How will the Google and Yahoo 2024 email sending changes impact email marketers?

Summary

The Google and Yahoo 2024 email sending changes significantly impact email marketers, demanding strict adherence to email authentication best practices (SPF, DKIM, DMARC). Small businesses using Gmail or Yahoo addresses for sending must switch to authenticated domains. Proper DMARC deployment is crucial, considering subdomain coverage and avoiding misconfigurations that can block legitimate emails. Maintaining a low spam rate (below 0.1% for Gmail), practicing rigorous list hygiene, and monitoring sender reputation using tools like Google Postmaster Tools are essential. New restrictions also impact email volume testing. ESPs might implement stronger warnings. Proactive preparation is key. RFC standards will be strictly enforced.

Key findings

  • Authentication Mandate: SPF, DKIM, and DMARC are no longer optional; proper configuration is paramount for deliverability.
  • Gmail/Yahoo Address Restriction: Using Gmail or Yahoo addresses for bulk sending is becoming unsustainable for small businesses.
  • DMARC Complexity & Importance: Accurate DMARC deployment, including understanding subdomain inheritance, is vital to avoid blocking legitimate email.
  • Reputation Management: Maintaining a positive sender reputation through low spam rates, list hygiene, and active engagement is critical.
  • Proactive Preparation: Email marketers should proactively prepare for industry changes and adapt their strategies accordingly.
  • New Volume Restrictions: Email marketers should be more careful when testing new email flows and keep an eye on the volume of emails sent.

Key considerations

  • Implement Strong Authentication: Verify that SPF, DKIM, and DMARC are correctly configured and actively maintained.
  • Transition from Gmail/Yahoo Addresses: Develop a plan to migrate away from using Gmail/Yahoo addresses for bulk email sending.
  • Test and Monitor DMARC: Thoroughly test DMARC implementation and continuously monitor reports to ensure correct configuration.
  • Practice List Hygiene: Regularly clean email lists to remove inactive subscribers and reduce bounce/complaint rates.
  • Monitor Sender Reputation: Actively monitor sender reputation metrics using tools like Google Postmaster Tools.
  • Adjust Email Testing: Adjust email testing to take into account the new volume restrictions
  • Stay Informed: Stay up-to-date with the latest industry guidelines and best practices.

What email marketers say
10Marketer opinions

The Google and Yahoo 2024 email sending changes require marketers to prioritize sender authentication (SPF, DKIM, DMARC), maintain a positive sender reputation through list hygiene and low spam rates, and potentially adjust sending practices. Small businesses using Gmail/Yahoo addresses will need to transition to authenticated domains. ESPs might implement stronger warnings or adjust sending configurations. Marketers should leverage tools like Google Postmaster Tools to monitor performance and proactively address deliverability issues. Testing email volume is also a key consideration, as the new rules limit the amount of emails you can send before getting red flagged.

Key opinions

  • Authentication is Key: SPF, DKIM, and DMARC are now essential for all senders to verify email origins and comply with new requirements.
  • Reputation Matters More: Maintaining a positive sender reputation through low spam rates, list hygiene, and engagement is critical for deliverability.
  • Small Businesses Impacted: Organizations using Gmail/Yahoo addresses for sending need to switch to authenticated domains to avoid deliverability issues.
  • Opportunity for Improvement: The changes present a chance to improve overall email deliverability practices and build stronger sender reputations.
  • New volume restrictions: Marketers should be more careful when testing new email flows and keep an eye on the volume of emails sent.

Key considerations

  • Implement Authentication: Ensure SPF, DKIM, and DMARC are correctly configured to authenticate emails.
  • Clean Email Lists: Remove inactive subscribers and those who haven't opted in to maintain a healthy sender reputation.
  • Monitor Sender Reputation: Use Google Postmaster Tools and other metrics to track spam rates, bounce rates, and overall deliverability.
  • Adjust Sending Practices: Consider ESP warnings, domain alignment, and transitioning away from Gmail/Yahoo addresses.
  • Testing Deployments: Be more careful when testing emails and adjust your flow to fit with the new restrictions
Marketer view

Email marketer from EmailGeekForum highlights that the changes necessitate more rigorous list cleaning practices. Senders must remove inactive subscribers and those who haven't opted in to avoid high bounce rates and spam complaints, which can negatively impact their sending reputation.

October 2021 - EmailGeekForum
Marketer view

Email marketer from Email on Acid Blog explains that the changes present an opportunity for marketers to improve their email deliverability practices. By focusing on authentication, list hygiene, and engagement, marketers can build stronger sender reputations and improve campaign performance.

