Google and Yahoo’s new email sender requirements for 2024

by | Wed 6 Dec, 23

Google and Yahoo have announced new restrictions, affecting those sending 5,000+ emails per day. Non-compliance may lead to blocked emails for Google and Yahoo recipients.

Google’s changes take effect on February 1, 2024, and Yahoo’s in Q1 2024.

Please read!

What updates are coming?

Google and Yahoo have unveiled joint statements outlining updates scheduled for implementation in Q1 of 2024. While Google’s statement provides more specific details, both platforms share a common objective: to elevate email marketing standards, reduce inbox clutter, and create a more secure and user-friendly email environment.

Key takeaways at a glance:

  1. Authentication: Domain authentication is no longer optional
  2. Anti-spam: Spam complaint rates must stay consistently below 0.3%
  3. Simple unsubscription: Both providers will be looking at how simple you make the unsubscribe process for your recipients
  4. Relevance over quantity: Both platforms advocate sending relevant emails that users genuinely want to receive

What to do now?

For marketers sending over 5,000 emails per day, adherence to these new guidelines will be mandatory from 1st February 2024. Here’s what to keep in mind:

  1. Authenticate your domains: Ensure you have SPF, DKIM, and DMARC records in place, and monitor your sender reputation
  2. Monitor your negative rates: Review your hard bounces, unsubscribes and spam complaint rates
  3. Register your domain for Google Postmaster Tools: To keep an eye on your spam report data from Gmail users, register your domain at Google’s Postmaster Tools
  4. Make sure your unsubscribe link is easy to find: Make the unsubscription process super easy. If people want out, let them out
  5. Send relevant and valuable content: It goes without saying, but… relevancy is king

At MailNinja, we enforce all senders to authenticate their own domains, and have systems in place to monitor high bounce, unsubscribe and abuse report rates.

If you want to learn how we can help, email me at [email protected]

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