Marketing Email Compliance Changes Are Coming: What You Need to Know

Gmail and Yahoo are making big changes to their bulk email sender guidelines to help protect recipients from receiving malicious and unwanted messages. Great news if you have a Gmail or Yahoo email account! But for any individual or business that sends bulk emails, you’ll need to take immediate action to keep your email marketing running smoothly.

Here are all the details.

What are the Changes to Gmail/Yahoo Email Sender Requirements?

Gmail and Yahoo will require any individual or business that sends more than 5,000 emails per day to Gmail and Yahoo accounts (respectively) to meet several new requirements, including:

  • Authenticating outgoing email with both SPF and DKIM
  • Publishing a DMARC policy
  • Keeping spam rates below 0.30%
  • Having a valid forward and reverse DNS record for sending IPs
  • Making it easier for recipients to unsubscribe
  • Complying with RFCs 5321 and 5322

See the complete list of new Gmail and Yahoo bulk sender requirements for more info.

When Do the Changes Go into Effect?

Changes to Gmail and Yahoo’s email sender requirements go into effect on February 1, 2024. This means you need to make the required changes before February 1.

Note: Yahoo’s one-click unsubscribe option requirement goes into effect in June 2024. 

Who is Affected By These Changes?

Any individual or business who sends more than 5,000 emails per day to Gmail and/or Yahoo accounts.

What Happens if I Don’t Make the Required Changes?

If your account doesn’t meet the new email sender guidelines by February 1, 2004, your emails may not reach customers who have gmail.com, googleemail.com, or yahoo.com email addresses. Google may limit sending rates, block messages, or mark messages as spam.

Anything Else I Should Know?

Yes! Gmail has been phasing out inactive accounts since December 1, 2023, so it’s a good idea to clean your email list now to prevent any negative impacts on your email deliverability and sender reputation. After that, it’s a good practice to clean your email list at least once per year.

Learn More About Email Marketing Compliance

Check out our Email Marketing FAQs article to learn more about the rules and requirements for email marketing. 

Stay (Email) Compliant with UncommonGood!

UncommonGood’s email tools help you stay compliant with the latest email marketing compliance requirements. Sign up for a free trial of UncommonGood and elevate your email marketing game today!

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By Erin Conrad

January 10, 2024

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