🚫 A New Era For Email Marketing
Hello! Adam Thornhill here. ‘The Podcast Guy’ saving you 10 hours a week.
I hope you had a Merry Christmas and a fantastic festive break.
There’s not much to update RE a ‘New Year, New Me’, other than I’ll be posting once a week in 2024 to free up time for a new, exciting project (watch this space)!
Now, tuck in and enjoy the 129th Podup, with special thanks to RhinoRating.
Let’s dive into the best insights and ideas from Marketing Against The Grain.
Change is coming to your inbox. We’re about to experience a significant shift in email marketing, as Gmail and Yahoo Mail are redefining the rules of engagement with strict spam filters.
Big changes to prevent spam
Gmail and Yahoo Mail are changing their rules in February 2024.
They’re going to block all messages from your sender domain if any email send has greater than a 0.3% spam rate.
It’s a pretty significant change to how email works on the internet today.
Kipp Bodnar
How this impacts cold outreach
Many companies in the B2B space do outreach at scale.
Let’s say you do the best email outreach of all time. It’s really personalized and very high quality but you still do it at scale.
There’s a potential that 0.3% of people mark it as spam just because they didn’t ask to get the email.
Kieran Flanagan
Why it matters
This upcoming change is a wake-up call for you and me to rethink our email strategy. It’s no longer just about crafting compelling content. We need to minimize the risk of being marked as spam. Every send counts.
A lot of sales prospecting efforts will be killed off entirely. Those that manage to survive will invest in brand, reduce their reliance on email, and obsess over personalization and delivering value.
Next steps
It’s still unclear how we’ll be able to skirt around these new rules. One unvalidated idea is to set up subdomains for every type of send. For example:
For the main newsletter
For product notifications
For sales prospecting
This appears to be the best foot forward many email marketers are taking. However, it requires a pretty big undertaking in terms of marketing operations and infrastructure.
With that said, this isn’t the time to sit on your hands and wait. It can take a few months to effectively warm up a subdomain, so the earlier you start preparing the better.
Your thoughts?
More from Podup
How else can you generate leads? Try meeting 'belly to belly'. Remember, in person still works.
Thanks to RhinoRating for making this post possible…
Struggling to stand out online? RhinoRating is your guide to the top!
Turn your happy customers into a stampede of 5-star reviews.
With over 9,000 glowing reviews generated, RhinoRating is the secret weapon you didn’t know you needed.
And the best part? Get started with a 30 day money back guarantee.
Zero risk, all reward. Ready to charge ahead of the competition?
P.S. You’ll get a FREE Google My Business audit if you submit your interest today 🚀
86% of readers have decision-making authority or influence. Reach C-Suite Execs, Directors/VPs, Senior Professionals, and Business Owners/Founders with Podup.
Quotes were pulled at different points of the episode. Sentences were left out to make the narrative more concise. Podup is not associated or affiliated with any podcast.
Now that we half a year into this change, how are you adapting? Did you implement the subdomain idea? Are you hearing others getting less email sales?
For me, I’m not doing much cold outreach right now — but in the receiving end, I feel like I am still getting the same amount of spam in my Gmail inbox so not sure the new changes are helping much. Or at least they are not helping with super spammy emails. Perhaps the filters are filtering out legitimate local businesses doing cold outreach, not sure…
What do you mean by “warm up a subdomain”? Doesn’t it take only a few minutes to create and use a new subdomain?