As an email marketer, you spend tons of time curating just the right content, growing the audience, and creating campaign strategies. However, often overlooked is ensuring that your house is in order with email authentications and domain health.  

Here’s some alphabet soup for you: DMARC, DKIM, SPF.  

Know what those acronyms stand for? Doesn’t really matter (your IT colleagues who set this up will know) but what you do need to know is that all three are important authentications to have set up to keep your organizations domain in good standing and to have good inbox placement when you send emails to your supporters. Having all three authentications set up properly lets email service providers know that you are legit business and not a scammer. 

Having your email authenticated correctly used to be a best practice, but as of early 2024 it is mandatory. That is because email service providers like Gmail and Yahoo are now requiring your emails to be authenticated with DMARC, DKIM, and SPF. Otherwise, your emails are going to start ending up in spam pretty quickly. And it’s tough to raise money from the spam folder. 

Other requirements with this update are thresholds to the amount of spam complaints your email domain can receive. A good benchmark to watch is to make sure that all your emails have lower than a 0.01% spam complaint rate, and if that number climbs to at or above 0.03%, it’s time to clean up your contact list and reflect on your email content.  

Lastly, a “one-click” unsubscribe process is also becoming best practice. Anyone on your email list should be able to quickly unsubscribe to your emails. You don’t want to make it complicated.  

Often email marketers worry about unsubscribes, but really they are doing you a favor by cleaning your list for you. It’s kind of like not getting a second date after a first date, it just means they weren’t the one, my friend!