Google & Yahoo Sender Requirements & How To Operate Optimally Within Them

In this episode of the 7 Figures and Beyond podcast, host Greg Shuey delves into the complexities of email retargeting in the evolving landscape of new sending requirements from Gmail and Yahoo. Greg is joined by Michael Diesu, the CEO of Revenue Roll, a tech company specializing in identity resolution for e-commerce brands. The episode kicks off with an introduction to Revenue Roll's technology, which helps e-commerce brands target previously unidentified visitors on their websites, effectively bringing them into the conversion funnel.

Michael shares his journey, highlighting his background in strategy consulting at Accenture and his co-founders' experiences at Google and in the ad agency sphere. Together, they recognized the impending challenges posed by the removal of third-party tracking and founded Revenue Roll to address these issues. The core of the discussion centers around the new email sending requirements, specifically the stringent spam rate limits set by Gmail and Yahoo, and how these regulations impact email marketing strategies.

Greg and Michael critique the effectiveness of the new sending requirements, noting an increase in email spam despite the intended purpose of reducing it. They emphasize the importance of compliance, detailing how brands must adopt new authentication measures like SPF, DKIM, and DMARC to ensure their emails are not marked as spam. The conversation explores practical steps for e-commerce brands to future-proof their email marketing, such as owning multiple domains, aggressive list cleaning, and leveraging secondary domains for colder audiences to mitigate risks.

As the discussion progresses, Michael outlines long-term strategies for maintaining compliance and optimizing email campaigns under the new regulations. He underscores the necessity for brands to segment their email marketing from regular business communications to protect their primary domains. The episode wraps up with insights into the future of ad targeting and the increasing importance of first-party data collection. Greg and Michael agree that e-commerce brands need to prioritize data-driven strategies to navigate the tightening privacy laws and evolving marketing landscape.
Episode Links

Greg Shuey LinkedIn: https://www.linkedin.com/in/greg-shuey/

Michael Diesu LinkedIn: https://www.linkedin.com/in/michael-diesu/

Revenue Roll: https://www.revenueroll.com/
https://www.stryde.com/google-yahoo-sending-requirements/