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
10 marketer 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.
30 Mar 2025 - 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.
11 Sep 2022 - Email on Acid Blog
What the experts say
10 expert 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>
31 Dec 2021 - 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.
26 Mar 2024 - Email Geeks
What the documentation says
5 technical 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.
5 Apr 2023 - 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.
2 Sep 2021 - Yahoo Mail Best Practices
How do the Yahoo and Google updates impact B2B email senders?
Do Yahoo and Gmail require DMARC authentication for senders?
How do the new Gmail/Yahoo changes affect sending from a branded domain with DMARC alignment?
How do Gmail and Yahoo's new one-click unsubscribe requirements work?
How are Gmail and Yahoo enforcing unsubscribe requests, and what factors do they consider for compliance?
Do subscription based emails require a list unsubscribe option according to Gmail and Yahoo's new sending requirements?
