Email Authentication, Gmail

Google and Yahoo Announce New Email Requirements for 2024

Aleksandra Duło, 16 October 2023


In an effort to bolster email security and protect users from malicious messages, Google and Yahoo are set to implement stringent email authentication requirements beginning in 2024.

Email marketing has become a crucial tool for businesses and organizations to connect with their audiences. However, with the increasing volume of email traffic and rising concerns about spam, ISPs like Gmail and Yahoo have implemented stringent requirements for large senders, those sending more than 5,000 emails daily.

These requirements focus on authenticating emails, making subscription processes user-friendly, and ensuring that the emails sent are genuinely desired by both Yahoo and Gmail recipients.

Both tech giants have recognized the necessity of strongly authenticating bulk email senders, and the implementation of established best practices such as DMARC, SPF, and DKIM is at the forefront of their strategy.

What Is DMARC?

In this article, we will delve into these new Gmail and Yahoo requirements for bulk senders, providing insights and guidance for businesses and marketers.

What Exactly Do These Changes Mean For Senders?

The most forward answer to this question is that, if you haven’t already, you’ll need to get serious about certain email deliverability best practices. Starting in 2024, every email sender must authenticate their emails, allow for easy subscription, and stay under a reported spam threshold.

  1. Email Authentication: Bulk senders must prioritize authenticated messages when sending their emails to Gmail addresses and always adhere to established best practices. This measure aims to close vulnerabilities exploited by attackers that put the entire email community at risk.
  2. Easy Unsubscription: Unsubscribing from unwanted emails should be hassle-free. Senders need to provide Gmail and Yahoo recipients with the capability to unsubscribe from commercial emails in a single click. Furthermore, they must process unsubscription requests within two days.
  3. Sending Wanted Email: As an email provider, Google will enforce a clear spam rate threshold that senders must adhere to, ensuring Gmail users receive fewer unwanted messages.

Remember, Gmail doesn’t provide traditional feedback loops like Yahoo does, so you’ll need to ensure you’re signed up with Google Postmasters Tools to monitor your spam rates.

What Senders Need to Do?

So, the ball is now on the email sender’s court to prepare before 2024. What changes must you make to ensure your emails land in the inbox? And how do you implement them? Here’s a detailed list:

Authenticate Your Email!

The year 2024 will mark a turning point for bulk email senders utilizing Gmail and Yahoo Mail. These senders will be mandated to adhere to robust email authentication protocols, including DMARC (Domain-based Message Authentication, Reporting, and Conformance), SPF (Sender Policy Framework), and DKIM (DomainKeys Identified Mail).

These industry-standard practices will help to ensure that the emails sent through these platforms are genuine and from verified sources, significantly reducing the risk of fraudulent messages.

Once your brand has implemented all three authentication standards—SPF, DKIM, and DMARC—then you’re just a few steps away from taking advantage of Brand Indicators for Message Identification (BIMI). When set up, BIMI displays a brand’s logo next to the sender’s name in the inbox.

What is BIMI?

Our recommendation is to set up both SPF and DKIM as the bare minimum to protect your sender identity and your deliverability and start taking steps toward DMARC authentication.

Enable Easy Subscription

An essential part of responsible email marketing is ensuring that users can easily subscribe and unsubscribe from email lists. Gmail and Yahoo emphasize the importance of user-friendliness in this regard.

Simple Opt-In Process When users subscribe to your emails, make the process simple and transparent. Clearly state what they are signing up for and ensure they have full control over their subscription preferences.
Allow one-click Unsubscribes Provide a clear and accessible unsubscribe option in every email you send. Make it as straightforward as possible for users to opt out of your emails. Failing to do so can lead to user frustration and spam complaints.
Respect User Choices Honor unsubscribe requests promptly. Continuing to send emails to recipients who have unsubscribed is not only against best practices but can also result in email deliverability issues.

By focusing on easy subscription and unsubscription processes, you not only meet Gmail and Yahoo’s requirements but also improve the user experience and build trust with your audience.

Ensure You’re Sending Wanted Emails

The most crucial aspect of email marketing is sending content that recipients genuinely want. Gmail and Yahoo have implemented measures to ensure that users receive relevant and desired emails, reducing the risk of messages being marked as spam.

  • Quality Content: Create high-quality, relevant, and engaging content that resonates with your target audience. Sending valuable information and offers will make your emails more likely to be well-received.
  • Engagement Tracking: Monitor the engagement of your recipients. Look at factors such as open rates and click-through rates to determine the value of your emails to users. If your emails consistently go unopened or unclicked, they may be filtered as spam. How Apple Mail Privacy Updates Affect Email Open Rates?
  • List Hygiene: Regularly clean and update your email lists to remove inactive or unengaged subscribers. Sending to a smaller, more engaged audience is often more effective than sending to a larger, unresponsive list.

By ensuring that your emails are wanted and relevant, you not only meet Gmail and Yahoo’s requirements but also maintain a good sender reputation and improve email deliverability.

Collaboration Is Key

As Gmail and Yahoo make these changes to create a safer email environment, it’s essential for senders to collaborate with industry peers. Sharing insights and experiences can foster a collective effort to meet the new requirements and ensure a high level of email security.


Gmail and Yahoo’s new requirements for bulk senders emphasize the importance of email authentication, easy subscription processes, and sending wanted emails.

Adhering to these new Yahoo and Gmail security requirements not only helps businesses comply with email service providers’ guidelines but also fosters trust with recipients and improves email marketing effectiveness.

It’s crucial for email marketers to stay informed about these requirements and proactively adapt their strategies to ensure successful email campaigns while maintaining a good sender reputation.

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