In this Article
- New Google and Yahoo email rules: What’s changing?
- Why are these changes happening to email marketing?
- How email sender rules directly impact creators
- Changes your subscribers might see
- How to prepare for new bulk email guidelines
- More resources covering the new Yahoo and Gmail sending requirements
- Frequently Asked Questions
When you spend a lot of time finding the right words to say and the best way to say them, you expect that your message will reach the people on your email list.
It’s a big bummer when your email ends up in the spam folder or, even worse, doesn’t get delivered at all.
Brace yourselves because Google and Yahoo are shaking things up with email deliverability starting in February 2024, directly impacting whether your emails get delivered.
Let’s unpack what this means for you, especially if you’re a bulk sender.
New Gmail and Yahoo email rules: What’s changing?
Starting in February 2024, Gmail and Yahoo will implement new email rules that impact bulk senders with knock-on effects for all senders.
Let’s look in more detail:
Gmail changes for bulk email senders
Google’s updates are centered around increasing email validation requirements to reduce phishing and spam. Gmail is rolling out the following email changes:
- Email authentication is now required using SPF, DKIM, and DMARC
- Single-click unsubscribe is required so that all users can unsubscribe with one click (Kit adds this to emails for all senders)
- Spam complaint rate limit must stay under 0.3%, or emails risk being sent to spam
Yahoo email changes for bulk senders
Yahoo’s updates focus on better spam control and email authenticity. Yahoo Mail is rolling out the following email changes:
- Email authentication is now required using SPF, DKIM, and DMARC for all bulk senders
- One-click unsubscribe is mandatory to help users easily opt out of unwanted emails (Update: The deadline for this has been extended to June 2024)
- A spam-rate threshold will be enforced, and all senders must keep spam low
Did you notice the difference in the last bullet point for both providers?
Gmail states a specific spam threshold, while Yahoo doesn’t.
Spam complaints have always been important to pay attention to, but they are becoming more impactful as a metric that may influence where your emails land.
How do these changes affect all senders?
Because of these changes, email service providers (aka ESPs like Kit) are putting increasingly strict measures in place to promote email safety, reduce spam, and protect the safety of your inbox.
This means tighter controls on what gets in and stays out, ultimately impacting all email senders.
Why are these changes happening to email marketing?
To improve security and user experience, Gmail and Yahoo are tightening their belts on email authentication.
Unfortunately, email spam, phishing, and impersonation scams are on the rise, and innocent people fall victim to malicious attacks where private information and financial data are compromised or stolen.
How email sender rules directly impact creators
For creators, these changes mean you must be more diligent about managing your email lists and sending out your content.
Ensure your emails are trusted and delivered successfully. And just because these changes apply to bulk senders now doesn’t mean they won’t apply to smaller list senders in the future.
So, we encourage all creators to implement changes now. Your future self that’s sending more than 5,000 emails will thank you.
Changes your subscribers might see
Unless your subscribers make a regular habit of checking their email metadata, the average person won’t notice anything different with the messages you send.
Why?
Because updates to your security are primarily visible in your email message headers.
Below is an example of what your message headers look like before updating your records. If you look in the DKIM field, the sending domain is listed as your Email Service Provider. In this example, Kit.com is the sending domain.

Email sending headers before updating SPF, DKIM, and DMARC
However, once you update your records, the DKIM will shift to your own domain name as the sender, and a new line for DMARC is added, reflecting Gmail and Yahoo’s new standards of email authentication.

Email sending headers after updating SPF, DKIM, and DMARC
These changes to your message headers may look like minor technical tweaks, but they’re a big step towards stronger email security and a stamp of your sender authenticity. You’re showing your subscribers you’re serious about keeping their inboxes safe and sound.
How to prepare for new bulk email guidelines
1. Build trust with a verified domain
The future of email marketing is personalization and authenticity. Using your own domain to send emails is now a necessity, not a luxury. This move ensures a genuine connection with your audience and builds trust.
Check out the Kit Support article how to verify your domain to optimize your deliverability for a step-by-step walkthrough.
