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February 2024 Gmail Protocol Updates
Anticipated Changes and Strategies for Adherence
In a pivotal announcement made in October 2023, Google unveiled significant modifications affecting high-volume email senders, set to be enforced from February 2024 onwards. For those utilizing Gmail as a platform for large-scale email campaigns, understanding and navigating these changes is crucial to sustaining effective communication strategies.
To simplify this transition, we've compiled an extensive guide dissecting the new Gmail regulations, shedding light on the impacted parties and providing insider insights on maintaining seamless email campaigns within the confines of these regulations.
What to Expect in 2024?
Starting February 2024, Gmail mandates the following requirements for bulk email senders:
1. Email Authentication - Bulk email senders must adhere to Gmail policies to authenticate their emails, affirming the reliability and safety of the source.
2. Spam Rate Management - Vigilantly monitor and control the spam rate, ensuring emails are valued by recipients to minimize instances of being marked as spam.
3. Efficient Unsubscription Mechanism - Provide a straightforward one-click unsubscription option within emails and process all unsubscription requests within two days.
Who Will Be Affected?
Anyone who hits the trigger of sending 5,000 or more messages to personal Gmail accounts (ending in @gmail.com and @googlemail.com), even on just a single day will then ongoing be subject to these regulations. It's believed that Google Workspace accounts are exempt for the time being, particularly affecting B2B marketing managers sending emails to corporate accounts.
Why Do These Changes Matter?
Even for high-volume senders not explicitly mentioned in the updates, adherence remains vital. These regulations aim to enhance inbox security, mitigating risks associated with unwanted messages, spam, phishing, and malware. Complying with these guidelines, regardless of daily email volume, ensures sustained credibility, positively impacting email deliverability and open rates.
Moreover, Google emphasizes prioritized technical support for bulk senders adhering to the stipulations outlined in their Email Sender Guidelines, further underscoring the importance of compliance.
Breaking Down Gmail's New Requirements
1. Email Authentication (SPF, DKIM, DMARC) - Strengthen sender authenticity and reputation through SPF, DKIM, and DMARC email authentication.
2. Authenticated Received Chain (ARC) for Forwarded Emails - Implement ARC to verify email authentication for forwarded messages.
3. Valid DNS Records for Sending Domains - Ensure valid forward and reverse DNS records for sending domains.
4. TLS Connection Requirement - Utilize Transport Layer Security (TLS) for transmitting emails securely.
5. Spam Rate Limit - Monitor and maintain a spam rate below 0.3%, ideally aiming for less than 0.1%.
6. Format Messages to RFC 5322 Standard - Adhere to the Internet Message Format standard (RFC 5322) for formatting messages.
7. Avoid Impersonation and Spoofing - Do not impersonate other domains or senders to prevent message marking as spam.
8. Implement One-Click Unsubscribe - Offer a one-click unsubscribe option in all commercial, promotional messages by June 1, 2024
Consequences of Non-Compliance
Failure to meet these new requirements will result in bulk email senders receiving temporary errors on a percentage of their non-compliant email traffic. Starting April 2024, Google will progressively reject a portion of non-compliant email traffic, with the rejection rate growing over time. Additionally, non-compliant emails may be directed to recipients' spam folders.
“For example, if 75% of a sender’s traffic meets our requirements, we’ll start rejecting a percentage of the remaining 25% of traffic that isn’t compliant.”
In essence, a negative impact on sender reputation and long-term email deliverability is inevitable if emails from a domain are frequently marked as spam. As such, adapting to these changes is not only a regulatory necessity but also a strategic move to safeguard the integrity of email communications in the evolving digital landscape.
Quinset at your side
None of these technical controls are new and our experts have been helping clients to embed these standards for years. Working to core controls, we help our clients hit the inbox as often as possible, using all the tools at our disposal. Working with your IT, Sales and Marketing teams, we raise your capability and embed best practices across a range of disciplines; data quality, domain reputation, IP credibility, allow/block listing, content, timing, engagement, and automation.
The Gloves are Off in Google’s Fight With Email
In the ever-evolving world of email marketing, Google has once again stepped into the ring with a series of changes, set to revolutionise how people view their Gmail and Google Workspace accounts. In a recent announcement that has the email marketing community rocking in the corner, Google declared a major overhaul in its spam protection and authentication measures, leaving marketers on the edge of their virtual seats.
In an interesting turn of events, they’ve talked Yahoo into joining their team too.
Starting in February 2024, Google will enforce enhanced email security and authentication protocols, aiming to further fortify its defences against the relentless invasion of spam. It's not just a routine update; it's a spam-busting extravaganza that promises a cleaner, more secure email environment for its users. This move is not only a testament to Google's commitment to user experience but also a game-changer for email marketers worldwide.
