Understanding Google and Yahoo’s New Email Sender Requirements in 2024

If you send email marketing campaigns, listen up! Google and Yahoo’s rolling out new email sender requirements in 2024 for bulk senders hitting Gmail inboxes, starting February 2024. This is good news for everyone who values a clean, spam-free email experience, but for senders, it means adapting to ensure emails land where they’re meant to.

What’s changing?

The new rules mainly apply to those sending 5,000 or more emails daily to Gmail accounts. It’s all about creating a safer, more reliable email ecosystem. Imagine your inbox free from phishing scams and unwanted marketing blasts. These new requirements aim to make that a reality for Gmail users.Here’s what you need to know:

  • Authentication is key: Set up SPF and DKIM, like digital locks for your emails, verifying your sending domain and preventing spoofing, or emails coming from imposters.
  • No more unwanted guests: Unsolicited emails are unwelcome. Focus on sending opt-in email subscriptions and keep recipients in control with easy unsubscribe options.
  • Transparency matters: Label bulk emails clearly and avoid misleading subject lines. Be upfront about who you are and why you’re emailing.
  • Quality, not quantity: Maintain a low spam rate below 0.1%. Don’t trigger spam filters with suspicious content or questionable practices.
  • Follow the protocol: Ensure your emails follow industry standards to avoid technical hiccups that land them in the dreaded spam folder.

I have full faith in you that you’re sending quality emails and following best practices, so let’s get into what you really want to know.

What are the techy requirements?

In order to prove that you do indeed own the domain name that you are listing in your from email address, there’s a few steps to take. You’ll need to access the DNS (domain name system) settings inside your domain hosting account, ie GoDaddy, Siteground, Bluehost, etc. Typically, you’ll find a DNS button in domain name settings. You’ll need to add a few new records, namely a DMARC record and a domain authentication record.

How do I create a DMARC policy?

DMARC stands for domain-based message authentication, reporting, and conformance. In short, it determines the authenticity of an email, giving domain owners the ability to protect their domain from unauthorized use.

You can visit this DMARC tool to create your own: https://dmarcly.com/tools/spf-dkim-dmarc-wizard/#create-dmarc-record Just add your email address to the two fields and click generate. You can leave everything else as-is.

Here’s what mine looked like:

v=DMARC1; p=none; rua=mailto:hello@editandgotemplates.com; ruf=mailto:hello@editandgotemplates.com; sp=none;

Next, open your DNS records on your domain account and click to add a new one. Here’s what goes in each field:

  • Type: TXT
  • Host: _dmarc
  • Value: (DMARC record created in the previous step)
  • TTL: 1 hour

Click to save. Please note, you’ll start receiving DMARC email reports. I recommend creating a filter or a folder to collect to them so they don’t clutter your Inbox. Klaviyo also suggests that you can remove the ruf=mailto:hello@editandgotemplates.com; portion of the DMARC record to stop receiving these email reports.

Verifying your email authentication configuration

To verify that the record has been published successfully, you can input your domain into the DMARC checker offered by EasyDMARC. With this tool, a status of Warning or Valid is compliant with Gmail and Yahoo’s sender requirements.

How do I create a branded sending domain?

This will also require that you add a new DNS record, so keep your domain account open. Depending on your email marketing provider, you may have one or multiple records to add. You’ll find the ‘dedicated sending domain’ in your email marketing provider settings. To start, enter your sending domain as send.yourdomain.com and click verify.

The next step will supply you the record or records to add to your DNS. Again, you’ll get a type, name, and value. Copy and paste them over and click save. Go back to your email marketing provider and click verify. Sometimes, it can take a minute to confirm.

What does all this do to your email campaigns?

Remember, all these steps confirm your domain name is properly authenticated, signaling that your email is legit and belongs in the Inbox, not the spam folder. Here is an example of verified email from Iris&Romeo. If you click the arrow in the header of the email, you’ll see the techy email sender details. Notice the matching domain names down the list. Perfection! You’ll also note that new Unsubscribe link in the header. That will automatically be added by your email marketing provider.

Remember, these changes benefit everyone. By ensuring emails are legitimate, informative, and desired, we create a better email experience for both senders and recipients. So, adapt, embrace the new standards, and let’s work together towards a spam-free future!

Help is available!

If you need help in a hurry, I have a limited time service to guarantee your email account meets the requirements. Click here to book your spot: https://alliclough.thrivecart.com/2024-email-sender-requirements/


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I'm Alli Clough

I’m a web designer, email nerd, and numbers girl. I design and manage online stores for 1m+ brands from a sunny home office. After 18 years in the biz, I’ve tried and tested a lot of tools and strategies, and have the numbers to back up some big decisions you might be hung up on.

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