Gmail will now warn users when they’re about to send messages to recipients who don’t support Gmail’s encryption, as well as when they’re receiving what users may think of as suspicious emails. (That thought may especially enter their minds because Gmail will replace the photo or company logo with a question mark.) Google announced both new marketing hurdles on Tuesday.
“If you receive a message that can’t be authenticated, you’ll see a question mark in place of the sender’s profile photo, corporate logo or avatar,” reads the Official Gmail Blog on Tuesday.
Gmail Product Manager John Rae-Grant’s post doesn’t include the word “spam,” but marketers could be worried about that consequence.
Here’s what marketers can do about Gmail’s announcement:
Check With ESPs to See If There’s Proper Encryption. Rae-Grant’s post mentions TLS encryption, which his link to the Google Transparency Report shows is “Transport Layer Security” that Gmail already provides to its users. Tuesday’s announcement is about whether senders (marketers) have TLS encryption. “Not every email provider uses TLS, and if you send or receive messages from a provider that doesn't, your message could be read by eavesdroppers,” warns the Google Transparency Report.
- Get Authenticated. In Google’s “Bulk Senders Guidelines,” the company suggests marketers do this “to ensure that Gmail can identify you:
• Use a consistent IP address to send bulk mail.
• Keep valid reverse DNS records for the IP address(es) from which you send mail, pointing to your domain.
• Use the same address in the 'From:' header on every bulk mail you send.
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What will marketers do about this?
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