Media News by Media Now Interactive, July 2024

Media News by Media Now Interactive, July 2024

Media News by Media Now Interactive, July 2024 

 

AMA Pittsburgh is delighted to partner with Media Now Interactive, a division of DotDash Meredith, to provide a special six series installment of Media News by Media Now, bringing you the latest information, trends, and events related to all things media and marketing.

 

 

 

Mastering Geo-Based Targeting for Maximum Impact
by Media Now Interactive

 

Elevate your media execution with geo-based targeting. Discover precision marketing techniques for impactful local advertising.

 

Ready to try something new in local advertising? We promise that “new” doesn’t mean spending more, but it could mean better performance. Geotargeting (geo-based targeting, also known as location-based advertising) leverages the power of GPS or RFID (Radio Frequency Identification) to create actual boundaries around specific locations, driving results where and when they matter most to you and your customers.

 

What is Geo-Based Targeting for Media Execution?

Geotargeting brings your message directly to your audience based on their locality and behavior. Imagine running a quick-service restaurant (QSR). With geo-based targeting, when your customers opt-in to location services from your QSR app, you can show targeted ads when they’re nearby, whetting their appetites and encouraging them to stop in. The same applies to a car repair shop targeting those within 10 miles looking for assistance. Geo-based targeting ensures your content is relevant and engaging, and sparks increased consumer interaction.

 

How Does Geo-Targeting Work?

Geo-targeting at its core works like the GPS in your car. It detects users’ locations and uses this information to deliver relevant content based on their whereabouts. This means your messaging aligns perfectly with the user’s mindset, making your offerings timely and pertinent.

83 %  of Marketers Find: 

campaigns are more successful when they use location data.

according to research from MarTech Series.

 

Two Types of Geo-Based Targeting

1. Location-Based

  • Narrow down your audience based on specific geographic areas, from entire countries to ZIP codes. This is ideal for businesses with physical locations aiming to drive foot traffic.

2. Localized Targeting

  • Customize content to match the preferences and needs of specific localities. Speak the language of your customers for a stronger connection, both literally and figuratively.

Is Geo-Targeting Effective?

Incorporating geo-targeting into your marketing strategy is a smart move. As of September 2023, 96% of Americans ages 18 to 29 own a smartphone. With such widespread usage, the potential audience reach is significant. Moreover,  83% of marketers find that using location data makes their campaigns more effective. 

 

Implementing Effective Geo-Based Media Execution Strategies

Using location data enhances marketing campaigns, for the simple reason that, if you know where potential customers are, it’s easier to show them the right promotions at the right time. By combining geo-based strategies with your ground game of local outreach, along with social and print efforts, you are making your brand an integral part of the community fabric.

For over 50 years, Media Now Interactive has prioritized personal connections by aligning messages with target audiences at the local level. True to this commitment, we take pride in having offices nationwide to ensure we maintain a true sense of community with our clients and consumers.

Want to learn more about Media Now Interactive? Get in touch with us here.

About Our Partner

Media Now Interactive (Media Now) pioneers accountable, omnichannel media strategies, leveraging over 55 years of industry expertise with forward-thinking innovation. Clients trust Media Now for first-party performance insights, modern solutions, meticulous planning, implementation, and reporting. Client needs always first, the business model doesn’t lock clients in, without hidden or extra fees—quite unique in the media planning and buying environment. Delivering adaptable strategies for the future, powered by flexible tech infrastructure and a dynamic, client-centric team, Media Now crafts experiences, builds relationships on earned trust, and drives real, measurable results.

How to Use Influencer Marketing in B2B

How to Use Influencer Marketing in B2B

By: The Motherhood, Inc. For more than a decade, The Motherhood has been creating meaningful opportunities to connect brands with key consumers through our network of smart, passionate and diverse influencers – in every niche, consumer segment and with a wide variety of editorial focus and expertise. Learn more at themotherhood.com.

