This explicit code needs to be included in the e-mail. The header code allows the inbox provider to incorporate unsubscribe functionality into their inbox application. Note that almost all e-mail tools are implementing it automatically for you. Though, it is important to double check with your e-mail tool provider.
The CAN-SPAM mandate allows senders a ten-day grace period to process op-outs. The new requirement says that senders must process, and honor unsubscribe requests within two days. When using multiple systems (platforms, tools, vendors), the two-day unsubscribe might introduce complexities.
Ensure you are sending wanted e-mails
According to Google (and Yahoo), all bulk email senders must stay below a spam rate of 0.3% to be delivered to inboxes. If you are close to or above 0.3% it is time to see how you can improve your deliverability. We’ve got you covered! Merkle can assist with that to lower the spamrate to ensure the e-mails will make it to the inbox.
What do you need to do?
First, start to understand your company’s current email authentication to see if you adhere to the standards Google has outlined. These requirements are not new but are going to be mandatory. So, a double check is important.
- Set up SPF, DKIM email authentication for your domain(s) if not done already.
- Set up the DMARC email authentication.
You can expect that SPF and DKIM are already in place. But where DMARC was an option, it now will be required. What is good to know is that DMARC is also needed for BIMI.
BIMI is an emerging standard that gives brands the ability to display their official logo next to their emails in recipients' inboxes. It's a powerful way to increase your brand's recognition and build trust with your recipients. If you want to know about this, please contact your service manager.
- Implement the List unsubscribe header if not done already by the email-tool.
- Check your current spam rate and optimize where needed.
- The following links might help you getting started. And feel free to reach out to one of us if you need more information!