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New Rules that Affect Email Marketing

New Rules That Affect Email Marketing

One of the most effective marketing strategies for any business – and especially for Realtors® –is email marketing. And with an average ROI of 4,300%, it’s not difficult to see why email marketing is not only successful but also extremely popular.

However, there’s a little thing called DMARC that could really throw a wrench into your email marketing plan.

What is DMARC?

Short for Domain-based Message Authentications, Reporting & Conformance, DMARC is essentially an email protocol which works to determine whether or not an email is authentic. Its main purpose is to put a stop to spam mail – specifically mail that is considered to be a “spoof.”

You’ve likely either seen or fallen victim to “spoofing” at some point if you use email regularly. It’s the method of choice for spammers looking to send fake emails to the inboxes of people all over the world under the guise of a real email.

So for example, you might receive an email from a company that you’ve signed up to receive emails from, but a “spoofer” could actually be sending you fake emails which only appear to be from the original company and in reality are from a spam company looking to steal information or lure you to another website.

DMARC was put in place to stop all of this nonsense and cut back on the amount of spam reaching your inbox on a regular basis. The most common domains used to “spoof” are @gmail.com, @aol.com, and @yahoo.com. As a result, emails that come from those domains are specifically targeted.

How Does DMARC Affect Email Marketing?

And while less spam is definitely a good thing, DMARC can be seriously bad for email marketing.

Why?

Because it may prevent emails being sent from a Gmail, Yahoo, Microsoft or AOL account through an email platform such as MailChimp, Constant Contact or Aweber from reaching the individuals on your email list.

If your return address is listed as being a @gmail.com, @yahoo.com, @aol.com or something similar, chances are that when DMARC takes full effect, individuals on your list with a Gmail, Yahoo, or AOL email address won’t be receiving your emails.

These emails from your marketing system, since they’re not being sent directly from Gmail, Yahoo, AOL, and the like, won’t be authenticated and as such will be treated as spam.

Ouch.

That’s obviously not so great for your email marketing strategy.

Here’s What You Can Do About It…

But don’t fret!

There’s a relatively simple solution to fix this email problem. All you have to do is make sure that you are sending emails to your email list subscribers from an email that uses your business’ own unique domain.

So for example, instead of using YouName@gmail.com for your email address, you should set up an email using your specific business, like YourName@YourRealEstateBusiness.com.

And setting this up is also quite simple. Most hosting companies – like GoDaddy, BlueHost or Network Solutions – also provide email services in conjunction with your website hosting. So if you already have a website set up (which you should!), just check with your hosting company about setting up a unique email address for your real estate business.

With the right email address in place, the only way in which DMARC will really affect you personally is that you should receive less spam in your inbox…which is always a good thing.

Just because the rules are changing doesn’t mean you have to throw in the towel when it comes to email marketing. Protect your marketing plan and set yourself up for email success by complying with the rules – that’s all there is to it!

While you’re updating your email marketing, don’t leave your print marketing out. Updating business cards or marketing postcards with your new email address is vital. Click here to let us help you update today!

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