New Google and Yahoo email requirements – don’t let your emails get blocked!

New Google and Yahoo email requirements – don’t let your emails get blocked!

In recent weeks, Google has ramped up its efforts to shield users from the onslaught of Spam, solidifying its commitment to delivering only legitimate and relevant emails.  

This move introduces additional measures for those sending emails to Gmail or Yahoo accounts, potentially leading to undelivered emails unless compliance with these new requirements is ensured.  

This article aims to dissect these restrictions, explore their rationale, and, most crucially, guide you on compliance to prevent your emails from being labelled as Spam and blocked. 

Summary of the Changes:

While Gmail’s email security defences already thwart a staggering number of Spam, phishing, and malicious emails, Google has elevated its game in February. Specifically targeting those exceeding 5000 daily emails, this initiative aims to curtail unauthorized sales and marketing emails flooding mailboxes. Yahoo has swiftly followed suit, suggesting a broader industry adoption of these restrictions over time.  

The focus here is on reinforcing pre-existing email ‘authentication protocols,’ mandating specific controls in your email system. These measures thwart malicious actors from impersonating legitimate domain names to unleash not only annoying but potentially harmful Spam emails.  

The authentication trio consists of SPF, DKIM, and DMARC: 

  • Sender Policy Framework (SPF) allows only authorized domains and IP addresses to send emails on behalf of a domain, thwarting impersonation of legitimate businesses or individuals by copying their email domain. 
  • DomainKeys Identified Mail (DKIM) prevents email content alteration by adding digital signatures to message headers, verifying the legitimacy of the sender within the domain. 
  • DMARC consolidates these measures, providing a holistic approach to policy management. 


What Measures Do I Need to Take?

For ‘bulk senders’ exceeding 5000 emails daily, stringent requirements are in place. If you’re in the realm of marketing or sales emails, consider the following: 

Google Bulk Senders: 

Implement SPF, DKIM, and a portion of the DMARC policy – professional assistance is advisable for a foolproof setup. 

Include an obvious and clear one-click unsubscribe option in your emails to facilitate easy opt-out, especially relevant for marketing and sales campaigns.  

Maintain a SPAM rate below the 0.3% threshold, with a recommended target of 0.1%. This Spam complaint rate hinges on minimizing blocking, unsubscribing, and labeling your emails as spam. Strictly send newsletters to opted-in recipients, clearly indicating how they subscribed, and personalize marketing emails while steering clear of 3rd-party contact lists. 

Many companies dealing with such email volumes often turn to 3rd-party services like MailChimp, HubSpot, or ActiveCampaign, offering templates adhering to these requirements. 


Google Normal Senders (Under 5000 emails daily): 

Even if you’re not a bulk sender, Google and Yahoo advise following the best practices outlined above for optimal email delivery. Though not as rigorously enforced, these measures contribute to maintaining a favourable spam score. At a minimum, Google recommends having SPF and DKIM in place, along with the following: 

  • Ensure your message format aligns with IMF specifications (RFC 5322). 
  • Avoid impersonating Gmail ‘From:’ headers to safeguard your mail delivery rates. 
  • Match the domain in the sender’s “From:” header with the domain in either the return-path header (for SPF) or the DKIM signature header. 


How Can Sereno Help?

If the array of acronyms bewilders you, fear not – at Sereno, we’re here to assist. Our Cyber Security Packages offer a blend of services, controls, and reports, encompassing SPF and DKIM.  

Anticipating these changes, we proactively reach out, providing advanced insights and options to fortify your business’s security and productivity.  

Our IT Support service prioritises offering sound advice, distilling crucial information into actionable insights, empowering you to make informed decisions confidently. 

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