New Email Marketing Rules from Google and Yahoo.

Email Marketing

Email marketing remains a powerful tool for businesses to reach their audience effectively. However, in 2024, Google and Yahoo are rolling out new email marketing rules that will significantly impact how businesses engage with their subscribers. In this article, we will delve into the specifics of these new rules and explore how they affect businesses. Read on to discover what’s changing in the world of email marketing.

New Google Rules Around Emails:

Starting in February 2024, Google is implementing new rules for bulk senders, defined as those who send over 5,000 messages to Gmail addresses in one day. These rules aim to enhance the email experience for Gmail users and ensure that emails are genuine and wanted. 

Here are the key requirements:

Authenticate Your Email:

Bulk senders must authenticate their emails using well-established best practices. This authentication process closes loopholes exploited by attackers, enhancing email security for everyone.

Enable Easy Subscription:

Large senders must offer Gmail recipients the ability to unsubscribe from commercial emails in just one click. Additionally, they must process unsubscription requests within two days, ensuring a hassle-free experience for users.

Ensure Low Spam Complaint Rates:

Google will enforce a clear spam rate threshold that senders must stay under. This regulation aims to prevent Gmail recipients from being bombarded with unwanted messages, making the inbox a cleaner and more valuable space.

New Yahoo Rules Around Email:

Email Marketing

Yahoo is also implementing its set of rules for email marketers. These rules are designed to improve email security and user experience. 

Here are the key requirements:

Authenticate Your Mail:

Yahoo mandates email authentication to verify the legitimacy of senders, enhancing email trustworthiness.

Support Easy Unsubscribe:

Businesses must make it easy for Yahoo recipients to unsubscribe from emails, simplifying the process and respecting user preferences.

Keep Spam Complaint Rates Low:

Low spam complaint rates are essential to maintaining a positive sender reputation. Yahoo encourages senders to maintain low complaint rates to ensure their emails reach the intended recipients.

Valid Forward and Reverse DNS Records:

Senders must have valid forward and reverse DNS records for their sending IPs, further enhancing email authentication and security.

Comply with RFCs 5321 and 5322:

Compliance with email standards outlined in RFCs 5321 and 5322 is necessary to ensure that emails are correctly formatted and follow industry best practices.

How Do the New Google and Yahoo Rules Affect Businesses?

Email Marketing

Businesses that fail to adhere to these new rules will face challenges in reaching their subscribers’ inboxes. Email marketing professionals must embrace these changes and take proactive steps to ensure their email campaigns comply with the updated requirements, ensuring emails reach their intended audience. This may include:

Updating Email Authentication Protocols:

Ensure that your emails are properly authenticated to meet the new standards set by Google and Yahoo. You may need to check your SPF and DKIM records adequately reflect your sending server details. 

You can check these by using online tools such as

Reviewing Email Lists:

Review your email lists to confirm that recipients have actively opted-in to receive your emails, ensuring you’re sending to engaged and interested subscribers.

Providing Clear and Easy-to-Use Unsubscribe Options:

Make it easy for recipients to unsubscribe from your emails, respecting their preferences and reducing the likelihood of spam complaints.

These new email marketing rules from Google and Yahoo aim to enhance email security, user experience, and the overall quality of emails subscribers receive. Embracing these changes and ensuring compliance will not only help businesses avoid deliverability issues but also improve their email marketing results.

If you need assistance in meeting these new requirements, SMG is here to help.