{"id":4751,"date":"2023-12-26T17:23:27","date_gmt":"2023-12-26T16:23:27","guid":{"rendered":"https:\/\/liminal.pt\/martech-magazine\/?p=4751"},"modified":"2024-09-26T16:52:27","modified_gmt":"2024-09-26T15:52:27","slug":"email-marketing-novas-regras-2024-gmail-yahoo","status":"publish","type":"post","link":"https:\/\/liminal.pt\/martech-magazine\/email-marketing-novas-regras-2024-gmail-yahoo\/","title":{"rendered":"Email Marketing: Novas regras em 2024 no Gmail e Yahoo"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">O novo ano trar\u00e1 mudan\u00e7as a todos os n\u00edveis, incluindo em sistemas de e-mail como o Gmail e o <a href=\"http:\/\/www.yahoo.com\">Yahoo<\/a>. Estas mudan\u00e7as s\u00e3o important\u00edssimas para os Marketeers, exigindo uma nova forma de pensar a estrat\u00e9gia de e-mail marketing e novos planos para melhorar a taxa de entrega dos e-mails \u00e0 sua base de dados. Conhe\u00e7a abaixo as novidades que empresas como a <a href=\"http:\/\/www.google.pt\">Google<\/a> ir\u00e3o come\u00e7ar a aplicar aos seus sistemas de e-mails (ESP &#8211; Email Service Provider) e como se adaptar a elas.<\/p>\n\n\n\n<p class=\"has-text-align-center has-medium-font-size wp-block-paragraph\"><a href=\"https:\/\/liminal.pt\/ebook-como-escolher-automacao-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>eBook: Como Escolher um Software de Automa\u00e7\u00e3o de Marketing<\/strong><\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">As principais mudan\u00e7as no Email anunciadas pela Google e pela Yahoo para 2024<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">O que foi anunciado pela Google e pela Yahoo?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">No dia 3 de Outubro de 2023, a Google e a Yahoo anunciaram tr\u00eas grandes mudan\u00e7as que os seus remetentes devem cumprir at\u00e9 fevereiro de 2024 para assegurar as taxas de envio de emails. Estas mudan\u00e7as incluem novos padr\u00f5es para:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Autentica\u00e7\u00e3o de email;<\/li>\n\n\n\n<li>Links de cancelamento de subscri\u00e7\u00e3o de email (Unsubscribe Links);<\/li>\n\n\n\n<li>Novos limites de spam;<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">J\u00e1 \u00e9 sabido que a autentica\u00e7\u00e3o de email \u00e9 uma <a href=\"https:\/\/liminal.pt\/martech-magazine\/email-marketing-guia-pratico-melhorar-resultados-campanhas\/\" target=\"_blank\" rel=\"noreferrer noopener\">boa pr\u00e1tica<\/a> de qualquer estrat\u00e9gia de Email Marketing e que \u00e9 obrigat\u00f3rio haver um link para as pessoas fazerem unsubscribe dos emails que recebem. Mas as mudan\u00e7as que v\u00e3o ser agora aplicadas far\u00e3o com que muitos dos emails possam n\u00e3o ser, de todo, enviados \u00e0 base de dados selecionada &#8211; algo muito pior do que ir parar \u00e0 caixa de <a href=\"https:\/\/liminal.pt\/martech-magazine\/melhores-praticas-email-marketing-como-evitar-spam\/\" target=\"_blank\" rel=\"noreferrer noopener\">spam<\/a>. Al\u00e9m disso, espera-se que mais empresas fornecedoras de sistemas de emails sigam o mesmo caminho que est\u00e1 a ser tra\u00e7ado pela Google e pela Yahoo. