What are the best resources for global email sending requirements and best practices?
Summary
What email marketers say14Marketer opinions
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.
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.
Email marketer from Email on Acid answers that list building best practices include obtaining explicit consent, using double opt-in, providing clear unsubscribe options, and regularly cleaning your list. They also caution against purchasing email lists, as this can damage your sender reputation.
Email marketer from Email Geeks recommends focusing on specific countries rather than broad regions, noting significant differences between countries like France and Germany. Advises gathering information and asking around when expanding to a new country and staying updated after launch. Also advises that it may be beneficial to join local organizations such as Signal Spam in France or CSA in Germany.
Email marketer from Reddit user shared that deliverability can vary significantly by country due to local ISPs, spam filtering practices, and regulations. Suggests researching specific country requirements and potentially using local ESPs for better deliverability.
Email marketer from Email Geeks suggests looking into and contacting CSA (Certified Senders Alliance) for assistance with sending best practices in the EU.
Email marketer from Mailjet shares key considerations for international email marketing, including adapting content to local languages and cultures, complying with local regulations (like GDPR in Europe), optimizing send times for different time zones, and choosing an ESP that supports global sending.
Email marketer from WordFly breaks down CAN-SPAM compliance. Key takeaways include avoiding false or misleading header information, not using deceptive subject lines, clearly identifying your message as an advertisement, providing your physical mailing address, including an unsubscribe link, honoring opt-out requests quickly, and monitoring what others are doing on your behalf.
Email marketer from GMass shares methods for avoiding spam filters. Tips include warming up your IP address, setting up SPF, DKIM, and DMARC records, testing emails with a spam checker before sending, ensuring low bounce rates, not buying email lists, and including an unsubscribe link in every email.
Email marketer from Sendinblue provides a comprehensive guide to email deliverability, covering topics such as sender authentication, list management, content optimization, and monitoring reputation. They highlight the importance of using double opt-in, segmenting lists, and avoiding spam trigger words.
Email marketer from Litmus discusses how GDPR impacts email marketing, emphasizing the need for explicit consent, data privacy, and the right to be forgotten. They advise reviewing and updating email marketing practices to ensure compliance with GDPR regulations.
Email marketer from ActiveCampaign highlights the importance of segmenting your email list to improve engagement and deliverability. They explain how to segment based on demographics, behavior, and other factors, and provide tips for creating targeted email campaigns.
Email marketer from StackExchange answers that country-specific regulations and email provider preferences affect deliverability. Suggests using a local ESP, monitoring feedback loops, and segmenting email lists by region to improve targeting and avoid spam traps.
Email marketer from Campaign Monitor answers that email authentication protocols such as SPF, DKIM, and DMARC help verify the sender's identity and improve email deliverability. They explain how to set up these protocols and emphasize their importance in protecting against email spoofing and phishing.
What the experts say6Expert opinions
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.
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.
Expert from Email Geeks states that global email deliverability knowledge is not written down in one place, except maybe internally at some ESP delivery desks. Suggests networking to find the right person or place to ask when issues arise. Also suggests following Al Iverson and Laura Atkins on Twitter.
Expert from Word to the Wise emphasizes that deliverability is more about the ecosystem than just following rules. Success relies on understanding consumer behavior, technical aspects of sending, and the policies of mailbox providers. They highlight the importance of paying attention to signals and using data to inform sending practices.
Expert from Email Geeks suggests keeping an eye on his Spam Resource blog (www.spamresource.com and wombatmail.com/sr.cgi for the email list) for non-US specific content, but notes there isn't a single, solid resource for global deliverability requirements.
Expert from Spam Resource shares deliverability tips, including monitoring blocklists, authenticating email, maintaining good list hygiene, and segmenting sending. Recommends paying attention to bounce rates and adjusting content as needed. Emphasizes the importance of a good sending reputation.
What the documentation says4Technical articles
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.
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.
Documentation from DMARC.org explains Domain-based Message Authentication, Reporting & Conformance (DMARC). It outlines how DMARC works with SPF and DKIM to provide a framework for email authentication and policy enforcement. They also explain how to use DMARC reports to monitor email authentication results and identify potential issues.
Documentation from RFC Editor describes Sender Policy Framework (SPF) for Authorizing Use of Domains in Email, Version 1. It outlines the technical specifications for SPF records and how they can be used to prevent email spoofing.