What is going to change?

While these changes were previously considered best practices, starting February 1st, they are becoming requirements:

1. Stop using shared 3rd-party email address domains @gmail.com and @yahoo.com as your “From” email address for your marketing campaigns, and instead use your site’s branded domain.
2. Help mailbox providers verify it is actually you sending your emails, and not someone trying to impersonate you, by setting up DKIM authentication and publishing a DMARC policy for the “From” email address sender domain.
3. Only send solicited and desirable emails your contacts want to receive;
4. Maintain a low spam report rate of under 0.1% (that’s fewer than 1 spam report per 1,000 emails), and never exceed more than 0.3% (3 spam reports per 1,000 emails).

There are several other requirements that MailPoet will automatically help you with, so you don’t have to worry about them:

1. Align the “From” sender domain with the DKIM signature domain. MailPoet will do this automatically when you add your domain as a Sender Domain.
2. Make it easy to unsubscribe. MailPoet will automatically help you with that by offering a One-Click Unsubscribe to your contacts.
3. Set up forward and reverse DNS records for sending IP addresses.
4. Use TLS encryption to securely transmit email.
5. Format messages following the RFC 5322 format.

Here’s How You Can Adapt

For most senders, there are three changes you need to make: Setting up a sender domain, use an email address that utilizes this domain, and setting up DMARC authentication. As a MailPoet user, you may already have performed the first two steps.

Please Update to the Latest MailPoet Version

The latest version of the MailPoet plugin includes tools to help you make the necessary changes, so we recommend you update your site to the latest version of MailPoet first.

1. Stop sending marketing campaigns from @gmail.com and @yahoo.com addresses: if you’re using MailPoet to send emails from a 3rd-party email domain you do not own (e.g. @gmail.com, @yahoo.com, or others), you’ll need to update and change your MailPoet campaigns to send from an email address on your site’s branded domain instead (e.g. name@businessname.com). Not only does this make your campaigns look more professional and more recognizable to your customers, but it will also help your campaigns reach your contacts’ inboxes. 
2. Set up your Sender Domain: this will enable MailPoet to authenticate your emails with DKIM, and help mailbox providers verify that emails MailPoet delivers on your behalf are actually sent by you. This crucial step ensures your emails are seen as legitimate and improves deliverability. Here’s a comprehensive guide on how to set up your Sender Domain.
3. Set up DMARC Authentication with at least a neutral policy: DMARC is a DNS record that helps prevent email impersonation and thus improves the trustworthiness of your emails. Our easy-to-follow tutorials in our knowledge base make setting up DMARC a breeze, ensuring your emails are authenticated and delivered reliably.
4. Send to users who want your newsletters: How can you improve your opening rates and minimize your spam complaints? MailPoet has two popular features you can utilize. Our “Inactive Subscribers Feature” allows you to exclude subscribers who do not interact with your newsletters and are no longer interested in your content. You can also set up segments for your subscribers to only send to new subscribers and your engaged subscribers. This ensures that you send your newsletters only to users who are interested in your content. You can learn more about our Segmentation feature in our Knowledge Base.

Why should you make these changes?

These steps are essential for maintaining your email marketing efforts’ effectiveness and trustworthiness. They’re not just about following new rules but about evolving with the digital landscape to ensure your emails reach your audience successfully. It’s crucial to understand the implications of not adapting to these new guidelines. Non-compliance could result in:

• Decreased email delivery rates: Your emails might start landing in the spam folder or may not be delivered at all, significantly diminishing your reach and impact.
• Damaged sender reputation: Non-compliance can harm your sender reputation, making it harder for your emails to reach your audience in the future, even beyond Google and Yahoo recipients.
• Potential email blockage: In severe cases, repeated non-compliance might lead to your emails being blocked by major email service providers.
• MailPoet may limit your campaigns: in some circumstances MailPoet may require you to set up a Sender Domain for your branded domain to continue sending bulk marketing campaigns.

Common questions and answers

I am not a bulk sender and send very few emails. Do I still need to take action to authenticate my domain?

Yes, to ensure that your email campaigns still reach your audience, it’s still a good idea to take action to authenticate your domain if you have not done so yet.

The email industry is trending towards requiring authentication for all senders with the stance of “no authentication – no entry” becoming increasingly popular, and now that the biggest mailbox providers like Google and Yahoo have instated these requirements – we can expect the rest of the industry to follow. You taking action now means that you will be safely ready for the upcoming future, and you wouldn’t want to be caught by a silent surprise later as your business grows.

To help future-proof your campaigns, MailPoet will ask all users to ensure your Sender Domains are authenticated by February 1st, and may limit sending bulk campaigns that use unauthenticated Sender Domains in some circumstances after February 1st.

