Welcome back to The Prompt, your go to podcast for all things tech and innovation. Today we're unpacking something that touches virtually everyone who sends email to more than one person at a time. We're looking at the big changes to bulk email sending for 2024. Whether you're a marketer, a small business owner, non profit advocate, or just someone who sends a lot of emails, this is information you need to know. So we're going to dive into the what, Why and how of these crucial updates. First off, let's set the stage. Both Gmail and Yahoo, two giants in the email world, are revamping their rules for bulk email senders. If you're someone who sends over 5, 000 emails a day, listen up, because these changes are specifically targeted at you, starting this February. Imagine this. Gmail and Yahoo, they're like these giant mail rooms, right? And they're getting flooded. Day in, day out. So what do they do? They decide to clean house and they're starting by phasing out inactive accounts. So if you've never really taken the act of cleaning old emails out of your list, this is where it's important. While it's difficult to measure, the common belief is that a little over half of all users Keep their same email for 10 plus years, but that means that the other half of your list also degrades about 22 percent yearly. Currently, most of those dead emails just sit in unused inboxes, but the difference here is those addresses are becoming deactivated. That means hard bounces and your numbers are going to skyrocket. So if you're not truly cleaning that list, it can be very damaging. One major shift is the introduction of new requirements for these bulk senders. This includes using a custom domain for sending emails, authenticating emails with e mails, DKIM, SPF, and DMARC, keeping spam complaints below 0. 3%, and incorporating easy one click unsubscribe options. What are all these crazy terms? Think of this like being at a club or getting into an event. DMARC. It's the bouncer. It checks IDs, makes sure the email saying it's from you is actually from you, and only allows you in when it checks out. SPF, that's your VIP list. It tells the world who's allowed to send emails on your behalf. And DKIM, that's your secret handshake. It's a signature or a seal that says, Yes, this email is legit. Now, you might be wondering why all these changes. The simple answer is to combat spam and enhance email deliverability. These changes aren't just arbitrary rules, they're a deliberate effort by Gmail and Yahoo to protect their users and uphold brand integrity. Let's break down what this means for you. If you're a bulk email sender, it's time to start using your own custom domain instead of a free email domain like gmail. com. This change is crucial because come February 2024, bulk sending from a free domain like gmail will go straight to the spam folder. Next, you'll need to authenticate your emails. This might sound technical, but it's all about verifying that an email genuinely comes from you, which helps prevent spam and phishing attempts. Authentication methods, like the ones I mentioned, are your new best friends here. They sound horribly complex, but are not that difficult to manage. However, it's important to know that while it's not difficult to update these, the ramifications of doing them wrong can be massively consequential. the spam complaint rate is another key focus. Gmail and Yahoo want this rate below 0. 3%. This means you need to monitor closer than ever how often your emails are marked as spam and adjust your content accordingly. Finally, the one click unsubscribe mechanism. This is all about user experience. By February 2024, your emails should allow recipients to unsubscribe easily, enhancing their control over what they receive. Okay, and here's the timeline. In February 2024, these requirements kick in. If you're not compliant, you'll start seeing temporary errors on a small percentage of your emails. By April 2024, the non compliant emails will begin to be outright rejected and this percentage will increase over time. Alright, so what's the takeaway here? These changes aren't just for the big players. They're indicative of a broader shift in the email landscape. What's required for large senders today will likely become a standard for all senders in the future. This is about more than just avoiding the spam folder. It's about being responsible email senders who prioritize their recipient's experience and safety. If you're handling bulk email, it's time to adapt. Embrace these changes, not as a hurdle, but as an opportunity to refine your email strategies, enhance your deliverability, and build more meaningful connections with your audience. But let's be real, this stuff can be daunting. It's technical, and getting it right, Well, it's crucial. If you're feeling a bit lost, my team and I can help. Mid 2023, I joined Bara Agency as principal, and basically, we're a fractional CTO business that support with the complicated things like this. I'm here with you. If you need some guidance, a strategy, or just need it done, reach out. Drop me a DM, at Cause Hacker, on Instagram or LinkedIn. We've got you covered. Thanks for tuning in to The Prompt. Remember, We're here to dive into tech together. If you've got questions or want to dive deeper into the world of AI and tech innovation, don't be a stranger. Until next time, continue pushing the boundaries by keeping on top of your tech and stay curious.