Email deliverability has become quite challenging in a world full of spam.

You might have heard about the new Google and Yahoo sender guidelines coming into effect. Starting February 1st, these email providers are introducing strict new requirements for emails sent to their users.

Why are Google and Yahoo changing their policies?

The scale of spam emails that both Yahoo and Google’s servers handle is staggering. Approximately half of all daily emails are classified as spam. With around 1.8 billion Gmail users, and 225 million Yahoo users, both have a significant interest in safeguarding their customers’ inboxes from such unwanted content.

Google has always maintained strict measures to reduce spam by blocking known spam senders.

In 2024, these regulations are becoming even more stringent, enforcing tighter anti-spam limits.

Consequently, emails sent to Gmail mailboxes may not reach their destination if they fail to comply with the new standards.

Here is a checklist of what you need to do to ensure that your emails make it to the inbox:

1) Add a Sender Policy Framework (SPF) record to your DNS Zone

SPF records are a type of DNS TXT record commonly used for email authentication. SPF records include a list of IP addresses and domains authorized to send emails from that domain.

2) Add a DKIM record to your DNS Zone

A DKIM record is a specialized DNS TXT record that stores the public key used to verify an email’s authenticity.

3) Add a DNS DMARC record for sending high volumes of mail

DMARC is an important part of email security. DMARC policies are stored within DNS TXT records. DMARC records are needed if you’re sending more than 5,000 emails a day. 

4) Don’t send Spam

Google And Yahoo now mandate that your spam complaint rates remain consistently below 0.1% and never exceed 0.3%. If you’re unsure about your current spam rate, consider registering with Google Postmaster tools for regular updates. Another effective strategy is to opt for an SMTP provider with comprehensive analytics, allowing you to promptly identify if any emails sent from your site have been flagged as spam. If you are sending bulk email with over 20 recipients – your account could be flagged as spam!

5) Be sure to use an unsubscribe option on your newsletters

Ensuring an effortless opt-out process in your email marketing is vital! While transactional emails, such as those generated through your website, may not necessitate unsubscribe links, it’s essential to incorporate them in all marketing emails. This aligns with updated guidelines and promotes a clean and engaged email list.

6) Keep it real!

Delivering high-quality content that is not only relevant and engaging but also aligns with the latest email deliverability guidelines is no longer just a best practice; it’s an absolute necessity. Make sure your emails are eagerly anticipated by your recipients!

Do you need help with your email deliverability?