Wilson Lin

Yahoo’s primary objective is to deliver messages that consumers genuinely want to receive while filtering out unwanted ones. The most effective way to guarantee delivery is by sending timely and relevant emails to an active and engaged audience.

Follow these recommended practices and tips to maximize the reach of your mailings.

For additional sender best practices, refer to the Messaging Anti-Abuse Working Group’s Senders Best Communications Practices Version 3.0.

• Send Emails that Customers Want
  • Confirm that you’re exclusively sending mail to users who have explicitly requested it.
  • Respect the frequency that aligns with the list’s original intent. Avoid suddenly switching from weekly or monthly mailings to daily ones for subscribers.
  • Refrain from purchasing mailing lists or automatically subscribing users with pre-checked opt-in checkboxes on your website.

Ensuring Authentication: SPF, DKIM, and DMARC

Yahoo strongly recommends senders to implement DMARC policies for each domain used to send mail. DMARC, or Domain-based Message Authentication, Reporting & Conformance, enables a sender to indicate that their messages are secured by DKIM and/or SPF. It also instructs the receiver on what action to take if neither authentication method passes.

• Authenticate Every Email with DKIM
  • DKIM (Domain Keys Identified Mail) generates a signature of the message’s content, allowing Yahoo to link the email with the sender and verify that the content hasn’t been altered during transmission.
• Publish Valid SPF Records
  • SPF (Sender Policy Framework) records enable a sender to specify the list of IPs permitted to send mail for a particular domain. This helps Yahoo reject messages originating from IPs not listed in the domain’s SPF record.

Adhering to these recommendations will establish a consistent reputation for senders’ domains, regardless of the IP from which the mail is sent.

For further information, refer to FAQ, M3AAWG, DMARC.org, DKIM.org, and OpenSPF.org.

Organize Email Categories by IP or DKIM Domain

Avoid sending bulk or marketing emails from the same IPs or DKIM domains used for user communication, transactional messages, alerts, and the like. Each IP and DKIM domain carries its own reputation, which directly impacts email delivery. Sending unsolicited commercial emails can have adverse effects on your reputation. By segregating your emails based on their function, you enhance the chances of optimal delivery.

Implement OPT-IN Verification for Subscriptions

When users subscribe to your mailing list, initiate an email asking them to confirm their opt-in by clicking. This not only enhances user experience (preventing accidental or malicious sign-ups) but also ensures your list is free from uninterested parties, fake email addresses, and most automated bots.

Clearly Set Recipient Expectations for Subscribers

Be transparent about what mail users should expect, including frequency, content, and appearance, when they subscribe.

Facilitate Easy Unsubscribing

Support the One-Click Unsubscribe method, which enables a seamless one-click action for the List-Unsubscribe email header field. Refer to RFC 8058 for detailed instructions. Ensure the unsubscribe process is evident and easily accessible, without requiring users to log in. Additionally, process unsubscribe requests promptly.

Remove Inactive and Unresponsive Recipients

Sending emails to recipients who don’t engage or mark them as spam can adversely affect your delivery metrics and reputation. Keep an eye on both hard and soft bounces, as well as recipients who show little to no activity. Employ double opt-in or confirm opt-in methods to minimize invalid recipients, and promptly remove them from your list. Consider sending reconfirmation emails to inactive subscribers periodically.

Leverage Complaint Feedback Loop (CFL)

After implementing DKIM signatures, our CFL program assists in monitoring and managing your spam complaint rates. When users click “report spam,” you’ll receive a copy of the complaint. An active CFL is crucial for all DKIM domains to ensure prompt processing of complaints. Use the CFL to maintain a clean mailing list, and explore additional third-party tools available for CFL management.

Publish Reverse DNS (PTR) Records

Ensure that all your sending IPs have valid, specific, and descriptive reverse DNS (PTR) records. These records should reflect your domain name in a meaningful way. Avoid using a reverse DNS that resembles a dynamically-assigned IP, and instead, opt for one that signifies a static mail server.

Secure Your Mail Servers

Ensure the security of your mail servers by keeping them updated with the latest security patches to prevent unauthorized or anonymous usage. Filter user-generated content before transmission to thwart spammers from exploiting your resources. Be cautious about the potential risk of spammers attempting to send mail from your systems if they operate as “open proxies” or “open relays.”

Protect Against BGP Hijacking

Safeguard your IP space by adding routes for all the IP ranges you own. This precaution helps reduce vulnerability to BGP hijacking, which could enable hackers to send mail that falsely appears to originate from your IP space.

Manage Outbound Email Flow

Exercise control over the flow of your outbound emails:

• Implement limits on messages sent per connection to comply with Yahoo’s acceptance policy.
• If a connection is terminated without an error code, consider reestablishing the connection promptly.
• You may open concurrent connections from the same server for efficient message transmission. While specific guidelines are not provided, please use resources judiciously to ensure fairness to all users.

Compliance with CAN-SPAM Act and RFCs

Regardless of your location, adhere to the requirements outlined by the CAN-SPAM Act:

• The act sets standards for commercial messages, empowers recipients to opt out of further emails, and enforces penalties for violations.
• Avoid using false or misleading header information or deceptive subject lines to conceal, falsify, or misrepresent the sender or origin of the email.
• Ensure all emails comply with RFC 5321 and RFC 5322 standards.

