Welcome to 2024. Big Tech is becoming the 'Big Brother' of website domain reputations, with governments planning to fine companies and agencies for what was once considered standard practice in digital marketing .
Are you getting your data wrong? Doing so could cost you thousands of dollars in fines for each person who views your ad. thank you very much. 2024 will be the year of hypercompliance. It is becoming common knowledge that digital girlfriend marketers can be fined for using her PII (Personally Identifiable Information) data, but compliance is no longer a government standard but one imposed by Big Tech. This is the standard. One of his leaders in this effort is his Google.
Google's authentication policy
First, Google is introducing domain verification. This could result in emails ending up in customers' spam boxes if they don't comply by February. As a result, reachability may decrease. Not just in email, but in marketing as a whole.
To make matters worse, the entire industry is finding it nearly impossible to remain compliant while using Google Analytics. For example, some of our healthcare clients shut down their Google Tag Manager and blindly leverage advertising just to keep their patient data HIPAA compliant.
By complying with all new best practices such as DKIM (DomainKeys Identified Mail), DMARC (Domain-based Message Authentication, Reporting and Conformance), and SPF (Sender Policy Framework) authentication, our data shows high engagement rates . Increase conversion rates by 11x across multiple channels. Failure to adhere to these practices has been seen to reduce delivery rates by as much as 2% in recent campaigns. Without this level of precision, advertising cannot find a way to be efficient enough to justify itself.
Regulation of data use
Data usage, especially in the area of PII, is becoming increasingly regulated. It is well known that mishandling PII can result in costly penalties. Marketers must strictly adhere to data protection laws such as GDPR and CCPA, depending on the location of their target audience. Violations can not only result in financial penalties, but also damage your brand reputation.
Just because a user visits your website or provides an email address does not mean you have the right to retarget them. Even if they agree to be on your email list, that doesn't give you the right to engage with them on all channels. Multichannel rights are an important part of digital marketing, and now is the time to make sure your website is properly configured for digital marketing.
Strategies for surviving new situations
- Prepare for Gmail changes: Please review your email sending method. Make sure you meet the new verification and deregistration requirements, and monitor your spam rates.
- PII data compliance: We regularly audit how we handle data to ensure we comply with the latest data protection regulations.
- Improving open rates: Focus on personalization, segmentation, and engaging content. Understand your audience better with AI and analytics.
Gmail plans to take strict measures to combat spam and improve email security. These changes have a significant impact on how high-volume senders, such as businesses and marketers who rely heavily on email communications, operate. Our efforts are focused on three key aspects:
- Email verification: High-volume senders, especially those who send more than 5,000 messages per day to a Gmail address, must authenticate their email. The move is aimed at reducing the volume of unauthenticated messages, which has already decreased by 75%.
- Easy unsubscribe: A one-click unsubscribe process is mandatory. This not only improves the user experience, but also gives you more control over the content of your inbox.
- Spam rate threshold: A new, industry-first measure forces high-volume senders to keep spam rates low. If too many users mark your sender's email as spam, your inbox may become completely inaccessible.
Upcoming changes in Gmail's policies and stricter regulations regarding the use of PII data present both challenges and opportunities for marketers. By adapting their strategies to this evolving landscape and focusing on delivering value and relevance through their email campaigns, marketers can not only stay compliant but also achieve better engagement and performance metrics. can.
Daniel Cobb is the CEO of Daniel Bryan Advertising.
