The Beginner’s Guide to Yahoo & Google’s New Sender Requirements

As an email marketer, following Yahoo & Google’s new sender requirements is the first step to getting emails into the inbox and engaging with your subscribers. When Yahoo and Google rolled out their new protocol on Feb 1st, the entire email marketing universe rushed to become compliant. The two webmail providers collectively cater to 2 billion users, an audience that no marketer can ignore. 

Why have Google and Yahoo launched these new requirements?

The goal is to protect consumers’ inboxes from spam, unwanted, and phishing emails and make permission marketing the norm. Along with the benefit to users, these requirements prevent spammers from impersonating your brand and damaging your reputation. 

Who gets affected by Yahoo & Google’s new sender requirements? 

The new policy is particularly meant for bulk senders (who send more than 5000 emails within 24 hours). If you’re a small sender or a sender who only sends transactional emails, you might not feel the impact yet. 

But given the current move of making best practices into must-follow rules, experts predict that it’s only a matter of time before Google and Yahoo make these rules mandatory for all senders. 

How do you become compliant with 2024 sender requirements?

Here are the top 5 things you should do immediately

  • Verify ownership of your domain: Whether you’re a business, a freelancer, or a solopreneur, you must own and create sender emails from your domain.
  • Don’t send from a free email address: If you’ve been using a generic email provided by webmail providers like Gmail, Yahoo, or Outlook, it’s time to change. Use free email addresses  for one-on-one communication, not bulk emails. Such emails (like example@gmail.com) hide the true identity of the sender, and ISPs reject bulk emails from these addresses for this reason.
  • Authenticate your emails: Email authentication is a way to reassure webmail providers that you are who you say you are. Not only does it prevent spam emails from entering the inbox, but it also prevents scammers from impersonating your brand. Most large email marketing platforms provide domain authentication to maximize deliverability.
  • Keep spam complaints below 0.3%: According to the new requirements, Gmail requires that spam complaints stay below 0.3% to land in the inbox. To monitor spam complaints, register your domain for Google Postmaster Tools. It also monitors your IP and domain reputation and helps you take steps when any of these plummet.
  • Make it easy for users to unsubscribe: The Unsubscribe button just moved to the top! You’ve likely been adding it to your footer. It will now also appear next to the From address at the top of your email. Yahoo and Google have mandated 1-click unsubscribes that are honored  within 2 days.

And that’s about it, these are the top 5 steps to optimize your deliverability.

BONUS: Authentication for Google sender protocols

3 authentication protocols are essential for your brand: SPF, DKIM, and DMARC. 

  • SPF: Short for ‘Sender Policy Framework’, an SPF record confirms to the ISP that the IP the email is coming from is allowed to send emails on your behalf. If your emails don’t have SPF set up, find out how to set up SPF records here
  • DKIM: Short for ‘DomainKeys Identified Mail’, a DKIM prevents your emails from being impersonated by spammers by attaching a private digital signature to each email going out.  Email servers verify this signature and only allow the email into inboxes if there’s a match. For more information on DKIM, check out this helpful article by Google.
  • DMARC: Short for ‘Domain-based Message Authentication, Reporting, and Conformance’, a DMARC record serves as a failsafe and informs the ISP of the steps to be taken if any authentication fails. So even with a valid DMARC record, if an SPF or DKIM fails, a DMARC would fail as well. This provides additional security for your emails. Set up your DMARC record with this help article.

Failing to complete all 3 authentication protocols can stop you from reaching your subscriber’s inbox directly. If you’re a Mailchimp user, a high number of cleaned addresses in your audience may be a sign you should review the protocols above to maintain your deliverability.

Go Beyond Compliance with Pure Firefly

If you have questions on any of Yahoo & Google’s new sender requirements, reach out to contactus@purefirefly.com for personalized support. We offer various deliverability services, including one-on-one training to keep you up-to-date on the latest best practices! Just contact us any time for a quote or intro call.