Mastering Email Changes: Essential Strategies for Women Entrepreneurs in 2024

Email has been the silent workhorse of digital marketing for years. As women entrepreneurs, we've used it to nurture leads, announce new products, and maintain a lifeline to our clients. However, the rules of the game are changing, and understanding these changes in email deliverability is crucial for the survival and thriving of our businesses.

The Reality of Email Deliverability

Most people don't understand how email really works, and there's no shame in that. However, what's essential to grasp is that a significant portion of email deliverability is in our hands. It's less about your Email Service Provider (ESP) or Customer Relationship Management (CRM) system and more about the practices you adopt.

This is excellent news! It means you're empowered to ensure your emails get seen. But be aware, the landscape is shifting, and those not prepared for these changes will find themselves at a disadvantage.

The Shift in Email Algorithms

We often hear about social media algorithms, but the silent giant, email, doesn't get the same spotlight. However, like its social media counterparts, email is governed by complex algorithms, especially by major inbox providers like Google, Yahoo, and Microsoft. These providers are gatekeepers, and their rules determine whether your emails reach the inbox, get dumped into spam, or get blocked entirely.

The Impending Changes

Come February 1, we're looking at the most significant email shift in two decades. If you're not compliant with the new rules, it's not just the spam folder you have to worry about. Your emails might be blocked entirely, rendering your carefully crafted messages useless. It doesn't matter how compelling your content is or how irresistible your offer – if your email doesn't reach the inbox, it's as if it doesn't exist.

Why This Matters

If you're wondering about the scale of impact, consider this: for many of us, our email list is the lifeblood of our business. It's a direct line to our audience, free from the whims of social media algorithms. But with changes on the horizon, non-compliance could mean that a significant chunk of your audience will never see your messages.

The big three (Google, Yahoo, Microsoft) control a large portion of our audience's inboxes. If your emails don't comply with their new standards, it's not just a few leads you'll miss. It's potentially the majority of your audience.

The Rising Tide of Email Volume and Spam

The volume of emails sent daily is staggering. In 2019, the number was 293 billion per day. Fast forward to 2023, and it's jumped to 343 billion. More than half of these are spam. With the advent of AI, the flood of spam is only increasing, leading to complete email overload.

In response, people are abandoning email accounts at a record rate. Google's phase one changes, which involve deleting inactive Gmail accounts, are just the tip of the iceberg. This move is as much about data management and security as it is about economics. Inactive accounts are liabilities, not assets. They don't contribute to the data pool that providers monetize through targeted advertising.

Understanding Spam from a New Perspective

The definition of spam is evolving. It's no longer just about unsolicited emails. It's about relevance, engagement, and permission. Google and Yahoo's anti-spam measures are more stringent than ever. With AI's help, they're adept at identifying and penalizing those who try to game the system.

Navigating the New Landscape

So, what does this mean for you, a woman entrepreneur navigating these tumultuous waters?

1. Understand the Rules: Get familiar with the new standards set by the major email providers. Ignorance isn't bliss; it's a direct path to your emails being blocked. You can read our 'Navigating the New Email Security Horizon (2024)' that we published a few days ago for some help with this.

2. Focus on Engagement: Engagement metrics are more critical than ever. Your emails need to be opened, read, and interacted with. This means crafting content that resonates, segmenting your list for relevancy, and encouraging interactions.

3. Clean Your List Regularly: Regularly remove unengaged subscribers. A smaller, more engaged list is far more valuable than a large, disinterested audience.

4. Avoid Shortcuts: Tools that promise quick fixes or guaranteed inbox placement are often counterproductive. They can even lead to penalties. Focus on building a solid, reputable email practice.

5. Monitor and Adapt: The landscape will continue to evolve. Stay informed about changes in email regulations and best practices. Adapt your strategies accordingly.

As women entrepreneurs, we're no strangers to overcoming challenges. The upcoming changes in email deliverability are just another hurdle, but one that we're fully capable of clearing. By understanding the significance of these changes and adapting our strategies, we can ensure that our emails continue to be a powerful tool in our business arsenal. Let's embrace this challenge, adapt our strategies, and continue to thrive in the ever-evolving digital landscape.

Keep an eye out as we will be sharing even more information over the next few days, to help you through this. You've got this! You cannot bury your head in the sand right now.