What Nonprofits Need to Know About Email Changes in 2024

New Industry Requirements on Bulk Emails

As of February 1, 2024, major email hosting providers such as Google and Yahoo are rolling out enhanced security measures to improve deliverability and combat spam. These changes signify a significant shift in how bulk emails are handled and emphasize the importance of email authentication.

What's Changing, You Ask?

Moving forward, any emails sent from unauthenticated email addresses will be blocked from reaching recipients' mailboxes. This means that if you're accustomed to using generic email addresses like @gmail.com for mass marketing emails, it's time to reconsider your approach.

For instance, if you're using a Gmail address for your marketing campaigns, it's highly recommended that you switch to an email address that aligns with your website domain. While certain email marketing platforms like Constant Contact will continue to support send-to addresses from Google or Yahoo (e.g., @gmail.com), others like Mailchimp will not.

Implementing Custom Domain Authentication

For businesses with their own domains, complying with these new requirements entails implementing custom domain authentication and publishing a DMARC (Domain-based Message Authentication, Reporting, and Conformance) record. This is particularly crucial for entities sending more than 5,000 emails to Gmail or Yahoo addresses within a 24-hour period.

Fortunately, popular email marketing tools such as Constant Contact and Mailchimp have provided clear guidelines for navigating these changes. Users can refer to the following resources for detailed instructions:

• Mailchimp
• Constant Contact

By following these steps and ensuring compliance with the new industry standards, businesses can maintain their email marketing effectiveness while also enhancing security and deliverability for their recipients.

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