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1 &#8211; Autentica\u00e7\u00e3o de email<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A partir de fevereiro de 2024 ser\u00e1 obrigat\u00f3rio fazer a autentica\u00e7\u00e3o do email, algo que at\u00e9 aqui era uma boa pr\u00e1tica mas n\u00e3o era uma obrigatoriedade. Esta autentica\u00e7\u00e3o pode ser feita via Sender Policy Framework (SPF) e Domain-Based Message Authentication Reporting and Conformance (DMARC), que s\u00e3o dois elementos que permitem comprovar a autenticidade do remetente do email e, assim, ajudar os fornecedores de servi\u00e7os de email a reduzir o spam e as fraudes. Assim, h\u00e1 tr\u00eas elementos que devem ser garantidos a partir de 2024:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>SPF, que \u00e9 um m\u00e9todo de autentica\u00e7\u00e3o que verifica se o servidor de envio \u00e9 um remetente autorizado;<\/li>\n\n\n\n<li>DKIM, \u00e9 um m\u00e9todo que deteta falsifica\u00e7\u00f5es de dom\u00ednios de remetentes atrav\u00e9s da cria\u00e7\u00e3o de uma impress\u00e3o digital que pode ser verificada.<\/li>\n\n\n\n<li>DMARC, que \u00e9 algo complementar ao DKIM e ao SPF, e permite que o propriet\u00e1rio do dom\u00ednio publique pol\u00edticas que protegem o dom\u00ednio contra falsifica\u00e7\u00f5es de email.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">A configura\u00e7\u00e3o de pol\u00edticas SPF, DKIM e DMARC passar\u00e3o a ser obrigat\u00f3rias para todos os remetentes de email marketing. Se n\u00e3o sabe ao certo como configurar estas pol\u00edticas no seu dom\u00ednio, dever\u00e1 falar com a sua equipa de TI, ou com especialistas em MarTech como a <a href=\"https:\/\/liminal.pt\/\">Liminal<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2 &#8211; Links de cancelamento de subscri\u00e7\u00e3o (Unsubscribe Links)<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Fazer o cancelamento da subscri\u00e7\u00e3o de emails ficar\u00e1 mais f\u00e1cil a partir de fevereiro de 2024. A Google e a Yahoo anunciaram que os destinat\u00e1rios passar\u00e3o a conseguir cancelar a subscri\u00e7\u00e3o de forma mais f\u00e1cil &#8211; e os remetentes devem processar qualquer cancelamento de subscri\u00e7\u00e3o dentro de dois dias. Atualmente, a lei CAN-SPAM permitia aos remetentes um per\u00edodo de dez dias para processar unsubcribes. A partir de 2024 estas regras ter\u00e3o de ser cumpridas pelos remetentes, garantindo que utilizam um ESP que permita fazer unsubscribe com apenas um clique. De qualquer modo, continua a ser poss\u00edvel incluir um link de gest\u00e3o de subscri\u00e7\u00e3o de e-mails, para o contacto selecionar quais os t\u00f3picos de interesse, desde que haja um link direto para cancelar a subscri\u00e7\u00e3o.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3 &#8211; Novos limites de spam<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Vai haver novos limites de taxa de spam para os emails enviados. Segundo a Google e a Yahoo, os retementes devem garantir que a taxa de spam fica abaixo de 0,3% para que n\u00e3o haja penaliza\u00e7\u00e3o na taxa de entrega dos emails. Segundo a Google, as melhorias da taxa de spam s\u00e3o algo gradual e que demora algum tempo a ser refletido, pelo que o ideal ser\u00e1 come\u00e7ar agora a fazer a limpeza da base de dados e implementar pol\u00edticas que garantem que a taxa de spam estar\u00e1 abaixo dos 0,3% em fevereiro de 2024.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Porque \u00e9 que estas mudan\u00e7as est\u00e3o a ser aplicadas?