Google and Yahoo’s email authentication requirements

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Google and Yahoo! are implementing new guidelines for bulk email senders

This goes into effect on February 1, 2024

There are three (3) aspects of bulk email sending that businesses need to enforce:

  1. Send wanted emails
  2. Enable easy unsubscribes
  3. Authenticate your email

This article is about authenticating your email and the new guidelines in effect this year.

Authenticating your email has grown in importance over the last several years. However, the changes coming from Yahoo! and Google demonstrate just how important authentication is (and will be) to ensure the delivery of legitimate emails. These changes require email marketers to prove they are legitimate senders, not spammers by setting up authentication and publishing a DMARC policy.

Sender domains that deliver more than 5,000 e-mails per day to recipients in either GMAIL, Google Workspace or Yahoo will have to carry a DMARC policy or face the consequences of getting legitimate inbound mail rejected due to the inability to validate the sender’s authenticity. Google, for example, will treat unauthenticated emails the same way that a domain-spoofing phishing attack will be treated.

In essence, the goal is for businesses to:

  • Be who they say you are
  • Authenticate at the domain level, not just the header message
  • Prevent spoofing and pretenders in their “from” line
  • Build trust

Benefits of authenticating your email:

  • Maximize deliverability
  • Prevent spam
  • Professionalism

Your business is in one of two scenarios: 

  1. Own your domain ([email protected])
    • You will need to authenticate outbound mail sent using your domain, as well as set up a DMARC policy record for your domain
  2. Do not have domain or email set up with domain ([email protected])
    • You will need to make modifications to how you send your emails to ensure they are delivered

Contact our team to discuss your specific action steps with the new guidelines for bulk email senders and overall best practices for business emailing.

2024 is the year of safe sending!

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