Who’s affected by the Google and Yahoo 2024 email changes?

Whether you’re sending a few emails or thousands, these changes happen for everyone, especially if you send over 5,000 emails daily to Gmail or Yahoo addresses. These changes are important for all senders, regardless of size, but especially creators because they usually have smaller email lists and every interaction and engagement counts.

What happens if you don’t meet the new requirements?

If you’re not meeting these new standards, expect some email turbulence. Gmail has said they will start deferring messages (delaying delivery) that aren’t compliant in February. Then, as more time goes on, senders who are still not compliant will see their messages either bounced or sent to the spam folder.

Is sending volume a criterion for these requirements?

While the spotlight is on those sending over 5,000 emails daily, you won’t be able to fly under the radar if you send fewer. Gmail and Yahoo are keeping an eye on all senders, big and small. All senders need to comply with the new requirements if they want their messages delivered.

What is DMARC and why is it important?

DMARC stands for Domain-based Message Authentication, Reporting & Conformance and is like your email’s personal bodyguard, keeping your email domain from impersonation and phishing attacks. It also tells email providers how to handle emails that fail authentication checks. DMARC helps protect your good name and makes sure your emails reach the inbox.

Absolutely, you do! With Google and Yahoo’s 2024 updates, all senders must have a basic DMARC record set up. This acts as a protective measure for the domain you send your emails from and helps prevent email fraud. It’s like giving your emails a shield for keeping bad impersonators away and making it so your subscribers don’t have to worry as much about their email privacy and safety.

DMARC lets good emails through and keeps bad emails out. Think of DMARC as the dynamic duo of DKIM (DomainKeys Identified Mail) and SPF (Sender Policy Framework). It’s like having two bouncers checking all emails at the door and instructing email providers on what to do with emails that don’t pass security checks, like sending them to spam or rejecting them entirely.

What are the new authentication requirements?

Strict email authentication is becoming the new norm, and Gmail and Yahoo will require senders to authenticate their emails using SPF, DKIM, and DMARC. This ensures the sender’s identity is verified and the emails are not altered in transit. It’s all about proving you are who you say you are and keeping your emails secure and trustworthy.

Can I set up my Verified Sending Domain (VSD) using a subdomain?

No. You must set up a parent or root domain. You cannot set up a subdomain.

What about the unsubscribe process?

Making it easy to say goodbye is as important as saying hello. From 2024, both Gmail and Yahoo want you to have a single-click unsubscribe process in your emails. It’s all about respecting your audience’s choices and keeping your email game strong. This simplifies users’ opt-out process and helps maintain your sender reputation.

I looked up my domain on a tool like dmarcian or mxtoolbox and it says my DKIM and SPF aren’t set up or my DMARC record isn’t protecting my domain. What should I do?

The results from these tools aren’t always accurate. Please check that you have a Verified Sending Domain or VSD) set up properly and a DMARC record in place set to at least p=none. If these things are true, then you’re good to go.

Who counts as a bulk sender? Is every Kit customer impacted?

Gmail said this applies to anyone who sends 5,000 emails daily, but Yahoo isn’t giving specifics. The sentiment shared within the email industry is that this is meant to impact anyone sending bulk promotional messages, which is what Kit users (and anyone using any ESP to send emails to their audience) are doing. It’s best to play it safe and comply with the new requirements.

Will I see a drop in deliverability after implementing SPF, DMARC, and DKIM?

It’s possible that adding a verified sending domain can impact engagement metrics. It’s important that you clean your list and only send to subscribers who are engaged. List health will be more important than ever. Gmail will look for positive and negative signals more heavily than before. Google Post Master Tools (GPT) can be beneficial when trying to improve your domain reputation. It gives you a benchmark to work from and can provide more information to those experiencing a dip in their metrics.

What is Google Postmaster Tools?

Google Postmaster Tools is a free Gmail service that lets you monitor and improve your email deliverability. It’s where you’ll find a treasure trove of spam complaints, feedback loops, and even domain and IP rep insights from your Gmail subscribers. You’ll need to add a separate DNS record to your hosting account, but once the record is verified, you’re in!

You recommend setting up the most basic version of DMARC. Is there a more advanced version that we should implement?

It’s important to start with the lowest level of DMARC. If you want to progress to stricter levels only do so after a few weeks of sending. Please seek help from a deliverability expert or your DNS host if you want to increase your DMARC level to avoid delivery issues. For more help in setting up more advanced DMARC, we recommend you follow the Google Workspace help article Tutorial: Recommended DMARC rollout.

Gmail and Yahoo 2024 email changes: How to make sure your messages land in Gmail and Yahoo inboxes

Email Marketing

Updated: October 30, 2024

Gmail and Yahoo 2024 email changes: How to make sure your messages land in Gmail and Yahoo inboxes

Melissa Lambert

14 min read

New Google and Yahoo email rules: What’s changing?
Why are these changes happening to email marketing?
How email sender rules directly impact creators
Changes your subscribers might see
How to prepare for new bulk email guidelines
More resources covering the new Yahoo and Gmail sending requirements
Frequently Asked Questions

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Gmail and Yahoo 2024 email changes: How to make sure your messages land in Gmail and Yahoo inboxes

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