Further Reading

If you are interested in the ins and outs of this topic, we have compiled a small reading list for you:

• Googles announcement of the upcoming changes
• Yahoos announcement of the upcoming changes
• “Spam Resource” article about the changes

In this blog post we will demonstrate the power of this trigger with an example: We will setup an automation aimed at rewarding new Mastodon followers with a coupon code. This not only showcases the custom trigger’s utility but also offers a practical incentive for increasing your Mastodon following.

An Overview of Mastodon

For those unfamiliar, Mastodon is an open-source, decentralized platform similar to Twitter. Unlike a centralized setup, Mastodon operates on a federated system of multiple independent servers or “instances”. This unique system gives users increased control, enabling them to select or create instances that match their preferences. Mastodon stands out due to its emphasis on user privacy and absence of algorithm-driven content.

Linking WordPress with Mastodon

Mastodon operates using the ActivityPub protocol. Simply put, this protocol allows users from different social networks to connect if both platforms support it. But it also allows us to connect our WordPress installation to the network. To establish this connection, we’ll be using the ActivityPub plugin by Matthias Pfefferle. Once activated, Mastodon users can follow your blog. Every time you post a new article, your followers will see this post in their timeline and they can interact with it. And of course, we want to be in that feed!

Setting Up the Automation

To encourage users to follow you on Mastodon, we’re offering them lets say a 10% coupon. This coupon is automatically sent to subscribers when they press the “Follow” button.

Here’s our automation setup: We utilize the “Custom trigger” and direct it to respond to the mastodon_new_follower hook. When this hook is fired, the automation sends out the coupon code to the customer who started following us.

Implementing the Custom Trigger

Let’s delve into the logic behind this. This part is a bit technical and assumes some familiarity with WordPress development. The process consists of two main steps:

In a first step, we need to somehow store the Mastodon URLs of our customers. This information is needed later to know exactly which customer started to follow us. Therefore we want to give our customers the possibility to enter their Mastodon profile URL during checkout and in their account. WooCommerce has a filter, we can utilize for that purpose: woocommerce_billing_fields:

add_filter(
  'woocommerce_billing_fields',
  function($fields) {
    $fields['mastodon'] = array(
      'type'         => 'url',
      'label'        => __( 'Your Mastodon URL', 'mastodon-automation' ),
      'required'     => false,
      'placeholder'  => esc_attr__( 'https://mastodon.social/@<username>', 'mastodon-automation' ),
      'autocomplete' => 'mastodon',
    );
    return $fields;
  }
);

Now that we store this information, we can tap into an event of the ActivityPub plugin. When a user follows our blog, Mastodon notifies our WordPress installation. The ActivityPub plugin triggers the activitypub_followers_post_follow action in response to which we will listen in our small custom plugin:

add_action(
  'activitypub_followers_post_follow',
  function($actorUrl, $object, $userId, \Activitypub\Model\Follower $follower) {
    /**
     * @var \WP_User[] $users
     */
    $users = (new \WP_User_Query([
      'meta_query' => [
        [
          'meta_key'   => 'mastodon',
          'meta_value' => $follower->get_url(),
        ]
      ]
    ]))->get_results();
    if (! $users) {
      return;
    }
    foreach ($users as $user) {
      if (! is_email($user->user_email)) {
        continue;
      }
      do_action('mastodon_new_follower', $user->user_email);
    }
  },
  10,
  4
);

In essence, the Follower object provides the URL to the profile of the new follower through get_url(). We then attempt to match this URL with those our users provided during checkout. When a match is found, the mastodon_new_follower action is activated, which provides the email address of our customer. As you can see, this is exactly the action we told our custom trigger to listen to; So once a match is found, the automation is triggered.

Conclusion

This is just one example of the potential of MailPoet’s new custom triggers. With a bit of code, you can craft unique automations that cater to your audience’s needs. And that is not all, you can extend your automations even with custom steps, which will fire hooks instead of listening to them. For a deep dive into the technical aspects of our custom trigger and the custom step, you should have a look into our knowledge base. We explain the technical details for the trigger here and for the custom step here.

Segmentation is the art of dividing your email list into smaller, more focused groups based on specific criteria. It’s not just a handy tool; it’s the cornerstone of successful email marketing. By sending the right message to the right people at the right time, segmentation allows you to deliver more personalized and relevant content. This, in turn, leads to higher engagement rates, increased open and click-through rates, improved conversion rates, and ultimately, a boost in your ROI. Now, let’s dive into the exciting enhancements that will make your email marketing campaigns even more effective:

New Pre-Built Segment Templates

We understand that creating segments from scratch can be time-consuming. That’s why we’ve introduced a set of pre-built segment templates to simplify the process, with more to come in the future.

