose, whether it’s to share a new blog post, announce a workshop, or just impart some daily wisdom. Make your CTAs clear and irresistible.
2 – Build and Maintain a Stellar Sender Reputation
Your sender reputation is like your credit score in the email world. Keep it high, and you’ll enjoy the perks of the inbox.
Here’s how to maintain an enviable reputation:
Consistent Sending Schedule: Regularity builds trust. Don’t bombard your subscribers, but don’t go MIA either.
Avoid the Spammy Pitfalls: Words like ‘Free’, ‘Buy now’, or ‘Urgent’ can trigger spam filters. Keep your language natural and spam-free.
Honor Unsubscribes Promptly: If someone wants to leave, let them go gracefully. Clinging on will only hurt your reputation.
3 – Mastering Email Analytics
In the world of email marketing, data is your compass. Utilizing email analytics helps you navigate and adjust your strategies for better engagement. Here’s how to make the most of it:
Track Key Metrics: Keep an eye on open rates, click-through rates, and conversion rates. These numbers tell you how well your emails are performing.
A/B Testing is Your Best Friend: Experiment with different subject lines, email formats, and send times. See what resonates best with your audience.
Listen to the Data: If something’s not working, the data will tell you. Be ready to pivot and try new approaches based on what the analytics reveal.
By implementing these best practices, you’re not just sending emails; you’re creating an experience for your subscribers. It’s about blending compliance with creativity, data with intuition, and ultimately, delivering emails that not only land in the inbox but also spark joy and action in your audience. Staying adaptable, informed, and genuine is key to keeping your audience engaged and your messages flying high in the inbox skies.
Preparing for the Future
Embracing Change (The Only Constant in Email Marketing)
As a coach, you know that growth and change go hand in hand. The same applies to email marketing. The upcoming changes from Google and Yahoo are just the beginning. Email standards will continue to evolve, and staying nimble is key. Think of it as a never-ending journey of self-improvement, but for your email strategy.
Stay Educated and Informed: Keep your ear to the ground for any new updates or changes in email regulations. Subscribe to newsletters from email marketing experts, attend webinars, and join forums. Knowledge is power, and in this case, it’s the power to keep your emails flying straight to the inbox.
Be Adaptable: If there’s one thing constant in the digital world, it’s change. Be ready to tweak and pivot your email strategies as new standards and technologies emerge. It’s like updating your coaching methods – what worked yesterday might not work tomorrow.
Keeping Up with the Email Providers
Email service providers like Gmail and Yahoo aren’t just changing rules for fun. They’re adapting to the ever-evolving landscape of cybersecurity and user experience. Staying informed about their updates is crucial.
Regularly Check Updates from Your Email Service Provider: They often share valuable insights and tips on how to improve deliverability and engagement.
Feedback Loops: Set up feedback loops with ISPs (Internet Service Providers) to get notifications when your emails are marked as spam. It’s like getting direct feedback from your audience.
Investing in Tools and Resources: Your Email Marketing Toolbox
Finally, consider investing in tools and resources that can help streamline your email marketing efforts and ensure compliance. In the coaching business, your time is precious, and these tools can be a lifesaver.
Email Marketing Software: Platforms like AWeber, ActiveCampaign, or ConvertKit offer built-in tools to help with compliance, list management, and analytics.
Email Validation Services: Keep your list clean and engagement high with services that validate email addresses.
Analytics and Testing Tools: Use these to continuously test and refine your email campaigns for maximum engagement and deliverability.
Just One More Thing…
As we embrace these new email standards, remember that staying ahead isn’t just about compliance…
…it’s about ensuring your emails continue to inspire, engage, and convert.
If you want to make sure your email list is not only compliant with the upcoming changes but also highly effective in converting your audience, let’s talk strategy.
Book a free game-plan call with me today, and together, we’ll make sure your email marketing is as impactful and successful as your coaching sessions.
