Hello! Adam Thornhill here. âThe Podcast Guyâ saving you 10 hours a week.
I hope you had a Merry Christmas and a fantastic festive break.
Thereâs not much to update RE a âNew Year, New Meâ, other than Iâll 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.
Letâs dive into the best insights and ideas from Marketing Against The Grain.
Change is coming to your inbox. Weâre 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.
Theyâre going to block all messages from your sender domain if any email send has greater than a 0.3% spam rate.
Itâs 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.
Letâs say you do the best email outreach of all time. Itâs really personalized and very high quality but you still do it at scale.
Thereâs a potential that 0.3% of people mark it as spam just because they didnât 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. Itâs 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
Itâs still unclear how weâll 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 isnât 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.Â
Thanks to RhinoRating for making this post possibleâŠ
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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.
What do you mean by âwarm up a subdomainâ? Doesnât it take only a few minutes to create and use a new subdomain?