• Recently Subscribed: This segment includes contacts who have recently subscribed to your emails, specifically within the last 30 days.
• Engaged Subscribers (in the last 1, 3 or 6 months): Engage with your most active audience. This segment comprises contacts who have interacted with your emails or made at least one purchase, and have received emails from you within the specified period.
• Recent Buyers: Target those who have made a recent purchase. This segment consists of customers who have made a purchase within the last 30 days.
• Repeat Buyers: Encourage customer loyalty. This segment is composed of customers who have made at least two purchases in the last 6 months.
• Loyal Buyers: Reward your most devoted customers. This segment includes customers who have made at least five purchases in the last 12 months.
• Win-Back: Re-engage past customers. This segment focuses on customers who have previously purchased but haven’t made a purchase in the last 6 months.
• Lapsed Customers: Target dormant customers. This segment consists of customers who haven’t made a purchase in the last 9 months.
• Recent Openers: Stay top-of-mind with active contacts. This segment comprises contacts who have opened an email in the last 7 days.
• Big Spenders: Recognize and reward high-value customers. This segment includes customers who have completed $100 or more worth of orders in the last 12 months.

These segment templates offer a diverse range of targeting options to help you create tailored and effective email marketing campaigns for your specific audience needs.

Expanded Segmentation Conditions

Our segmentation capabilities have been supercharged with a plethora of new conditions. You can now create segments based on actions like entering or exiting automation, using coupon codes, selecting shipping methods, leaving reviews, residing in a particular city or postal code, and even actions like the last engagement, purchase, open, click, page view, or sending date.

Segment on Top of Your List

Want to apply a segment to your existing email list when sending a campaign? Now, you can! With the new update, you have the flexibility to layer segments on top of your lists, ensuring that your emails reach the most relevant recipients, every time.

Enhanced Options for Existing Segmentation Conditions

We’ve improved the flexibility and precision of existing segment conditions in several ways:

• Time-based segments: In addition to specifying a time period, you can now choose the “lifetime” option, allowing you to target subscribers based on their entire history with your brand.
• Custom field segments: You can now filter subscribers based on whether their custom fields are “blank” or “not blank,” giving you greater control over your segments.
• Date-based segments: You can set segments based on actions that occurred “on or after” and “on or before” specific dates, offering more refined targeting.

Discoverability Made Easier

Segments are now a separate menu item, making it simpler to navigate and create the perfect segment for your campaigns. This improvement ensures you can access the segmentation features quickly and efficiently.

With these new segmentation features, you have the power to send more personalized, relevant, and effective email campaigns. Whether you’re looking to re-engage lapsed customers, reward loyal buyers, or target specific geographic areas, our enhanced segmentation capabilities will help you achieve your email marketing goals with ease. Get started today and unlock the full potential of your email marketing strategy!

We are still not finished with segmentation, with a couple more improvements and additions coming by the end of the year. And if we haven’t yet included the feature you’re wishing for, let us know at feedback.mailpoet.com.

Automation is at the heart of creating seamless, personalized experiences for your audience. With our powerful Automation Editor, you’ve already been able to craft workflows that nurture and engage your contacts. But now, we’re taking your capabilities to the next level by providing you with in-depth insights into every step of those automations.

What Automation Analytics brings to the table

1. Visual Journey Mapping: Gain a holistic view of your automation’s performance with an intuitive visual representation. See the exact number of contacts at each step, understand completion rates between steps, and identify potential bottlenecks that might need your attention.

2. Email Performance Breakdown: Dive deep into the effectiveness of every email in your automation. Track open and click rates to gauge engagement, monitor the number of orders triggered by each email, and measure the revenue generated. Keep a close eye on unsubscribes to fine-tune your content and strategy.

3. Revenue-Driven Insights: Uncover the direct impact of your automations on your bottom line. Explore the Orders section to dissect each purchase, learn who made it, what products were involved, which email spurred the action, and the overall revenue generated. These insights turn automation into a revenue-generating powerhouse.

4. Subscribers’ Journey Overview: Understand exactly where each subscriber stands in your automation. Track their progress, know their status, and get a real-time glimpse of their position in the journey. This level of visibility empowers you to make timely decisions to enhance their experience.

Why Automation Analytics?

Your success is our priority, and data-driven decision-making is the cornerstone of any successful marketing strategy. With Automation Analytics, you’ll unlock the ability to:

1. Identify high-performing and underperforming segments of your automation.
2. Fine-tune your emails based on real engagement metrics and revenue impact.
3. Optimize your customer journeys to boost completion rates and drive conversions.
4. Get a comprehensive overview of subscriber behavior, aiding in precision targeting.
5. Maximize your automation’s ROI and create more effective campaigns.

Thank you for choosing MailPoet as your partner in email marketing success. We’re excited to see how Automation Analytics transforms your strategies and delivers exceptional results. More Automation features coming up in autumn. Stay tuned and share your feedback at feedback.mailpoet.com.