2. Secure your email with DMARC
DMARC (Domain-based Message Authentication, Reporting, and Conformance) is now your email’s best friend. Setting up a DMARC record to at least ‘p=none’ is essential. It’s a key step in confirming your legitimacy as a sender and keeping those unwanted spam flags away.
Check out the Kit Support article how to add a DMARC record to your verified sending domain for a complete walkthrough.
3. Avoid changes during high-traffic times
Here’s a tip: Avoid making these changes during your busiest email times, like a big launch. Focus on your marketing campaigns during these high-traffic periods and plan your policy updates for a quieter time.
4. Set up Google Postmaster Tools
Once your domain and email security are sorted, hop over to Google Postmaster Tools (GPT).
You’ll need to add another DNS record, but once the record is verified, you’ll have access to all of your spam complaints, feedback loops, and more. If you’ve never had GPT before, there may not be any data to display until you’ve sent more mail with this enabled.
For more on how to optimize your email sends for Gmail, listen to Season 1, Episode 13 of our Deliverability Defined podcast: All about Gmail: The spam folder, the promotions tab, postmaster tools, and more.
5. Monitor your spam complaint rates
It’s important to keep a firm finger on the pulse of your email list and know what’s going on with your subscribers at all times.
Yahoo makes this easy by providing a complaint feedback loop. Gmail does not.
Gmail uses what’s called GPT to expose complaint rate data and a bunch of other useful information.
6. Tag or segment your subscribers
These changes are uncharted territory for all email senders and there may be deliverability hiccups. We recommend tagging and segmenting your Gmail and Yahoo subscribers and keeping an eye on their deliverability rates moving forward.
With tagging and segmentation set up, you’ll see how each group is performing and will be able to address any issues as they come up.
Read the article Email tags: Organize your list to positively impact engagement and conversion rate for more on creating subscriber tags.
7. Keep your spam complaint rates low
Keeping your spam complaint rates low is now more important than ever and crucial for maintaining a good standing with Gmail and Yahoo while ensuring your emails reach the inbox.
Check out the Kit Support article Why is my subscriber showing as “Complained”? for tips on staying out of the spam folder.
8. Don’t be afraid to ask for help
Feeling overwhelmed? Kit is here to help.
We’re developing solutions to simplify DNS setting adjustments, making it easier for you to comply with these new requirements.
Need assistance? Whether you’re a Kit user or seeking general advice, our doors are open. Reach out to Kit Support, and let’s navigate these changes together.
More resources covering the new Gmail and Yahoo sending requirements
While this article covers the basics, Alyssa and I hosted a webinar that provides more detail on the update and answers your burning questions about the new changes before they go into effect in February.
Click the play button to watch the replay below.
For a step-by-step tutorial on how to update the security and authentication fields in your own Kit account, watch the webinar “Gmail & Yahoo updates” hosted by me, Melissa, and Shiv.
Click the play button below to watch the replay below.
Both webinars cover a lot of ground, but you may still have questions. If that’s the case, check out the FAQs below, where we unravel even more about these pivotal email changes.
Frequently Asked Questions
We’ve compiled some of the most asked questions about the Gmail and Yahoo 2024 deliverability changes and answers that will help bring you direction and clarity as you update your account.
1. Who’s affected by the Gmail and Yahoo 2024 email changes?
Whether you’re sending a few emails or thousands, these changes happen for everyone, especially if you send over 5,000 emails daily to Gmail or Yahoo addresses.
These changes are important for all senders, regardless of size, but especially creators because they usually have smaller email lists and every interaction and engagement counts.
2. What happens if you don’t meet the new requirements?
If you’re not meeting these new standards, expect some email turbulence.
Gmail has said they will start deferring messages (delaying delivery) that aren’t compliant in February. Then, as more time goes on, senders who are still not compliant will see their messages either bounced or sent to the spam folder.
3. Is sending volume a criterion for these requirements?
While the spotlight is on those sending over 5,000 emails daily, you won’t be able to fly under the radar if you send fewer.
Gmail and Yahoo are keeping an eye on all senders, big and small. All senders need to comply with the new requirements if they want their messages delivered.
