{"id":31917,"date":"2024-07-11T10:37:44","date_gmt":"2024-07-11T08:37:44","guid":{"rendered":"https:\/\/madwise.si\/blog\/?p=31917"},"modified":"2024-08-09T14:57:30","modified_gmt":"2024-08-09T12:57:30","slug":"email-varnostne-zahteve-2024","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/email-varnostne-zahteve-2024\/","title":{"rendered":"Ali va\u0161i e-maili v 2024 varno dose\u017eejo va\u0161e kontakte?"},"content":{"rendered":"\n<p>V \u010dasu, ko kibernetska varnost postaja vse bolj pomembna, sta Google in Yahoo februarja 2024 predstavila nove varnostne zahteve za po\u0161iljatelje mno\u017ei\u010dnih e-mail sporo\u010dil (5000 ali ve\u010d sporo\u010dil dnevno). Za vsa podjetja, ki uporabljajo e-po\u0161tno tr\u017eenje v svoji prodajni strategiji, implementacija treh varnostnih protokolov DKIM, SPF in DMARC predstavlja pomembno spremembo. Po 1. 4. 2024 se bodo vsi po\u0161iljatelji mno\u017ei\u010dnih e-mail sporo\u010dil, ki ne bodo implementirali zahtevanih varnostnih protokolov, lahko sre\u010dali z zavra\u010danjem dele\u017ea e-mail sporo\u010dil, ki varnostnega preverjanja ne bodo prestala \u2013 ta odstotek zavrnitev se bo s\u010dasoma \u0161e pove\u010deval. Pove\u010dal se bo tudi dele\u017e sporo\u010dil, ki bodo lahko pristala v ne\u017eeleni po\u0161ti.&nbsp;&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Kaj to\u010dno so te spremembe in kaj pomenijo za podjetja, ki masovno po\u0161iljajo e-mail sporo\u010dila svojim kontaktom?<\/h2>\n\n\n\n<p>E-mail marketing kampanje, s katerimi si podjetja prizadevajo pritegniti ve\u010d strank in spodbujati prodajo, so v veliki meri odvisne od zmo\u017enosti zanesljivega doseganja prejemnikovih nabiralnikov \u2013 in izogibanja pristanku med ne\u017eeleno po\u0161to.<br><br>Google in Yahoo ter drugi ve\u010dji ponudniki e-po\u0161tnih storitev \u017eelijo s strogim preverjanjem treh na\u010dinov avtentikacije v 2024 zagotoviti za\u0161\u010dito pred obi\u010dajnimi gro\u017enjami, kot so prevare s ponarejeno e-po\u0161to (&#8220;spoofing&#8221;) in t. i. \u201cribarjenje (phishing)\u201d.<\/p>\n\n\n\n<p>Spremembe pri preverjanju varnostnih protokolov so v veljavo stopile 1. 2. 2024, s 1. 4. 2024 pa so postale obvezujo\u010de. \u010ce varnostnih protokolov ne boste uredili, bo mo\u017enost, da va\u0161a sporo\u010dila ne dose\u017eejo prejemnikovega nabiralnika ali pristanejo v ne\u017eeleni po\u0161ti toliko vi\u0161ja.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Katere so 3 najpomembnej\u0161e prakse, ki jim v 2024 morate slediti?<\/h2>\n\n\n\n<p>S 1. 4. 2024 je klju\u010dnega pomena, da sledite naslednjim praksam za izbolj\u0161anje dostavljivosti e-mail sporo\u010dil:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Implementacijo treh varnostnih protokolov DKIM, SPF in DMARC za avtentikacijo e-mail sporo\u010dil.<\/li>\n\n\n\n<li>Omogo\u010dite enostavno odjavo od prejemanja e-novic z enim klikom.&nbsp;<\/li>\n\n\n\n<li>Pomembno je, da gradite zdravo bazo kontaktov in vzdr\u017eujete stopnjo odjav pod 0,1 %, prese\u010di pa ne sme 0,3 %, \u010de \u017eelite ohraniti dobro dostavljivost svojih sporo\u010dil.<br><\/li>\n<\/ul>\n\n\n\n<p><br>Z uvedbo zahteve po preverjanju pristnosti po\u0161iljateljevih podatkov in e-mail vsebin, DKIM, SPF in DMARC na\u010dini avtentikacije pove\u010dujejo verodostojnost e-po\u0161tnega tr\u017eenja in spodbujajo bolj\u0161e zaupanje med podjetji in njihovo ciljno publiko ter skrbijo za varnost prejemnikov teh sporo\u010dil.&nbsp;<\/p>\n\n\n\n<p><br>Na spletu je na voljo ve\u010d orodij, kjer lahko preprosto preverite svojo konfiguracijo DNS zapisov. Eno od zanesljivih orodij je na povezavi: <a href=\"https:\/\/mxtoolbox.com\/dkim.aspx\">https:\/\/mxtoolbox.com\/dkim.aspx<\/a><\/p>\n\n\n\n<p><br>Kako vam lahko implementacija teh varnostnih protokolov pomaga dose\u010di uporabnikov nabiralnik?<\/p>\n\n\n\n<p>Podjetja morajo zagotoviti skladnost s protokoli, kar zmanj\u0161a tveganje, da bi bila poslana sporo\u010dila iz e-mail marketing orodij ozna\u010dena kot ne\u017eelena po\u0161ta ali zavrnjena, preden dose\u017eejo uporabnikov po\u0161tni nabiralnik. Hkrati pa skladnost izbolj\u0161a stopnjo dostavljivosti in anga\u017eiranosti uporabnikov, kar je bistvenega pomena za uspe\u0161nost e-mail marketing kampanj.