It’s time to embrace the full power of SPF, DKIM, DMARC and BIMI. With insights from epic tools like Google Postmaster and GlockApps, you’ll be ready for battle.
The impact of all this? Brace yourselves, dear email marketers, for things just got real. In a world where attention spans are shorter than a cat video, these changes underscore the importance of delivering meaningful content and quality technical setup of your email-sending platforms. No longer can marketers rely on quantity; quality is the new king in the realm of email marketing. Fear not, brave marketers, for Google have been good enough to lay the rules of engagement out in detail and give you the tools to measure how well you’re doing.
With Quinset Consulting as your ring-side coach, this will be a fair fight. We have the skills, tools and techniques to help you keep winning with email marketing.
As we venture into this new era of Gmail spam protection, one thing is clear: email marketing is evolving. It's time to bid adieu to the old-school tactics and embrace a future where engaging, valuable content reigns supreme. So, marketers, buckle up and get ready to ride the wave of change because the winds of Gmail are blowing, and they're ushering in a new era for email marketing.
Get your email MOT booked today with Quinset Consulting.
dec
2023
Tipping point: When Does Remote Working Stop working?
A survey from September reports that 84% of business leaders will continue to offer some form of remote working for office-based employees, with nearly a third implementing 3-5 days a week from home as standard.*
But is this too much of a good thing? Too much sugar rots your teeth. Too much Vitamin C makes you sick. Does too much remote working "rot" productivity, progression, career opportunities or even affect mental health?
The Good
There's evidence to support the benefits of "having space" from the busy office environment, especially when needing to focus on detailed tasks. I'm a big fan of the odd remote working day so I can clear heavy tasks with fewer interruptions.
And then there's the attraction as an employer. Flexibility, less spending on travel, reduced costs on child-care and even doggy daycare (yes, it's a thing), hiring great talent from further afield.
The Bad
The hard work has been done on measuring the impact on an organisations productivity. Back in 2017, IBM made a u-turn on their remote working policy. They announced their decade of commitment to "telecommuting" (the noughties term for remote working) was over, and some IBM thinkers refer to it as a failed experiment. My favourite quote for a learned observer, referring to businesses pushing remote working; “If you're looking to reduce productivity, lose talent, and increase cost, maybe they’re on to something".
As expected, IBM was one of the first to pull back from post-pandemic remote working.
The Ugly
What is the cost to your team when spending most or all of their time away from the office? Miscommunication (don't underestimate the power of body language), the bonding over laughter and tears, the missed conversation, the casual "you might benefit from this", the team celebrations, the "they're not themselves, are they okay?".
Do they even feel an allegiance to you as an employer? Back to Big Blue, one ex-IBM friend once said, "If you work for IBM on client projects, you go native before your first paycheck".
Taking the luck out of decision-making
Strategy is key here, catering for the knowns, unknowns, goals and risks. As a CTO, I work closely with HR, Recruitment and Finance teams to align the goals of the business with tech, people and investment strategies that have the flexibility to evolve.
Lack of strategy brings knee-jerk decisions. How many of you know a business that contractually moved all staff to remote working, faced with the uphill battle to revert that wholesale change? You'd be surprised at how many businesses you know that rapidly implemented new technology solutions, and have yet to revisit to ensure they were deployed properly or securely, and are still cost effective.
To genuinely get remote working, er, working for all involved, my advice is to have a strategic approach; embedding process and risk analysis into your decision-making (and decision-changing). Ensure you're supported by data and processes that shine a light on productivity, inclusiveness, mental well-being and the opportunities it makes or breaks.
Do you want to learn more about how a great tech strategy can help your business? DM me or check out our website.
Many thanks to the IOD for their recent survey.
nov
2023
The Human Touch: Why People and Skills are the Cornerstones of Modern IT Strategy
n an era dominated by buzzwords like artificial intelligence, blockchain, and the Internet of Things, it is easy to get caught up in the whirlwind of technological innovation. But here's a reminder that might sound counter intuitive: when it comes to modern IT strategy, it's the people and their skills that truly matter.
The traditional IT mindset used to revolve around hardware, software, and networks. However, the digital transformation sweeping across industries has fundamentally shifted the paradigm. Today, IT strategy is about more than just tools and gadgets; it's about harnessing the power of human potential and expertise.
1. Skills Fuel Innovation:
Innovation doesn't happen in a vacuum. It's driven by people with the right skills, knowledge, and creativity. A workforce with diverse talents and expertise can envision groundbreaking solutions, adapt to new technologies, and turn challenges into opportunities. Therefore, investing in skill development is akin to investing in the future of your IT strategy.
2. Adaptation and Agility:
In the fast-paced world of technology, change is the only constant. Businesses that thrive are those with teams capable of swift adaptation. Skilled IT professionals can pivot when required, learning, and implementing new technologies and methodologies efficiently. This adaptability ensures your IT strategy remains relevant and responsive to evolving needs.
