Email marketing from February 2024: Three things you need to know about Google and Yahoo’s new email policies
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Email marketing from February 2024: Three things you need to know about Google and Yahoo’s new email policies

Published : January 31, 2024

Introduction

Email marketing is essential for businesses to reach out to their customers. However, with the rise of spam and spoofing, email providers like Google and Yahoo have updated their policies for sending bulk emails. These policy changes will take effect from February 1, 2024, impacting what email Google and Yahoo will accept and deliver to their users’ inboxes.

Senders that already include an unsubscribe link in their messages have until June 1, 2024, to implement one-click unsubscribe in all commercial and promotional messages.

This blog post will discuss the new policy updates and their impact on email marketing campaigns. We’ll also provide step-by-step instructions on what must be done to conform to the new policies.

Overview

The new policy updates from Google and Yahoo center on three main elements: email authentication, easy unsubscribe, and spam complaints.

Email authentication requires using SPF, DKIM, and DMARC to authenticate your emails and prove they come from a legitimate source.

Easy unsubscribe requires that it be as easy as possible to unsubscribe from bulk emails, which Google defines as supporting one-click unsubscribes in email headers.

Spam complaints require that both Google and Yahoo crack down on spam with advanced algorithms to identify and block spam.

Senders with spam complaints averaging 0.3% or higher will start experiencing issues with deliverability. Still, you should always aim to maintain spam levels at 0.1% or below to ensure your emails land in your users’ inboxes.

Impact on email marketing campaigns

Google and Yahoo have introduced updated requirements to enhance the email-sending ecosystem, particularly those dispatching over 5,000 messages daily. The new policy updates from Google and Yahoo will significantly impact email marketing campaigns. Starting February 2024, failure to comply with these guidelines may lead to repercussions such as slowed-down deliveries, messages being redirected to spam folders, or, in extreme cases, blacklisting of the email-sending IP.

Email authentication will require businesses to ensure their domain architecture is set up correctly with SPF, DKIM, and DMARC records. This will help verify the authenticity of an email message and prove that the message was not altered during transit. Easy unsubscribe will require businesses to make it as easy as possible to unsubscribe from bulk emails, which will help reduce the number of spam complaints. Spam complaints will need businesses to monitor their complaint rates and take corrective actions to reduce them as necessary.

Step-by-step instructions

To conform to the new policies, we recommend that you take the following steps:

1. Email authentication

Correctly set up your domain architecture with SPF, DKIM, and DMARC records. SPF checks if the sender’s IP address is authorized to send emails on behalf of the domain. DKIM adds a digital signature to the email header to verify that the message was not altered during transit. DMARC is used to specify how email receivers should handle messages that fail SPF or DKIM checks.

2. Easy unsubscribes

Ensure your unsubscribe process is easy and straightforward and that all unsubscribes are honored within two days. This will help reduce the number of spam complaints and ensure that your emails land in your members’ inboxes.

3. Spam complaints

Monitor your spam complaint rates and take steps to reduce them if necessary. Senders with spam complaints averaging 0.3% or higher will start experiencing issues with deliverability, but you should always aim to maintain spam levels at 0.1% or below.

Official resources:

By proactively adhering to these updated guidelines from Google and Yahoo, bulk email senders (sending more than 5,000 emails in a day) can comply with industry standards and enhance the deliverability and reputation of their email campaigns. Stay informed, implement these measures, and pave the way for a more successful and trustworthy email communication strategy in 2024 and beyond.

For in-depth information and measures to be taken, check out our other blogs:

Summary

The new policy updates from Google and Yahoo for sending bulk emails will significantly impact marketing campaigns starting in February 2024. Email authentication, easy unsubscribe, and spam complaints are the three main elements of the new policies.

To conform to the new policies, businesses must ensure their domain architecture is set up correctly with SPF, DKIM, and DMARC records, make unsubscribing from bulk emails easy, and monitor their spam complaint rates. By following these steps, businesses can ensure that their emails are landing in their members’ inboxes and avoid issues with deliverability.

Connect with us to understand how you can benefit from our expertise and experience in adapting to the Google and Yahoo email policy changes. Serving over 6,500 customers across 40 countries, Netcore delivers 500 million emails every day.

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