It is imperative that you implement the following email authentication methods for your domain. Authenticated messages serve several crucial purposes:

• They safeguard recipients from potentially harmful messages, including spoofing and phishing attempts.
• They protect both you and your organization from potential impersonation.
• They are less likely to be rejected or flagged as spam by Gmail.

To ensure proper email authentication, set up these methods for each of your sending domains at your domain provider. Additionally, consult your domain provider’s specific instructions alongside the guidance provided here.

Google conducts thorough checks on messages sent to Gmail accounts to verify their authentication. To enhance email delivery rates, we strongly recommend the consistent implementation of SPF, DKIM, and DMARC for your domains. Ensure that you meet the minimum authentication requirements outlined in the Sender Guidelines. Messages lacking proper authentication through these methods may be categorized as spam or face rejection with a 5.7.26 error.

For those utilizing an email service provider, it is crucial to confirm that they authenticate your domain’s email using both SPF and DKIM.

Furthermore, it is advisable to consistently utilize the same domain for email authentication as well as hosting your public website. This practice helps maintain a seamless and secure online presence.

SPF (Sender Policy Framework)

SPF serves as a protective measure against spammers attempting to send deceptive messages from your domain. Establish SPF by creating and publishing an SPF record on your domain. This record should encompass all email senders associated with your domain. Failing to include third-party senders in your SPF record may lead to their messages being flagged as spam. Learn how to define and implement your SPF record for optimal security.

DKIM (DomainKeys Identified Mail)

Activate DKIM for the domain responsible for sending your emails. Receiving servers rely on DKIM to verify that the sender’s domain indeed originated the message. Familiarize yourself with the process of enabling DKIM for your domain.

Note: Sending messages to personal Gmail accounts necessitates a DKIM key of 1024 bits or greater. For enhanced security, we recommend utilizing a 2048-bit key if supported by your domain provider. Learn more about DKIM key lengths for optimal protection.

DMARC (Domain-based Message Authentication, Reporting, and Conformance)

DMARC empowers you to instruct receiving servers on how to handle messages from your domain that do not pass SPF or DKIM authentication. Set up DMARC by issuing a DMARC record for your domain. To successfully authenticate through DMARC, messages must undergo validation via SPF and/or DKIM. The authenticating domain must align with the domain indicated in the message’s From: header. Familiarize yourself with the process of adding a DMARC record to your domain.

We strongly recommend configuring DMARC reporting so you can monitor emails dispatched from your domain or those that appear to be sent from it. DMARC reports offer valuable insights into potential domain impersonation. Learn more about the benefits of DMARC reports.

Upon establishing DMARC, consider optionally implementing BIMI to incorporate your brand logo into messages sent from your domain. Learn how to integrate your brand logo using BIMI for added brand visibility and authenticity.

ARC (Authenticated Received Chain)

ARC assesses the prior authentication status of forwarded messages. If a forwarded message successfully passes SPF or DKIM authentication, but ARC indicates a prior authentication failure, Gmail treats the message as unauthenticated.

We highly recommend employing ARC authentication, especially if you regularly forward emails. Gain further insights into the benefits and implementation of ARC authentication for enhanced email security.

Infrastructure Configuration

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IP Addresses

To ensure smooth email delivery, your sending IP address must possess a PTR (Pointer) record. PTR records serve to confirm that the sending hostname is linked to the corresponding sending IP address. Each IP address should be mapped to a hostname in the PTR record. The hostname specified in the PTR record must have a forward DNS that points back to the sending IP address.

It’s imperative that the sending IP address perfectly aligns with the IP address indicated in the PTR record.

Shared IP Addresses

A shared IP address, as the term suggests, is an IP address utilized by multiple email senders. The activities of all senders utilizing a shared IP address influence the reputation of that particular IP for all users.

A negative reputation can significantly impact your email delivery rate.

If you rely on a shared IP address for sending emails, take the following steps:

• Ensure the shared IP address is not listed on any internet blocklists. Messages sent from IP addresses on a blocklist are more likely to be flagged as spam.
• If you use an email service provider for your shared IP, leverage Postmaster Tools to monitor the reputation of the shared IP address. This helps you stay proactive in maintaining a positive sender reputation.

Managing Subscriptions

It’s crucial to only send emails to individuals who have expressed interest in receiving messages from you. This not only reduces the likelihood of them reporting your emails as spam but also maintains a positive reputation for your domain. Continuous reports of spam can negatively impact your domain’s standing over time. You can keep track of your domain’s reputation using Postmaster Tools.

Facilitating Opt-Ins

To ensure your recipients are genuinely engaged:

• Require recipients to actively opt in to receive messages from you.
• Verify each recipient’s email address before adding them to your subscription list.
• Periodically send messages to confirm that recipients still want to remain subscribed.
• Consider removing recipients who haven’t been opening or reading your messages.

