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Gmail and Yahoo’s 2024 Updates You Need To Know

In the ever-evolving world of emails, Gmail and Yahoo have set sail on a new course, implementing changes that promise a better inbox experience for users. These alterations, however, come with a significant impact on email senders. In this blog post, we'll explore the latest announcements and shed light on what these adjustments mean for your email program.

Laptop sending emails

The Winds of Change: New Sender Requirements

Gmail and Yahoo, giants in the email provider realm, have decided to crack down on unwanted emails. The focus is on implementing new sender requirements that aim to enhance inbox security, authentication, and overall email relevance. The enforcement of these changes is set to begin in February 2024, with both platforms keeping a watchful eye on bulk email senders, particularly those transmitting over 5000 messages a day.

But what does this mean for you as a sender?

Unpacking the New Requirements

These upcoming changes, while not entirely unexpected, emphasize the need for email senders to prioritize certain deliverability best practices. Both Gmail and Yahoo have outlined three key changes that will be crucial for senders to adopt:

  1. Authenticate Your Email: Senders are now required to verify their identities using standard protocols like SPF, DKIM, and DMARC.

  2. Enable One-Click Unsubscribe: Implement a single-click unsubscribe link within your emails to provide recipients with an easy opt-out option.

  3. Send Only Desired Emails: Gmail and Yahoo are intensifying their focus on spam monitoring. Senders need to ensure they stay below a specified spam rate threshold.

These changes will specifically affect bulk senders, defined by Google as those transmitting 5000 or more messages to Gmail addresses in one day. It's crucial to note that the announcements don't specify that a sender must consistently send 5000 messages each day. Therefore, it's essential to consider peak sending habits and large campaigns when evaluating if these rules apply.

Facing the Storm: What Senders Need to Do

While these changes might seem daunting, they essentially reinforce existing best practices that responsible senders should already be following. Surprisingly, our State of Email Deliverability report found that around 40% of senders are either unsure or not implementing both SPF and DKIM. Similarly, among those using DMARC, 40% are uncertain about their policy.

In essence, these changes signify a call for senders to take their email practices seriously. It's time to buckle down, authenticate your emails, enable easy opt-outs, and ensure your messages are welcomed rather than marked as spam.

Stay tuned for more updates, and thank you for being part of our community.

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