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">O spam j\u00e1 \u00e9 um antigo e conhecido problema no mundo do email marketing. No an\u00fancio a Google declarou que &#8220;as pol\u00edticas de seguran\u00e7a baseadas em IA (Intelig\u00eancia Artificial) do Gmail conseguem evitar que mais de 99,9% do spam, phishing e malware cheguem \u00e0s caixas de correio e bloquear quase 15 mil milh\u00f5es de e-mails indesejados todos os dias&#8221;. Estas novas regras t\u00eam como objetivo organizar e remover o spam das caixas de entrada, para que os consumidores tenham acesso a e-mails que s\u00e3o realmente relevantes, incluindo promo\u00e7\u00f5es e comunica\u00e7\u00f5es importantes das marcas que seguem.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Garanta o cumprimento das novas regras com especialistas em MarTech<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">As novas regras de envio de email marketing podem ser confusas ou dif\u00edceis de parametrizar para muitas empresas, mas s\u00e3o important\u00edssimas para garantir a comunica\u00e7\u00e3o com os seus clientes. Se tiver quest\u00f5es sobre qual a melhor forma de as implementar, poder\u00e1 falar com especialistas em MarTech como a Liminal.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Enquanto especialistas em MarTech, como\u00a0<a href=\"https:\/\/liminal.pt\/produtos\/crm.html\" target=\"_blank\" rel=\"noreferrer noopener\">CRM<\/a>\u00a0ou\u00a0<a href=\"https:\/\/liminal.pt\/produtos\/automacao-de-marketing.html\" target=\"_blank\" rel=\"noreferrer noopener\">Automa\u00e7\u00e3o de Marketing<\/a>, a Liminal ajudar\u00e1 a sua empresa a aproveitar todo o potencial das tecnologias, atrav\u00e9s da sele\u00e7\u00e3o, adapta\u00e7\u00e3o e implementa\u00e7\u00e3o das tecnologias ideais para a sua realidade e da forma\u00e7\u00e3o das equipas para que sejam proficientes no uso das ferramentas de apoio ao Marketing e Vendas.<a href=\"https:\/\/liminal.pt\/diagnostico\/\" target=\"_blank\" rel=\"noreferrer noopener\"><br><br>Solicite um diagn\u00f3stico \u00e0 sua empresa<\/a>\u00a0e descubra como poder\u00e1 gerar mais leads com o apoio de tecnologias de Marketing e Vendas.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><a href=\"https:\/\/liminal.pt\/diagnostico\/\" target=\"_blank\" rel=\"noreferrer noopener\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"646\" height=\"226\" src=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/04\/diagnostico-gratuito-1.png?resize=646%2C226&#038;ssl=1\" alt=\"liminal, martech, diagn\u00f3stico gratuito\" class=\"wp-image-1512\" srcset=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/04\/diagnostico-gratuito-1.png?w=646&amp;ssl=1 646w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/04\/diagnostico-gratuito-1.png?resize=300%2C105&amp;ssl=1 300w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/04\/diagnostico-gratuito-1.png?resize=600%2C210&amp;ssl=1 600w\" sizes=\"auto, (max-width: 646px) 100vw, 646px\" \/><\/a><\/figure>\n<\/div><div class=\"rtng-rating-total\" data-id=\"4751\"><span class=\"rtng-text rtng-title\">Feedback<\/span><div class=\"rtng-star-rating rtng-no-js \" data-rating=\"100\">\n\t\t\t\t\t<div class=\"rtng-star\" data-rating=\"1\">\n\t\t\t\t\t\t<span class=\"dashicons dashicons-star-filled\"><\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"rtng-star\" data-rating=\"2\">\n\t\t\t\t\t\t<span class=\"dashicons dashicons-star-filled\"><\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"rtng-star\" data-rating=\"3\">\n\t\t\t\t\t\t<span class=\"dashicons dashicons-star-filled\"><\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"rtng-star\" data-rating=\"4\">\n\t\t\t\t\t\t<span class=\"dashicons dashicons-star-filled\"><\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"rtng-star\" data-rating=\"5\">\n\t\t\t\t\t\t<span class=\"dashicons dashicons-star-filled\"><\/span>\n\t\t\t\t\t<\/div><\/div><span class=\"rtng-text rtng-total\">5 de 5 estrelas. 