Guide for navigating Google and Yahoo’s new policies in Salesforce Marketing Cloud

Guide for navigating Google and Yahoo's new policies in Salesforce Marketing Cloud

The world of email marketing is changing significantly due to new policies from giants like Google and Yahoo. These policies, designed to protect people from unwanted spam and enhance email security, require marketers to adjust their strategies.

This guide explores how Salesforce Marketing Cloud can help you adapt to these changes, ensuring your emails not only comply with these new rules but also continue to be effective and connect meaningfully with your audience.

Revised Sending Policies

Starting February 2024, Google and Yahoo will introduce new rules for those sending a large number of emails to @gmail and @yahoo addresses. These rules aim to strengthen mailboxes against spam and fraudulent emails. The focus is on authenticating the sender’s identity and making sure the content of emails is relevant. This means if you send a lot of emails, it’s more important than ever to use authentication methods like SPF, DKIM, and DMARC. Also, you should keep spam rates very low and make it easy for recipients to unsubscribe if they choose to do so.

Who Needs to Pay Attention

  • High-Volume Senders: If you send more than 5000 emails a day, you must refine your delivery methods and maintain a good IP reputation to ensure your emails are delivered successfully.
  • Senders without Authentication: Using SPF, DKIM, and DMARC is no longer optional; it’s essential. Salesforce Marketing Cloud makes these easier to implement, but you need to pay attention to the setup details.
  • No Clear Unsubscribe Option: You must provide a clear and straightforward way for recipients to opt out of your emails. It’s now a requirement, aligning with both user expectations and the new emailing standards.
  • High Spam Rates: Keep your spam rate below 0.30%. Going over this can harm your IP reputation and your email delivery success, so act quickly and effectively if your rate goes too high.

Importance of Email Authentication

Validating your emails using protocols such as SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting & Conformance) is crucial in validating the authenticity of your emails and optimizing deliverability.

How to Set Up Email Authentication

  1. SPF (Sender Policy Framework): Validates and confirms that emails sent from your domain are actually coming from a server that’s allowed to send them.
    • Setup in Salesforce Marketing Cloud: If you’re using the Sender Authentication Package and your domain is linked to the servers of Marketing Cloud, then your SPF is already set up. If not, you need to add SPF records. These records give permission to Marketing Cloud to send emails from your domain. You do this by adding the line to your domain’s SPF record in the DNS settings. This step is vital to make sure your emails are delivered properly and don’t end up in the spam folder. More detalied information in Help And Training Community.
  2. DKIM (DomainKeys Identified Mail): Adds a digital signature to your emails, which recipients can check to confirm the email is genuine and that it really came from you.
    • Setup in Salesforce Marketing Cloud: f you’re using the Sender Authentication Package, your DKIM is already up and running. If you’re not using it, you need to create DKIM keys in Marketing Cloud and then add the public key from these to your domain’s DNS records. Doing this strengthens the trustworthiness and security of your emails.
  3. DMARC (Domain-based Message Authentication, Reporting & Conformance): Combines SPF and DKIM, adding an additional layer of authentication and giving you insights into any issues with authentication.
    • Setup in Salesforce Marketing Cloud: Setting up DMARC involves creating a DNS record that specifies how emails that fail SPF and DKIM checks should be handled. This helps protect your brand from email fraud and improves the likelihood of your emails being delivered successfully.

Implementing and checking that SPF, DKIM, and DMARC are set up correctly does more than just improve how often your emails are successfully delivered. It also makes sure that your email marketing strategies are up-to-date with the newest standards for security and privacy. Tools like provide specific insights for each email you send. This is particularly helpful if you’ve got a Sender Authentication Package (SAP) from Salesforce Marketing Cloud. It makes it easier to meet the new email sending rules set by Google and Yahoo.

Good Practice

Simplified Unsubscribe Process, One-Click Unsubscribe in SFMC

Making it easy for subscribers to unsubscribe is crucial, and Salesforce Marketing Cloud (SFMC) has a streamlined process for this. It automatically includes an unsubscribe feature in its emails, which aligns with the best practices for allowing users to opt-out. In addition, the inclusion of an Unsubscribe Link or consent management option in the body of the email is necessary for the user experience and ensures that users can easily manage their email preferences, reinforcing a user-centric approach to email communication.

