How Do ISP Changes Impact Your Email?

Jill BastianTraining and Education Manager

@VR4Smallbiz

Agenda

• Why know this?

• What to know for different ISPs

• Now what?

• Resources and Q&A

Why Does This Matter?

• Delivery is everything.

• In addition to anti-spam laws, you need to comply with the demands of the ISPs.

• Inbox changes can impact how your subscribers interact with your email.

Gmail

• Auto-Unsubscribe

• Tabs

• Images

• Inbox

Gmail - Unsubscribe

Gmail - Tabs

Tabbed inbox and Grid view.

Tabs

Gmail - Tabs

Emails are organized by type into 5 tabs. They can be moved to other tabs if needed.

Gmail - Inbox

• Bundles email types Promos Purchase Travel Custom

• Snooze Emails until later• Pin emails you need to interact with• Invite only right now

What Does This Mean for You?• Tabs could impact when your email is seen

• Higher open rates on Gmail compared to the past

• Less spam complaints

• Inbox could mean you need to send your email earlier

Verify your Google+ account

Yahoo!

• Made authentication changes last year

• Your From address can’t be masked – you must be mailing from Yahoo! to use @yahoo.com.

AOL

• Similar to Yahoo! authentication changes

• From address can only be @aol.com when mailing from that domain.

What does This Mean for You?

• Don’t use AOL or Yahoo! email addresses as your From address.

• More ISPs are expected to make these same changes.

• Consider segmenting your list for these domains if you’ve just changed your from address.

DMARC

• Means: Domain-based Message Authentication, Reporting & Conformance

•

Uses both Sender Policy Framework (SPF) and DomainKeys Identified Mail (DKIM) to check that the From address matches with what is known about the sender.

• DMARC.org

And Always…

• Keep your list clean!

• Use only opted in email addresses.

• Stay within anti-spam laws where ever you’re sending your emails.

Resources

• VR Marketing blog – Verticalresponse.com/blog

– Breaking News

• Litmus - https://litmus.com/blog/

• Email on Acid -https://www.emailonacid.com/blog

• MAAWG.org