Mastering E-mail Marketing in 2024: Navigating Google and Yahoo’s Authentication Changes

Anni Sailer
By Anni Sailer
Published 06 March 2024

Sending bulk emails through third-party e-mail marketing platforms (e.g., Mailchimp, Marketo, or Hubspot) may require you to take action this year. 

Gmail and Yahoo have made major changes to their email authentication requirements and spam prevention policies. These changes are designed to improve their user security and provide a better email experience by enforcing some common industry best practices as new requirements. What does this mean for you? How will they affect your email strategy? Most crucially, how can you ensure compliance with the new email regulations? Get all necessary answers below. 


What exactly are Google and Yahoo doing? New requirements for bulk senders 

Both Gmail and Yahoo have highlighted three key changes that senders will need to prioritize if they want to be seen as legitimate senders come 2024: 

Authenticate their email: Senders will be required to verify their sender identities with standard protocols like SPF, DKIM, and DMARC. 

Enable one-click unsubscribe: Senders will need to implement a single-click unsubscribe link within emails if they haven’t already, to allow recipients to easily opt out.  

Limit Unwanted Emails: To keep inboxes free from spam, bulk senders must adhere to a specified spam rate threshold. This means only sending emails that recipients want, thereby reducing the clutter of unsolicited or irrelevant messages in their inboxes.

How will this impact your business’ e-mail marketing strategies? 

Not adhering to Gmail and Yahoo’s updated policies could mean your emails end up in spam or are blocked, indicated by a bounce-back message from the Mailbox Provider (MBP) showing non-delivery. 

Therefore, BrandShelter advises reviewing and complying with the mentioned updates immediately. It’s also wise to begin tracking your performance on Yahoo and Google now, to detect any significant changes in your metrics. 


Who is affected? 

The primary targets of these changes are the heavy hitters—the large email senders who dispatch more than 5,000 emails a day, as defined by Google. The announcements don’t specify that a sender must send 5,000 messages each day, or within a certain time frame, though. So, it’s important to consider your peak holiday sending habits, and large campaigns when checking if these rules will apply to you. You may not think of yourself as a bulk sender, but mailbox providers might disagree. 

The impact of these changing standards reaches even small companies, making compliance essential for enhancing email deliverability and reputation across all business sizes. If e-mail marketing plays any role in your strategy, mastering these email authentication updates is crucial for ensuring your messages are received and read, and ultimately, for your business’s success.

The core changes in authentication

The three big pillars of these authentication changes are SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting & Conformance). 

Let’s have a closer look at each of these.

SPF: This protocol checks the authorization of email domains to prevent spoofing. In simple terms, it ensures that the sender is who they claim to be. 

DKIM: This mechanism guarantees the authenticity of the sending domain and ensures the integrity of the message. There will be no more questioning whether an email is legitimate or has been tampered with. 

DMARC:  Providing recommendations for dealing with emails that fail SPF and DKIM tests, DMARC adds an extra layer of security and reporting, aiding in maintaining a robust email ecosystem overall. 


Timeline Overview


February 2024: Warning bounces for non-compliance start, but emails will still be delivered after a delay. No bounces for those in compliance. 

April 2024: Partial blocking of emails from senders not fully compliant, increasing over time. 

June 1, 2024: Full compliance required, including List-Unsubscribe 1-Click, to avoid blocking. 


February 2024: Start enforcing all requirements except 1-Click List-Unsubscribe. 

June 2024: Begin enforcing 1-Click List-Unsubscribe. 


Taking the next steps 

The future of email communications is at a crossroads, and the decisions you make now will shape your success. It’s not just about adapting; it’s about capitalizing on the opportunities presented by these developments. 

As the e-mail marketing landscape undergoes these transformative changes, it’s paramount to act proactively. The clock is ticking, and the time to adapt your email strategies is now.  

The team at nicmanager, a part of Team Internet Group just like BrandShelter, and experts in the field, is here to support you. We’re ready to help you navigate these challenges and elevate your e-mail marketing efforts. 

nicmanager offers services that are tailored to guide you through this intricate process and ensure your future business success:

Inventory and Implementation: The team conducts a thorough analysis of your existing email security protocols. They don’t just stop at analysis—they actively support the implementation of SPF, DKIM, and DMARC, ensuring your email authentication is fortified. 

Training and Awareness: Provides comprehensive training for your team, equipping them with a deeper understanding of these new standards. Effective use of these protocols is the key to a secure and successful e-mail marketing strategy. 

Ongoing Adaptation and Monitoring: The digital landscape is fluid, and so should be your strategies. The team at nicmanager don’t just implement and forget; they help you continuously adapt your email strategies and monitor the authentication protocols, ensuring you stay ahead of the curve. 


So, are you ready to elevate your e-mail marketing game?  

Reach out to the team at nicmanager for a personalized consultation and ensure your strategies are future-proof. Your success in the evolving digital landscape starts with secure and trustworthy email communication.

You can contact the nicmanager team at [email protected] or contact us here

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