BLOG Emails & Marketing Updates for Yahoo and Google Senders

Emails & Marketing Updates for Yahoo and Google Senders

POSTED BY The Prim Pack | Mar 19, 2024

Click to Send: Complying with Google & Yahoo's Latest Email Updates

If you've spent time, energy, and money laboring over an email campaign only to have it bounce back from half of your recipients, you may have encountered Yahoo and Google's latest email authentication features. While it might create headaches for you and your carefully crafted emails, it's meant to be a gatekeeper for Google and Yahoo email users. With an increase in SPAM, there is now a greater need than ever to filter to protect users.
In February of 2024, Google and Yahoo began requiring senders to comply with certain email authentication standards. And these new compliance standards will start ramping up through this summer. So, here's what you need to know to make sure your emails are sent and received without issue.

Here's the Run-down to Remain Compliant

At the outset, this is when you're brimming with the potential. But everything at this stage is fairly bare-bones. It is all about finding customers and fulfilling your promise to them. And in your business's infancy, branding research can go a long way to help you gain visibility. Our team routinely comes alongside Here, the challenges center around carving out your distinct value proposition, decoding the dynamics of your market, and securing that initial stream of loyal customers. It's a delicate time. Kind of similar to sleepless nights with a newborn.
However, this hard work lays the groundwork for future success. And you have to start somewhere, don't you?


1. Email Authentication

To stay compliant with the new changes, you will need to make sure your email authentication is using DKIM, SPF, and DMARC methodologies. (You may need to Slack your IT guy for this one). If you are the IT person or maybe the only person in charge of your business, here are the basics.
DKIM (DomainKeys Identified Mail) - This method of email authorization prevents email spoofing. You can thank those malicious senders who send fake emails with forged sender addresses for this one.
SPF (Sender Policy Framework) - This email authentication standard helps verify sending email servers by vetting whether or not they are authorized to send emails on behalf of a certain domain.
DMARC (Domain-based Message Authentication Reporting and Conformance) - This is another email authentication protocol that also protects domain owners from other forms of email spoofing as well as unauthorized users.

2. Keep Your Spam Complaints Low

No one enjoys receiving unwanted emails. SPAM is the equivalent of a solicitor ringing your doorbell when you've clearly posted a "NO SOLICITING" sign on your door. This is why it is so important to make sure the content you are sending your mailing list is wanted and valuable. When content is useful and invited, your emails are less likely to be flagged as SPAM.
Here are Google's newest metrics to determine whether you have an invitation to a user's inbox or not.

Below .10% and avoid ever reaching .30% SPAM rate.


3. Enable Easy Unsubscription

Even when people subscribe to your mailing list, they don't always want to stay there. As your customers' needs change, so do their inboxes. Decency goes a long way for any business or brand. Now, Google and Yahoo are enforcing it. As of June 2024, bulk senders must have easy, clickable unsubscribe links in their emails.

4. Personalize Your Emails

Another helpful tip for avoiding noncompliance is to always personalize your emails. This is not only an easy way to engage with your subscribers but also will help ensure your email goes to the inbox.
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Key Dates For More Updates

As these changes roll out, here are the most important upcoming dates for bulk senders!
  • In April 2024, Google will start rejecting non-compliant emails.
  • June 2024, bulk senders must have a click-to-unsubscribe feature.

Benefits of Email Marketing

While these new changes from Google and Yahoo take some extra work, complying with their standards is an effective way to build your brand. Contrary to some beliefs, email marketing is not dead. It’s alive and well, and here are the stats to prove it.
  • There are 4 billion active email users
  • 77% of marketers have seen an increase in email engagement in 2023
  • Smartphone users prefer to receive business communication through email
Glad that's settled.
But, there's more. Crafting an effective email marketing strategy has countless benefits, such as:
  • Improving sales
  • Generating web traffic
  • Creating personalized content
  • Increased and timely communication
When you add up all the time, energy, and resources spent through email marketing, it pays off. That is, as long as you make it to the inbox. And we are happy to help you get there.
Interested in building a strategic email marketing campaign? 
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About the writer, The Prim Pack

I'm Buffy the Bison! When I'm not strolling through the plains of West Texas, I am proud to represent Primitive and the digital craftsman it is home to.