Gmail and Yahoo are introducing new email deliverability rules starting in February 2024. These changes are designed to enhance email security and ensure a better user experience by reducing spam and phishing risks. Here’s a summary of what you need to know and how to comply with these new requirements:
- Email Authentication: This is a crucial aspect of the new rules. You must authenticate your sending domain using SPF (Sender Policy Framework) or DKIM (DomainKeys Identified Email) methods. This authentication acts like an ID card, verifying that you are the legitimate sender of the emails. For senders with more than 5,000 emails per day, you’ll also need to align your sender domain with either the DKIM signature domain or the envelope sender (SPF alignment) and create a DMARC (Domain-based Message Authentication, Reporting & Conformance) policy.
- Simple Unsubscription Process: Google and Yahoo will require the implementation of a one-click unsubscription process for emails. This means making it straightforward for recipients to opt out of receiving emails, thereby reducing spam complaints and improving the sender’s reputation.
- Maintaining Low Spam Rates: Keeping spam reporting levels low is essential. Although the accepted spam complaint rate has been 0.1% (one complaint per 1,000 emails), Google and Yahoo are setting a new threshold of 0.3%. To achieve this, you should avoid emailing people without permission, include a visible unsubscribe link in every email, and promptly remove subscribers who mark your emails as spam.
- Monitoring for Inactive Accounts: In December 2023, Google will begin deleting accounts that have been inactive for more than two years. This could lead to higher bounce rates for emails sent to these accounts, affecting your sender’s reputation. To mitigate this, regularly validate your email list, ensuring that the addresses are active and valid.
These new rules are not just about technical compliance but also about enhancing the quality and security of email communication. Adopting these practices can not only help you comply with the new standards but also improve your overall email deliverability and sender reputation. Contact Us for assistance.