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how important is email to your real estate or property management company if you cannot live without it then brace yourself because Google and Yahoo have implemented new sender guidelines for 2024 and it doesn't just impact large companies either in a world where AI has made it very difficult to separate from authentic online email providers like Gmail and Yahoo mail are going to Great Lengths to verify sender authenticity and ensure that their messages are you know intact and untampered with I'm Marie tutman from forign half marketing agency and my team and I help property managers and real estate professionals just like you get more owner leads through the power of marketing and we understand the power of email marketing in connecting with prospective and existing clients so stick around as we domestify these new changes okay let's start with Basics you may have read some articles online about recent changes that mention the term bulk sender well what is a bulk sender anyway right and are the changes really going to impact only them well a bulk sender in Google's eyes is anyone who sends you know close to about 5,000 emails within any 24-hour period And On The Flip Side Yahoo defines it as anti it basically send a significant volume of emails now they're not naming any numbers so significant is kind of up to our interpretation right so it's interesting to note that Google says that they basically count all the emails sent from your domain not just a specific email address and you only really need to hit that threshold once to be labeled as a bulk sender permanently like you can't do anything to change it so I want to share a true story when I was pretty you with email marketing I had made a mistake so I accidentally put the wrong Link in an email that went out to about 2200 subscribers now I was in a state of panic but you know I quickly jumped into um you know disaster saving mode and I was able to send a quick follow-up email correcting my mistake now all was well why do I share with you that story well it's because although the mailing list that I was working with was way below the threshold that Google set for defining bulk senders my mistake my having to send up that follow-up email to the same subscribers within a 24-hour period essentially marked me as a bug sender in Google size so you see it's not just about the size of your mailing list Google looks at all the emails send from your domain within any 24-hour period and like they say it's permanent so uh future activity changes in your email activity doesn't really change that right like you just need to hit that threshold once and then you're forever Mark a bulk sender but bulk senders aside even those who send smaller amounts of email to SMUD smaller lists still have to pay attention and here's why so we've read through both Google's and Yahoo's new standard requirements and summarize them into this table to cut through all the conf fusion and as you can see they have a minimum set of requirements they require from all senders not just bu senders so everyone has to pay attention now we're going to be providing this table along with other more detailed information in the written version of this blog so make sure to go to our web website to check that out so your company's email deliverability and send a reputation are attached to your domain and essentially think of sender reputation as some kind of credit score that email providers use to identify if you are a trustworthy business so domain authentication allows you to um signal to these email providers that you are in fact the business that you say you are you're not spoofing or pretending to be another business to defraud people then email authentication signals to these um email providers that the messages you are sending are you know not tampered with and that the source of the message is credible and trustworthy so just think about all those fishing emails that we've all been getting right um it's so prevalent in the real estate world with a wire fraud right so you know these happen through spoofed emails or even just like wire instructions being um intercepted by fraudsters so all the changes that Google and Yahoo are implementing for senders are meant to curb Bad actors that do that however that also means that everyone else even well me meaning businesses who are not in compliance could suffer the effects of you know getting their messages or emails rejected or ending up in the spam folder of course you will find more detailed information about the requirements um in our in our br blog right that accompanies this video you will find information about SPF dkim dmar DNS all that good stuff right I do want to note that it's important that you work with your domain manager or whoever on your team manages the company domain to ensure that your domain is compliant the records are set properly and that the changes are made you know in ance to the rules now let's move on to to the next section which is Spam management now you want to make sure that your spam rates are low meaning zero below 0.10% because that's what Google recommends right and to do this you want to make sure you're only sending emails to people who actually know your business and to people who have actually signed up to get email Communications from you now um another thing to do is to send relevant pieces of information relevant Communications to these people and don't overcrowd their inboxes by sending you know an email every single day um and also you want to steer clear from purchase lists because we've seen many small businesses know property mantion companies purchasing lists you know with grind plans about them but eventually they become useless because you know you can get penalized for um sending mass emails to purchase lists you want want to make sure that you are tracking your spam rates um and a good tool to use for that is Google postmaster tools I know you're thinking Mar can't I see my you know spam rates using my email marketing software well you can but it may only give you part of the picture because a lot of the email marketing softwares may only show you your spam report rates for the email campaigns that you have within their system so to have a more complete view of what your overall domain um like spam rate is Google postmaster tools is your friend I'd like to note that compliance with these new requirements isn't just about avoiding the spam folder it's more about building trust and showing authenticity now I know there's a lot of uh you know details about this so we've compiled all the requirements from Google and Yahoo mail into a handy checklist that you can download for free on our website you can check out the link below also I would like to end with this in the worlds of real estate and Property Management your reputation is one of your most valuable assets and the same goes for your emails thank you so much for tuning in to this blog don't forget 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