In the ever-evolving landscape of ecommerce email marketing, staying ahead of the curve is not just a strategy; it’s a necessity. Google and Yahoo, two of the most prominent email service providers, are rolling out new sender requirements that will reshape the way brands communicate with their audience via email.
Let’s delve into the why and how behind these changes and discuss the importance of setting up your brand domain to ensure seamless communication and inbox delivery.
Understanding the Changes of Ecommerce Email Marketing:
Google and Yahoo will implement stricter measures surrounding email authentication protocols to enhance email security, reduce spam, and create a safer environment for users. As a result, every sender, including ecommerce businesses, must authenticate their email domain. Without proper authentication, email providers may mark your emails as spam or block them from reaching your audience’s inboxes.
Checking Your Status:
Setting Up Your Brand Domain for Ecommerce Email Marketing:
The process of setting up your brand domain is straightforward, and it plays a pivotal role in establishing trust with both Google and Yahoo. Here’s a step-by-step guide to get you started:
Access Klaviyo Settings:
- Log in to your Klaviyo account.
- Navigate to the 'Settings' section.
- Click on 'Email' and Go Into 'Domains':
- Under the 'Settings' tab, click on 'Email.'
- Once in the 'Email' section, select 'Domains.'
Check Your Status:
- If you see a green checkmark, you're all set.
- If prompted to add a branding-sending domain, proceed to the next step.
Add Your Branding Sending Domain:
- Follow these instructions to add your branding-sending domain.
- Verify your domain to complete the authentication process.
Monitor and Maintain:
- Regularly check your domain status to ensure continued authentication.
- Keep an eye on updates from Google and Yahoo regarding any further changes to sender requirements.
In addition to authenticating your email domain within Klaviyo, another crucial aspect of strengthening your email security is understanding and implementing DMARC (Domain-based Message Authentication, Reporting, and Conformance).
What is DMARC?
DMARC is an email authentication protocol. It works in conjunction with SPF (Sender Policy Framework) and DKIM (DomainKeys Identified Mail). Together, they provide a comprehensive email validation system. By deploying DMARC, you can enhance your brand’s email deliverability. It also protects recipients from fraudulent emails that may impersonate your domain.
To check your DMARC status and gain valuable insights into your email authentication setup, I recommend using the DMARC Inspector tool available here.
*Enter your domain without the www or https, eg theecommercetribe.com.
This user-friendly platform allows you to assess your DMARC records, identify potential issues, and ensure that your authentication protocols align with industry best practices. Regularly monitoring your DMARC status is an integral part of maintaining a secure and trustworthy email communication channel. By leveraging tools like DMARC Inspector, you empower your ecommerce business to stay ahead of potential email threats and uphold the integrity of your brand in the digital realm.
As an ecommerce coach with nearly two decades of experience, I cannot emphasize this enough. Adapting to these ecommerce email marketing changes is crucial. Setting up your brand domain is not just a compliance requirement. It’s also a strategic move to safeguard your email deliverability and maintain a positive relationship with your audience.
Stay proactive, stay authenticated, and continue building your ecommerce success story with confidence in the ever-evolving ecommerce landscape.
BIO
Kelly Slessor, is an Ecommerce Coach and a digital marketing expert. Passionate about retail, hospitality and retail service providers. As the founder and CEO of Shop You, an AI powered personalised virtual shopping mall she has spent 20 years building retail technology that responds to customer needs, drives conversions and increases revenue. Over the past year she has worked with over 1000 retailers and hospitality providers. If you want discover more about digital growth and optimisation, work with me.
