On June 1st, Google added DMARC, an extra layer of authentication besides SPF and DKIM, for messages that are being sent to Gmail recipients. The popular email provider changed its policy from p=”none” to p=” reject.” In other words, you cannot send any email marketing campaign using as a sender your personal Gmail address.
Gmail is not the first email provider that makes that move since AOL, Hotmail and Yahoo have already adopted DMARC.
DMARC stands for Domain-based Message Authentication, Reporting & Conformance, and the reason email providers adopt it as a further safety measure is because there still are instances where SPF and DKIM checks are not enough to ensure the recipient’s safety. In essence, it adds an extra level of cryptography.
Adopting all the necessary authentication systems in your domain is more than essential if you want to improve your deliverability and distinct yourself as a reliable sender.
What is the effect on email marketing practitioners?
If you, as an email marketing professional, send emails using your business domain or any other domain of yours, you don’t need to worry about anything.
On the other hand, if your personal Gmail address is used as the sender of your email marketing campaigns you need to reconsider your tactics and adopt a business domain (in case you don’t have one).
Even if it makes sense occasionally, to send emails from your personal email address, let’s say to a friend of yours or a co-worker this won’t be the case anymore. From now on every email of yours will be undelivered, as Google new policy has already taken effect. As an immediate alternative solution to this issue, you can use an email marketing platform like Moosend with personalization tags and make your email friendlier and up close personal.
Besides the effects on deliverability SPF, DKIM and DMARC may apply to your campaigns, using your business domain as sender adds much more credibility to you and your brand name. At the end of the day your customers distinct you for your services and your professionalism. Try and remember that there is a silver lining between becoming friendly with your subscribers and becoming their friend. They should trust you as an extent of your brand and not the other way around.
At Moosend we always try to make the best for your email marketing actions so that you can deliver faster, better and safer your campaigns everywhere you need to.
Register now for free and start Moosending amazing campaigns!