4. What is DMARC and why is it important?
DMARC stands for Domain-based Message Authentication, Reporting & Conformance and is like your email’s personal bodyguard, keeping your email domain from impersonation and phishing attacks.
It also tells email providers how to handle emails that fail authentication checks. DMARC helps protect your good name and makes sure your emails reach the inbox.
5. Do I need DMARC?
Absolutely, you do! With Google and Yahoo’s 2024 updates, all senders must have a basic DMARC record set up.
This acts as a protective measure for the domain you send your emails from and helps prevent email fraud. It’s like giving your emails a shield for keeping bad impersonators away and making it so your subscribers don’t have to worry as much about their email privacy and safety.
6. How does DMARC work?
DMARC lets good emails through and keeps bad emails out.
Think of DMARC as the dynamic duo of DKIM (DomainKeys Identified Mail) and SPF (Sender Policy Framework). It’s like having two bouncers checking all emails at the door and instructing email providers on what to do with emails that don’t pass security checks, like sending them to spam or rejecting them entirely.
7. What are the new authentication requirements?
Strict email authentication is becoming the new norm, and Gmail and Yahoo will require senders to authenticate their emails using SPF, DKIM, and DMARC.
This ensures the sender’s identity is verified and the emails are not altered in transit. It’s all about proving you are who you say you are and keeping your emails secure and trustworthy.
8. Can I set up my Verified Sending Domain (VSD) using a subdomain?
No. You must set up a parent or root domain. You cannot set up a subdomain.
9. What about the unsubscribe process?
Making it easy to say goodbye is as important as saying hello.
From 2024, both Gmail and Yahoo want you to have a single-click unsubscribe process in your emails. It’s all about respecting your audience’s choices and keeping your email game strong.
This simplifies users’ opt-out process and helps maintain your sender reputation.
10. I looked up my domain on a tool like dmarcian or mxtoolbox and it says my DKIM and SPF aren’t set up / my DMARC record isn’t protecting my domain. What should I do?
The results from these tools aren’t always accurate. Please check that you have a Verified Sending Domain or VSD) set up properly and a DMARC record in place set to at least p=none. If these things are true, then you’re good to go.
11. Who counts as a bulk sender? Is every Kit customer impacted?
Gmail said this applies to anyone who sends 5,000 emails daily, but Yahoo isn’t giving specifics. The sentiment shared within the email industry is that this is meant to impact anyone sending bulk promotional messages, which is what Kit users (and anyone using any ESP to send emails to their audience) are doing.
It’s best to play it safe and comply with the new requirements.
12. Will I see a drop in deliverability after implementing SPF, DMARC, and DKIM?
It’s possible that adding a verified sending domain can impact engagement metrics.
It’s important that you clean your list and only send to subscribers who are engaged.
List health will be more important than ever. Gmail will look for positive and negative signals more heavily than before. GPT can be beneficial when trying to improve your domain reputation. It gives you a benchmark to work from and can provide more information to those experiencing a dip in their metrics.
13. What is Google Postmaster Tools?
Google Postmaster Tools is a free Gmail service that lets you monitor and improve your email deliverability.
It’s where you’ll find a treasure trove of spam complaints, feedback loops, and even domain and IP rep insights from your Gmail subscribers. You’ll need to add a separate DNS record to your hosting account, but once the record is verified, you’re in!
14. You recommend setting up the most basic version of DMARC. Is there a more advanced version that we should implement?
It’s important to start with the lowest level of DMARC. If you want to progress to stricter levels only do so after a few weeks of sending.
Please seek help from a deliverability expert or your DNS host if you want to increase your DMARC level to avoid delivery issues.
For more help in setting up more advanced DMARC, we recommend you follow the Google Workspace help article Tutorial: Recommended DMARC rollout.
Embrace the new changes
The email landscape is evolving, and it’s time to adapt. Set up your domain, get DMARC and DKIM in place, and watch those complaint rates.
Need a hand? Don’t hesitate to reach out to Kit Support. Whether you’re a Kit user or just looking for advice, we’re here to help.
Stay creative, proactive, and ahead in the email game!