Google and Yahoo are introducing big changes to e-mail communication from february 2024

The two main e-mail service providers, Google and Yahoo, are making sweeping changes to improve security. From February 2024, they will require senders who exceed 5,000 e-mails sent per day to take security precautions. The measures only apply to e-mails sent to Google or Yahoo addresses. Outgoing e-mail authentication, measures against sending unwanted or unsolicited e-mails and a simple way for recipients to unsubscribe will be required. Failure to comply with these requirements may result in your e-mails being evaluated as spam. Marketing agencies, e-commerce platforms or various news and subscription services will be most affected by these changes.

So let's take a closer look at each change separately.

Email authentication using validation technologies

Bulk senders must now verify their e-mails before sending them through validation technologies such as SPF, DKIM and DMARC. These validations serve mainly as protection against spam and phishing. These verifications ensure that your e-mail is much less likely to end up in the spam folder.

One-click unsubscribe

Another February innovation for bulk senders will be the obligation to give subscribers a one-click unsubscribe option in their e-mails. These unsubscribe requests will have to be processed within two days.

Keeping the spam rate below 0.3%

The new terms also indicate that care will need to be taken to ensure that the spam rate reported by Postmaster Tools never exceeds 0.3%. Ideally, according to Google, it should be below 0.1%. A high spam rate will most likely lead to your e-mails being flagged as spam more often. Google also warns that it may take some time for improvements in spam rates to be reflected in whether or not e-mails are flagged as spam.

How to prepare for the upcoming changes?

  • Make sure that the tool you are sending e-mails through includes an implementation or update of SPF, DKIM, and DMARC records.
  • Ensure that all outgoing e-mails include a one-click unsubscribe button and ensure that unsubscribe requests are processed within two days as per Google's guidelines.
  • Regularly check the spam rate via Postmaster Tools and edit the e-mail according to the resulting values.