Deliverability

Part 2: Complying with the 75% of global email traffic controlled by MAGY 

Part 2: Complying with the 75% of global email traffic controlled by MAGY 

 In Part I, we explored how the MAGY providers (Microsoft, Apple, Gmail, and Yahoo) have reshaped the email marketing landscape with stricter rules around authentication, reputation, engagement, and list quality. These changes may feel overwhelming, but they also create opportunities for senders who adapt quickly. 

Now, in Part II, we’ll look at how to navigate these challenges, balance volume and frequency, adapt to evolving algorithms, and use mySMTP’s tools to ensure your emails consistently reach the inbox. 

Volume and Frequency Balancing: The Goldilocks Dilemma 
Finding the sweet spot in volume and frequency is harder than ever: 

  • Thresholds – Gmail’s dynamic daily sending thresholds; Microsoft’s differing policies for consumer and enterprise accounts; Apple’s behaviour-driven limits; and Yahoo’s adaptive, reputation-based restrictions. 
  • Frequency – Gmail rewards predictable patterns; Microsoft prefers conservative volume; Apple bases tolerance on user history; Yahoo still responds to traditional pacing. 
  • Segmentation – Micro-segmentation can backfire if too small; provider-specific segmentation is required. 
  • Timing – Gmail adapts to individual behavior; Microsoft favors business hours; Apple favors mobile usage; Yahoo sticks to traditional peaks. 

 

The Algorithmic Arms Race 
Filtering now goes far beyond basic spam checks: 

  • Content fingerprinting requires constant variation. 
  • URLs build their own reputations. 
  • Images are scanned for spam signals. 
  • Behavioral patterns can override content quality. 

 

How mySMTP Makes Email Marketing Great Again 

  • Intelligent Reputation Protection – RepHero tracks reputation across MAGY. 
  • Deliverability Optimization Tools – Automatic bounce handling with mySMTP MailWizz, list hygiene, detailed engagement analytics. 
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 Practical Implementation Guide 

  • Phase 1 (Week 1-2): Authentication Foundation – Audit SPF/DKIM/DMARC, align domains, test setup. 
  • Phase 2 (Week 3-6): Reputation Building – Start small, monitor metrics, scale gradually, fix issues quickly. 
  • Phase 3 (Ongoing): Optimization – Clean lists, A/B test content, refine segmentation, analyze provider metrics. 

Provider-Specific Best Practices 

  • Gmail – Engagement-driven content, structured data markup, consistent patterns, Postmaster Tools. 
  • Microsoft – Conservative sending, monitor SNDS, bounce handling. 
  • Apple Mail – Optimize for mobile, focus on genuine engagement, adapt to privacy-driven metrics. 
  • Yahoo – Join feedback loops, maintain strict list hygiene, consistent “From” names, monitor complaints. 

 

The Road Ahead 
MAGY requirements will keep evolving. Success demands proactive compliance, strong technology partners, and data-driven, long-term strategy. 

Conclusion 
While the new MAGY landscape may seem daunting, it’s also an opportunity. With authentication, reputation management, and engagement strategies in place, deliverability improves dramatically. mySMTP is here to guide you through these changes and ensure your campaigns succeed. 

 

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