September 2021 - Email on Acid Blog
Marketer view

Email marketer from Reddit notes that small businesses and organizations using Gmail or Yahoo addresses to send marketing emails will be significantly impacted, as they'll need to switch to authenticated domains or risk deliverability issues. This change forces them to adopt more professional email practices.

March 2024 - Reddit
Marketer view

Email marketer from StackOverflow says that the new rules on sending limits will make marketers have to test a lot more before they deploy their new emails. Now there is an amount that they can send before getting red flagged.

December 2023 - StackOverflow
Marketer view

Email marketer from MailerLite Blog explains that Google and Yahoo's new requirements emphasize sender authentication (SPF, DKIM, DMARC) to verify email origins, impacting marketers who haven't implemented these protocols. Senders are encouraged to align their 'From:' addresses, monitor sending reputation via Google Postmaster Tools, and maintain low spam rates.

January 2023 - MailerLite Blog
Marketer view

Marketer from Email Geeks shares that ESPs may display strong warnings, prevent sending from Gmail/Yahoo addresses, or move those addresses to the Sender: field while using an ESP-owned domain.

January 2022 - Email Geeks
Marketer view

Email marketer from SparkPost Blog highlights that the changes will force marketers to prioritize email deliverability best practices, including proper authentication and list hygiene. Those who ignore these changes risk having their emails blocked or sent to the spam folder, impacting campaign performance and ROI.

June 2021 - SparkPost Blog
Marketer view

Email marketer from GMass Blog states that maintaining a positive sender reputation is now more crucial than ever. Monitoring metrics like spam complaint rates and bounce rates through Google Postmaster Tools allows marketers to identify and address deliverability issues proactively.

August 2021 - GMass Blog
Marketer view

Email marketer from Litmus Blog emphasizes that email authentication is no longer optional. Marketers must ensure their SPF, DKIM, and DMARC records are properly configured to comply with the new requirements and prevent their emails from being filtered as spam.

June 2022 - Litmus Blog
Marketer view

Marketer from Email Geeks clarifies that in this context, the parent domain refers to the root or organizational domain.

August 2023 - Email Geeks

What the experts say
10Expert opinions

The Google and Yahoo 2024 email sending changes necessitate a focus on proper email authentication and domain management. While DMARC is important, the immediate concern is preventing small businesses from sending emails 'from' @gmail.com addresses. Accurate DMARC deployment, coupled with valid SPF and DKIM records, is crucial to avoid deliverability issues. Senders should also be mindful of the 0.3% complaint rate threshold and understand that parent domain DMARC records cover subdomains. Preparation for these changes should begin now.

Key opinions

  • Authentication is Paramount: Proper SPF, DKIM, and DMARC configurations are essential for complying with the new requirements.
  • Gmail 'From' Address Issue: Small businesses sending emails 'from' @gmail.com addresses are a primary concern and need to adjust their practices.
  • DMARC Deployment: Accurate DMARC deployment is critical to prevent legitimate emails from being blocked.
  • Complaint Threshold: Senders must maintain a complaint rate below 0.3% to avoid deliverability issues.
  • Subdomain Coverage: Parent domain DMARC records generally cover subdomains, simplifying domain management.

Key considerations

  • Implement DMARC: Set up DMARC with a policy that protects your domain by rejecting or quarantining unauthenticated mail.
  • Avoid Gmail 'From' Addresses: Small businesses should transition away from using @gmail.com addresses for sending marketing emails.
  • Verify Configuration: Ensure SPF, DKIM, and DMARC records are accurately configured to avoid blocking legitimate emails.
  • Monitor Complaint Rates: Track complaint rates and address any issues promptly to maintain a positive sender reputation.
  • Prepare for Changes: Proactively prepare for industry changes related to email authentication.
Expert view

Expert from Email Geeks shares a MAAWG guidance link on the Google / Yahoo changes: <https://www.m3aawg.org/blog/SendingBulkMailToGmail_Yahoo>

February 2024 - Email Geeks
Expert view

Expert from Email Geeks explains DMARC looks at the exact hostname in the From: header and falls back to organizational domain if a policy isn't found for the specific hostname.

May 2021 - Email Geeks
Expert view

Expert from Email Geeks states that the time period for Gmail's 0.3% complaint rate threshold is more than a day and less than a year.

August 2024 - Email Geeks
Expert view

Expert from Email Geeks outlines two separate requirements: having a DMARC record (regardless of its policy) and stopping the practice of sending with Gmail addresses in the 822.From header to avoid delivery issues with Gmail.