Simplifying Unsubscribes

Always provide an easy way for recipients to opt out of receiving your messages. Allowing people to easily unsubscribe can lead to higher open rates, click-through rates, and overall sending efficiency. Implementing a one-click unsubscribe option simplifies the process. For those sending over 5,000 messages per day, it’s imperative that both marketing and subscribed messages support one-click unsubscribes.

To set up one-click unsubscribe, ensure that both of these headers are included in outgoing messages:

• List-Unsubscribe-Post: List-Unsubscribe=One-Click
• List-Unsubscribe: https://solarmora.com/unsubscribe/example

When a recipient chooses to unsubscribe using the one-click option, you will receive this POST request:

POST /unsubscribe/example HTTP/1.1

Host: solarmora.com

Content-Type: application/x-www-form-urlencoded

Content-Length: 26

List-Unsubscribe=One-Click

For further details on List-Unsubscribe headers, refer to RFC 2369 and RFC 8058.

Additionally, we recommend offering recipients the ability to review the specific mailing lists they are subscribed to. This gives them the option to unsubscribe from individual lists or from all lists at once. It’s also advisable to automatically unsubscribe recipients who have experienced multiple bounced messages.

Message Formatting Guidelines

To enhance the chances of your messages reaching the inbox in Gmail rather than the spam folder, it’s crucial to adhere to these message formatting recommendations:

• Format messages in accordance with the Internet Format Standard (RFC 5322).
• If your messages are in HTML, ensure they are formatted according to HTML standards.
• Avoid using HTML and CSS to conceal content in your messages, as this may lead to messages being flagged as spam.
• Ensure that the “From:” header includes only one email address, for instance:
  • From: notifications@solarmora.com
• Verify that every message contains a valid Message-ID (RFC 5322).
• Single-instance message headers (e.g., From, To, Subject, and Date as per RFC 5322 should only be included once in a message.
• Steer clear of excessively large message headers. You can find further details on Gmail’s message header limits here
• Web links within the message body should be visible and easily understandable. Recipients should have a clear idea of what to expect when they click a link.
• Ensure that sender information is prominently displayed and easy to discern.
• Message subjects should be accurate and free from misleading information.
• Format international domains (Authenticating domain, Envelope from domain, Payload domain, Reply-to domain, Sender domain) in accordance with the Highly Restrictive guidelines outlined in section 5.2 of Unicode Technical Standard #39.

Sending Best Practices

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To increase the likelihood of your messages being delivered successfully and not ending up in spam or being blocked by Gmail, it’s important to follow these general best practices:

Recommended Sending Practices:

• Authenticate emails with SPF and DKIM, ensuring alignment. If you use an email provider, verify that your provider supports these authentication methods.
• Ideally, send all messages from the same IP address. If you need to send from multiple IP addresses, assign a different IP address for each type of message. For example, use one IP address for sending account notifications and a different one for sending promotional messages.
• Messages of the same category should bear the same “From:” email address. For instance, messages from a domain like solarmora.com might have “From:” addresses such as:
  • Sales receipt messages: sales@solarmora.com
  • Promotional messages: deals@solarmora.com
  • Account notification messages: alert@solarmora.com
• Messages sent from an address in the recipient’s contacts are less likely to be marked as spam.

Sending Practices to Avoid:

• Avoid combining different types of content in the same message. For example, refrain from including promotions in sales receipt messages.
• Do not impersonate other domains or senders without permission. This practice, known as spoofing, may lead to Gmail marking these messages as spam.
• Refrain from marking internal messages as spam, as this can adversely impact your domain’s reputation and result in future messages being marked as spam.
• Do not purchase email addresses from other companies.
• Only send messages to individuals who have explicitly signed up to receive messages from you. Sending to unverified recipients may lead to them marking your messages as spam, potentially affecting future deliverability.
• Be cautious with opt-in forms; ensure they are not pre-checked, and users should actively subscribe. Some regions have restrictions on automatic opt-ins, so it’s essential to be compliant with local laws.

Remember, even legitimate messages may occasionally be flagged as spam. Recipients can mark valid messages as “not spam,” which helps ensure future messages from the sender are delivered to their inbox.

Gradual Increase in Sending Volume:

When ramping up your email sending volume, keep the following in mind:

• Gradual increases are advised to avoid delivery issues. Use Postmaster Tools to monitor mail performance as you increase your sending volume.
• For work and school accounts, sending limits apply even when recipients are in different Google Workspace domains.
• If you use Google Workspace or Gmail for sending, when you reach the sending limit, Google Workspace limits the message sending rate for the sending IP address.
• If you send large volumes of email, it’s recommended to send at a consistent rate and start with a low sending volume to engaged users, gradually increasing it over time.
• As you increase the sending volume, keep a close eye on server responses, spam rates, and the reputation of the sending domain.
• Avoid sudden spikes in volume if you don’t have a history of sending large volumes.
• If there are changes in the format of bulk emails or significant changes in sending infrastructure, increase the volume gradually.
• Monitor for bounces or deferrals and adjust sending volume accordingly. If bounce rate is increasing, slow your sending volume until SMTP error rate decreases. Then gradually increase your volume. 
• Adhere to IP limits for sending and be mindful of the domain’s MX host.

