Compass Digital Light

How to meet Google and Yahoo’s email sender requirements by February 2024

Don’t leave marketing dollars on the table by accidentally having emails land in spam. Follow these steps to prepare for Google and Yahoo’s new sender requirements going into effect in February 2024.

  1. DMARC Authentication: Businesses should set up DMARC authentication for their sending domain. This helps email providers recognize you as a legitimate sender.
    • Example: It’s like showing your ID at the airport. By setting up DMARC authentication, your business is proving its identity to email services like Google and Yahoo, so they know your emails are not spam.

  2. Align “From:” Header with Domain: For bulk senders, the domain in the “From:” header of emails must align with the sending domain, ensuring DMARC compliance.
    • Example: If your business is called “Sunshine Bakery,” your emails should come from an address like “info@sunshinebakery.com” not “sunshinebakery@gmail.com”. This ensures that your email address matches your business name, making it clear to email services that you’re a legitimate sender.

       

  3. Simplified Unsubscribing Process: Marketing emails must include an easy, one-step unsubscribe method. This improves user experience and email deliverability.
    • Example: Imagine a door with a clear exit sign. Your marketing emails should have an easy-to-find unsubscribe link, allowing recipients to leave with just one click. This not only respects their choice but also keeps your email list healthy and more engaged.

       

  4. Low Spam Rates: Maintaining spam complaint rates below 0.10% is crucial for all senders to avoid spam folders and ensure good email deliverability.
    • Example: Think of spam complaints like negative reviews for a restaurant. You want to keep these as low as possible (below 0.10%). This means sending emails that are relevant and wanted by your audience, so they don’t mark them as spam.

       

  5. Avoid Impersonating Gmail in “From:” Headers: Using personal Gmail addresses for business emails will lead to spam classification, so having a dedicated domain is recommended.
    • Example: Using a personal Gmail address (like “johnsmith@gmail.com”) for your business emails is like a businessperson wearing pajamas to a meeting. It’s unprofessional and can be confusing. Use a business email domain (like “john@smithmotors.com”) to look professional and avoid being marked as spam.


These measures, aimed at enhancing email deliverability and sender reputation, require businesses to adhere to stricter email-sending practices. 

For more detailed information, check out these resources: 

Resource #1: https://www.klaviyo.com/blog/gmail-update

Resource #2: https://academy.klaviyo.com/2024-new-sender-requirements-checklist/1817230

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