Gmail and Yahoo’s 2024 Email Standards: What Marketers Need to Know and Do

Gmail and Yahoo have recently announced plans to strengthen their email filtering systems, aiming to combat unwanted emails by imposing more rigorous requirements on commercial email senders. These new requirements, set to take effect in February 2024, primarily focus on improving sender authentication and ensuring email relevance.

Marketers sending legitimate, opted-in emails need not worry; in fact, this development is considered positive news. A more secure and relevant inbox increases the likelihood that messages will be read by the intended recipients.

This article delves into the specifics of these changes, and their implications for email marketing, and guides preparing for the upcoming year.

What’s Changing?

From a high-level perspective, the new requirements impact the following areas:

1. Domain Authentication (DKIM, SPF, DMARC):
   • Senders must verify their sending domain through SPF or DKIM protocols.
   • DMARC is required for bulk email senders exceeding 5,000 emails per day.
2. Unsubscribe Practices:
   • Both Gmail and Yahoo mandate a one-click unsubscribe option, with unsubscribe requests to be implemented within two days.
3. Acceptable Spam Complaint Rates:
   • Gmail and Yahoo require senders to maintain spam complaint rates below specified thresholds.
4. Infrastructure for Sending:
   • Valid forward and reverse DNS records (PTR records) are necessary.
   • Messages must adhere to the Internet Message Format standard (RFC 5322).

When Will These Requirements Be Enforced?

Yahoo aims to enforce the new requirements in the first quarter of 2024, while Gmail’s enforcement begins in February 2024.

Who’s Impacted?

Bulk senders of commercial email, defined as those sending 5,000 outbound emails per day to Gmail or Yahoo addresses, are subject to these mandates. It’s crucial to note that the initial announcements don’t specify a timeframe for sending these emails, so compliance is recommended for all commercial email senders.

Non-compliance with these requirements could lead to emails being marked as spam or not delivered to the recipient’s inbox, potentially resulting in lost revenue, decreased customer engagement, and harm to a business’s reputation. Conversely, implementing email authentication protocols can enhance trust and improve email marketing ROI.

What You Need to Do:

Authentication:

What’s Changing:

• Senders need to verify their sending domain using SPF or DKIM protocols.
• DMARC is required for bulk email senders exceeding 5,000 emails per day.

What to Do:

• Authenticate your email-sending identity by setting up SPF or DKIM for your domain.
• Consider implementing DMARC authentication.

Handling Unsubscribes:

What’s Changing:

• One-click unsubscribe is required, with unsubscribe requests to be implemented within two days.

What to Do:

• Include a one-click unsubscribe link at the top or bottom of your emails.

Spam/Complaint Rates:

What’s Changing:

• Gmail and Yahoo mandate maintaining spam complaint rates below specified thresholds.

What to Do:

• Monitor your spam complaint rate using tools like Avarr Stream or other relevant platforms.
• Keep a clean email list and promptly remove disengaged subscribers.

Additional Infrastructure-Related Requirements:

• Ensure sending domains or IPs have valid forward and reverse DNS records (PTR records).
• Format messages according to the Internet Message Format standard (RFC 5322).

How Can Avarr Stream Help?

Avarr Stream is committed to deliverability and supports domain authorization by generating DKIM keys, checking SPF and DMARC authentication, and identifying critical bounces. Additionally, Avarr Stream offers deliverability consulting services for extra support.

In conclusion, Gmail and Yahoo’s firm requirements for commercial emails signal a positive shift, raising the standards for marketers. As mailbox providers prioritize a better end-user experience, these changes are likely to set a precedent for others in the industry. For further assistance in navigating these changes, consider reaching out to Avarr Stream and exploring their deliverability consulting services.