To ensure the SFMC Preference Center is operational, especially the One-Click Unsubscribe option, you should:

  1. Check the Email Code: Look at the original version of your email. If you see the tag List-Unsubscribe=One-Click, it means the One-Click Unsubscribe feature is integrated properly, making it easy for users to opt-out.
Email mostrar. List Unsubscribe
List Unsubscribe
  1. Use AMPscript in SFMC: When you’re creating an email in Marketing Cloud, add the AMPscript code %%unsub_center_url%%. This links directly to the default preference page of Marketing Cloud, making the unsubscribe process clear and in compliance with regulations.
Subscription Center New Policies

In addition, it should be noted that Google applies algorithms that analyze users’ interactions with the emails they receive, so its email service proposes the option to unsubscribe from newsletters and promotions based on the subscriber’s interaction with these emails. If a user receives many marketing emails from a company and never interacts with them, the Gmail application will proactively start suggesting to unsubscribe to help optimize their inbox.

Example of the google unsubscribe button in the inbox of emails:

From name. new policies

Managing Your Audience and Keeping Your List Clean

Regularly cleaning your subscriber list to remove addresses that cause bounced emails is essential. Setting up a consent process helps keep your list up-to-date. Using Data Cloud for sophisticated data management lets you segment and personalize your audience on a large scale, using AI and machine learning to streamline your campaigns. This is a key practice for fine-tuning your audience engagement.

Monitoring and Adapting Your Strategy

It’s vital to monitor your campaign’s bounce rates using the analytic tools in Marketing Cloud. By closely examining the tracking and reports in Report Analytics, you can identify issues early and adjust your strategies to improve your metrics. Pay special attention to Blocked Bounces, as they’re a key indicator of potential issues. Tools like PostMaster Tool also provide extra insights and help you maintain a good IP reputation.

Content Personalization

Creating relevant, personalized content is critical to today’s digital marketing strategy. Salesforce Marketing Cloud provides tools that allow you to craft messages that reflect the specific needs and preferences of each subscriber. Personalization, in this context, becomes an essential strategy to increase audience engagement. The platform also offers advanced capabilities for segmentation and A/B testing, allowing you to continuously adapt and refine your messages based on a detailed analysis of user behavior.

In conclusion, Salesforce Marketing Cloud helps to align the new policies of these important email services, and follow the new regulations that as we are seeing are leading to a comprehensive protection of the user. For this reason it is vital to adapt to these new changes so that the impact on our email marketing strategies is minimal. Also keep in mind that these changes are going to be more and more frequent. Anticipating future trends and being prepared to face the coming challenges will better position us to seize the opportunities in the new era of email marketing.

Note: Always check the official Salesforce Marketing Cloud documentation before implementing any changes to ensure your methods are up-to-date and compliant with current standards.

Individual Email Results in Salesforce Marketing Cloud

Headline Individual Email Results

In today’s digital age, the effectiveness of email marketing campaigns has become a critical indicator of the success of any marketing strategy. At our agency, we strive to utilize the most advanced technological tools to ensure that our email marketing campaigns are executed efficiently and effectively. One such tool is Salesforce Marketing Cloud, a platform that offers a variety of functions for the management and analysis of email campaigns.

At the heart of this effective data management is the CRM synchronization of the Individual Email Results (IERs) object. Below, we break down how this synchronization and the inherent capabilities of IERs can be a very powerful resource for optimizing our email marketing strategies.

Capabilities of IERs

IERs are not only a representation of email results but can also be a powerful source of insights to understand and improve the way we communicate with our audience.

