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In February 2024, Gmail and Yahoo Mail are introducing new requirements for bulk email senders, a significant step in the fight against spam and improving email security. These changes are aimed at improving the user experience and preserving the integrity of email communications.
A domain that sends over 5,000 bulk messages in 24h or has >0.3% messages reported as spam by Gmail and Yahoo will refuse to deliver email messages to recipients from February 2024. This means that it will not deliver even in the SPAM folder, but will completely stop delivery.
Gmail Security Initiative
Gmail, as one of the leading email service providers, focuses on three key aspects: authenticating emails, simplifying the unsubscribe process, and keeping the spam rate low. Email authentication using standards such as SPF, DKIM and DMARC is becoming mandatory for everyone who sends a large number of messages, with the aim of reducing unauthenticated messages and spam. In addition, Gmail encourages easier unsubscribing from unwanted emails, as well as keeping the rate of reported spam messages low.
Yahoo Mail Raises the Bar
Similar to Gmail, Yahoo Mail sets strong requirements for email senders. Key elements include stronger email authentication using industry standards, allowing users to easily unsubscribe from email lists, and limiting spam or irrelevant messages. Yahoo Mail emphasizes that users should receive only the messages they want to see in their inboxes, which directly reduces the amount of spam.
Impact on Email Marketers and Business Entities
+These changes will have a significant impact on email marketers and businesses that regularly send large volumes of emails. It is necessary to adapt to the new standards in order to avoid rejection of emails by Gmail and Yahoo Mail. This requires technical adjustments and greater attention to content and quality.
Recommendations for Harmonization
To comply with the new requirements, it is recommended to review current email practices, introduce robust authentication protocols, and ensure that the unsubscribe process is simple and efficient. It is also important to analyze user feedback and adjust sending strategies to reduce the likelihood of messages being marked as spam.
The Role of Email Service Providers
Email service providers play a key role in supporting these changes. They are in charge of implementing technical solutions that will enable senders to comply with the new standards, as well as providing guidance and support for best practices in email communication.
When it comes to hosting providers, keep in mind that the 99% hosting provider prohibits sending mass email messages and that for this you need to use services that are intended for this.
Conclusion The new requirements set by Gmail and Yahoo Mail represent an important step towards creating a more secure and user-friendly email environment. Although this will be a challenge for some senders, in the long run it will contribute to a better user experience and more efficient email communication. Modern email marketers must be proactive in adopting these changes to ensure the success of their email campaigns and maintain good relationships with their recipients.
