37 % of companies do not know, a year after their entry into force, the new requirements for the authentication of emails imposed by the suppliers of email services, according to a study carried out. And more than half (52 %) of respondents in Europe expressed concern about the ability of their organizations to comply with these standards, and ensure that the emails reach the entrance trays of their customers.
Despite this fact, Sinch Mailjet’s report emphasizes the good level of preparation of European companies to adapt to the new requirements established by suppliers such as Yahoo Mail and Google Gmail, among which they stand out: maintain a complaint rate per spam below 0.3 %, enable a subscription cancellation option with a single click and implement email authentication protocols as SPF, DKIM and DMARC.
Prioritizing a healthy contact list is no longer optional
Along these lines, the study (conducted among 1 100 email responsible in companies in Spain, France, the US, Germany and the United Kingdom) underlines the main challenges to which most companies must face in their marketing campaigns by email, among which are to avoid spam folders, stay out of the black or lock lists and reduce the rebound rates.
And he points out that, despite this pressure, almost half (47 %) of European companies declare not to use a double confirmation process opt-in to verify the consent of the users before adding them to their transactional mail lists and marketing. This fact can not only increase the risk of client frustration, but it can lead to a greater number of spam complaints and more subscription cancellations.
Likewise, the report prepared by Sinch Mailjet emphasizes that 67 % of European respondents do not implement an inactivity policy to periodically eliminate or segment the undersecuted subscribers. And that more than 62 % of companies are not safe or do not know the reasons behind email rebounds, which prevents maximizing the potential of their email marketing strategies.
Spain, the study indicates that 44 % of the companies surveyed still do not know the new email authentication requirements
The problem is further aggravated, because 80 % of European companies do not use tools to monitor their reputation as a sender before the main mail suppliers, which prevents detecting opportunities to enhance their email strategies, optimize delivery and improve customer experience. In addition, it puts the reputation of its brands at risk, since they could be marked as spam, affecting the trust and commitment to their audience.
“The email remains the backbone of digital communication between brands and consumers, with more than 347 billion emails sent and received daily worldwide,” explains Andrea Topping, Vice President of Product Management for Sinch Mailjet, about the importance of the elaboration of this study.
Topping adds that: «The gaps identified in our report are not insurmountable obstacles, but calls for attention. With the right tools and some simple practices, it is totally possible to meet the quality standards, improve delivery and strengthen the trust of the audience, while promoting greater commitment and conversion ».
The future of email marketing in Spain
In the case of Spain, the study indicates that 44 % of the companies surveyed still do not know the new email authentication requirements in 2024, and that when 61 % of these are aware, they are concerned about their ability to comply with them.
On the other hand, the report states that 57 % of the companies surveyed, most of them in sector B2C (47 %), had already launched updates in the authentication of the email and greater supervision of spam complaints to adapt to these requirements, and that 33 % believe that these are beneficial for the future of the email marketing.
