Summary
Successfully achieving global email deliverability requires a nuanced and multifaceted approach. Experts and marketers emphasize that there is no single, definitive resource; instead, a holistic strategy combining technical expertise, understanding of cultural nuances, and compliance with regional regulations is essential. Key elements include implementing robust email authentication (SPF, DKIM, DMARC), maintaining impeccable list hygiene, actively monitoring sender reputation, and adapting content to resonate with local audiences. Engaging with local organizations and utilizing local ESPs can further enhance deliverability in specific regions. Technical documentation from major email providers like Google and Microsoft underscore the importance of authentication, reputation management, and utilizing their provided tools for monitoring and optimization. The consensus is that global email deliverability is an ongoing process of adaptation, learning, and vigilant monitoring.
Key findings
- No Single Source of Truth: Experts agree that there is no single comprehensive resource for global email deliverability; knowledge is dispersed and requires active research.
- Authentication is Crucial: Implementation of SPF, DKIM, and DMARC is universally recommended as foundational for email authentication and trust.
- Regional Adaptation is Key: Adapting content and strategies to align with cultural nuances, local regulations (e.g., GDPR), and regional preferences is vital for engagement.
- List Hygiene Matters: Maintaining a clean, engaged email list through opt-in practices and regular cleaning prevents spam complaints and preserves sender reputation.
- Reputation Monitoring is Essential: Actively monitoring sender reputation, bounce rates, and feedback loops enables proactive identification and resolution of deliverability issues.
- Holistic Ecosystem View: Understanding the broader email ecosystem—including mailbox provider policies and consumer behavior—is more effective than simply following prescriptive rules.
Key considerations
- Invest in Authentication: Prioritize implementing and maintaining SPF, DKIM, and DMARC to establish sender legitimacy and improve email placement.
- Research Regional Requirements: Thoroughly research specific country requirements, regulations (such as GDPR, CAN-SPAM), and cultural norms before launching global campaigns.
- Segment and Personalize: Segment email lists based on region, demographics, and behavior to deliver targeted and relevant content that resonates with recipients.
- Monitor Performance: Regularly monitor key metrics like sender reputation, bounce rates, complaint rates, and engagement to identify and address deliverability issues promptly.
- Engage with Local Resources: Consider joining local organizations (e.g., Signal Spam, CSA) and leveraging local ESPs to gain insights and support for specific markets.
- Continuous Learning: Stay informed about evolving best practices, regulations, and mailbox provider policies through industry resources, networking, and continuous learning.
What email marketers say
14 marketer opinions
Successfully navigating global email sending requires a multi-faceted approach that goes beyond simple adherence to a universal set of rules. Key factors include respecting country-specific regulations and cultural nuances, obtaining explicit consent from recipients, and implementing robust email authentication protocols (SPF, DKIM, DMARC). Maintaining list hygiene, avoiding spam triggers, and actively monitoring sender reputation are also essential. Engagement with local organizations and the use of local ESPs can provide additional advantages in specific regions. Above all, it is a continuous process of learning, adapting, and actively monitoring to ensure optimal deliverability worldwide.
Key opinions
- Country-Specific Regulations: Email deliverability is heavily influenced by country-specific regulations, such as GDPR in Europe and CAN-SPAM in the United States, necessitating compliance with diverse legal frameworks.
- Cultural Nuances: Successful international email marketing requires adapting content to local languages and cultures, ensuring relevance and avoiding potential misunderstandings.
- Email Authentication: Email authentication protocols (SPF, DKIM, DMARC) are critical for verifying sender identity and improving deliverability by reducing the risk of spoofing and phishing.
- List Hygiene: Maintaining a clean and engaged email list through double opt-in, regular cleaning, and providing clear unsubscribe options is essential for avoiding spam traps and maintaining a positive sender reputation.
- Sender Reputation: Monitoring sender reputation through feedback loops and other tools allows for early detection and mitigation of deliverability issues, ensuring consistent inbox placement.
Key considerations
- Compliance: Understand and comply with relevant data protection laws, such as GDPR, CCPA, and CAN-SPAM Act, to avoid legal penalties and maintain customer trust.
- Localization: Tailor email content and sending practices to the specific needs and preferences of each target market, considering language, culture, and time zones.
- Authentication: Implement and maintain SPF, DKIM, and DMARC records to authenticate your email and improve deliverability.
- List Management: Employ double opt-in, provide easy unsubscribe options, and regularly clean your email list to ensure high engagement and avoid spam complaints.
- Monitoring: Monitor sender reputation, bounce rates, and feedback loops to identify and address deliverability issues promptly.
Marketer view
Email marketer from Email Geeks mentions that Tobias Eickelpasch speaks about email marketing in Germany on a podcast with Elias Crum of marketingguys.nl. They look at considerations for selecting an ESP in Germany, including balancing the demands of FISA 702 with GDPR.
