What are the correct rollout dates for Google and Yahoo's new email requirements?

7 Marketer opinions 4 Expert opinions 3 Technical articles 7 Resources

Summary

In 2024, Google and Yahoo are implementing stricter email sending requirements aimed at enhancing security and reducing spam. These changes primarily impact senders who send over 5,000 emails per day to Gmail and Yahoo addresses. Key requirements include email authentication using SPF, DKIM, and DMARC, enabling easy one-click unsubscription, and maintaining a low spam rate (below 0.3%). The rollout is phased, starting in February 2024 with providers beginning to defer mail from non-compliant senders, continuing in April with the rejection of a percentage of non-compliant mail, and culminating on June 1, 2024, when senders must fully comply with one-click unsubscription or face rejection. While the core requirements are consistent, some confusion has arisen due to the communication of multiple dates.

Key findings

Enforcement Starts February 2024: Google and Yahoo begin enforcing new sender requirements in February 2024.
Bulk Sender Impact: The new rules primarily impact senders sending over 5,000 emails daily.
Authentication Imperative: Email authentication (SPF, DKIM, DMARC) is a mandatory requirement.
Easy Unsubscription Required: Senders must implement a one-click unsubscribe process.
Low Spam Rate Essential: Maintaining a spam rate below 0.3% is crucial for deliverability.
Phased Rollout: The rollout is phased with deferrals in February, rejections in April, and one-click unsubscribe enforcement in June.

Key considerations

Implement Email Authentication: Set up SPF, DKIM, and DMARC records correctly for all sending domains to ensure proper authentication.
Simplify Unsubscription: Implement and rigorously test a one-click unsubscribe process for ease of use.
Monitor Spam Rates: Actively monitor spam rates and take immediate action if they approach or exceed 0.3%.
Adhere to Timeline: Adhere to the phased rollout dates: be prepared for deferrals in February, potential rejections in April, and mandatory one-click unsubscribe by June 1, 2024.
Stay Informed: Refer to official documentation from Google and Yahoo directly to avoid misinformation or hearsay.

What email marketers say
7Marketer opinions

Google and Yahoo are implementing stricter email sending requirements in 2024 to combat spam and improve user experience. These requirements primarily affect bulk senders (over 5,000 emails/day) and include email authentication (SPF, DKIM, DMARC), easy one-click unsubscription, and maintaining a low spam rate (below 0.3%). Enforcement begins in February 2024.

Key opinions

Authentication Required: Senders must authenticate emails using SPF, DKIM, and DMARC.
Easy Unsubscription: One-click unsubscription must be implemented to allow recipients to easily opt-out.
Low Spam Rate: Senders must maintain a spam rate below 0.3% to avoid delivery issues.
Enforcement Date: Enforcement of the new requirements begins in February 2024.
Bulk Sender Impact: These changes primarily affect senders sending more than 5,000 emails per day to Yahoo and Gmail addresses.

Key considerations

Authentication Setup: Ensure SPF, DKIM, and DMARC records are correctly configured for all sending domains.
Unsubscription Process: Implement a one-click unsubscription process that is easy for recipients to use.
Spam Monitoring: Monitor spam rates closely and take corrective action if the rate exceeds 0.3%.
Timeline Awareness: Be aware of the enforcement timeline and ensure compliance before February 2024.
PTR Record Validation: Ensure a valid PTR record is present for mail servers.

Marketer view

Email marketer from SendGrid shares the upcoming changes to email sending requirements from Google and Yahoo!. These changes include authenticating your email, making it easy to unsubscribe, and keeping your spam rate low. Enforcement will begin in early 2024.

May 2021 - SendGrid

Marketer view

Email marketer from Stack Overflow details authentication requirements in 2024 for Yahoo and Gmail. They mention you have to set up SPF, DKIM and DMARC records, have a valid PTR record, maintain low spam rates, and make unsubscribing easy.

August 2022 - Stack Overflow

Marketer view

Email marketer from Mailjet explains that in 2024, Google and Yahoo Mail are implementing stricter email authentication requirements. These changes aim to reduce spam and phishing attempts. Senders must authenticate their emails using SPF, DKIM, and DMARC to ensure their messages are delivered.

March 2025 - Mailjet

Marketer view

Email marketer from ZeroBounce details Google and Yahoo's new requirements for email senders in 2024 to reduce spam and improve user experience. Key requirements include authentication (SPF, DKIM, DMARC), easy one-click unsubscription, and maintaining a spam rate below 0.3%.

January 2022 - ZeroBounce

Marketer view

Marketer from Email Geeks advises to read the information directly on Google and Yahoo’s sites instead of trusting hear-say. He links to <https://wordtothewise.com/2024/01/yahoogle-faqs/>.

June 2023 - Email Geeks

Marketer view

Email marketer from Reddit states that Gmail and Yahoo are cracking down on unauthenticated email. If you are sending more than 5000 emails a day through their servers you need to authenticate your email with SPF, DKIM, and DMARC. And there needs to be an easy way to unsubscribe from promotional emails.

