Summary
In February 2024, Google and Yahoo are implementing new email sending requirements for bulk senders (5,000+ emails/day) aimed at reducing spam and improving user experience. Key mandates include strict email authentication (SPF, DKIM, DMARC), easy one-click unsubscription (RFC 8058), and maintaining a low spam rate (below 0.3%). While enforcement begins in February with Google deferring deliveries, outright rejections start in April. Smaller businesses and those with poor email practices face a greater risk of deliverability issues, including emails being marked as spam or blocked. Proactive steps include auditing authentication setups, improving list hygiene, monitoring spam rates, and prioritizing compliance to avoid penalties.
Key findings
- Enforcement Timeline: Enforcement starts in February 2024 with deferrals, stricter enforcement in April 2024.
- Authentication: SPF, DKIM, and DMARC authentication is mandatory.
- Unsubscription: One-click unsubscription (RFC 8058) is required.
- Spam Rate: Spam rate must be below 0.3%.
- Bulk Sender Definition: Applies to senders sending 5,000+ emails/day to Gmail accounts.
- Differential Impact: Smaller senders and those with poor email practices will be disproportionately affected.
- Existing Practices: Major mailbox providers are already filtering non-compliant mail.
- Google's Prioritization: Google will prioritize helping compliant senders.
Key considerations
- Authentication Implementation: Implement and verify SPF, DKIM, and DMARC records.
- List Hygiene: Clean email lists regularly and remove unengaged subscribers.
- Spam Monitoring: Monitor and reduce spam complaint rates.
- Compliance Timeline: Prepare for both the February and April enforcement dates.
- Resource Allocation: Allocate resources for technical and procedural changes.
- Infrastructure Review: Review and update email sending infrastructure for compliance.
- Proactive Measures: Take proactive steps now to ensure compliance and avoid penalties.
What email marketers say
11 marketer opinions
In February 2024, Google and Yahoo are enforcing stricter email sending requirements for bulk senders (5,000+ emails/day). These mandates necessitate proper email authentication (SPF, DKIM, DMARC), easy one-click unsubscription options, and maintaining low spam rates (below 0.3%). Compliance is crucial for maintaining deliverability; failure to adhere to these guidelines can lead to emails being deferred, marked as spam, or blocked entirely. Smaller businesses and those with poor email practices are particularly vulnerable. Google will prioritize helping compliant senders. Proactive steps include auditing current authentication setups, improving list hygiene, and closely monitoring spam complaint rates. These changes are designed to reduce spam and improve the overall email ecosystem.
Key opinions
- Enforcement Timeline: Enforcement begins in February 2024, with Google deferring deliveries. Outright rejection of emails will begin in April 2024.
- Authentication Required: Strict authentication using SPF, DKIM, and DMARC is mandatory for senders.
- Easy Unsubscription: Senders must provide an easy one-click unsubscription mechanism.
- Spam Rate Threshold: Senders must maintain low spam rates (below 0.3%).
- Impact on Deliverability: Failure to comply can lead to deliverability issues, impacting sender reputation and inbox placement. Smaller businesses may be hit the hardest.
- Prioritization by Google: Google will prioritize helping senders who meet the requirements.
Key considerations
- Authentication Setup: Audit current email authentication setups and ensure proper implementation of SPF, DKIM, and DMARC.
- List Hygiene: Improve list hygiene practices by removing unengaged subscribers and managing bounce rates.
- Spam Monitoring: Monitor spam complaint rates and take proactive measures to reduce them.
- Proactive Compliance: Prioritize compliance to avoid deliverability issues and potential blocks. Start making changes now.
- Review Sending Infrastructure: Developers should ensure email sending infrastructure properly implements SPF, DKIM, and DMARC records, correctly configuring DNS records and handling email signing.
Marketer view
Email marketer from SparkPost Blog explains that Gmail and Yahoo's 2024 requirements necessitate strict authentication (SPF, DKIM, DMARC), easy one-click unsubscription, and low spam rates. Failure to comply will result in deliverability issues, impacting sender reputation and inbox placement.
13 Jun 2022 - SparkPost Blog
Marketer view
Email marketer from Validity Blog shares that to prepare for Gmail and Yahoo's new requirements, senders should audit their current email authentication setup, improve list hygiene practices, and monitor spam complaint rates. The impact of not doing so could be significant, including decreased deliverability and damage to sender reputation.
