Google is more than just a search engine juggernaut, it is also a major “email cop” because of the overwhelming amount of people using Gmail.
Due to the amount of SPAM and nefarious attempts by hackers to wreak their havoc, Google is changing how it authenticates the delivery of emails to conform with an industry-recognized policy called DMARC.
Put simply, it will affect the odds of your business emails getting delivered if you are using a 3rd party Email Service Provider (or ESP), like Constant Contact.
What can you do to avoid your email strategy falling on “deaf ears”? You guessed it, read on!
Be Proud, Be Loud – Use Your Business Domain
The simple solution to all this is to use your own business domain for your emails. We use @eburnsmarketing.com which matches to our website.
The why is because the Domain-based Message Authentication, Reporting & Conformance (DMARC) is the industry-recognized policy that helps a domain decide whether incoming emails are safe to be accepted.
DMARC is designed to prevent fraudulent emails and phishing scams and will route emails to the SPAM folder or bounce them back if certain criteria are not met.
Yahoo and AOL already applied the DMARC policy with Gmail the next to start doing so as well. This is not the end as Outlook, Hotmail and others will soon be applying this policy.
I’m Confused! How Does this Impact Me?
Many business owners and marketers understand the value of using an ESP so their emails are following the CAN-SPAM protocols and to take advantage of many delivery tools they provide.
But, your business will be impacted by DMARC if you send an email with your Gmail account as the “from” address through an ESP like Constant Contact or Active Campaign.
This is because the strict policies may misidentify legitimate marketing emails as fraudulent and tell receiving servers to reject your incoming email because it was sent through a 3rd Party ESP rather than a Google server. This policy will affect all ESPs, not just one or two.
They key is sending through a “free” email provider like Gmail, Yahoo, AOL and others while using a 3rd Party ESP that triggers the high-risk alert via the DMARC policies.
By using your own domain it is telling DMARC you are “more legitimate” and, in my opinion, positions your company as more professional.
What do you think is more professional and trustworthy, email@example.com or firstname.lastname@example.org?
What Can I Do to Avoid a Bad DMARC?
There are several ways to approach this depending on how much you want/can do yourself or would like managed by a company like ours.
The best thing is to do your due diligence on this topic and one of those tasks can be calling me to see what we can do to help for our unique situation.
If you are going to continue to use Gmail or other free email platforms, be sure that your vital marketing message is actually being received by your intended recipients. If they are not being delivered and/or opened, you are simply wasting your time and costing your company an opportunity to find your next best customer or maintain a profitable relationship.