This Just In: Google and Yahoo crack down on bad behavior; set your DKIM, DMARC, and SPF records now.
One thing I've had to learn after leaving Substack is how to properly send mass emails. Spoiler alert: it's not easy. And, starting on Thursday, Google and Yahoo are making it a little harder.
Ok, let me walk back here a second. In actuality, sending emails is really easy. You just hit send, and it goes. However, making sure the email lands in someone's inbox and not the "promotions" or spam box is the tricky part.
On Thursday, Google and Yahoo will start enforcing DKIM, DMARC, and SPF DNS records. These settings are added to your domain, and then email servers check when they get a mass email. As long as everything's set correctly, the server thinks the email is on the up and up.
Let's drop an example here. I send my newsletter using Mailgun. So, I set the DNS records to allow Mailgun to send emails on behalf of justincox.com. This way, when the email arrives in your account, the server (i.e., Google) verifies that Mailgun is authorized to send the email. Since that's the case, the email will likely end up in your inbox.