Summary
In 2024, Google and Yahoo are implementing stricter email sending requirements aimed at enhancing security and reducing spam. These changes primarily impact senders who send over 5,000 emails per day to Gmail and Yahoo addresses. Key requirements include email authentication using SPF, DKIM, and DMARC, enabling easy one-click unsubscription, and maintaining a low spam rate (below 0.3%). The rollout is phased, starting in February 2024 with providers beginning to defer mail from non-compliant senders, continuing in April with the rejection of a percentage of non-compliant mail, and culminating on June 1, 2024, when senders must fully comply with one-click unsubscription or face rejection. While the core requirements are consistent, some confusion has arisen due to the communication of multiple dates.
Key findings
- Enforcement Starts February 2024: Google and Yahoo begin enforcing new sender requirements in February 2024.
- Bulk Sender Impact: The new rules primarily impact senders sending over 5,000 emails daily.
- Authentication Imperative: Email authentication (SPF, DKIM, DMARC) is a mandatory requirement.
- Easy Unsubscription Required: Senders must implement a one-click unsubscribe process.
- Low Spam Rate Essential: Maintaining a spam rate below 0.3% is crucial for deliverability.
- Phased Rollout: The rollout is phased with deferrals in February, rejections in April, and one-click unsubscribe enforcement in June.
Key considerations
- Implement Email Authentication: Set up SPF, DKIM, and DMARC records correctly for all sending domains to ensure proper authentication.
- Simplify Unsubscription: Implement and rigorously test a one-click unsubscribe process for ease of use.
- Monitor Spam Rates: Actively monitor spam rates and take immediate action if they approach or exceed 0.3%.
- Adhere to Timeline: Adhere to the phased rollout dates: be prepared for deferrals in February, potential rejections in April, and mandatory one-click unsubscribe by June 1, 2024.
- Stay Informed: Refer to official documentation from Google and Yahoo directly to avoid misinformation or hearsay.
What email marketers say
7 marketer opinions
Google and Yahoo are implementing stricter email sending requirements in 2024 to combat spam and improve user experience. These requirements primarily affect bulk senders (over 5,000 emails/day) and include email authentication (SPF, DKIM, DMARC), easy one-click unsubscription, and maintaining a low spam rate (below 0.3%). Enforcement begins in February 2024.
Key opinions
- Authentication Required: Senders must authenticate emails using SPF, DKIM, and DMARC.
- Easy Unsubscription: One-click unsubscription must be implemented to allow recipients to easily opt-out.
- Low Spam Rate: Senders must maintain a spam rate below 0.3% to avoid delivery issues.
- Enforcement Date: Enforcement of the new requirements begins in February 2024.
- Bulk Sender Impact: These changes primarily affect senders sending more than 5,000 emails per day to Yahoo and Gmail addresses.
Key considerations
- Authentication Setup: Ensure SPF, DKIM, and DMARC records are correctly configured for all sending domains.
- Unsubscription Process: Implement a one-click unsubscription process that is easy for recipients to use.
- Spam Monitoring: Monitor spam rates closely and take corrective action if the rate exceeds 0.3%.
- Timeline Awareness: Be aware of the enforcement timeline and ensure compliance before February 2024.
- PTR Record Validation: Ensure a valid PTR record is present for mail servers.
Marketer view
Email marketer from SendGrid shares the upcoming changes to email sending requirements from Google and Yahoo!. These changes include authenticating your email, making it easy to unsubscribe, and keeping your spam rate low. Enforcement will begin in early 2024.
24 Apr 2024 - SendGrid
Marketer view
Email marketer from Stack Overflow details authentication requirements in 2024 for Yahoo and Gmail. They mention you have to set up SPF, DKIM and DMARC records, have a valid PTR record, maintain low spam rates, and make unsubscribing easy.
