New rules for bulk email senders from Google, Yahoo

Email Authentication

il From February 1, 2024, onwards, Google and Yahoo have begun enforcing fresh prerequisites for bulk email senders. These guidelines predominantly centre on three key aspects: the authentication of outgoing emails, reported spam rates, and facilitating effortless unsubscribing from email lists. The new guidelines only affect personal email accounts, with bulk email rejections starting in April.

Google and Yahoo have enforced stricter requirements for bulk email senders since February 1, 2024, focusing on authentication, spam rates, and unsubscribing. Senders failing to meet these requirements will encounter temporary errors and eventual email rejections. The authentication process involves Sender Policy Framework (SPF), DomainKeys Identified Mail (DKIM), and Domain-based Message Authentication, Reporting, and Conformance (DMARC).

While experienced email marketers may not be overly worried, the requirements apply at the domain level, impacting all emails from the organization, including those from sales teams. Marketing should lead in ensuring compliance and collaboration with other departments to navigate the changes effectively.

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