The Yahoo and Google updates in 2024 enforce stricter email authentication, list management, and unsubscribe requirements for all senders, significantly impacting B2B email practices. B2B senders must implement SPF, DKIM, and DMARC authentication, maintain clean and engaged lists, and provide easy unsubscribe options. Failure to comply results in deliverability issues, potential blocking, and damage to sender reputation. The changes particularly affect cold emailers and those using purchased lists, emphasizing a shift towards permission-based marketing and relationship building. Active monitoring of sender reputation and spam rates is crucial for B2B senders to adapt to these changes.
12 marketer opinions
The Yahoo and Google updates in early 2024 impose stricter requirements on email senders, significantly impacting B2B email practices. These updates emphasize email authentication (SPF, DKIM, DMARC), list management (hygiene, segmentation, and consent), and simplified unsubscribe processes. Compliance is crucial for B2B senders to maintain deliverability, avoid spam filters, and protect sender reputation. The changes particularly affect those using cold emailing tactics or purchased lists, necessitating a shift towards permission-based marketing and relationship building.
Marketer view
Email marketer from Litmus Blog emphasizes that the updates will impact deliverability for B2B senders who don't follow best practices. Authentication, list hygiene, and engagement are crucial factors in ensuring emails reach the inbox.
29 Aug 2021 - Litmus Blog
Marketer view
Email marketer from EmailToolTester Blog specifies that B2B senders need to ensure their emails are properly authenticated using SPF, DKIM, and DMARC. Additionally, they should monitor their sender reputation and address any issues promptly.
17 Jan 2024 - EmailToolTester Blog
4 expert opinions
The Yahoo and Google updates impact B2B senders by requiring them to adhere to the same email best practices as B2C senders, focusing on authentication (SPF, DKIM, DMARC), list hygiene (suppressing unengaged recipients, honoring unsubscribe requests), and sender reputation management (monitoring complaint rates). The updates are a response to the belief that B2B senders can spam anyone they want, and reinforce the need for all senders to obtain consent and make it easy for recipients to unsubscribe.
Expert view
Expert from Word to the Wise explains that the Google and Yahoo updates mean that ALL senders, including B2B, must authenticate their mail and make sure they send wanted mail, and make it easy for users to unsubscribe. Senders should monitor complaint levels to make sure they aren't too high.
21 Oct 2023 - Word to the Wise
Expert view
Expert from Email Geeks says that B2B senders generally believe they can spam anyone they want. The Yahoo and Google requirements make no mention of consumer vs business recipients, just requirements for email senders.
26 Oct 2023 - Email Geeks
5 technical articles
The Yahoo and Google updates necessitate B2B email senders to comply with specific technical guidelines to ensure deliverability. These include setting up SPF, DKIM, and DMARC authentication to verify sender identity and prevent spoofing. Additionally, maintaining a low spam rate (below 0.1%) and providing easy one-click unsubscribe options are crucial. Tools like Mxtoolbox are available to check and validate DNS records for proper configuration.
Technical article
Documentation from Google Support outlines guidelines for bulk email senders, including B2B senders. Key requirements include setting up SPF, DKIM, and DMARC authentication, keeping spam rates below 0.1%, and making it easy for recipients to unsubscribe.
28 Jul 2023 - Google Support
Technical article
Documentation from Mxtoolbox explains that B2B senders can use Mxtoolbox to check their DNS records for SPF, DKIM and DMARC. This provides tools to ensure they are correctly configured and validates whether emails are authenticating correctly, reducing the chances of getting flagged as spam.
25 Aug 2023 - Mxtoolbox
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