Changes to Gmail and Yahoo’s requirements for email senders take effect in February 2024
In October 2023, Google and Yahoo announced new requirements for bulk senders, or, as Google defines, anyone who sends more than 5,000 emails per day. These changes impact customers of any email service provider—not just Mailchimp customers, and will go into effect in February 2024. While these changes will require you to take a few new steps, enacting these measures can help improve your deliverability by building your credibility as an authenticated email sender.
These new requirements primarily impact two groups of email senders:
- Large senders, or anyone who sends to more than 5,000 Gmail or Yahoo email addresses on any single day.
- Anyone who uses a Gmail email address as their “From” email address when sending emails through any email service provider, regardless of sending volume or the email domains of their recipients.
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- Senders will need to have the right authentication for the email domain they’re sending from.
In particular, senders will need to have SPF, DMARC, and DKIM set up correctly. SPF is already set up on all of our sending IP domain names, so there’s nothing you’ll need to do to set that up. DMARC stands for Domain-based Message Authentication, Reporting & Conformance. It’s a way for you to show that emails sent from your domain are legitimate, and tell receiving inbox providers what to do with an email that isn’t legitimate. This protects both senders and recipients from activities like phishing, spamming, and spoofing. DMARC uses DomainKeys Identified Mail (DKIM)—a method of email authentication that helps identify that the email you sent is really from you—to evaluate the authenticity of email messages. When both DMARC and DKIM are set up correctly, someone can send an email via an email service provider—in your case, Mailchimp—and Gmail and Yahoo will see that your domain records have approved Mailchimp as a service that can send emails that display as coming from your domain. Gmail and Yahoo will then allow your emails to go to Gmail and Yahoo email addresses.
- Senders must include a one-click unsubscribe link in your email.
All bulk emails must have an unsubscribe method in place that allows recipients to unsubscribe in one click, as well as an unsubscribe link in the body of the email and header of the email. All bulk email senders are required to honor unsubscribe requests within two days. Luckily, all emails sent through Mailchimp do this automatically.
- Senders’ spam rates will need to fall below a certain threshold.
Google and Yahoo will begin enforcing a spam rate threshold that senders must stay under to ensure Gmail and Yahoo recipients aren’t being sent spam.
It is important to reiterate that these changes impact all email service providers. If you want to use an email service provider to send out newsletters and marketing automation, we strongly encourage you to use a custom domain and make sure it is properly authenticated. For a link to the original article posted by our Partner MailChimp please click here.