Influencer marketing has often been thought of as a mere tactic in consumer marketing. More specifically, to sell consumer products, such as fashion and beauty, but this only scratches the surface. In fact, influencer marketing can be used for a variety of businesses with different end goals, from healthcare to financial services to pharmaceuticals – and that includes business to business (B2B). Let’s dive in.

Influencer marketing started in the early 2000s and in these early days, it was only blog posts, which later matured into what it is today with social media at the forefront and blogs still an important part of every social-first brand’s SEO strategy. Fast forward to today, and the influencer marketing industry is set to grow to approximately $24 billion by the end of the year. 

In a survey by Influencer Marketing Hub in its “State of Influencer Marketing” Report, nearly one third of respondents are running B2B campaigns. So how can you use it in your business?

Lean Into LinkedIn

LinkedIn is a natural extension of influencer marketing in a B2B approach, since career-minded professionals are already engaging here, and many share thought leadership. In 2021, the platform launched “Creator Mode” to bring more influencers into the platform, but just this year it was removed in an effort to make these tools more accessible to its entire user base. More and more creators are moving to LinkedIn to expand their audience base, such as Natalie Marshall aka “Corporate Natalie.” The TikTok and Instagram star has been posting more content on LinkedIn and is expanding partnerships with B2B brands. She did a typical work from home routine video and integrated Adobe’s Acrobat AI Assistant into the content. 

FinTech company Tipalti has also been leaning heavily into influencers on LinkedIn because its target audience is on the platform. According to this Ad Age article, they have influencers use various tools, including LinkedIn newsletter sponsorships, LinkedIn Live and LinkedIn Audio Events. One example of how they used influencers was to syndicate a research report it produced about the creator economy. 

Use Short Form Video 

Think TikTok is just for Gen Z? Think again! Brands like Adobe have tapped into TikTok to convey key product features. Short form videos like Instagram Reels, TikTok and YouTube Shorts can help humanize your brand and offer storytelling to help sell your product or service. Many of these services are often complex – particularly in the tech and software space – so having video can break it down in an easy to understand way. 

Square makes TikTok videos that share how small businesses use their equipment in a creative way. And SaaS company Breadcrumbs takes past presentations and splices them up into soundbytes in YouTube Shorts. YouTube Shorts is growing 135 percent year over year, and has more than 1.5 billion monthly users. And TikTok has 150 million active monthly users in the United States alone (and growing).

During the holiday season in 2023, Hootenanny Games – a games publisher based out of Nashville, Tennessee – selected The Motherhood to create a video-centric influencer campaign and Amazon Ads strategy to generate awareness and drive purchases of its games. Both Instagram and TikTok engagement rates exceeded industry average and influencer content drove 200,000 video views, with a click-through rate 3.5 times higher than industry average. Although marketing to consumers, Hootenanny also used this content in showcasing their brand to potential wholesalers and investors – both of whom have a pivotal role in the trajectory of their business.

Tap Into Franchisees

Many B2B companies have franchisees all across the U.S. and even the globe. These franchisees are part of the day to day business front lines, and can share a lot of insight that can be made into content for social media. 

Asking for brief videos from franchisees is a simple way to transform this into content you can use in your own marketing and to have influencers share. Kansas City-based City Wide Facility Solutions, which offers commercial cleaning and janitorial services, had a franchisee answer a question and posted the video to Instagram. Today’s social media does not have to be overly produced or polished – this video was taken with a cell phone and offered much insight into their business.

Influencer marketing is ripe for the B2B space and these thought-leaders can be tapped in many different ways across many channels. Plus, the content they develop can be shown to your existing customers and leads, integrated into your own social media, website, email marketing, sizzle videos and more. 

Media News by Media Now Interactive, June 2024

Media News by Media Now Interactive, June 2024

AMA Pittsburgh is delighted to partner with Media Now Interactive, a division of DotDash Meredith, to provide a special six series installment of Media News by Media Now, bringing you the latest information, trends, and events related to all things media and marketing.

Want to learn more about Media Now Interactive? Get in touch with us here.

 

Insulating Your Marketing Against the Political Election
by Media Now Interactive

This is going to be a record breaking year for political advertising. The tide is rolling in already. But what’s a brand to do if it wants to get its share of voice during a seemingly never-ending political cycle?