Remember, recipient feedback and email subscription practices play a vital role in determining how quickly you can increase your sending volume. Following these best practices will likely resolve any deliverability issues that may arise.

Special Considerations

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Using Email Service Providers

Google and Gmail do not accept allowlist requests from email providers. Therefore, we cannot guarantee that messages sent by email providers will bypass Gmail’s spam filters.

If you utilize a third-party email provider to send emails on behalf of your domain, here are some steps to consider:

• Ensure that the provider adheres to the guidelines outlined in this article. Larger providers like Google, AOL, and Yahoo typically comply with these standards.
• Confirm that the SPF record for your domain includes references to all email senders associated with your domain. Messages sent from these providers are more likely to be marked as spam if third-party senders are not included in your SPF record. Learn how to configure your SPF record.

For those who manage their own email while using a domain provider, we recommend the following:

• Review and implement the best practices outlined in this article for sending email to Gmail accounts.
• Utilize Postmaster Tools to keep track of information regarding messages sent from your domain to Gmail accounts.

Third-Party Email Providers
If clients use your service to send emails, you bear responsibility for their sending practices. To effectively manage your clients’ sending activity, consider these steps:

• Provide an email address dedicated to reporting email abuse, such as: abuse@mail-provider.com.
• Ensure that your contact information in your WHOIS record and on abuse.net is up to date.
• Take immediate action to remove any client who utilizes your service for sending spam.

Affiliate Marketing

Affiliate marketing programs offer incentives to companies or individuals who direct traffic to your website. However, it’s important to be aware that these programs can be exploited by spammers. If your brand becomes associated with marketing spam, it may lead to other messages sent by you being flagged as spam.

We strongly advise that you regularly monitor your affiliates and promptly remove any affiliates found engaging in spammy practices.

Phishing Exercises

Avoid sending test phishing messages or test campaigns from your domain. Doing so may have a negative impact on your domain’s reputation and could result in your domain being added to internet blocklists.

Monitoring and Troubleshooting

Postmaster Tools

Make use of Postmaster Tools to gain insights into the emails you send to Gmail users. This includes information on:

• Recipients marking your messages as spam.
• Possible reasons for non-delivery of your messages.
• Authentication status of your messages.
• Your domain or IP reputation and how it affects message delivery rates.

Spam Rate

• Regularly monitor your domain’s spam rate within Postmaster Tools.
• Aim to maintain a spam rate below 0.10%.
• Avoid sustaining a spam rate of 0.30% or higher, as it can have adverse effects.
• Keeping a low spam rate helps in handling occasional spikes in user feedback.
• It’s important to note that improvements in spam rate may take some time to positively impact spam classification.

Open Rate

• Google does not explicitly track open rates.
• Google cannot verify the accuracy of open rates reported by third-party sources.
• Low open rates may not necessarily indicate deliverability or spam classification issues accurately.

Troubleshooting

Warning Banners

• Regularly ensure that your domain is not flagged as unsafe by Google Safe Browsing.
• To check your domain status, simply enter your domain in the Safe Browsing site status page.
• Don’t forget to also check any other domains linked to yours.

Delivery Issues with Email Service Providers

If you’re encountering delivery problems with email sent via a service provider, make sure they adhere to the recommended practices outlined in this article.

Using the Google Admin Toolbox for Domain Settings

Utilize the Google Admin Toolbox to review and rectify settings for your domain.

Resolving Rejected Emails

If your messages are being rejected, you may receive an error message. Understanding the error message can help you identify and fix the problem. Here are some common error messages:

• 421, “4.7.0”: Messages are rejected due to the sending server’s IP address not being on the allowed list for the recipient’s domain.
• 550, “5.7.1”: Messages are rejected because the sending server’s IP address is on a suspended list. You might encounter this error when sending mail using a shared IP with a poor reputation.

For more information on email and SMTP error messages, refer to the SMTP error reference.

• Resolving Bounced or Rejected Emails

Address IPv6 authorization errors which could indicate that the PTR record for the sending server is not utilizing IPv6. If you use an email service provider, verify that they employ an IPv6 PTR record.

Example of an IPv6 authorization error:

550-5.7.1: Message does not comply with IPv6 sending guidelines regarding PTR records and authentication.

Using the Troubleshooting Tool

If you’re still experiencing mail delivery issues despite following the guidelines in this article, consider using the Troubleshooting for senders with email delivery issues.

Email communication has become an integral part of our daily lives, serving as a vital tool for both personal and professional interactions. In light of this, Yahoo and Google, two major players in the email service industry, have recently announced significant updates aimed at enhancing the security and user experience for their millions of users worldwide.

Prioritize Email Authentication

Many bulk senders neglect proper security measures, creating opportunities for attackers to operate covertly. To address this, we’ve honed in on a critical aspect of email security: ensuring that the claimed sender is legitimate. Last year, Google took a significant step forward by mandating some form of authentication for emails sent to Gmail addresses. This initiative led to a remarkable 75% reduction in unauthenticated messages received by Gmail users. This not only streamlined inboxes but also bolstered our defenses against billions of potentially harmful messages. While this progress is commendable, there’s still much work ahead, especially in establishing new requisites for high-volume senders.

