Sender Email and Deliverability Best Practices

In October 2023, mailbox providers Google and Yahoo announced sender requirement changes in an effort to keep email a reliable source of communication, as well as to continue to protect inboxes for their customers. These changes are outlined below, but we highly recommend you review Emma's step-by-step guide for specifics on how to set up and adhere to these new policies. 

Step 1: Confirm you own a registered domain for sending emails 

If you have never purchased a domain (like a website or owned domain for sending emails), you will need to purchase one as part of the new sender requirements from Google and Yahoo. Using a registered, dedicated domain gives your business an online identity and more control over delivery and compliance. 

Note: If your sender reputation is damaged due to using a Gmail public domain, read this article for details on how to repair your sender reputation with Gmail.

Step 2: Review and configure the DNS (domain name system) for your sending domain

If you haven't already, you'll need to set up three DNS records within your domain registrar, as well as set up protocols for SPF, DKIM, and DMARC. Instructions on how to manage DNS records can usually be found within your domain registrar. Emma's step-by-step guide walks you through this process. 

Tip: We recommend working with an IT professional or web developer to set up SPF, DKIM, and/or DMARC within your domain. Due to variations in web configurations, MSI cannot provide guidance on setting up those protocols. 

Step 3: Verify your domain

Next, you'll need to connect your domain with your email service provider in order to be compliant. Specifically, verify that the accounts you have with Emma/Email Marketing include your registered domain.

Step 4: Match sender name to domain when sending emails

By linking your domain with Emma, you will be able to send emails from your own domain. Just make sure that your Sender email uses that domain (@millenniumsi.com is an example of a domain).

Guidance for multi-locations

Ideally, each business location would have their own unique, private, authenticated domain. This is the optimal setup for multi-location businesses. 

Note: Some business have a model where each location shares the same domain. This can present potential issues with deliverability, as some ISPs may interpret emails as being spoofed. To safeguard against that scenario, authenticate your domain using DKIM. DKIM adds another layer of authentication by reassuring the inbox provider that this email is legitimate and not being spoofed by a third party. Be aware that DKIM is not likely to help with public domain deliverability issues.

Email Deliverability Best Practices

For additional important information on deliverability, be sure to see 9 things that can hurt your email deliverability.

  1. A recommendation for all businesses who are new to Email Marketing (and especially for new public domain users) is to segment and target your most engaged audience first, to build up your reputation, then slowly work your way up to sending mailings to your entire audience. We've found that this helps with deliverability across the board.
  2. Add reCAPTCHA to all signup sources. This can help prevent spambot attacks.
  3. Set up DKIM. DKIM is an authentication method that helps ensure the sender's email address is legitimate and not being spoofed by a third party. The DKIM method works through a digital signature that’s attached to the header of each email sent from your account. The system receiving the email can check that signature against the sender’s public key which is part of the DNS system. Essentially, it lets an organization (in this case, Email Marketing) take responsibility for a message that is in transit. The main benefit of using DKIM is its ability to prevent scammers, specifically phishers, from spoofing your organization and also can lead to potential improvements to your overall deliverability, which means fewer emails sent to spam folders.

Tip: We recommend working with an IT professional or web developer to set up SPF, DKIM, and/or DMARC within your domain. Due to variations in web configurations, MSI cannot provide guidance on setting up those protocols. 

  1. Maintain your lists at least once per month. Re-engage subscribers who have not engaged recently, and remove those who haven't engaged in the past 12 months.
  2. If you transferred to Email Marketing from another platform, make sure you suppress those bounces in Email Marketing as well.
  3. Do not import old, inactive addresses or lists at any time.