There are some big changes coming to email marketing in 2024. In October 2023, Google and Yahoo announced updates to their sender requirements. This move aims to maintain the reliability of email communication and enhance inbox security for users. These new regulations are set to be implemented from February 1, 2024.


Effective February 1, 2024, Google and Yahoo will implement new email sender requirements to enhance email reliability and user inbox protection. These updates focus on stricter email authentication, streamlined unsubscribe processes, and maintaining low spam complaint rates. If you rely on bulk email sending, you need to make sure you comply with the new requirements.

Key changes:

  • Focus on Authentication: Starting Feb 1, 2024, all senders with over 5,000 daily emails to Gmail and Yahoo must implement stricter email authentication protocols:
    • SPF (Sender Policy Framework): Defines authorised senders for your domain.
    • DKIM (Domain Keys Identified Mail): Cryptographically signs emails to prevent sender spoofing.
    • DMARC (Domain-based Message Authentication, Reporting and Conformance): Tells receivers what to do with unauthenticated emails (e.g. quarantine, reject).
  • Improved User Engagement Metrics: Mail providers will prioritise emails with high engagement (opens, clicks, etc.). Low engagement could land your emails in spam folders.
  • Mobile Optimisation: Ensure emails are optimised for mobile devices, as most users check email on their phones.

Compliance Actions for Senders:

  • Implement SPF, DKIM, and DMARC: If you send over 5,000 daily emails, this is mandatory for Gmail and Yahoo deliverability.
  • Monitor Engagement Metrics: Track open rates, click-through rates, and unsubscribes. Adjust your strategy based on these metrics.
  • Optimise for Mobile: Design responsive emails that look good and function well on all devices.
  • Double Opt-In: Verify subscriptions with a confirmation email to ensure your recipients actually want your messages.
  • Maintain Clean Lists: Remove inactive or invalid email addresses from your lists.

Benefits of Compliance:

  • Higher Email Deliverability: Reach more of your intended audience with fewer emails landing in spam.
  • Improved User Experience: Senders who adapt to these changes will provide a better experience for their recipients.
  • Stronger Brand Reputation: Building high engagement and avoiding spam folders creates a more positive brand image.

Stay Informed:

  • Refer to official documentation from email providers like Gmail and Yahoo for detailed implementation guidelines.
  • Consult email marketing specialists for tailored advice and assistance.

These changes are an opportunity to elevate your email marketing practices and ensure your messages reach the right people. By taking proactive steps now, you can be confident in your email deliverability come February 1st.


Q: Do these changes apply to all email senders?

A: The stricter authentication requirements for SPF, DKIM, and DMARC apply to senders with over 5,000 daily emails to Gmail and Yahoo. Smaller senders are still encouraged to implement these for better deliverability and security, but it’s not mandatory.

Q: What happens if I don’t comply with the new authentication requirements?

A: Your emails may be significantly filtered or even rejected by Gmail and Yahoo. This can severely impact your email marketing reach and engagement.

Q: How can I track my email engagement metrics?

A: Most email marketing platforms offer detailed analytics tools that track open rates, click-through rates, unsubscribes, and other valuable data. Analyse these metrics and adjust your content and send times to improve engagement.

Q: What does “mobile optimisation” mean for emails?

A: Design your emails with responsive layouts that adjust automatically for different screen sizes. Use large fonts, clear calls to action, and avoid heavy images to ensure a smooth mobile reading experience.

Q: Do I need double opt-in even if I already have permission to send emails?

A: Double opt-in adds an extra confirmation step for subscribing, ensuring people actually want your emails and reducing spam complaints. It’s a best practice even if you have existing permissions.

Q: Where can I find detailed implementation guidelines for these changes?

A: Refer to official documentation from major email providers like Gmail and Yahoo:

Q: I need more help understanding and implementing these changes. What resources are available?

A: Many email marketing platforms offer educational resources and support to help you navigate the new requirements. Of course, you can also contact us for expert guidance and assistance.

Q: Will these changes continue to evolve in the future?

A: Yeah, definitely! Email deliverability is constantly evolving, so stay informed about future updates and best practices.