Urgent update: Gmail & Yahoo’s new email requirements – What all senders must know


In a pivotal development for email senders, Gmail and Yahoo are implementing crucial changes effective February 2024. While these changes are critical for all, it’s particularly urgent for those sending emails using a custom sending domain. Here’s why all senders need to act swiftly to ensure their emails maintain strong deliverability.

Who’s Impacted?

If you’re a sender using a custom sending domain, these changes are especially relevant to you. It’s crucial to adapt promptly to the evolving email landscape to avoid any disruptions in reaching your audience.

What’s Changing for Small Senders?

SPF (Sender Policy Framework):

Authenticate your emails by creating an SPF record. This ensures that Internet Service Providers recognize your mail server as authorized to send emails on behalf of your domain.

DKIM (DomainKeys Identified Mail):

Implement DKIM to add a cryptographic signature to your emails, preventing forged sender addresses and increasing the authenticity of your communications.

DMARC (Domain-based Message Authentication, Reporting, and Conformance):

Elevate your email security by incorporating DMARC. This extra layer of protection prevents fraud and phishing attacks, safeguarding your brand reputation.

Mandatory One-Click Unsubscribe:

Enhance user experience by incorporating a one-click unsubscribe option. Simplify the process for recipients to manage their preferences, aligning with industry best practices.

Daily Spam Rate Threshold:

Adhere to the daily spam rate threshold of 0.1%. This ensures that your emails contribute to a healthy email ecosystem, minimizing the impact of spam on recipients.

Urgency for Small Senders: Time is of the essence for small senders. The approaching deadline demands immediate attention to these changes to avoid any disruptions in your email deliverability. The urgency lies in securing your communication channels, maintaining brand trust, and ensuring your messages continue to resonate with your audience.

Here are the full rules of Gmail regarding small senders:

Understanding SPF, DKIM, and DMARC:

SPF (Sender Policy Framework): An essential step for authenticating your emails. ISPs verify your mail server’s legitimacy by checking the authorized IP addresses in the DNS TXT record.

DKIM (DomainKeys Identified Mail): Increase the authenticity of your emails by adding a cryptographic signature. This helps in detecting forged sender addresses, common in phishing and spam.

DMARC (Domain-based Message Authentication, Reporting, and Conformance): Elevate your email security with DMARC, preventing fraud and phishing attacks. This enhances brand reputation and overall email security.

Additional Requirements for Large Senders:

For those sending more than 5,000 messages daily to Gmail accounts, extra measures include setting up DMARC email authentication for your domain and aligning the sender’s domain in the From: header with either SPF or DKIM for DMARC alignment.

Conclusion: All senders must act urgently to adapt to these changes. Beyond compliance, it’s a strategic move to safeguard your communication channels, maintain brand trust, and ensure your messages continue to reach your audience effectively. Don’t delay – implement these measures now to stay ahead in the evolving email landscape.

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