4 Nov 2021 - Email Geeks
Marketer view
Email marketer from HubSpot details actionable tips to improve email deliverability, including cleaning up your contact list and segmenting it, authenticating your email, setting expectations for new subscribers, using a consistent 'from' name, avoiding spam trigger words, and monitoring sender reputation.
6 Feb 2023 - HubSpot
What the experts say
6 expert opinions
Experts agree that a single, comprehensive resource for global email sending requirements doesn't exist. Instead, a holistic approach is needed, combining technical knowledge, understanding of consumer behavior, and awareness of mailbox provider policies. Networking, monitoring feedback loops, and maintaining good list hygiene are crucial. Deliverability is an ongoing process of adaptation and learning, requiring attention to various signals and data-driven decision-making.
Key opinions
- No Single Source: There is no single, definitive resource for global email deliverability requirements and best practices.
- Holistic Approach: Deliverability depends on a combination of technical knowledge, understanding consumer behavior, and awareness of mailbox provider policies.
- Feedback Loops: Feedback loops (FBLs) are crucial for understanding how mailbox providers view your email and identifying potential deliverability issues.
- Ecosystem Understanding: Deliverability success requires understanding the entire email ecosystem, not just following a rigid set of rules.
Key considerations
- Networking: Build relationships with other deliverability professionals and ESPs to stay informed and get support when needed.
- Monitoring: Continuously monitor blocklists, bounce rates, and feedback loops to identify and address deliverability issues.
- List Hygiene: Maintain good list hygiene practices, including regular cleaning and segmentation, to improve engagement and avoid spam complaints.
- Adaptability: Be prepared to adapt your sending practices based on data and feedback from mailbox providers and recipients.
Expert view
Expert from Email Geeks mentions a future project to create a new site with better organized advice and training resources for delivery folks, while also acknowledging the lack of a central resource. Mentions that EEC did a review of state/international laws around 2010.
1 Apr 2024 - Email Geeks
Expert view
Expert from Word to the Wise emphasizes the importance of feedback loops (FBLs) for understanding how mailbox providers view your email. They advise setting up FBLs with major providers to monitor complaint rates and identify potential deliverability issues, but highlight that FBL's aren't available everywhere. Using FBL data can help improve sending practices and sender reputation.
25 Nov 2021 - Word to the Wise
What the documentation says
4 technical articles
Technical documentation emphasizes authentication (SPF, DKIM, DMARC) as crucial for deliverability. Maintaining domain and IP reputation, list hygiene, and low spam rates are also paramount. Resources like Google Postmaster Tools and Microsoft Sender Support offer tools for monitoring and improving sending practices. DMARC builds upon SPF and DKIM, providing a framework for email authentication and policy enforcement, plus reporting to monitor results.
Key findings
- Email Authentication: SPF, DKIM, and DMARC are essential for verifying sender identity and preventing email spoofing.
- Reputation Management: Maintaining a positive domain and IP reputation is critical for ensuring email deliverability.
- List Hygiene: Keeping email lists clean and engaged helps reduce spam complaints and improve deliverability.
- Monitoring Tools: Google Postmaster Tools and Microsoft Sender Support provide valuable insights into email sending performance and reputation.
- DMARC Framework: DMARC builds on SPF and DKIM for robust email authentication and provides reporting mechanisms.
Key considerations
- Implement SPF, DKIM, and DMARC: Configure SPF, DKIM, and DMARC records correctly to authenticate your email and prevent spoofing.
- Monitor Reputation: Regularly monitor your domain and IP reputation using available tools to identify and address potential issues.
- Practice List Hygiene: Use double opt-in, provide easy unsubscribe options, and regularly clean your email lists to remove unengaged subscribers.
- Analyze DMARC Reports: Use DMARC reports to monitor email authentication results and identify potential problems with your sending infrastructure.
- Keep Spam Rates Low: Avoid using spam trigger words, sending unsolicited emails, and engaging in practices that could lead to high spam complaint rates.
Technical article
Documentation from Microsoft provides guidance on improving email deliverability, emphasizing the importance of domain reputation, IP address reputation, authentication (SPF, DKIM, DMARC), list hygiene, and content quality. They also advise monitoring sender reputation through their Sender Support resources.
5 Oct 2021 - Microsoft
Technical article
Documentation from Google Workspace outlines best practices for sending bulk emails to Gmail users, including authenticating email with SPF, DKIM, and DMARC; keeping spam rates low; using a consistent sending IP address; and monitoring feedback loops. They also recommend subscribing to their Postmaster Tools to monitor domain reputation.
18 Apr 2023 - Google Workspace
Do Yahoo and Gmail require DMARC authentication for senders?
How are Gmail and Yahoo enforcing unsubscribe requests, and what factors do they consider for compliance?
How can I ensure email compliance with Yahoo/Google rules including DMARC, SPF, and FcrDNS?
How do I properly set up SPF and DKIM records for email marketing, including handling multiple SPF records, IP ranges, bounce capturing, and Google Postmaster Tools verification?
What are the best resources for learning about email deliverability?
What are the best resources for learning about email deliverability?
What are the best resources for learning about email deliverability?