<br><br>Implementacija teh protokolov je tudi skladna s pri\u010dakovanji potro\u0161nikov glede varne in zaupanja vredne komunikacije z blagovnimi znamkami.<br><\/p>\n\n\n\n<p>Podjetja, ki bodo dosegala zastavljeni standard spletne varnosti, bodo lahko izkoristila pozitivne vplive, ki jih bodo njihova marketin\u0161ka prizadevanja imela za pove\u010devanje ROI.<br><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Kako uredite nove varnostne protokole?<\/h2>\n\n\n\n<p>Pomembno je, da preverite navodila za implementacijo pri svoji platformi za e-mail marketing. Ko implementacijo zaklju\u010dite na strani platforme je pomembno, da podatke posredujete razvojni ekipi, odgovorni za vzdr\u017eevanje spletne strani. Morda boste za vnos DNS podatkov morali stopiti v stik z ekipo, odgovorno za DNS cono va\u0161ega spletnega mesta.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Kaj pa nas na podro\u010dju e-mail marketinga in spletne varnosti \u010daka v prihajajo\u010dih mesecih?<\/h2>\n\n\n\n<p>Ne pozabite \u2013 s 1. 6. 2024 Gmail uvaja zahtevo, da morajo vsa sporo\u010dila vsebovati tudi mo\u017enost odjave od prejemanja novic z enim klikom. Sporo\u010dila, ki enostavne odjave ne bodo omogo\u010dala, bodo lahko zavrnjena.&nbsp;<\/p>\n\n\n\n<p><br>Google in Yahoo sta tudi napovedala, da se bodo varnostne zahteve najverjetneje \u0161e stopnjevale, zato ne pozabite redno spremljati napovedi in slediti napovedanim zahtevam.<br><br>Ali \u017ee sledite novim varnostnim zahtevam?&nbsp;<\/p>\n\n\n\n<p>\u010ce potrebujete dodatne nasvete, kako izbolj\u0161ati odziv prejemnikov na va\u0161a e-mail sporo\u010dila, si preberite \u010dlanek na povezavi: <a href=\"https:\/\/madwise.si\/blog\/email-kampanje-boljsi-rezultati\/\">https:\/\/madwise.si\/blog\/email-kampanje-boljsi-rezultati\/<\/a>.<\/p>\n\n\n\n<p><br>Potrebujete pomo\u010d? Stopite v stik z nami!<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Slovar izrazov:<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>SPF (Sender Policy Framework) je varnostni e-po\u0161tni protokol, ki dolo\u010da, kateri IP naslovi so poobla\u0161\u010deni za po\u0161iljanje e-mail sporo\u010dil. Domene, ki so za\u0161\u010ditene s SPF zapisom, dokazujejo ve\u010djo verodostojno po\u0161iljatelja, zato obstaja manj\u0161a verjetnost, da domena pristane na seznamu ne\u017eelene po\u0161te.<br><br><\/li>\n\n\n\n<li>DKIM (DomainKeys Identified Mail) je varnostni protokol, ki omogo\u010da preverjanje pristnosti dohodnih e-sporo\u010dil. Ta varnostni protokol tako zagotavlja pristnost po\u0161iljatelja in vsebine e-mail sporo\u010dila.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>DMARC (Domain-based Message Authentication, Reporting, and Conformance) zapis e-po\u0161tnim stre\u017enikom narekuje navodila, kaj naj storijo z e-mail sporo\u010dili, ki ne prestanejo SPF in DKIM preverjanja. V praksi to za prejemnike e-mail sporo\u010di pomeni manj\u0161e \u0161tevilo ne\u017eelene po\u0161te in manj\u0161e tveganje za spletne napade (npr. \u201cphishing\u201d). Hkrati pa prestajanje te vrste preverjanja za po\u0161iljatelja pomeni ve\u010dji ugled ter la\u017eji doseg uporabnikovih e-po\u0161tnih predalov.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Google in Yahoo sta februarja 2024 uvedla nove varnostne zahteve za po\u0161iljatelje mno\u017ei\u010dnih e-mailov (5000+ dnevno). Podjetja morajo do 1. aprila 2024 implementirati DKIM, SPF in DMARC zapise po novih standardih, sicer tvegajo zavrnitev sporo\u010dil in ve\u010dje \u0161tevilo e-mailov v ne\u017eeleni po\u0161ti.<\/p>\n","protected":false},"author":43,"featured_media":31919,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5,31],"tags":[60,61,58,57,62],"class_list":["post-31917","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketinska-avtomatizacija","category-marketinsko-svetovanje","tag-dkim","tag-dmarc","tag-e-mail-marketing","tag-klaviyo","tag-spf","entry"],"acf":{"izpostavljen_vodic_shortcode":"","drugi_del_vsebine":"","onemogoci_kazalo":false},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Ali va\u0161i e-maili v 2024 varno dose\u017eejo va\u0161e kontakte? - Madwise Blog<\/title>\n<meta name=\"description\" content=\"V veljavi so nove DKIM, SPF in DMARC varnostne zahteve za e-mail marketing v 2024. 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