Gmail and Yahoo are on a mission to protect their users from spam and unwanted emails, but if senders fail to properly secure their systems and leave the door for exploitation wide open, that job is a whole lot harder. That’s why Gmail and Yahoo decided that proper email authentication and following deliverability best practices are no longer a “nice-to-have.”
Gmail has introduced new requirements for email senders, set to be enforced starting February 1, 2024. Non-compliant senders will initially receive temporary errors, with Gmail gradually rejecting increasing percentages of non-compliant sends from April 2024. Yahoo and Gmail have postponed the one-click unsubscribe requirement to June 2024.
Changes Effective February 1, 2024:
Domains sending 5,000 or more emails to personal Gmail addresses within 24 hours are considered bulk senders. Subsequent to meeting this threshold, a domain is permanently categorized as a bulk sender.
- For Bulk Senders:
- Secure Your Identity: Make sure your emails are authenticated using SPF, DKIM, and DMARC protocols.
- Easy Goodbyes: Include a clear unsubscribe link in your marketing emails. Support list-unsubscribe functionality, and ensure all requests are processed within two days.
- Stay Clean: Maintain a spam rate below 0.3% to keep your email reputation healthy.
For All Senders (Bulk and Non-Bulk):
- Prove Your Identity: Authenticate your domain using SPF or DKIM.
- Keep It Clean: Maintain a spam rate below 0.3% to ensure your emails are well-received.
Consequences of Not Playing By the Rules:
- Your emails might end up in spam folders or, worse, be rejected.
More Info You Might Find Handy:
- Your CSP (cloud service provider) should be able to accommodate these changes
- Why All the Fuss? These requirements are all about making the email world safer, and reducing the risk of scammers pretending to be legit brands.
Getting Ready with Your Emails:
- Prove It’s You: Authenticate your email domain using SPF, DKIM, and DMARC.
- Sender Policy Framework (SPF): Defines the servers and domains permitted to send emails on behalf of your organization.
- DomainKeys Identified Mail (DKIM): Appends a digital signature to each outgoing message, enabling receiving servers to authenticate that the message genuinely originates from your organization.
- Domain-based Message Authentication, Reporting, and Conformance (DMARC): Empowers you to instruct receiving servers on how to handle outgoing messages from your organization that fail SPF or DKIM verification.
- Let Them Go Easily: Set up a simple way for people to unsubscribe from your emails, and get ready for a one-click unsubscribe option soon.
Remember, sticking to these guidelines isn’t just a formality – it’s crucial for your emails to reach their destination safely. For more in-depth details, head over to Gmail’s help center, and keep an eye out for similar guidelines from Yahoo.