In a significant move to combat spam, Gmail and Yahoo have introduced new email policies that will profoundly affect recruiting teams and companies dependent on email communication for candidate outreach. These changes, targeting bulk senders and enhancing email authentication, unsubscription processes, and spam monitoring, are set to take effect in early 2024. For recruiting leaders, understanding and adapting to these new requirements is crucial to maintain effective communication and avoid potential penalties. This guide offers all the essential information to help you navigate and prepare for these changes. While this Gmail article provides a summary of these changes, we’ll cover everything you need to know right here.

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Who are affected?

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Recruiting teams and companies that rely on email for candidate outreach will be directly impacted by the new Gmail and Yahoo policies. These changes target "bulk senders," defined by Google as companies sending over 5,000 emails daily to gmail.com or googlemail.com addresses. Yahoo has similar plans but hasn't specified its bulk sender criteria. Companies regularly sending large volumes of emails to Gmail or Yahoo addresses are directly impacted by these changes.

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When does the change take effect?

The new policies are set to take effect in February 2024, with a deadline of June 1, 2024, for implementing one-click unsubscribe functionality in promotional emails. Non-compliance may lead to email rejections starting in April 2024.

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What actions are required?

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1. Authenticate Your Email Domain: One of the primary changes is the requirement for bulk senders to use SPF, DKIM, and DMARC to authenticate their emails. This is a significant step towards preventing email spoofing and protecting recipients from phishing attacks. Here's a brief overview of each:

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• SPF (Sender Policy Framework): SPF is a protocol that helps prevent spammers from sending emails by verifying the sender's IP address. It works by listing the authorized IP addresses that can send emails on behalf of your domain. Senders need to configure SPF (Sender Policy Framework) to provide specific authorization to mail servers and prevent email spoofing

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• DKIM (DomainKeys Identified Mail): DKIM is a digital signature that verifies the authenticity of an email by comparing the signature with the one generated by the sender. This ensures that the email has not been tampered with during transmission. Senders need to set up DKIM (DomainKeys Identified Mail) to add digital signatures to outgoing emails and verify signatures on incoming emails

    Learn more about setting up DKIM >>

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• DMARC (Domain-based Message Authentication, Reporting, and Conformance): DMARC is a protocol that builds upon SPF and DKIM. It helps prevent email spoofing by specifying the actions to take when an email fails authentication, such as rejecting or quarantining the message.

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           Ensure that SPF, DKIM, and DMARC are configured for email authentication. Collaborate with your IT or product teams to set up these authentications or verify that they are already implemented.

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2. Implement One-Click Unsubscribe functionality: Another significant change is the requirement for senders to implement a clear and easy way for recipients to opt out of email by providing a one-click unsubscribe option in all promotional emails. This gives recipients an easy way to opt out of unwanted messages. The deadline for implementation is June 1, 2024. Here are some best practices for implementing one-click unsubscribe:

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• Use a clear and visible unsubscribe link: Make sure the unsubscribe link is easy to find and clearly labeled.

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• Use a simple and secure unsubscribe process: Ensure the unsubscribe process is quick and secure to prevent any potential issues.

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• Comply with anti-spam laws: Familiarize yourself with anti-spam laws in your region and ensure your unsubscribe process complies with these regulations.

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3. Keep Spam Complaint Rates Low: Bulk senders must keep spam complaint rates from personal Gmail addresses below 0.1%, and never exceed 0.3%. This means that if your spam complaint rate exceeds these thresholds, your emails may be flagged as spam or even blocked. Here are some tips to keep your spam complaint rate low:

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• Only send emails to people who have opted-in: Ensure you have explicit consent from recipients before sending them emails.

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• Keep your email list clean: Regularly clean your email list to remove inactive or unengaged recipients.

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• Monitor your spam complaint rate: Use tools like Google Postmaster Tools and Yahoo's Complaint Feedback Loop to monitor your spam complaint rate and take corrective action if needed to maintain it below 0.3%

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What other actions can we take?

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• Diversify Communication Channels: Incorporate text messaging and WhatsApp alongside email for candidate outreach. Text and WhatsApp messages boast a 98% open rate and a 40-45% response rate. While WhatsApp is 75% more expensive than email, text messaging is 13-14 times less expensive, offering high effectiveness and strong ROI.

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• Mitigate Risk with Multiple Domains: Create separate domains like mycompanyjobs.com specifically for recruiting purposes. If sending over 50,000 emails/month, consider using multiple domains for different geographies or job role types

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Consequences of Non-Compliance

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Companies that fail to adapt to the new email policies risk having their emails marked as spam, rejected, or blocked. This can lead to a significant decrease in email deliverability, impacting recruitment efforts and overall communication with candidates. Non-compliance may result in missed opportunities, damaged reputation, and decreased effectiveness of email campaigns.

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Leaders must proactively address these policy changes, ensure their teams are compliant, and adapt their email strategies to maintain effective communication with candidates. By taking the necessary steps outlined above, companies can navigate these changes successfully and continue to engage top talent effectively.

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By following these best practices, recruiting teams can ensure their emails meet the new Gmail and Yahoo standards while continuing to effectively engage top talent. It's crucial to work closely with your IT team, familiarize yourself with email service provider guidelines, and diversify communication channels beyond just email.

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Senseloaf customers who utilized both text and email for candidate outreach experienced 3x faster replies, a 64% response rate, and a 40% boost in recruiter productivity. 

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Interested in creating a robust talent strategy that impresses both candidates and recruiting teams? We are a call away.

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