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Google and Yahoo to roll out new email authentication and spam prevention requirements in February 2024. Read more here.
Irena is an experienced Content and Email Marketer who loves animals, slow mornings, and all things Tolkien.
In February 2024, Gmail and Yahoo implemented significant changes in their email authentication requirements. These changes are primarily aimed at enhancing security and email deliverability.
These new guidelines, particularly impactful for bulk email senders, mark a shift from recommended best practices to obligatory compliance for improved email integrity.
In the interconnected world of email, that takes all of us working together. Yahoo looks forward to working with Google and the rest of the email community to make these common sense, high-impact changes the new industry standard.
Marcel Becker, Sr. Dir. Product at Yahoo
In light of Gmail and Yahoo's new authentication updates, email senders must adapt to three key requirements.
First, there's a shift towards using custom domains for sending emails. This strategy aims to enhance the credibility and traceability of emails.
Second, implementing email authentication protocols like DKIM and DMARC is mandatory. These protocols are crucial in verifying the sender's identity and safeguarding against email spoofing.
Finally, senders must closely monitor and maintain their spam complaint rates within set thresholds. This necessity underscores the importance of relevant, engaging content to ensure emails are well-received and to uphold a strong sender reputation.
These changes collectively aim to boost email security and improve overall deliverability in the email ecosystem.
Gmail's AI defenses already block 15 billion unwanted emails daily, and the new measures aim to further reduce unauthenticated messages, which have already dropped by 75%.
These practices, once recommended, are now mandatory, especially for bulk email senders, to ensure a secure and reliable email communication environment.
Avoid mixing different types of content:
Avoid spoofing:
Refrain from marking internal messages as spam:
Do not purchase email addresses:
Respect recipient consent:
Be cautious with automatic opt-in forms:
Maintaining a clean and engaged email list – often termed 'email list hygiene' – has become more crucial than ever. This practice involves regularly reviewing and updating email lists to ensure they only contain active, engaged subscribers. The process not only helps in reducing bounce rates but also improves overall engagement metrics, which is vital considering Gmail and Yahoo's emphasis on low spam complaint rates.
A key aspect of email list hygiene is identifying and removing inactive subscribers. These are individuals who haven't interacted with your emails over a significant period. Continuing to send emails to these inactive addresses can harm your sender's reputation and reduce the effectiveness of your email campaigns. It's essential to periodically segment your list, isolating those who haven't opened or clicked on your emails in a set timeframe, and consider sending them a re-engagement campaign or removing them from your list if there's no response.
Another important factor is ensuring your email list consists of subscribers who have explicitly opted in to receive your communications. This not only aligns with best practices but also complies with various legal requirements like GDPR. Avoid purchasing email lists or adding contacts without their consent, as this can lead to high spam complaint rates and potential legal issues.
Implementing a double opt-in process is an effective way to maintain a healthy email list. This process requires subscribers to confirm their email address after signing up, adding an extra layer of consent and ensuring the validity of the email address.
In essence, email list hygiene is about prioritizing quality over quantity. It's not just the number of subscribers that matters but their level of engagement and interest in your content. By maintaining a clean, active, and engaged email list, you'll improve your email deliverability and sender reputation, aligning your practices with the new standards set by Gmail and Yahoo.
To conclude, Gmail and Yahoo's upcoming email changes are a major step towards improved security and communication practices. It's crucial for email senders to adapt to these changes by using proper authentication, easy unsubscribing, and keeping spam complaint rates low. Embracing these updates will lead to better email engagement and trustworthiness.