In this webinar, Matthew Montoya, Senior Channel Marketing & Enablement Man from Constant Contact shared a wealth of information explaining how Google and Yahoo are implementing new guidelines for bulk email senders in early 2024 to protect against spam, fraud, and phishing and to improve deliverability. Matthew also shared insights into the best practices for driving email engagement.

1. Hitting the Inbox

2. You spend time creating
your emails, it’s important
they make it to the inbox.

3. There’s a lot that goes into deliverability

4. Here’s what we’ll cover today:
• Factors that affect your deliverability
• Best practices to help you stay in the inbox
• How to identify if your emails aren’t being
delivered and what actions to take
• Google/Yahoo changes and defining authentication

5. Matthew Montoya
Sr. Manager, Partner GTM
Constant Contact
Hello

6. 6
Deliverability
experts for 28
years

7. Here’s what we’ll cover today:
• Factors that affect your deliverability
• Best practices to help you stay in the inbox
• How to identify if your emails aren’t being
delivered and what actions to take
• Google/Yahoo changes and defining authentication

8. Improve deliverability:
Based on where
you send from

9. Improve deliverability based
on where you send from
Use:
● Recognizable From address
● Trusted email
marketing provider
● Your own domain
● Authentication

10. From name has large impact
• “From Name” is most critical
10
10
Who is “Tim Wade?
From name
Subject line
Preheader
Rudnik Sportswear 12:27PM
Do You Have The Perfect Gift?
Christmas is almost upon us. Did you

11. Improve deliverability by:
Collecting & maintaining
a high-quality list

12. Subscribers need to say ‘yes’
to receiving your emails
NEVER buy or rent lists!
Set their expectations
Remember, unsubscribes
are natural
Manage your bounces

13. Understand and manage your bounces
Non-existent:
ISP says it doesn’t exist/typo
Remove these:
Undeliverable:
ISP didn’t respond
Suspended:
Bounces over & over - placed on hold
Blocked:
ISP likely thinks email was spam
Try to get a new email address:
Mailbox Full/Auto reply:
Shows as bounce to let you know
Other:
Doesn’t fit any other category

14. Improve deliverability by:
Increasing engagement
with your emails

15. Ways to increase your email engagement
Segment
your list
to send more
relevant
emails
Ensure
quality
content
Send
consistently
Give
opportunities
to click
or reply

16. Send a re-engagement campaign
○ Get them to click or reply
○ Remove those that are
still unengaged
Re-engage
unengaged subscribers

17. Improve deliverability by:
Carefully crafting your
email’s design, content,
& subject line

18. Common email design & content mistakes for deliverability
Misleading
subject lines:
‘RE’ and ‘FWD’
Single-image
emails
& images with
large file sizes
<code error>
Coding errors Be careful
with:
Shortened links
(Bitly,
TinyURL, etc.)
Avoid

19. Where you
send from
List quality
Email design
& content
Audience
engagement
4 areas of focus for improved deliverability

20. Up next
• Factors that affect your deliverability
• Best practices to help you stay in the inbox
• How to identify if your emails aren’t
being delivered and what actions to take
• Google/Yahoo changes and defining authentication

21. Has your opens
& website
traffic
decreased?

22. Is it specific to an
Internet Service Provider?
● Suppress email addresses
● Send to most active audiences
● Adjust your sending
frequency/improve engagement

23. Get your emails delivered
to the inbox by:
● Set expectations from the start.
● Be a good sender and respect
their inbox.
● Monitor engagement metrics
over time.
● Identify when and where issues
happened, create a plan.

24. Last, but not least:
• Factors that affect your deliverability
• Best practices to help you stay in the inbox
• How to identify if your emails aren’t being
delivered and what actions to take
• Google/Yahoo changes and defining authentication

25. Changes to Google and Yahoo’s
email authentication requirements
effective Feb 2024
Updates aim to safeguard users from
fraudulent messages like scams and
phishing attempts by blocking emails from
unauthenticated addresses.
This is impacting all senders on the internet.
● Google/Yahoo are enforcing best practices
that have been around for many years.
● Even non-profits, outside the US, etc. must
follow these new policies.
● Lots of other receiving domains are already
enforcing this (enterprise filter providers,
Office365)
Doing this to bring back TRUST in email. 25

26. How email works
Email sending platform
to inbox client
26
DNS server
Check if the sending server is
authorized to send email on
behalf of the domain
Sending server
Receiving
server
Fail
Pass
Junk/spam
Email delivery
Reputation &
other data

27. A challenge is that webmail providers
(such as Gmail, Yahoo! Mail,
Outlook.com, and AOL Mail) spam
scoring is based on internal metrics
and algorithms
27
More than half of emails sent via Constant Contact go to
Gmail, Yahoo and AOL
Each inbox has a “Special
Recipe” for reputation score

28. 28
Reply
Closing the loop…Subscribers hold the power
Potential actions your subscribers can take:
Add to
address
book
Open/click
Positive
Positive actions:
Sender reputation increases
and more emails are placed in the inbox.
Delete
Neutral
Unsubscribe
Leave
unopened
Mark as
spam
Negative actions:
Sender reputation decrease
and more emails are placed in
the spam folder.
Negative

29. 29
What we are doing to help our customers manage
Self
Authentication @ccsend.com

30. Get started today!
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31. Q+A
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32. Thank you
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