18 Aug 2024 - Stack Overflow
What the experts say
4 expert opinions
Google and Yahoo are implementing stricter email sending requirements in early 2024, impacting large senders (over 5,000 emails/day). Key changes include email authentication, easy one-click unsubscription, and low spam rates. The rollout involves a phased approach: February 1st marks the start of deferrals, April 1st sees rejections, and June 1st mandates one-click unsubscribe compliance.
Key opinions
- Stricter Requirements: Yahoo and Google announced stricter email sending requirements.
- February 2024 Start: Changes begin in February 2024.
- Impact on Large Senders: Impacts senders of 5,000+ emails daily to Yahoo and Gmail.
- Authentication, Unsubscribe, Spam: Requirements include authentication, easy unsubscribe, and low spam rates.
- Phased Rollout: The rollout is phased: deferrals, rejections, then unsubscribe enforcement.
Key considerations
- Authentication: Ensure proper email authentication methods are in place (SPF, DKIM, DMARC).
- Unsubscribe Process: Implement and test a one-click unsubscribe mechanism.
- Spam Monitoring: Monitor and maintain a low spam rate.
- Rollout Dates: Be aware of the different rollout dates and what is expected on each date (Feb 1, April 1, June 1).
- Nuance Lost: Be aware that communicating multiple dates can cause confusion.
Expert view
Expert from Email Geeks responds that he thinks the biggest problem was ever communicating more than one date and they have lost the art of nuance.
30 Sep 2021 - Email Geeks
Expert view
Expert from Word to the Wise, Marcel Becker, responds that there were announcements from Yahoo and Gmail on changes to their email policies, set to begin in February 2024, focusing on reducing spam and improving security. Stricter authentication, easier unsubscription processes, and lower spam rates are required.
22 Mar 2025 - Word to the Wise
What the documentation says
3 technical articles
Google and Yahoo are rolling out new email sender requirements starting in February 2024 to enhance security and reduce spam. These changes necessitate stricter authentication practices, streamlined unsubscription processes, and the maintenance of low spam rates. Full enforcement, including mandatory one-click unsubscription, is slated for June 1, 2024. Non-compliant senders may face delivery issues as early as February.
Key findings
- February 2024 Start: Enforcement of new sender requirements begins in February 2024.
- Stricter Requirements: New policies include stricter authentication, easier unsubscription, and lower spam rates.
- June 1 Full Enforcement: Full enforcement, including one-click unsubscribe, by June 1, 2024.
- Delivery Issues: Non-compliant senders may experience delivery issues.
Key considerations
- Authentication: Implement robust email authentication using SPF, DKIM, and DMARC.
- Unsubscription: Ensure a simple and effective one-click unsubscription mechanism is in place.
- Spam Rate: Monitor and minimize spam rates to avoid penalties.
- Compliance Deadline: Meet all requirements by June 1, 2024, to ensure continued email deliverability.
- Early Implementation: Implement changes as soon as possible to avoid potential delivery issues during the gradual enforcement period.
Technical article
Documentation from Google Workspace Updates explains the timeline for enforcement of sender requirements, which starts in February 2024. Beginning February 2024, Google will gradually enforce sender requirements. Senders who don’t meet the requirements might experience delivery issues. By June 1, 2024, Google will fully enforce the sender requirements.
14 Apr 2022 - Google Workspace Updates
Technical article
Documentation from Yahoo Mail Blog details the new sender requirements being rolled out. The key dates include February 2024 when enforcement begins and senders must authenticate, maintain low spam rates, and enable easy unsubscription. By June 2024, one-click unsubscription must be implemented.
16 Jan 2024 - Yahoo Mail Blog
Are Gmail and Yahoo bulk sender limits per mailbox or per domain?
Do subscription based emails require a list unsubscribe option according to Gmail and Yahoo's new sending requirements?
Do Yahoo and Gmail require DMARC authentication for senders?
How are Gmail and Yahoo enforcing unsubscribe requests, and what factors do they consider for compliance?
How can I ensure email compliance with Yahoo/Google rules including DMARC, SPF, and FcrDNS?
How do Gmail and Yahoo's new one-click unsubscribe requirements work?
