Email Regulation Updates: February 1st, 2024

We wanted to bring to your attention some significant updates in email deliverability requirements from major providers like Google and Yahoo that will come into effect in early 2024. These changes aim to enhance the email experience for users by reducing unwanted emails and ensuring that individuals receive messages they genuinely want to engage with.

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1. Email Authentication: To maintain high email deliverability rates, bulk senders to Yahoo and Google users are now required to authenticate their emails. Authentication helps prevent fraudulent emails, spam, and brand impersonation. Google and Yahoo recommend implementing Sender Policy Framework (SPF), DomainKeys Identified Mail (DKIM), and Domain-based Message Authentication, Reporting, and Conformance (DMARC) to strengthen email security.

  • Google's Requirements: Strongly authenticate emails using SPF or DKIM and DMARC.

  • Yahoo's Requirements: Implement stronger email authentication using SPF or DKIM and DMARC.

    *Note: This impact all drip email campaigns.

2. One-Click Unsubscribe: Bulk senders must allow recipients to easily unsubscribe from commercial emails with just one click directly within their email campaigns. Gmail and Yahoo emphasize the adoption of RFC 8058 and the list-unsub header to streamline the opt-out process.

3. Spam Rate Thresholds: Maintaining a low spam rate is crucial. Both Google and Yahoo have set spam rate thresholds that bulk senders must not exceed. Effective February 1, 2024, Google requires spam rates below 0.10%, while Yahoo enforces a maximum spam complaint rate of 0.3%.

Why these changes? Google and Yahoo are implementing these changes to improve the email experience for their users. By requiring authentication, they aim to block spam, phishing, and malware attempts efficiently. These measures also help in preventing brand impersonation and maintaining a positive sender reputation.

Impact on Marketers: Companies adhering to best email marketing practices may not need significant adjustments. However, failure to comply with these new rules could lead to increased bounce rates, delayed or non-delivery of campaigns, and even emails being marked as spam.

Why Email Deliverability Matters: Email deliverability and list hygiene are crucial for successful email marketing. Building a strong sender reputation through positive engagement is key to reaching your intended audience. Neglecting email deliverability best practices can lead to emails being blocked or sent to spam folders.

Steps to Prepare for 2024: To ensure compliance with the updated guidelines, follow these four essential steps:

  1. Authenticate Your Emails: Implement SPF, DKIM, and DMARC, and validate your domain.
  2. One-Click Unsubscribe: Enable easy unsubscribes within your email campaigns.
  3. Honor Unsubscriptions: Process unsubscribe requests within two days.
  4. Create Engaging Content: Focus on delivering relevant and desired content to enhance recipient engagement.

For a successful transition, we recommend taking these actions promptly. If you have any questions or need assistance, feel free to reach out to our team.

Thank you for your attention and commitment to maintaining high email standards.

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