3. Cybersecurity is a Team Sport:
In an age of increasing cyber threats, the strength of your IT security strategy depends heavily on the skills and vigilance of not just your IT professionals, but every person in your business. Human beings are your first line of defence so arm them with the tools and training to hold the line. Investing in cybersecurity training is not just a clever idea; it's a necessity.
4. User-Centric Focus:
Modern IT isn't just about managing servers and networks; it's about enhancing user experiences. A skilled IT team understands the nuances of user needs, and they can tailor technology solutions accordingly. This user-centric approach drives customer satisfaction, internal efficiency, and ultimately, business success.
5. Bridging the Skills Gap:
As technology advances, there's often a gap between what organizations need and the skills available in the job market. To bridge this gap, businesses must invest in continuous learning and development programs. Upskilling your workforce ensures you have the talent pool necessary to execute your IT strategy effectively.
6. Collaboration and Communication:
Effective IT strategy implementation requires seamless collaboration across departments and levels of an organisation. IT professionals with effective communication and collaboration skills can bridge the gap between technical jargon and the language of business, ensuring that IT investments align with overarching business goals.
The heart of any modern IT strategy beats with the collective skills, knowledge, and dedication of your IT team. Embrace a people-centric approach to your IT strategy, invest in skill development, and foster a culture of innovation and adaptation. Remember, it's not just about the technology you have; it's about the people who wield it. They are the architects of your digital success.
So, when devising your IT strategy, don't forget to put people and skills front and center. After all, in the digital age, it's the human touch that makes all the difference.
oct
2023
Beyond the Surface: How a Great Consultant Dives Deep to Understand Your Business
In the fast-paced world of consulting, the ability to provide quick solutions is often celebrated. However, there's a hidden gem in the consulting world – those professionals who understand that true success lies in taking the time to get to know a business from end to end. Today, I'd like to shine a spotlight on why this approach, often undervalued, can be the key to unlocking meaningful and sustainable results.
EDIT - I’ve added some extra advice for not just you as a client, but any consultant reading this:
1. Building Trust:
Trust is the foundation of any successful relationship. When a consultant takes the time to truly understand your business, its culture, and its unique challenges, it sends a powerful message – they're not just in it for a quick win. This level of commitment not only builds trust, it also makes it easier for all parties to collaborate effectively.
For consultants: Don’t be afraid to ask more questions and recap your learning to make sure you’ve understood.
For clients: Give the consultant your time and space to meet with more people in your business.
2. Tailored Solutions:
Every business is unique, and cookie-cutter solutions rarely deliver the right results. A consultant who invests in delving into the intricacies of your business can ensure solutions are tailor-made to address your specific needs and goals. This personalisation leads to more effective and long-lasting outcomes.
For consultants: We know this isn’t your first rodeo but don’t skip to the solution. Know the problem, don’t assume.
For clients: Would you take the first offer at an auction? Then don’t invest in the first solution. Give an idea time to find its feet.
3. Identifying Hidden Opportunities:
A superficial understanding of a business might lead to addressing only the most obvious issues. By digging deeper, a great consultant can uncover hidden opportunities for improvement, growth, and innovation. These might not have been apparent without a thorough exploration of your business's inner workings.
For consultants: Keep pulling at that bit of string and follow it to the end. If you cut it too early, you might introduce unexpected outcomes.
For clients: Make sure the right people are involved, those that live and breathe every step.
4. Overcoming Resistance:
Change can be met with resistance, especially in an established business. A consultant who invests time in understanding your business can navigate the complexities of change management more effectively. They can identify potential roadblocks and devise strategies to overcome resistance, ensuring smoother implementation of recommendations.
For consultants: Identify the stakeholders and any immovable forces within the business.
For clients: Clearly communicate to the business why change is needed and find a way to take people on the journey. Effective change is “done with” people, not “done to”.
5. Long-Term Impact:
Consultants who prioritise in-depth understanding are more likely to deliver solutions with a lasting impact. Rather than providing quick fixes that may fizzle out, they create a roadmap for ongoing success, enabling your business to thrive well into the future.
For consultants: Factor in time to do the job well, not quickly.
For clients: Ensure you’ve shared your immediate and strategic goals. What’s right for one may not be right for the other.
In a world where speed often takes precedence, it's crucial to remember that the best solutions are not always the quickest. A consultant who takes the time to understand your business from end to end is an invaluable asset, guiding your organization toward sustainable success.
So, when seeking a consultant for your business, look for someone who is willing to roll up their sleeves, dig deep, and truly immerse themselves in your world. Their commitment to understanding your business could be the game-changer you've been looking for.
sept
2023
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