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29/01/2024 By : Michelle Marais

Navigating the Waves of Change: Google's Email Authentication Update and its Impact on Email Marketing Managers

For Travel Professionals and Email Marketing Managers, staying ahead of the curve is not just a mantra—it's a necessity. On 1st February 2024, Google is set to make significant changes to email authentication protocols, a move that will undoubtedly send ripples across the digital landscape. These changes will demand our attention and strategic adaptation.

The essence of Google's update lies in enhancing email security and thwarting malicious activities. While this is a commendable step in the realm of cyber protection, it holds implications for Email Marketing Managers who rely on engaging and informative content to reach travel professionals worldwide.

OTT understands the importance of clear communication and timely updates. The upcoming changes highlight the need for meticulous email authentication and sender verification, ensuring that our messages not only reach our members inbox but also maintain the trust and reliability that are integral to our relationship with travel professionals.

A few of the key areas OTT is focusing on include continuing to follow email marketing best practices, authenticating email with DKIM, SPF and DMARC records, implementing one-click unsubscribe options on all emails from 1 February, and implementing the use of BIMI on all email sends.

Any emails that don’t meet the new Google standards will be quarantined or rejected by Google and other internet service providers. This will affect business continuity for all companies relying on bulk email services.

As we navigate these digital waters, it's crucial for all Marketing Managers to be aware of the evolving email landscape. These changes signify not just a shift in protocols but an opportunity to fortify the digital channels through which knowledge and information flow within the travel industry. For OTT, embracing these updates ensures that our messages continue to inspire, educate, and elevate the travel community.

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