Media Now Interactive explores tactics and strategies for brands to stand-apart during the political cycle. There are channels brands can tap into now to stand apart before the inventory goes away, and alternative ways to make your brand stand out.

Media Strategy for Non-Political Advertising takes a look at key tactics for non-political advertisers with an eye to driving ROI ensuring your brand gets the attention it deserves

Tactics for Success Include:

  • Embracing OTT platforms
  • Diversifying across advertising channels
  • Crafting open architecture media strategies

 

And if you’re looking for more, download the free eBook Create Space for Your Brand During the 2024 Election Cycle here.

 

 

 

 

About Our Partner

Media Now Interactive (Media Now) pioneers accountable, omnichannel media strategies, leveraging over 55 years of industry expertise with forward-thinking innovation. Clients trust Media Now for first-party performance insights, modern solutions, meticulous planning, implementation, and reporting. Client needs always first, the business model doesn’t lock clients in, without hidden or extra fees—quite unique in the media planning and buying environment. Delivering adaptable strategies for the future, powered by flexible tech infrastructure and a dynamic, client-centric team, Media Now crafts experiences, builds relationships on earned trust, and drives real, measurable results.

High-Impact Gated Content Strategies for 2024 and Beyond

High-Impact Gated Content Strategies for 2024 and Beyond

By Patrick Schober, Founder & Creative Director, Poetica Marketing 

A writer at heart and a strategist by trade, I’m passionate about creating compelling written and visual content for SEO performance and social media. I started Poetica Marketing in 2018, and I’ve since helped companies and professionals all over the world enhance their online presence while increasing sales!

Years ago, the digital marketing world sounded the death knell for gated content, and then they never looked back. 

 

Big mistake. Big, big mistake. 

Gated content still holds huge lead gen opportunities for brands that genuinely care about their target audience. 

And I’m going to prove it to you—and also give you some tips for making gated content your number one driver of lead generation. 

The Secrets to Gated Content In 2024 And Beyond

As content marketers, we’re in the information business. Sure, there’s an element of entertainment for some of us (especially in B2C brands), but our talents ultimately come down to crafting engaging content seasoned with the 5 Ps of marketing. 

 

Our target audience wants information. They’re just used to that information being a Google preview snippet away. 

Everything else has to be worth their while. 

 

And here’s how to make that happen.

1. Create Content Your Audience Really Cares About 

Gated content “failed” because marketers gated everything—even things that were meant to be shared on social media, like infographics.

 

As marketing professionals, we undervalued email addresses while consumers learned they could get better answers to their questions with a simple Google search. 

SEO made gated content obsolete—or so it seemed.

 

Gated content still works really well when you create exclusive, hard-to-find-anywhere-else content developed specifically for your target audience. 

 

Here’s a quick example: I run a super niche music blog for the metal underground, and I developed a 16-page band marketing guide that covers everything from social media to album releases to advertising. 

 

Bands love it. 

Over the last few years, that little guide has helped me collect hundreds of email addresses from bands all over the world—and has also led to some cool marketing projects. 

 

But the only reason this works is because:

  1. It’s niche. 
  2. It fulfills a dire need (the metal underground is incredibly underserved). 
  3. It’s high-impact content. 
  4. It follows other gated content best practices (like inputting new subscribers through an automated email flow). 

 

If you want your lead gen strategy to work, create something that’s worth more than an email address.

 

2. Share Insights That Can’t Be Quickly Answered With A Google Search or ChatGPT Query

Like I said earlier, gated content “died” in part because a quick Google search became more valuable than most gated content pieces. 

And with the rise of ChatGPT and other AIs, we have even more competition. (By the way, check out our article on the pros and cons of GenAI in marketing.)

 

So if you want a steady stream of leads, your gated content should contain valuable, hard-to-find information that immediately benefits the reader. 

This means you might need to conduct your own research to develop heavy-hitting content that matters. 