April 2021 - Email Geeks
Expert view

Expert from Word to the Wise, John Levine, emphasizes that deploying DMARC correctly is crucial for compliance with the new Google and Yahoo requirements. He cautions that misconfigured DMARC records can lead to legitimate emails being blocked, impacting email deliverability and business communications. Therefore, careful planning and monitoring are essential.

August 2022 - Word to the Wise
Expert view

Expert from SpamResource shares that due to the new and upcoming email authentication changes by Google and Yahoo, it may be prudent to prepare now for any industry changes that occur.

February 2022 - SpamResource
Expert view

Expert from Email Geeks notes that Google's public guidance requirements page has changed since October 3rd, suggesting the discussions have been reflected in the updated version.

June 2024 - Email Geeks
Expert view

Expert from Email Geeks clarifies that the immediate concern is small businesses not sending mail from @gmail.com addresses, rather than solely focusing on DMARC implementation.

October 2022 - Email Geeks
Expert view

Expert from Word to the Wise, Laura Atkins, notes that these changes mean all senders, regardless of size, will need to have proper authentication in place, and this includes not just having an SPF and DKIM record, but setting up DMARC with a policy that protects their domain by rejecting or quarantining unauthenticated mail. This is to protect users from spoofing and phishing attacks.

November 2022 - Word to the Wise
Expert view

Expert from Email Geeks confirms that a parent domain's DMARC record covers subdomains unless configured otherwise.

June 2021 - Email Geeks

What the documentation says
5Technical articles

The Google and Yahoo 2024 email sending changes necessitate strict adherence to best practices for bulk email sending, including thorough authentication using SPF, DKIM, and DMARC, maintaining low spam rates (below 0.1% for Gmail), and providing easy unsubscribe options. Senders must also use consistent sending IP addresses, avoid sudden volume spikes, and manage subscriber lists effectively. Proper implementation of DMARC, with careful attention to SPF and DKIM setup, is essential to avoid deliverability issues, as RFC standards will be strictly enforced.

Key findings

  • Authentication Required: SPF, DKIM, and DMARC are mandatory for bulk senders to authenticate their emails.
  • Low Spam Rate: Maintaining a spam rate below 0.1% is crucial for Gmail deliverability.
  • Easy Unsubscribe: One-click unsubscribe options are required to provide a clear and easy unsubscribe process.
  • Consistent Sending: Using a consistent sending IP address and avoiding sudden volume spikes is recommended.
  • DMARC Complexity: Implementing DMARC can be complicated, requiring careful planning and testing to avoid deliverability issues.
  • RFC Enforcement: SPF and DKIM rules will be strictly enforced according to RFC standards.

Key considerations

  • Implement Authentication: Ensure proper SPF, DKIM, and DMARC setup and configuration.
  • Monitor Spam Rates: Regularly monitor spam rates and take corrective actions to stay below the required threshold.
  • Simplify Unsubscribe: Implement one-click unsubscribe functionality to facilitate easy unsubscribing.
  • Manage Sending Volume: Avoid sudden spikes in email volume to maintain a positive sending reputation.
  • Test DMARC Configuration: Thoroughly test DMARC implementation to ensure correct configuration and prevent deliverability problems.
Technical article

Documentation from RFCs shows all the rules about SPF and says that the requirements will be enforced to the letter.

December 2024 - RFCs
Technical article

Documentation from Yahoo Mail Best Practices advises senders to authenticate their email, use a consistent sending IP address, avoid sudden spikes in email volume, and actively manage their subscriber lists. These practices help Yahoo identify legitimate senders and improve email delivery rates for users.

January 2023 - Yahoo Mail Best Practices
Technical article

Documentation from RFCs shows all the rules about DKIM and says that the requirements will be enforced to the letter.

December 2023 - RFCs
Technical article

Documentation from DMARC.org explains that Implementing DMARC can be complicated, and the Google/Yahoo requirements emphasize the importance of proper SPF and DKIM setup. Incorrect configuration can lead to legitimate emails being rejected, so careful planning and testing are essential for email marketers.

September 2021 - DMARC.org
Technical article

Documentation from Google Sender Guidelines outlines requirements for bulk senders, including authentication (SPF, DKIM, DMARC), maintaining low spam rates (below 0.1%), enabling one-click unsubscribe, and ensuring a clear and easy unsubscribe process. These changes aim to protect Gmail users from spam and unwanted emails.

October 2023 - Google Sender Guidelines