To your automation success!

1. Abandoned Cart and Order Status Change Triggers: You can now kick-start automations when a customer abandons their cart or when there’s a change in order status. It’s a fantastic way to capture those lost opportunities and keep your customers in the loop.

2. Transactional Emails Made Easy: The order status change trigger can now send transactional emails without requiring marketing consent. The first “Send email” action immediately following the trigger automatically sends transactional email, while all the other emails in the campaign continue to require marketing consent. It’s a hassle-free way to keep your customers informed about their orders.

3. Powerful New Actions: We’ve supercharged our automation capabilities with a range of new actions. You can now effortlessly add or remove tags, lists, or edit subscriber custom fields. Want to send an admin notification or unsubscribe someone? There is an action for that.

4. New Automation Templates: We made “Abandoned cart reminder” and “Celebrating first-time buyers” templates available in the free plugin.

5. Filter Triggers Like a Pro: We know you love having control, which is why we’ve introduced the ability to filter triggers by the subscriber, WordPress user, customer, or order fields. Customization is the name of the game, and now you can tailor your automations with laser-like precision.

6. Run Automations Once per Subscriber: Now, it’s up to you to decide if your subscribers can receive the same automation only once or multiple times. Do you want to welcome new subscribers even if they resubscribe? No problem! Only a single abandoned cart per customer? Sure can do.

We can’t wait for you to explore these fantastic new features. There is more to come, with detailed automation analytics in mid-summer and more in autumn. Stay tuned and share your feedback at feedback.mailpoet.com.

Happy automating!

If you’re in the commerce game, we’ve introduced new options based on single order value, average order value, purchase date, and used payment method. Reward your new or regular big spenders with a discount coupon to incentivize more sales and increase lifetime value.

We know how important it is to track your subscriber acquisition sources. That’s why you can now target subscribers who signed up via a specific form. And as a bonus, you can now easily segment your subscribers based on their first name, last name, and email address (e.g., to reach out to Gmail subscribers).

But wait, there’s more! You can now duplicate existing segments! This means you won’t have to start from scratch whenever you want to create a similar segment. Simply duplicate an existing one, make a few tweaks, and voila! You’ve got a new segment ready to roll.

There is more in the pipeline for segmentation, which we’ll roll out in the next couple of months. Stay tuned! And, you guessed it, let us know what you think at feedback.mailpoet.com.

You’ll have the option to choose between two plans – Starter and Business. The Starter plan is perfect if you are just starting with email marketing or have smaller mailing lists, as it allows you to send with MailPoet Sending Service for up to 1,000 subscribers.

If you need more advanced features, the Business plan is the way to go. It unlocks all of MailPoet’s features, including priority customer support, detailed email and shopping analytics, email marketing automations, or purchasing and engagement-based customer segmentation and targeting, to create effective and personalized email campaigns that engage your customers and drive results.

Visit MailPoet on Woo.com to start for free and take your email marketing to the next level. And as always, let us know what you think at feedback.mailpoet.com.

For new users, we’ve included easy-to-follow instructions for setting up MailPoet and getting started with your first email campaign. Plus, we’ve highlighted our recommended features so you can take full advantage of everything MailPoet offers.

We know tracking engagement is essential, so you’ll also see engagement metrics from recent campaigns. In addition, you’ll be able to see how subscribers interact with your content and any changes in the number of subscribers on your lists.

And finally, we’ve included links to additional email marketing resources and articles so you can continue learning and growing your skills.

We’re confident that our new Home page will improve your email marketing experience. So check it out yourself and let us know what you think at feedback.mailpoet.com.

Firstly, our built-in CAPTCHA now comes with an audio fallback to provide an alternative way for visually impaired users to complete the verification process without relying on visual cues.

Secondly, MailPoet uses your site’s language in emails (in <html lang=""> ) instead of always using English, so screen readers can set proper language to better understand your emails’ content.

Lastly, the close button on popup signup forms is now focusable. You can now easily dismiss the popup when navigating the website using a keyboard.

We hope these improvements will make MailPoet more accessible and user-friendly. As always, please don’t hesitate to share your feedback at feedback.mailpoet.com.

Firstly, you can now design your subscription confirmation emails with the drag & drop email editor you’re already using for other emails.

You can enable the new confirmation emails for your site in MailPoet > Settings > Sign-Up Confirmation > Enable visual subscription confirmation emails (enabled by default for new installations).

Secondly, you can now easily hide a specific list from the Manage Subscription page. Just head to the list edit page, and uncheck the Show this list on the “Manage Subscription” page checkbox.

We hope you find these useful. We continue to work on improvements like these, and we appreciate the feedback you share with us at feedback.mailpoet.com. Thank you!