 

As we’ll discuss in a moment, that could mean a pretty heavy lift from your team. 

But if you put in the necessary hours, you’ll publish a high-value piece of content that’s beloved by your target audience and that may even pick up additional promotion from industry insiders. 

3. Put the Work In

Years ago, I cut my teeth at an agency that would gate the equivalent of a blog post and sell it as a “lead gen” strategy.

 

It worked about as well as you’d expect. 

As marketers, we weren’t dedicating enough time to create impactful content. 

 

And that’s the real difference between good gated content and bad gated content. 

Good gated content can take weeks or even months to develop. 

 

Bad gated content is often created in a single afternoon, between a client discovery call and a trip to the kitchen for a 3:00 PM pick-me-up. 

There is, however, one important exception. 

 

If you niche down far enough, you can create content that doesn’t already have a ton of competition—and that can give your lead gen efforts a nice jump start in a short period of time. 

4. Focus On Your Copy At Every Stage

We’re getting back to our marketing basics here: Be compelling at every stage. 

After all, there are multiple stages to gated content, and a breakdown at any single stage can flatline your efforts. 

 

Place a heavy emphasis on:

  • Your promo copy
  • Your landing page
  • The copy and CTAs within your gated content
  • Your email drip campaign
  • Any other related marketing materials

 

A/B test as much as possible, and continue testing against your winners on a regular basis. Gated content is a tough business, and it’s only going to get harder in the coming years. 

Focus on winning copywriting for better results. 

5. Monitor the Right Metrics and Continually Improve

Look, I’m a big fan of gated content. But I’m not stupid. I know it’s tougher than ever. 

 

So keep an eye on the numbers. 

Data from WordStream shows:

  • The average landing page conversion rate is 2.35%. 
  • The top 25% of landing pages have a conversion rate of at least 5.31%. 
  • The top 10% of landing pages have a conversion rate of at least 11.45%.

 

With that in mind, focus on two things:

  1. Your landing page conversion rate. Aim for 3% or higher (though I’d love to see you obsess over reaching 10%). 
  2. Your landing page traffic. With a 3% conversion rate, you’ll need 33 page visitors for one lead. Are you generating enough traffic for that conversion rate to be meaningful? 

 

Of course, that’s just phase one. You still have a lot of work to do after pushing those contacts into your sales pipeline. 

But this is a good starting point. 

Be Bold For Gated Content Success

It’s 2024, and people everywhere are hesitant to give up their contact information. 

Unless you can really churn out great content they’re dying to have. 

Be bold. 

 

Dig deep into your audience’s wants and needs to create truly compelling content. 

The results aren’t just a fuller sales pipeline. 

 

It’s a streamlined sales process with better conversions on the other side. 

Generative AI for Marketers: Friend or Foe?

Generative AI for Marketers: Friend or Foe?

By Patrick Schober, Founder & Creative Director, Poetica Marketing 

A writer at heart and a strategist by trade, I’m passionate about creating compelling written and visual content for SEO performance and social media. I started Poetica Marketing in 2018, and I’ve since helped companies and professionals all over the world enhance their online presence while increasing sales!

One of my first days on the editorial floor almost a decade ago, a senior editor tapped me on the shoulder and offered a few chilling words of advice:

 

“Get ready for the machines to take over. They’re going to take our jobs.”

I laughed, but inside I was nervous. It was 2014, and there were glimpses of computers that couple replicate articles. 

 

A complete elimination of human writers still seemed far, far away. 

But when ChatGPT grabbed headlines a couple of years ago, I started panicking. 

 

The editor’s awkward, unsolicited prophecy was coming true. 

And I was going under, marketing agency and all.

 

But then I actually checked out ChatGPT for myself. And after 30 minutes of testing, I realized a valuable, comforting truth: 

 

The true marketers of this world aren’t going anywhere. 

ChatGPT and all other AI platforms are simply tools. They can augment what we do, but they’re not yet sophisticated enough to completely replace us. 

 

Let’s dive into the perks and drawbacks of AI—including the pros and cons of ChatGPT in marketing.

