As we approach 2024, significant changes in email communication standards are on the horizon. With Google and Yahoo setting new authentication and spam prevention standards, it’s crucial for businesses and email senders to understand and prepare for these changes. This guide aims to provide a clear understanding of what these changes entail, their importance, who will be affected, and how to ensure compliance.
Understanding the Authentication Changes
Google and Yahoo are introducing new requirements for email senders, particularly targeting bulk senders and users of Gmail addresses in the “From” field. These changes, effective from February 2024, include:
- Email Authentication: Senders must use correct SPF, DMARC, and DKIM authentication for their sending domains.
- One-Click Unsubscribe Link: All bulk emails must include an easy unsubscribe method.
- Spam Rate Threshold: Senders must keep their spam rates below a certain level.
Why Are These Changes Important?
These changes are designed to enhance email deliverability, build sender credibility, and protect recipients from spam, phishing, and spoofing activities. By implementing these standards, Google and Yahoo aim to create a safer, more reliable email ecosystem.
Who is Affected?
Any entity sending more than 5,000 emails per day or to over 5,000 Gmail or Yahoo addresses in a single day falls under the category of large senders and must comply with these new standards.
Users of @Gmail Addresses
Those using a Gmail address as their “From” email when sending through any email service provider, regardless of their sending volume, will also need to adhere to these requirements.
Steps to Ensure Compliance
1. Acquire or Set Up a Custom Domain
Using a custom domain, instead of a free email service like Gmail, is essential. This change is crucial as Gmail will use DMARC to reject emails sent from @gmail.com addresses via third-party services.
2. Set Up SPF & DKIM
DKIM (DomainKeys Identified Mail) is an email security standard designed to ensure that messages are not altered in transit. Setting up DKIM involves configuring your DNS settings and ensuring your email service provider supports DKIM signing.
3. Set Up DMARC
DMARC (Domain-based Message Authentication, Reporting & Conformance) is a protocol for verifying the authenticity of email messages. Setting up DMARC involves configuring your DNS settings to include a DMARC record.
Learn More: A free DMARC report tool
4. Monitoring Spam Rates
Keeping an eye on your spam complaint rates is more crucial than ever. Google and Yahoo will enforce a spam rate threshold of 0.1% or 1 in 1000 emails, and exceeding this may lead to deliverability issues.
While these changes by Google and Yahoo present new challenges, they also offer an opportunity to improve your email deliverability and sender reputation. By taking proactive steps to comply with these new requirements, you can ensure uninterrupted and effective email communication.
Remember, these changes are a move towards a more secure and reliable email environment, benefiting both senders and recipients alike.