New requirements for sending emails to Google and Yahoo coming into effect in 2024

Google and Yahoo announced these new requirements for sending emails by proposing a security approach to combat internet scams, spam and reduce the rate of spam. These measures are causing a lot of concern among email senders, but for your peace of mind, we explain what you should do.

The essential requirements are three:

• Have appropriate authentication configured (SPF, DKIM and DMARC).
• Have the required one-click unsubscribe link in the headers of all your mass emails.
• Keep your spam complaint rate below 0.3%.

It should be noted that these requirements are for senders who send 5,000 or more emails to Gmail or Yahoo per day, although it is more than recommended even for those who send below that amount to ensure good deliverability.

Have proper authentication (SPF, DKIM and DMARC)

It is very important to have configured on campaign senders’ domains or subdomains SPF (Sender Policy Framework), DKIM (Domain Key Identified Mail), which were already required, and DMARC (based message authentication, reporting and compliance), which goes from being optional to mandatory. Check out more information here.

Spam complaint rate

To help ensure your emails are delivered as expected, you should keep your spam rate below 0.1% and prevent it from reaching 0.3% or higher. If you start receiving 3 complaints for every 1,000 emails sent, you’re already in dangerous territory.

One-click unsubscribe links and headers

There must be a visible link in the email that allows users to unsubscribe to prevent the email from being marked as spam.

Remember to continue keeping the unsubscribe link within the body of the email, as users are already used to looking for it and if they can’t find it, they may report your email as spam.

To get information directly from Yahoo, go here .

For information from Google, read here.