Unified Requirements by Yahoo and Google:

Both Yahoo and Google share a common vision of creating a safer, more user-friendly email environment. To achieve this, they have jointly established a set of requirements for bulk senders, aligning their efforts towards common goals:

• Email Authentication:
  • Yahoo: Requiring senders to implement stronger email authentication standards such as SPF, DKIM, and DMARC.
  • Google: Mandating that bulk senders strongly authenticate their emails following established best practices, ensuring the verification of the email sender’s identity.
• Easy Unsubscription:
  • Yahoo: Enforcing support for one-click unsubscribe and prompt processing of user requests within two days.
  • Google: Requiring large senders to provide Gmail recipients with the ability to unsubscribe from commercial emails in one click, streamlining the process for users.
• Sending Only Desired Emails:
  • Yahoo: Enforcing a threshold to maintain a spam-free mailbox, ensuring users’ inboxes are free from unsolicited or irrelevant messages.
  • Google: Introducing a clear spam rate threshold that senders must adhere to, further reducing unwanted messages in users’ inboxes.

Mandatory Requirements for All Senders

Commencing on February 1, 2024, all senders are required to fulfill the conditions laid out in this section. It is important to emphasize that if your daily email volume exceeds 5,000 messages sent to Gmail accounts, you must additionally comply with the “Requirements for Sending 5,000 or More Messages per Day” mentioned below. 

These universal requirements encompass:

• Implementing SPF or DKIM email authentication for your domain.
• Verifying that IP addresses or sending domains have valid forward and reverse DNS records, also known as PTR records. 
• Maintaining spam rates reported through Postmaster Tools at or below 0.3%.
• Formatting messages in accordance with the Internet Message Format standard (RFC 5322).
• Strictly refraining from impersonating Gmail From: headers, as Gmail is set to enforce a DMARC quarantine policy. Impersonation may have adverse effects on your email delivery.
• If you regularly forward emails, whether through mailing lists or inbound gateways, it is imperative to include ARC headers in outgoing messages. ARC headers serve to indicate that the message has been forwarded and identify you as the forwarder. For mailing list senders, the addition of a List-id: header specifying the mailing list is also essential in outgoing messages.

Requirements for Sending 5,000 or More Messages per Day

Commencing on February 1, 2024, senders who dispatch over 5,000 messages daily to Gmail accounts must adhere to the stipulations outlined in this section. It is imperative to ensure compliance with the following criteria:

• Set up SPF and DKIM email authentication for your domain.
• Verify that sending domains or IPs possess valid forward and reverse DNS records, also known as PTR records. Further details can be found in the provided resources.
• Maintain spam rates reported through Postmaster Tools at or below 0.3%.
• Format messages in accordance with the Internet Message Format standard (RFC 5322).
• Strictly refrain from impersonating Gmail From: headers, as Gmail will soon implement a DMARC quarantine policy. Impersonation may adversely affect your email delivery.
• If you frequently forward emails, whether through mailing lists or inbound gateways, it is crucial to include ARC headers in outgoing messages. ARC headers serve to indicate that the message has been forwarded and identify you as the forwarder. For mailing list senders, adding a List-id: header specifying the mailing list is also essential in outgoing messages.
• Establish DMARC email authentication for your sending domain. Note that your DMARC enforcement policy can be set to none. 
• For direct mail, it is mandatory that the domain in the sender’s From: header aligns with either the SPF domain or the DKIM domain. This alignment is a prerequisite for passing DMARC validation.
• Marketing messages and subscribed messages must facilitate one-click unsubscribe, accompanied by a prominently visible unsubscribe link within the message body. Further guidance is available in the provided resources.

If you exceed 5,000 email transmissions per day before February 1, 2024, it is highly advised to promptly implement the guidelines detailed in this article. Doing so may enhance the likelihood of successful email delivery. Failure to meet these requirements may result in emails not being delivered as anticipated, or potentially being flagged as spam. For assistance with email delivery issues, refer to the Troubleshooting section.

To delve deeper into the setup of SPF, DKIM, and DMARC, visit the resource on Preventing spam, spoofing & phishing with Gmail authentication.

Collaboration Across the Industry:

Yahoo and Google both emphasize the importance of collective responsibility within the email community. They are committed to working with industry peers to establish these common-sense, high-impact changes as the new industry standard.

The specific recommendations outlined below are designed to assist you in effectively sending and delivering emails to various types of accounts, including personal accounts as well as work or school accounts associated with workspaces such as Google’s and Yahoo’s. It’s important to adhere to these sender guidelines to optimize the delivery of your messages and avoid potential restrictions, blocks, or spam markings in recipients’ inboxes.

These updates from Yahoo and Google mark a significant step forward in improving email security and user experience. By prioritizing authentication, easy unsubscription, and sending only wanted emails, both companies are demonstrating their dedication to creating a safer and more user-friendly email environment. As users, we can look forward to a future with even less unwanted emails cluttering our inboxes.

As a marketer, you’re likely familiar with the power of email marketing in reaching and engaging your target audience. But have you ever wondered about the technology that makes those beautifully designed and interactive emails possible? That’s where HTML emails come into play.

