{
  "slug": "future_of_email_deliverability",
  "title": "The_Future_of_Email_Deliverability",
  "date": "2024-10-11",
  "banner": "https://port25.sh/blog/img/avenir.jpeg",
  "content": [
    {
      "type": "markdown",
      "text": "# The Future of Email Deliverability: Anticipate Evolutions to Stay Performant\n\nHello everyone! 👋\n\nThe world of email marketing is constantly evolving. New technologies, changing regulations, artificial intelligence, machine learning, and enhanced privacy protection are deeply transforming the landscape of **email deliverability**. Today, I propose to give you an overview of current and future trends and see how you can adapt your strategies to stay on top. 🚀\n\n---\n\n### 🧐 A Rapidly Changing Landscape\n\n### 1. New Technologies and Innovations\n\nEmail marketing is no longer just about sending mass messages. Technologies are evolving to offer more personalized and interactive experiences.\n\n- **Artificial Intelligence (AI) and Machine Learning (ML)**: These technologies allow analyzing large amounts of data to optimize campaigns. They can help predict recipient behavior, personalize content in real-time, and improve segmentation.\n- **AMP for Email**: The AMP (Accelerated Mobile Pages) framework allows integrating dynamic and interactive content directly into emails. This opens up new possibilities for engagement.\n\n### 2. Regulations and Privacy Protection\n\nGrowing concerns about user privacy have led to the emergence of new regulations and policies.\n\n- **GDPR (General Data Protection Regulation)**: Implemented in 2018, this European regulation imposes strict requirements regarding consent and the management of personal data.\n- **ePrivacy Regulation**: This upcoming European regulation aims to further enhance online privacy protection, including in the field of email marketing.\n- **Blocking Tracking Pixels**: Some email providers, like Apple with Mail Privacy Protection, limit the ability of senders to track email openings, making it harder to assess engagement.\n\n---\n\n### 🔒 New Authentication Protocols: DMARC BIS and CMC for BIMI\n\n### 1. DMARC BIS: The Evolution of DMARC\n\n**DMARC BIS** is the proposed new version of the DMARC (Domain-based Message Authentication, Reporting & Conformance) protocol. **It is currently a draft RFC and not yet implemented**. This protocol aims to improve email authentication and combat phishing and identity theft.\n\n**What's New with DMARC BIS?**\n\n- **Technical Improvements**: The draft RFC **DMARC BIS** proposes updates to address certain limitations of the current version.\n- **Better Subdomain Support**: DMARC BIS clarifies and improves subdomain management, offering more control to domain owners.\n- **Compatibility and Adoption**: These improvements aim to facilitate the adoption of DMARC by a larger number of organizations.\n\n**Why Is This Important?**\n\n- **Anticipate Evolutions**: Even if DMARC BIS is not yet implemented, staying informed about its developments allows you to prepare for future updates.\n- **Enhanced Security**: With increasingly sophisticated phishing attacks, it is essential to have robust protocols.\n\n### 2. CMC for BIMI: The Next Step for Displaying Your Logo\n\n**BIMI (Brand Indicators for Message Identification)** allows senders to display their brand logo in the recipient's inbox. To do this, you must prove ownership of the brand via certificates.\n\n**What Is CMC?**\n\n- **Certified Mark Certificate (CMC)**: This is a new type of certificate that complements the existing **VMC (Verified Mark Certificate). **The CMC is a recent evolution in the field of certificates for BIMI.**\n- **Improved Validation**: The CMC offers a more advanced method for validating brand and logo ownership.\n\n**Why Adopt CMC for BIMI?**\n\n- **Compatibility with Email Providers**: Some providers, like Gmail, now require a CMC to display BIMI logos.\n- **Building Trust**: Displaying your verified logo reassures recipients about the authenticity of your emails.\n\n---\n\n### 🤖 The Impact of AI and Machine Learning on Deliverability\n\n### 1. Advanced Personalization\n\n- **Dynamic Content**: AI allows creating emails whose content adapts in real-time to the recipient.\n- **Smart Segmentation**: Machine learning analyzes behaviors to segment your audience more precisely.\n\n### 2. Send Optimization\n\n- **Better Timing**: Predicting the optimal times to send emails to each contact.\n- **Frequency Management**: Adapting the sending frequency to avoid saturating recipients.\n\n### 3. Detecting Deliverability Issues\n\n- **Predictive Analysis**: Proactively identifying potential deliverability issues.\n- **Automatic Adjustments**: Modifying sending strategies based on feedback from email providers.\n\n---\n\n### 🛡️ Enhanced Privacy Protection: Challenges and Opportunities\n\n### 1. Limiting Email Tracking\n\n- **Blocking Tracking Pixels**: New privacy features limit the ability to track email openings.\n\n**Consequences:**\n\n- **Decreased Reliability of Open Rates**: It becomes harder to measure engagement based on openings.\n\n### 2. Adapting Strategies\n\n- **Focus on Clicks and Conversions**: Concentrate on more reliable indicators to measure engagement.\n- **Encouraging Interaction**: Incentivize recipients to respond, fill out forms, or perform measurable actions.\n\n---\n\n### 🔮 How to Adapt Your Strategies for the Future\n\n1. **Stay Informed About Technological and Regulatory Evolutions**\n2. **Integrate AI and Machine Learning into Your Campaigns**\n3. **Build Trust with Your Recipients**\n4. **Adapt Your Performance Indicators**\n\n---\n\n**In Summary:**\n\n- **The email marketing landscape is rapidly evolving** with the arrival of new technologies and regulations.\n- **DMARC BIS** is a proposed update to the DMARC protocol, currently a draft RFC and **not yet implemented**.\n- **CMC for BIMI** is a recent evolution that allows displaying your logo and strengthening recipient trust.\n- **AI and Machine Learning** offer opportunities to personalize and optimize your campaigns.\n- **Enhanced privacy protection** requires adapting your strategies and performance indicators.\n- **Stay informed and flexible** to continue achieving your deliverability and engagement goals."
    }
  ]
}