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So, you know how we all get tons of emails and sometimes they’re just spammy and annoying? Well, Google and Yahoo are stepping up their game to make our inboxes cleaner and less spam-filled. Starting February 2024, if you send out newsletters for your business, you’ll need to keep an eye on some new rules.

Whilst these new changes are technically for lists that are above 5000 subscribers, it’s best practice for your business with any size list, has always been, and you would be crazy to ignore this!

Here’s the deal:

  • Be Real: Google and Yahoo want to make sure you’re legit. So, you’ll need to do some behind-the-scenes stuff to prove your emails are coming from a real place. This is like showing your ID at the door of a nightclub. The terms you might hear are SPF, DKIM, and DMARC – they’re just fancy, techy ways to verify your email address.
  • Easy Unsubscribe: Make sure people can unsubscribe from your emails easily, with just one click. And if they say “no more emails,” you’ll need to ensure you remove them from your list within 48 hours.
  • Keep It Wanted: Try to keep your emails from being marked as spam. Less than 0.3% spam complaints would be awesome. This means sending emails to people who actually want to hear from you, and removing those that don’t. Maybe clean up your email list every few months to keep it fresh with people who are really into what you send.

It’s worth knowing these couple of extra things: 

What if My Email List is Small? If you have fewer than 5000 subscribers, these changes still matter. It’s all about good email practice that make sure your messages get seen, no matter how big your audience is. Ignoring this will still harm your email deliverability. 

Should I Use a Business Email? Yep, if you’re sending lots of emails, it’s better to use an email that’s like It’s more professional and helps your emails reach the inbox, not the spam folder. It’s time to get rid of your gmail or hotmail address and get a domain address. 

I know, it sounds a bit boring and techy, but trust me, it’s worth it. Keeping up with these changes means happier subscribers and potentially more sales for you. It’s a win-win!

YES this applies to you! 

It doesn’t matter what platform you use, whether you have permission to email people or not, this applies to you as well, so please, do not ignore this! 

It may be that you or someone else has set this up for your domain in the past, if so, good job, gold star for you.

How do you tell if it’s already set up?

I suggest you start by contacting the support of either your email marketing platform (eg, Mailchimp, Convertkit, Activecampaign) OR your domain host (eg Go Daddy, Crazy Domains, Web Central)

Can I just pay someone else to do it? 

Honestly, it would take you just as long to find someone and give them access to your domain and things as it would to contact the support and have them help you do it yourself.

It possibly sounds like Japanese to you, but it is simple to do once you are in the zone and reading the right help article or talking to support.

I go with the ‘I don’t need to understand it, I just need to DO it’ approach with these kinds of things… just saying…

This WILL help your business in the long run, so spend half an hour sorting it out sooner rather than later!