With Emails Nest, finding templates that align with your specific needs is a breeze. Once you find the perfect email template using our search feature or by browsing our catalog, you’ll have it right at your fingertips. Just follow these steps:

1. Simply click into the email
2. select HTML Code from the dropdown. 
3. Select all of the HTML and CSS code.
4. Copy (Ctrl or Cmd C).

And now I’ll teach you how to import it into Klaviyo, step by step:

• Sign In to Klaviyo:
  • Open your web browser and head over to Klaviyo’s. 
  • Enter your credentials (username and password) and click on “Log In.”
• Navigate to the Flows, Campaigns or Templates:
  • Once logged in, you’ll be directed to your Klaviyo dashboard.
  • Select Flows, Campaigns or Templates in the left-hand menu.
    • If you want to create a template for future use, select template under the content section
    • If this is just a one time email blast, select campaigns (scroll down to #2)
    • If you are looking to set up an automated flow, select flows (scroll down to #3)

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1. To import HTML templates into Klaviyo, follow these steps:

• Navigate to Content > Templates.
• Click Import Template.

• Select Paste HTML
• Enter a name for your template and upload the HTML file.
• If your template references any images or assets, upload them as well.
• Click Import Template.

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2. How To upload HTML and CSS into a Klaviyo campaign (not flow). Follow these steps:

• Navigate to Campaigns > Create Campaign.
• Enter a name for your campaign, select a date, select email

• Click Save and Continue.
• Select your audience list(s).

• Click Continue to Content
• Edit your subject line, preview text, sender name and sender email address
• Under “how would you like to design your email” select HTML

• Paste your HTML and CSS code into the editor.
• Click Save.

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3. To create an HTML via Klaviyo flows, follow these steps:

• Navigate to Flows > Create Flow.
• Click create from scratch. 
• Enter a name for your flow and select your trigger.

• Click Continue.
• On the Add Action step, select Email.

• Click Configure content.

• On the Message Content step, select HTML.

• Paste your HTML code into the editor.
• Click Save.

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Here are some additional tips for uploading HTML and CSS into a Klaviyo campaign:

• Make sure your HTML and CSS code is valid.
• Test your email thoroughly before sending it.
• Use a responsive design so that your email looks good on all devices.
• Avoid using embedded fonts.
• Use inline CSS whenever possible.
• Minimize the size of your images.

Klaviyo will automatically add your images and assets to its content delivery network (CDN) and update the references in your template.

Once your template has been imported, you can use it in campaigns and flows. To do this, select the Drag and drop template type and drag your template onto the canvas.

Note: Klaviyo does not support all HTML features. For example, you cannot use iframes in your templates. If your template uses any unsupported features, you may need to edit it before importing it into Klaviyo.

Here are some additional tips for importing HTML templates into Klaviyo:

• Make sure your template includes an unsubscribe link ({% unsubscribe %} or {% unsubscribe_link %}).
• If you are using custom fonts, you may need to upload them to Klaviyo before importing your template.
• If you are using any third-party libraries in your template, make sure they are compatible with Klaviyo.
• Test your template thoroughly before using it in a campaign or flow.

If you have any questions or problems importing your template, please contact Klaviyo support.

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What are HTML emails

Understanding HTML Emails

HTML, which stands for HyperText Markup Language, is the standard language used to create web pages. It provides a structure for web content, allowing browsers to interpret and display text, images, links, and other elements.

When it comes to emails, HTML is used in a similar way. An HTML email is an email message that is formatted using HTML code. This code allows for the inclusion of various elements like images, fonts, colors, hyperlinks, and even interactive features, transforming a simple text-based email into a visually appealing and engaging communication tool.

The Anatomy of an HTML Email

An HTML email is composed of several key components:

• HTML Code: This is the foundation of the email, providing the structure and formatting instructions. It defines the layout, content, and design elements.
• CSS (Cascading Style Sheets): CSS is used in conjunction with HTML to control the visual appearance of the email. It governs aspects like fonts, colors, margins, and more.
• Images and Media: HTML emails can include images, videos, and other multimedia elements to enhance the visual experience for the recipient.
• Links: HTML allows for the inclusion of hyperlinks, enabling users to click through to websites, landing pages, or other resources.
• Interactive Elements: With HTML, you can incorporate interactive features like buttons, forms, and menus, creating a more dynamic user experience.

Why Use HTML Emails?

HTML emails offer several advantages for marketers:

• Visual Appeal: HTML allows for visually compelling designs, making your emails more engaging and memorable.
• Personalization: You can tailor content based on recipient data, increasing relevance and engagement.
• Tracking and Analytics: HTML emails provide the ability to track metrics like open rates, click-through rates, and conversions, offering valuable insights into campaign performance.
• Cross-Platform Compatibility: They are designed to display properly across different email clients and devices, ensuring a consistent user experience.