March 2024 - Reddit

Marketer view

Email marketer from Gmass answers that Google announced that, starting in February 2024, they’re going to require all senders who send 5,000 or more messages a day to Gmail addresses to authenticate their email, enable one-click unsubscribe, and keep their spam rate under 0.3%.

May 2022 - Gmass

What the experts say
4Expert opinions

Google and Yahoo are implementing stricter email sending requirements in early 2024, impacting large senders (over 5,000 emails/day). Key changes include email authentication, easy one-click unsubscription, and low spam rates. The rollout involves a phased approach: February 1st marks the start of deferrals, April 1st sees rejections, and June 1st mandates one-click unsubscribe compliance.

Key opinions

Stricter Requirements: Yahoo and Google announced stricter email sending requirements.
February 2024 Start: Changes begin in February 2024.
Impact on Large Senders: Impacts senders of 5,000+ emails daily to Yahoo and Gmail.
Authentication, Unsubscribe, Spam: Requirements include authentication, easy unsubscribe, and low spam rates.
Phased Rollout: The rollout is phased: deferrals, rejections, then unsubscribe enforcement.

Key considerations

Authentication: Ensure proper email authentication methods are in place (SPF, DKIM, DMARC).
Unsubscribe Process: Implement and test a one-click unsubscribe mechanism.
Spam Monitoring: Monitor and maintain a low spam rate.
Rollout Dates: Be aware of the different rollout dates and what is expected on each date (Feb 1, April 1, June 1).
Nuance Lost: Be aware that communicating multiple dates can cause confusion.

Expert view

Expert from Email Geeks responds that he thinks the biggest problem was ever communicating more than one date and they have lost the art of nuance.

December 2024 - Email Geeks

Expert view

Expert from Word to the Wise, Marcel Becker, responds that there were announcements from Yahoo and Gmail on changes to their email policies, set to begin in February 2024, focusing on reducing spam and improving security. Stricter authentication, easier unsubscription processes, and lower spam rates are required.

October 2021 - Word to the Wise

Expert view

Expert from Email Geeks clarifies the rollout dates for Google and Yahoo's email requirements, stating that June 1st is only for one-click unsubscribe, with other requirements effective from Feb 1st. He shares the following timeline: • Feb 1: Providers will start deferring (aka temp failing) a fraction of mail to start. That mail will typically still be delivered, but with a delay. • April 1: they will start rejecting a percentage of non-compliant mail • June 1: senders must start complying with the one-click unsubscribe or mail will be rejected.

December 2021 - Email Geeks

Expert view

Expert from Spam Resource, Laura Beltran, responds that Yahoo and Google have announced stricter email sending requirements that will go into effect in early 2024 to fight spam and unwanted email. This impacts large senders who send more than 5,000 emails to Yahoo and Gmail addresses in a 24-hour period. Senders must authenticate their email, enable one-click unsubscription, and keep their spam rate below 0.3%.

October 2021 - Spam Resource

What the documentation says
3Technical articles

Google and Yahoo are rolling out new email sender requirements starting in February 2024 to enhance security and reduce spam. These changes necessitate stricter authentication practices, streamlined unsubscription processes, and the maintenance of low spam rates. Full enforcement, including mandatory one-click unsubscription, is slated for June 1, 2024. Non-compliant senders may face delivery issues as early as February.

Key findings

February 2024 Start: Enforcement of new sender requirements begins in February 2024.
Stricter Requirements: New policies include stricter authentication, easier unsubscription, and lower spam rates.
June 1 Full Enforcement: Full enforcement, including one-click unsubscribe, by June 1, 2024.
Delivery Issues: Non-compliant senders may experience delivery issues.

Key considerations

Authentication: Implement robust email authentication using SPF, DKIM, and DMARC.
Unsubscription: Ensure a simple and effective one-click unsubscription mechanism is in place.
Spam Rate: Monitor and minimize spam rates to avoid penalties.
Compliance Deadline: Meet all requirements by June 1, 2024, to ensure continued email deliverability.
Early Implementation: Implement changes as soon as possible to avoid potential delivery issues during the gradual enforcement period.

Technical article

Documentation from Google Workspace Updates explains the timeline for enforcement of sender requirements, which starts in February 2024. Beginning February 2024, Google will gradually enforce sender requirements. Senders who don’t meet the requirements might experience delivery issues. By June 1, 2024, Google will fully enforce the sender requirements.

August 2021 - Google Workspace Updates

Technical article

Documentation from Yahoo Mail Blog details the new sender requirements being rolled out. The key dates include February 2024 when enforcement begins and senders must authenticate, maintain low spam rates, and enable easy unsubscription. By June 2024, one-click unsubscription must be implemented.

January 2025 - Yahoo Mail Blog

Technical article

Documentation from Word to the Wise explains that Yahoo and Gmail announced changes to their email policies, set to begin in February 2024. These changes aim to reduce spam and improve security. While specifics vary, both companies will require stricter authentication, easier unsubscription processes, and lower spam rates.

October 2021 - Word to the Wise

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