  • Understanding audience engagement: IERs allow for a detailed understanding of how and when the audience interacts with email communications, providing valuable data that can be used to refine marketing strategies.
  • Analysis of sending data: IERs offer an opportunity to investigate and analyze data from past email campaigns, especially when integrated with Sales or Service Cloud. This integration allows for detailed analysis within the Salesforce platforms, providing valuable insights to improve future email campaigns.
  • Automatic synchronization for precise segmentation: The automatic synchronization of data between Marketing Cloud and CRM allows for precise audience segmentation, which is essential for personalizing email campaigns and improving engagement rates. The combination of attributes in the Marketing Cloud data aids in compiling a segmented target audience.

Key Advantages of Synchronizing the Individual Email Result (IER) Object

  1. Visualization and synchronization: IERs are reflected in the related lists of Contact or Lead records in Salesforce, providing a view of email interactions. This synchronization is carried out through Marketing Cloud Connect, facilitating a direct correlation between marketing platform data and customer relationship management.
Data enrichment for deep analysis Showerthinking
  1. Data enrichment for deep analysis: The linking of IERs with data in SendLogs, since 2022, includes key identifiers such as Subscriber ID, JobID, BatchID, and ListID. This inclusion allows for deeper analysis and a clearer understanding of the performance of email campaigns.

Generation and Monitoring of Individual Email Results (IERs)

The creation of Individual Email Results (IERs) is a strategic process carried out in the following ways, allowing for meticulous tracking of email interactions:

  1. Marketing Cloud: When executing email sends from Marketing Cloud platforms such as Email Studio, Journey Builder, or through Triggered Sends, it is crucial for users to check the “Send Tracking Results to Sales Cloud” box. By doing so, IERs are automatically generated in Salesforce, enabling real-time tracking of the interactions of sent emails.
Send Tracking Results to Sales Cloud Showerthinking
  1. Salesforce: When sending emails from Salesforce, users can make use of the ‘Email Send’ tab associated with a specific Campaign or report, which also results in the creation of IERs reflecting the performance of those sends.
  2. SubscriberKey and data synchronization: It is essential to use Salesforce’s 18-digit ContactID as the Subscriber Key in Marketing Cloud. This practice ensures accurate correspondence between Salesforce records and tracking data in Marketing Cloud. In addition, an hourly synchronization of tracking data from Marketing Cloud to Salesforce CRM is established, a configuration that is determined during the installation process of Marketing Cloud Connect.

Common Issues and Solutions

Individual Email Results (IERs) are a crucial component for monitoring and analyzing email interactions in Salesforce and Marketing Cloud. However, some challenges can arise during their handling. Below, we present a review of common problems and their possible solutions:
  1. Access and Permission Issues: Review and configure user permissions appropriately to ensure necessary access to IERs and relevant data for effective tracking and analysis of email campaigns.
  2. Data Inconsistencies: In case of discrepancies between IER data and other data in Salesforce or Marketing Cloud, review configurations and synchronizations, and explore system logs and reports to identify and correct inconsistencies.
  3. Late Data Synchronization: Although Marketing Cloud Connect configuration provides for hourly synchronization, large volumes of data can extend this process. A quick solution might be to use the “Request Tracking Immediately” option in the Email Send record. In recurring cases, contacting Salesforce support can be beneficial: Issue.Salesforce
  4. Absence of Data in Salesforce: Verify that the 18-digit Salesforce ContactID is being used as SubscriberKey in Marketing Cloud. Also, ensure that the selected audiences come from Salesforce data extensions.
  5. Data Storage Issues with IERs: Deleting old tracking data could be a solution to storage problems. Also, consider marking the “Send Tracking Results to Sales Cloud” option only for essential emails and consider transferring tracking data to large objects or external systems to avoid additional storage costs.


In conclusion, the synchronization of the Individual Email Results object and its effective integration into Salesforce Marketing Cloud is an essential pillar for optimizing our email marketing campaigns. By leveraging these technical capabilities, we can better understand the behavior of our audience, improve engagement and ultimately achieve a higher ROI in our email marketing strategies. At our agency, we continue to explore and take advantage of the advanced technical capabilities that platforms like Salesforce Marketing Cloud offer, to provide superior and results-oriented email marketing solutions to our clients.