Best Practices for HTML Emails

While HTML emails offer numerous benefits, it’s important to follow best practices to maximize their effectiveness:

• Optimize for Mobile: Ensure your emails are mobile-friendly to accommodate the growing number of users checking emails on their smartphones.
• Test Across Platforms: Test your emails across various email clients and devices to ensure they display correctly everywhere.
• Balance Design and Content: Strive for a clean, visually appealing design that complements the message you’re conveying.
• Include a Plain Text Version: Provide a plain text alternative for recipients who may have difficulty viewing HTML content.

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Why HTML emails are important

1. Visual Appeal:

HTML emails allow for visually appealing designs, enabling you to create engaging content that captures the attention of your audience. With the ability to include images, colors, fonts, and formatting, you can convey your brand’s identity effectively.

Positive Opinion:

Using visually appealing emails can significantly enhance your brand’s image and leave a lasting impression on your subscribers. It demonstrates professionalism and attention to detail, which can build trust and credibility with your audience.

Negative Opinion:

However, it’s important to strike a balance. Overly complex or cluttered designs can overwhelm the recipient and lead to a negative experience. Keep your design clean and focused on the message you want to convey.

2. Personalization and Segmentation:

HTML emails provide the flexibility to personalize content based on the recipient’s preferences, behavior, or demographics. This allows you to send targeted messages that resonate with specific segments of your audience.

Positive Opinion:

Personalization is a powerful tool in marketing. It shows that you understand your audience’s needs and can provide them with relevant content. This can lead to higher engagement and conversion rates.

Negative Opinion:

However, it’s important not to overdo it. Too much personalization can come across as intrusive or creepy. Make sure to use data responsibly and respect your subscribers’ privacy.

3. Cross-Platform Compatibility:

HTML emails are designed to be compatible with various email clients and devices. This ensures that your messages are accessible and visually appealing regardless of the recipient’s email provider or device.

Positive Opinion:

Ensuring cross-platform compatibility is essential for reaching a wide audience and maximizing the impact of your email campaigns. It eliminates potential barriers that could prevent your message from being effectively received.

Negative Opinion:

However, it’s important to thoroughly test your emails across different platforms to avoid any display or functionality issues. Neglecting this step could lead to a suboptimal user experience.

One of the most common questions we field is, “When should I kickstart my Black Friday promotions?”

Our answer? The time is now.

The weeks leading up to Black Friday often see consumers holding out for those irresistible BFCM (Black Friday and Cyber Monday) deals.

As a brand, you’re likely sensing the increasing urgency to join the promotional frenzy. To help you maximize this monumental sales day, let’s delve into four email strategies that your competitors are adopting in 2023.

1. The Exclusive VIP List

Imagine being among the first in line at the hottest sale of the year. That’s the power of our VIP List. Subscribers on this list will be the very first to hear about our Black Friday deals. This isn’t just any sale; it’s the biggest of the year, and you’ll have a front-row seat.

• Top of Mind Awareness: In the October barrage of Black Friday and holiday offers, you want your brand front and center in your subscribers’ minds.
• Exclusivity, Scarcity, and FOMO: Infuse a touch of urgency by using language like “Don’t miss out on our deals.” This primes the anticipation for the monumental sale, emphasizing it as the prime opportunity of the year.

Here you can see a classic example of the VIP List email

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2. The Empowering Survey

In some cases, the survey approach can wield even more power than the VIP list. It guides your reader to explore your shop, cultivate their desire, and actively request specific products to be featured in the sale. This strategy offers:

• Enhanced Personalization: It creates a sense that the brand truly values and incorporates the reader’s input. This builds a lasting impression, ensuring your brand stays at the forefront of their minds come Black Friday.

Here’s my favorite Survey Email from 2023

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3. The Early Black Friday Sale

Launching your Black Friday sales in advance is a strategy gaining traction. It serves as an excellent testing ground for your funnels, offers, and products before the grand BFCM weekend. While savvy consumers may anticipate larger discounts on Black Friday itself, this tactic remains invaluable if you haven’t yet refined your offers.

A beautifully designed Early Black Friday Email

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4. The Engaging Gift Guide

This strategy combines the best of both worlds from the VIP list and survey approaches. It not only keeps your brand in the limelight but also invites readers to explore your curated selection of products, sparking excitement for the upcoming deals. The dedicated landing page allows you to cater to specific audience segments.

• Personal Connection: The dedicated landing page is where the magic happens. You can tailor the experience to address specific audience segments. For instance, imagine a section titled “The Self-Pampering Pro.” This prompts readers to envision friends or family members who fit this category, planting the seed that the recommended product would be absolutely perfect for them.
• Boosted Average Order Value: By suggesting products suitable for multiple recipients, this guide encourages customers to shop not just for themselves but for others as well. It’s a win-win – they find the perfect gifts, and you see an increase in the average value of each order.
• Memorable Shopping Experience: Beyond transactional, this strategy creates a memorable shopping experience. It taps into the emotion of gifting, turning a routine purchase into a moment of joy and connection.

>> A perfect example of the Black Friday Gift Guide
Pro tip: Don’t forget to click through to their landing page too!