 

What’s Covered 

Pros of AI In Marketing

AI Is Great for Research

AI Is Great for Establishing A Starting Point

AI Is Great for Generating New Ideas

AI Is Great For Copying Tone And Style

Cons of AI In Marketing

AI Isn’t A Great Marketing Strategist

AI Isn’t Clever

AI Has Serious SEO Limitations

AI Has Accuracy Issues

AI Isn’t A Thought Leader

AI Doesn’t Replace Great Writers, Artists, Or Designers

Final Thoughts On AI In Marketing

 

 

Pros of AI In Marketing

Here are some of the biggest advantages of leveraging AI in your marketing efforts: 

1. AI Is Great for Research

Yes, there’s a reason ChatGPT keeps this warning at the bottom of the screen: ChatGPT can make mistakes. Consider checking important information.

 

AI can make huge, costly mistakes.  And some of them have been embarrassing. One of the biggest cases happened back in 2023, when a gentleman sued an airline for an injury he sustained when a serving cart struck his knee. 

 

His attorney used ChatGPT to help build his case—and it cited cases that didn’t exist, and the whole debacle landed the attorney in hot water. Despite such high-profile flops, I still argue AI is a great starting point for industry research.

 

Think of it like Wikipedia. Wikipedia is crowdsourced (and AI, in a way, is also crowdsourced), so it’s liable to contain a few inaccuracies here and there, but its citations and depth of knowledge are great for getting an overview on a certain topic. 

 

AI is the same way. 

We shouldn’t rely on it as the final word on anything, but it’s still a great way to quickly learn about a new client’s industry or your biggest competitor’s most popular products.  

2. AI Is Great for Establishing A Starting Point

Marketing is a fast-paced world, and sometimes the creative juices just aren’t flowing. 

 

But AI works with the flip of a switch. 

For writers and designers who are struggling with that next deadline, AI is a convenient way to blow up the dreaded blank page and provide a convenient starting point for that new project.

3. AI Great for Generating New Ideas

AI is phenomenal at generating new ideas—even around specific parameters. 

 

Here’s one example: 

I’m co-hosting a seminar with a few partners, and I wanted to develop a list of questions we could cover that would:

 

  • Allow two speakers to answer each question while leveraging their own expertise
  • Allow each speaker to answer four times
  • Focus on pressing topics for SMB owners and marketing managers

 

I spent about 30 minutes on it, and when I was done I had something I was only semi-confident in. 

When I shared my concerns, one of the partners ran the prompt through ChatGPT and had a strong list of comparable questions in only a few minutes. 

Follow the old rule: Work smarter, not harder. Whether you’re trying to come up with new blog topics or think of great holiday marketing campaign ideas, AI can help. 

4. AI Is Great for Copying Tone And Style

AI is clever enough to copy an individual or brand’s voice. As an example, I gave ChatGPT this prompt: 

 

“Write me 300 words about the pros and cons of AI in marketing and write it in the voice of Jerry Seinfeld’s comedy.”

 

Here’s what it came up with for the first paragraph: 

 

What’s the deal with AI in marketing? It’s like every brand has suddenly discovered a magical genie. You ask it to whip up a marketing campaign, and bam! It’s faster than Kramer sliding into my apartment. But, let’s talk about this—there are pros and cons.

 

That was OK (I find it works better if you read it in Jerry’s nasally, rising-and-falling tone), but I didn’t like that it relied on referencing his show for humor—something the rest of the essay did as well. 

 

So I gave it this response: “Write it more in the style of his standup. Don’t reference the TV show.”

The first paragraph this time?

 

Have you ever noticed how marketing has changed since AI came along? I mean, it used to be a guy trying to convince you his brand of cereal was the crunchiest. Now, it’s like a robot has taken over, and it’s analyzing every crunch you’ve ever enjoyed!

 

Better! This could use more work, but it’s a decent starting point from our original prompt. 

And for busy marketers who aren’t natural copywriters, AI is a convenient tool for capturing a brand’s tone before publishing new copy. 

