Samantha Knott

In a digital landscape where email remains a cornerstone of communication, staying ahead is crucial. From February 2024, Gmail and Yahoo are implementing stricter sending requirements, aimed at reducing spam and improving user experience.

In this article, discover what’s changed and why you must adapt. By understanding these changes and taking proactive steps, you can ensure your emails land in the inbox and not the dreaded spam folder.

What’s new? The three key changes

As we step into this new era of stricter email requirements, understanding the changes is essential. Let’s explore the three key changes:

  1. Authentication requirements: Strong email authentication using SPF, DKIM, and DMARC is now mandatory for bulk senders (those sending over 5,000 emails per day, and this includes transactional emails). These protocols verify your identity and prevent spoofing.
  2. One-click unsubscribe is law: Users should be able to opt out of an email with a single click.
  3. Spam rate thresholds: Gmail and Yahoo will enforce a 0.3% maximum spam complaint rate. Exceed that, and your emails might be filtered to spam or blocked.

Your checklist for inbox success

The new Gmail and Yahoo requirements offer a chance to elevate your email marketing. This checklist will guide you through key steps to not just comply, but to excel, ensuring your emails achieve both delivery and engagement.

  • Audit your email infrastructure: Do you have SPF, DKIM and DMARC set up for your sending domains?
  • Setting up DMARC: Even if you are not sending more than 5,000 messages a day, we still encourage you to set up DMARC. Your DMARC enforcement policy can be set to none – Google has some specific guidelines for setup.
  • Branded sending domain: This enables you to send emails that appear to be coming from your brand and gives you better control of your sender reputation. Refer to your email marketing software provider for instructions on how to set this up.
  • Align your “From” name: Once your branded send domain is set up, your “From” address should align with this.
  • Implement one-click unsubscribe: Every email needs to have a one-click unsubscribe option. This should be easy for users to find and opt-out requests should be completed promptly.
  • Review your content: Content is still king. Create engaging and valuable emails that resonate with your audience and their interests. Relevancy is your shield against spam complaints.
  • Cleanse your lists: Remove inactive or invalid email addresses and make this a regular process to maintain a healthy list.
  • Monitor performance: Track your sender reputation using tools like Google Postmaster Tools to identify any potential issues. Analyse your spam rates, open rates, and engagement metrics to understand what resonates with your audience, and adapt your strategies based on these insights.

Beyond Compliance

These changes are not just about technical compliance and are positive for us all. Your subscribers will have a less spammy inbox and it offers up an opportunity to refine your email marketing strategy.

By prioritising authentication, relevancy, and user experience, you can ensure your emails have the best chance of reaching the inbox.

Transform your email marketing strategy today!

Don’t let these changes slow you down – let us help you turn them into opportunities. We’re here to ensure your emails not only meet the latest requirements but also resonate with your audience, driving engagement and results. Talk to us today to revolutionise your email marketing strategy and stay ahead of the curve.

More on this subject