4 Mar 2024 - Validity Blog
What the experts say
4 expert opinions
Experts agree that Google and Yahoo's new email sending requirements, starting February 2024, necessitate implementing SPF, DKIM, and DMARC authentication, and these changes are not entirely new, as mailbox providers are already taking action against non-compliant mail. The policies will disproportionately affect smaller senders lacking resources, making compliance a priority. Poor list hygiene will further impact inbox delivery, emphasizing the importance of maintaining clean and engaged subscriber lists to avoid spam classification.
Key opinions
- Existing Deprioritization: Large mailbox providers have already begun deferring and spamfoldering non-compliant mail.
- Disproportionate Impact: Smaller senders with limited resources will be disproportionately affected by the changes.
- List Hygiene Critical: Poor list hygiene will significantly impact inbox delivery.
- Authentication Required: SPF, DKIM, and DMARC authentication protocols are mandatory for email senders.
- Goal is Reduced Spam: The goal of the new requirements is to reduce spam and improve email for users.
Key considerations
- Prioritize Compliance: Implement the required authentication and unsubscription mechanisms promptly.
- Maintain Clean Lists: Focus on maintaining clean and engaged subscriber lists to avoid spam classification.
- Resource Allocation: Allocate resources for implementing the necessary technical and procedural changes.
- Address Poor Practices: Take immediate action to address and improve any poor email practices.
Expert view
Expert from Spam Resource explains that the upcoming changes by Gmail and Yahoo will start being enforced in February 2024, requiring email senders to implement SPF, DKIM, and DMARC authentication protocols. They state that the goal is to reduce spam and improve the overall email experience for users. If not followed the negative impact will affect smaller businesses and those with poor email practices with a possible drop in deliverability to Gmail and Yahoo accounts.
7 Jul 2024 - Spam Resource
Expert view
Expert from Word to the Wise emphasizes that the impact of Google and Yahoo's 2024 policy changes will disproportionately affect smaller senders who may lack the resources or expertise to implement the required authentication and unsubscription mechanisms. They recommend prioritizing compliance to avoid deliverability issues.
4 Sep 2021 - Word to the Wise
What the documentation says
4 technical articles
Google and Yahoo are implementing new requirements for bulk email senders (5,000+ messages/day) starting in February 2024. These requirements include authenticating email with SPF, DKIM, and DMARC; enabling easy one-click unsubscription (as defined in RFC 8058); and maintaining a spam rate below 0.3%. Non-compliance may result in messages being rejected or sent to spam, with stricter enforcement beginning in April 2024.
Key findings
- Authentication: Senders must authenticate email using SPF, DKIM, and DMARC.
- Unsubscription: Easy unsubscription with a one-click option is required, adhering to RFC 8058.
- Spam Rate: The spam rate must be kept below 0.3%.
- Enforcement Timeline: Enforcement begins in February 2024, with stricter enforcement in April 2024.
- Scope: These requirements apply to senders sending 5,000 or more messages a day.
Key considerations
- Technical Implementation: Implement SPF, DKIM, and DMARC authentication protocols.
- Unsubscribe Mechanism: Ensure a one-click unsubscribe option is easily accessible in every email.
- Spam Monitoring and Control: Implement strategies to keep spam rates below the threshold.
- Preparation for Enforcement: Prepare for the initial enforcement in February and stricter enforcement in April.
- Bulk Sender Evaluation: If you send more than 5000 emails daily to Gmail accounts, then ensure you meet the set requirements.
Technical article
Documentation from RFC Editor clarifies that RFC 8058 describes a method for email senders to signal one-click unsubscribe functionality, which is now a requirement by Gmail and Yahoo! for bulk senders. This standard ensures a user can easily unsubscribe from mailing lists with a single click.
16 Feb 2025 - RFC Editor
Technical article
Documentation from Google Help outlines requirements for bulk senders, including authenticating email using SPF, DKIM, and DMARC; ensuring easy unsubscription with a one-click unsubscribe option and a visible unsubscribe link in the message body; and keeping spam rates below 0.3%. It notes that enforcement starts in February 2024, with stricter enforcement in April 2024.
30 Jun 2022 - Google Help
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 do Gmail and Yahoo's new one-click unsubscribe requirements work?
How will Google and Yahoo's new email authentication policies affect senders using shared domains and ESP authentication?
How will the Google and Yahoo 2024 email sending changes impact email marketers?