1 votos.<\/span><\/div><form action=\"\" method=\"post\" class=\"rtng-form\" data-id=\"4751\"><input type=\"hidden\" name=\"rtng_show_title\" value=\"1\"><span class=\"rtng-text rtng-vote-title\">O meu feedback:<\/span><div class=\"rtng-star-rating rtng-no-js rtng-active\" data-rating=\"\"><label class=\"rtng-star\" data-rating=\"1\">\n\t\t\t\t\t<input type=\"radio\"  name=\"rtng_rating[0]\" value=\"1\" \/>\n\t\t\t\t\t<span class=\"dashicons dashicons-star-empty\"><\/span>\n\t\t\t\t<\/label><label class=\"rtng-star\" data-rating=\"2\">\n\t\t\t\t\t<input type=\"radio\"  name=\"rtng_rating[0]\" value=\"2\" \/>\n\t\t\t\t\t<span class=\"dashicons dashicons-star-empty\"><\/span>\n\t\t\t\t<\/label><label class=\"rtng-star\" data-rating=\"3\">\n\t\t\t\t\t<input type=\"radio\"  name=\"rtng_rating[0]\" value=\"3\" \/>\n\t\t\t\t\t<span class=\"dashicons dashicons-star-empty\"><\/span>\n\t\t\t\t<\/label><label class=\"rtng-star\" data-rating=\"4\">\n\t\t\t\t\t<input type=\"radio\"  name=\"rtng_rating[0]\" value=\"4\" \/>\n\t\t\t\t\t<span class=\"dashicons dashicons-star-empty\"><\/span>\n\t\t\t\t<\/label><label class=\"rtng-star\" data-rating=\"5\">\n\t\t\t\t\t<input type=\"radio\"  name=\"rtng_rating[0]\" value=\"5\" \/>\n\t\t\t\t\t<span class=\"dashicons dashicons-star-empty\"><\/span>\n\t\t\t\t<\/label><\/div><noscript><input type=\"submit\" name=\"rtng_add_button\" class=\"rtng-add-button\" value=\"Rate\" \/><\/noscript>\n\t\t\t\t<input type=\"hidden\" name=\"rtng_object_type\" value=\"post\">\n\t\t\t\t<input type=\"hidden\" name=\"rtng_object_id\" value=\"0\">\n\t\t\t\t<input type=\"hidden\" name=\"rtng_post_id\" value=\"4751\"><input type=\"hidden\" id=\"rtng_nonce_button\" name=\"rtng_nonce_button\" value=\"b5f424d18a\" \/><input type=\"hidden\" name=\"_wp_http_referer\" value=\"\/martech-magazine\/wp-json\/wp\/v2\/posts\/4751\" \/><\/form>","protected":false},"excerpt":{"rendered":"<p>O novo ano trar\u00e1 mudan\u00e7as a todos os n\u00edveis, incluindo em sistemas de e-mail como o Gmail e o Yahoo. Estas mudan\u00e7as s\u00e3o important\u00edssimas para os Marketeers, exigindo uma nova &hellip; <\/p>\n","protected":false},"author":2,"featured_media":4754,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[47],"tags":[38,1225,15,146],"class_list":["post-4751","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-automacao-de-marketing","tag-automacao-de-marketing","tag-email-marketing","tag-marketing-5-0","tag-marketing-digital"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Email Marketing: Novas regras em 2024 no Gmail e Yahoo | Liminal<\/title>\n<meta name=\"description\" content=\"Conhe\u00e7a as novas regras de Email Marketing para 2024, impostas por empresas como a Google e Yahoo e garanta a entrega dos seus emails.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/liminal.pt\/martech-magazine\/email-marketing-novas-regras-2024-gmail-yahoo\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Email Marketing: Novas regras em 2024 no Gmail e Yahoo | Liminal\" \/>\n<meta property=\"og:description\" content=\"Conhe\u00e7a as novas regras de Email Marketing para 2024, impostas por empresas como a Google e Yahoo e garanta a entrega dos seus emails.\" \/>\n<meta property=\"og:url\" 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