Cons of AI In Marketing

Here are some of the biggest reasons AI could harm your marketing efforts if it’s leveraged incorrectly: 

1. AI Isn’t A Great Marketing Strategist

For all of the tasks AI is great at, it’s still not a great strategist or QB. 

Yes, it can outline what a great marketing strategy looks like, but it lacks that human understanding of countless variables and previous brand success stories that influence every single decision. 

 

And while it’s possible to get it to that point, you’ll spend so much time feeding it data points that you could have been more efficient leading the charge yourself. 

More importantly, AI hasn’t reached the point where it can actually execute. So even if you did get a brilliant strategy from it, you still need team members who understand the nuances to execute it properly. 

2. AI Isn’t Clever

There’s a certain magic to a great marketing tagline, and AI still doesn’t seem to be on the level as a team of brainstorming humans. 

Take this example from writer from Josh Lieber on LinkedIn: 

 

<iframe src=”https://www.linkedin.com/embed/feed/update/urn:li:share:7178455837248512002″ height=”1688″ width=”504″ frameborder=”0″ allowfullscreen=”” title=”Embedded post”></iframe> 

 

He was impressed (and rightfully so) by the Nike tagline for their collaboration with college basketball star Caitlin Clark:

You break it, you own it.

 

The simple line fits perfectly into the Nike ethos and plays well off the “You break it, you buy it” rule so common in grocery stores. 

It’s bold. It’s catchy. It’s Nike. 

But, as Lieber points out, AI wasn’t good at replicating such a spot-on tagline. 

3. AI Has Serious SEO Limitations

This drawback really only applies to our SEO specialists, but it’s a nuanced point worth getting into. 

 

ChatGPT is bad at SEO. We’ve tried training it over and over at Poetica Marketing, and it’s taken a long, long time to get it anywhere beyond intern-on-their-first-week-in-the-agency.

 

Tools like Outranking and Semrush are getting better at it. 

But for as much as AI is evolving to study keyword performance and write original, high-ranking content that matches a company’s tone, it’s still missing a few valuable features:

 

  1. It’s still not automating the publishing process, so it relies on humans to fix layout, embed links, place meta descriptions, choose tags and categories—and more. Messing any of this up can have major repercussions! 
  2. It’s still not capable of creating internal site links for every new piece of content that’s generated. 
  3. It’s still not capable of submitting its own new content in Search Console (though plugins do exist that can automate some of it). 

 

SEO can assist in some facets, but it’s not a blanket replacement for your SEO strategists. Not even close. 

4. AI Has Accuracy Issues

We mentioned AI’s factual inaccuracies earlier in this article (in the pros section no less!), but it’s worth repeating:

You can’t trust every line of content AI generates. 

 

Even when you ask it to cite its sources, history has shown us it’s liable to make up its own citations for studies and articles that simply don’t exist. 

That’s a major no-no. 

So you still need to fact-check every line AI writes.

5. AI Isn’t A Thought Leader

AI still can’t replace original thought leadership. 

Yes, you could try pumping all of your original blog posts and LinkedIn articles into it and ask it to create new content—but it would still lack so many human elements. 

 

Most importantly, it would lack storytelling, those fun little anecdotes that help explain the larger point. 

Worse, AI is built to aggregate as much content as possible and average it out into something cohesive—but it’s not designed for deep introspection and original thinking. 

 

6. AI Doesn’t Replace Great Writers, Artists, or Designers

AI is a tool for human professionals, not a replacement for human professionals. 

 

While AI can quickly generate a strong starting point, it’s still not capable of creating something ready to publish on the first draft. 

That’s where human professionals come in. 

 

With a strong understanding of the fundamentals of copywriting, web design, graphic design, or art, a human can leverage the AI’s starting point in something truly impactful. 

Final Thoughts On AI In Marketing

As I mentioned earlier, AI is a tool. It’s only going to be as impactful for your company as you make it. 

 

Over time, I suspect it’ll continue to evolve. 

And specialists are already popping up throughout the industry to support companies in leveraging AI for all it’s worth. 

