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Navigating New Horizons
Unveiling the Power of Authenticity, Eco Marketing & 2024's Email Deliverability Evolution
Natalie Krul
January 11, 2024
Hi Trailblazers,
Howās 2024 going so far? Letās dive in to the 2nd issue of the Trailblazer Digest.
In this edition, youāll find:
How to Master Google's 2024 Email Deliverability Rules to Keep Your Emails Out of Spam
Trend Watch: Attract & Engage Your Audience By Sharing Your āSustainableā Brand Story
Mindset Shift: Authenticity ā Your Brandās Secret Weapon
Stat Surprise: How Talent Scarcity May Help You Sign On More Clients
Trailblazer Spotlight: Courtney Robinson - Uplevel Your Style to Win More Business
Imagine This
I'm 8, my family and I decked out in 90ās attire, neon fanny packs, unmistakably tourists that stood out like a sore thumb in 1993 Tangier, Morocco.
A adventurous day trip to Tangier on a worker boat from Spain that started in a charming foreign marketplace and ended with a lesson in authenticity and adaptability.
Lured into a tense situation, my parents drawn by a salesman down a labyrinth of streets by the promise of exquisite oriental rugs at bargain prices.
Before we knew it, my siblings and I were in a warehouse separated from our parents, held in a room, told we werenāt allowed to leave ā a questionable sales tactic turned into mild kidnapping. The price of freedom? Several thousand dollars worth of rugs.
Later, reunited with our parents, smaller bank account but NO rugs in tow, and hastily advised to leave town for our safety by a concerned local.
The takeaway: a stark reminder of the delicate balance between being true to oneself and understanding the environment and adapting to it.
Sometimes, blending in is not just about fitting in, but about navigating the nuances of diverse cultures with a blend of authenticity and tact.
This applies to your business and brand as well, read on to see how.
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š”Marketing Nuggetš”
Decoding the latest deliverability requirements so your emails end up in your subscriberās inbox.
Google's new email deliverability requirements, set to roll out in 2024, focus on enhancing email security and reducing spam.
Picture this: Your meticulously crafted emails landing straight in your audienceās spam folders, unseen, unappreciated. In 2024, Google's tightening the reins on email deliverability, meaning your current email strategies might not cut it anymore.
Problem: With Google's new rules, failing to authenticate your emails, making unsubscribing difficult, or hitting high spam rates could mean your messages get lost in the digital abyss, meaning lower engagement, tarnished sender reputation, and a decrease in ROI.
Solution: Fear not! Adapt to these requirements to comply with these new standards by:
Authenticate emails with SPF and DKIM.
Simplify unsubscriptions with a list-unsubscribe header.
Keep spam rates under 0.3%.
Use DMARC for high-volume senders (if you send to 5k+ in 1 day).
Act now: Before engagements starts dwindling, spam rate increases, or sender reputationās damaged, take these steps:
Audit Your Email Practices: Check if you're using SPF here and DKIM here. If not, implement them.
Revamp Your Unsubscribe Process: Ensure your emails have a clear, easy-to-find unsubscribe option.
Monitor Your Spam Rates: Keep an eye on how often your emails are marked as spam and take steps to reduce this.
Implement DMARC if Necessary: If you're a high-volume sender, set up DMARC to protect your domain from abuse. Check if youāve got your DMARC setup here.
Follow these steps to increase likelihood of your emails landing in your audience's inboxes, keeping engagement high and your reputation sparkling!
This article gives the deets on these steps thoroughly.
What Does This Mean For You?
In the same way we needed to blend in yet stay true to ourselves in a foreign land, your emails need to be authentic AND comply with security policies to avoid spam filters.
Think of email authentication like a passport, ensuring safe and recognized entry into your customer's inbox.
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