These strategies are just the beginning of what you can do to get a head start on the biggest sales day of the year. Dive into Emailsnest.com, and explore what your competitors have in store. Don’t limit yourself to your industry alone; cast a wider net and delve into other sectors for fresh inspiration. Remember, Black Friday isn’t just any sales day—it’s THE sales day. Every insight, every creative spark, and every strategic move counts. With Emailsnest.com at your fingertips, you’re not just keeping up; you’re getting ahead. So, go ahead, uncover the secrets to a Black Friday that leaves a lasting mark.

I’ve put together a collection of my favorite Black Friday email campaigns that you can find by clicking here.

Welcome back to another dose of Weekly Venture Unboxed. Today, I’m about to let you in on a little secret that’s been a game-changer for me and countless others in the world of copywriting. Brace yourselves, because this formula has been known to skyrocket optin rates by a whopping 71% and conversion rates by an impressive 63%.

The Power of Upstream Events

When it comes to conversions, remember this golden rule: what happens upstream significantly influences what happens downstream. Every interaction, every touchpoint, sets the stage for the next. So, if you can enhance that initial interaction, it sets off a domino effect of positivity down the line.

The Headline: A Make or Break Moment

In the realm of sales, there are two critical junctures that can either make or break the deal. These are the points where friction tends to arise. While many marketers dive deep into sales copy and the intricacies of the process, a more strategic approach focuses on those upstream events. And at the forefront of this strategy is the headline, both in ads and on sales pages.

Introducing the Perfect Headline Formula

So, what exactly is this magical formula? Well, it all boils down to one fundamental shift in perspective: sell outcomes, not features and benefits. After all, people don’t buy a product for its specifications, they buy it for the change it promises to bring. The features and benefits are merely the mechanisms that drive that change.

Crafting the Ideal Headline

Now, let’s get down to the nitty-gritty of it. The perfect headline revolves around the outcome your potential customer desires. Remember, they can only desire something if they’re aware of it. This awareness can be gleaned from either first-hand experience or through the experiences of others.

The Power of Senses

When it comes to online experiences, we primarily engage two senses: sight and sound. These senses are the gateways to awareness, and they play a pivotal role in how we perceive the world. They’re the lens through which we view our reality.

Where They Are vs. Where They Want to Be

While a headline focused solely on the desired outcome can yield results, it’s incomplete. You’re missing a crucial piece of the puzzle: where they currently stand. This juxtaposition of their current state and their envisioned future sets the stage for transformation.

A Formula for Transformation

Ultimately, the perfect headline formula bridges the gap between who they are now and who they aspire to become. It’s a journey from awareness to identity, and it’s a level above conventional marketing strategies.

The formula looks something like this: 

“How To Go From Feeling ________, _______ And, ______ To _______ And __________ Once And For All – By _____________ – In _____ days or less”.

“How To Go From Feeling [what problems they’re aware of, but can’t solve], To [outcomes they want]- Once And For All [permanent solution, this is optional] – By [mechanism] – In [timeline] days or less”.

Transitioning from their current situation to their desired destination is the linchpin of effective marketing. When we step back and view the broader scope, it boils down to this: people’s perceptions of what they observe and hear shape their emotions, forming their identity. From there, the focus shifts to the desired outcome that will propel them towards becoming their ideal selves. This emotional and mental journey is something they’re willing to invest their attention, finances, and time in.

Putting It into Practice

So, how does this all translate into tangible results? 

Let’s work through three examples of poor headlines and transform them into perfect headlines using the provided template.

Example 1:

Poor Headline: “Boost Your Productivity with Our App!”

Analysis: This headline lacks specificity and does not address the reader’s current state or desired transformation.

Transformed Perfect Headline: “How to Go From Overwhelmed, Unproductive, and Stressed to Laser-Focused and Productive – Using Our App – In Just 30 Days!”

Example 2:

Poor Headline: “Improve Your Finances Today!”

Analysis: This headline is too broad and doesn’t address the reader’s specific pain points or goals.

Transformed Perfect Headline: “Transform Your Financial Life: Go From Debt-Ridden, Stressed, and Uncertain to Financial Freedom and Abundance – With Our Proven Strategies – In 90 Days or Less!”

Example 3:

Poor Headline: “Learn to Cook Delicious Meals!”

Analysis: This headline lacks a clear outcome and doesn’t speak directly to the reader’s current challenges or aspirations.

Transformed Perfect Headline: “From Kitchen Novice to Culinary Maestro: Say Goodbye to Tasteless Dishes and Hello to Gourmet Delights – With Our Expert Cooking Course – In Just 60 Days!”

Remember, the key is to identify the reader’s current state, their desired transformation, and the mechanism (product or service) that will facilitate this change. This approach makes headlines more compelling and directly relevant to the reader’s needs and aspirations.

Beyond Headlines

Remember, this formula isn’t confined to headlines alone. It’s a versatile tool that can be wielded in ads, emails, VSLs, TSLs, and webinars. Its impact reverberates across various mediums.

As entrepreneurs and marketers, our mission is to facilitate transformation. It’s about understanding the desires, the awareness, and the ultimate vision of our audience. Armed with this knowledge, we can craft headlines that resonate on a profound level. These results can be nothing short of extraordinary. So go forth, craft those headlines, and watch your conversions soar! 🚀