For now, though, explore the tools available on the market and consider how they can benefit you and your team. 

 

AI is scary, but don’t resist it. 

Embrace it. 

 

There’s lots it can offer if you give it a chance. 

How to Get Email Authentication Right — Tips from Pipitone

How to Get Email Authentication Right — Tips from Pipitone

By Greg Forysythe, Senior Digital Strategist, Pipitone

Greg has been a leader in the marketing field for over 20 years working with numerous Fortune 100 clients. He has authored key research articles on marketing performance, has been featured in industry magazines and books about strategy and insights, and can be seen on numerous podcasts about influencer marketing & automation. Greg develops robust marketing strategies, deep data analysis, and campaign insights for Pipitone’s clients.

 

Let’s face it, email marketing is a beast in the business world—it’s everything from connecting with your audience to boosting engagement and firing up those oh-so-sweet conversions.

 

But it’s not just about crafting those killer messages and hitting ‘send.’ There’s a whole bunch of behind-the-scenes tech-fu ensuring your emails land right where they’re supposed to and not in the dreaded spam folder.

 

One of our superheroes is email authentication, swooping in to verify your domain and kick spoofing to the curb. In 2024, the big dogs in email (we’re looking at you, Google and Yahoo) have decided to lock things down. They’re making email validation mandatory for all the bulk senders out there. But don’t break a sweat, we got you! Pipitone can help you ride this wave and ace your email verification game.

 

The Lowdown on Email Validation: Make Your Inbox Game Strong

Imagine email authentication as a security checkpoint, ensuring that only legitimate emails are allowed entry. It’s like having a combination lock on a safe, with three essential components: SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance). Understanding these components is key to building a rock-solid sending reputation and ensuring your emails reach inboxes securely.

 

The 2024 Email Authentication Showdown: No Confirmation, No Party

Starting Feb. 1, 2024, Google and Yahoo are getting serious. No email confirmation, no bulk sending. Any unconfirmed emails will face the cold shoulder—blocked or banished to the spam folders—all in the name of knocking out spam, phishing and domain hijacking. So, if you’re in the email marketing game, it’s time to gear up and embrace these changes to keep your emails hitting the target.

 

Mastering Email Verification: HubSpot’s Got Your Six

The good news? HubSpot has the tools to help you enhance your email authentication like a pro. Here’s your battle plan:

 

  1. Make Your Domain Official: Hook up your email sending domain with HubSpot. Jazz up your DNS records with SPF, DKIM, and DMARC configurations. HubSpot will guide you through the action, double-checking that your DNS records are on point.
  2. Set Up Your DKIM, SPF, and DMARC Records: Follow HubSpot’s playbook to set up your DNS records right. These records are your key to authenticating your emails and guarding your domain against the bad guys.
  3. Keep an Eye on Your DNS Records: Once your DNS records are all set, keep them under your radar. Regular checks in HubSpot will ensure they’re verified and working hard for you. Any issues? Solve them pronto to keep your email reputation shining.
  4. Make Unsubscribing a Breeze: No one likes a clingy marketer. Make it easy for recipients to say ‘no thanks’ to your emails through one-click unsubscribe, instead of forcing subscribers to go to a website and check multiple options. HubSpot’s got the tools to slip unsubscribe links into your emails, keeping you on the right side of the new rules.
  5. Keep Spam Complaints to a Minimum: Shoot for spam complaint rates below 0.1% to keep your email delivery game strong. Regularly checking your rates will keep you in the know, ready to tackle any snags.

Let Pipitone Secure Your Email Marketing Future!

You don’t have to navigate these changes alone. As a HubSpot Platinum Partner, Pipitone can help you take control and protect your email marketing efforts in the face of these new requirements. Our expert team is well-versed in managing email authentication and can help you set up and verify your DNS records in platforms like HubSpot, Mailchimp, Constant Contact, and Brevo, ensuring optimal deliverability.

 

Ready to make sure your emails continue to hit the mark? Contact us today and let’s safeguard your email marketing together!

Dive deeper into email authentication with these resources: