Google and Yahoo are shaking things up in the email deliverability world!

What used to be just best practices for ensuring your emails are legitimate is now becoming a must-do.

If you’re not on board with their new rules by 2024, you might start having trouble getting your emails delivered.

Let’s dive into the recent changes Google introduced for bulk email senders and why these changes are vital to all email marketers.

The Big Picture

From February 2024, Google will implement new rules for those sending more than 5,000 messages a day to Gmail accounts. They’ve laid emphasis on three main things:

  1. Authenticate your outgoing email
  2. Avoid sending unwanted or unsolicited emails.
  3. Make unsubscribing a breeze for recipients.

For the High-Volume Senders (5,000+ daily)

If you’re a high-volume sender, there’s some added homework for you:

  1. DMARC Email Authentication: Set this up for your domain. Even a ‘none’ enforcement policy is okay.
  2. Aligned Domains: For direct mails, the domain in the sender’s FROM: header should align with the SPF domain or the DKIM domain.
  3. Stay Below the Spam Line: Keeping spam rates under 0.3% is crucial.
  4. Easy Unsubscribing: Always provide an easy way to unsubscribe, and it’s recommended to include a clearly visible unsubscribe link in the body.

The Tech Behind the Email

Google emphasized a lot on email authentication methods like SPF, DKIM, DMARC, and ARC.

These ensure your emails come from a trusted source, protect recipients from risky messages, and reduce the chances of your emails getting flagged as spam.

  • SPF: Prevents unauthorized senders from using your domain.
  • DKIM: Verifies you’re the real sender of the email.
  • DMARC: Tells receiving servers what to do if an email doesn’t pass SPF or DKIM checks.
  • ARC: Ensures forwarded messages maintain their authentication status.

Marcel Becker, Sr. Dir. Product at Yahoo, believes in the collaborative effort of the email community in making these changes the new standard.

The sentiment is clear:
Every email user, regardless of their service provider, deserves a secure experience.

For those bulk senders who might find these requirements challenging, Google offers clear guidelines to help them enhance their systems well ahead of the February 2024 enforcement.

The Do’s and Don’ts


  • Authenticate your emails.
  • Send emails consistently.
  • Use clear, transparent headers and message formats.


  • Impersonate other domains.
  • Buy email addresses.
  • Send emails to those who didn’t opt-in.

Be Gradual

If you’re planning to ramp up your email sending, take it slow. Increasing volume too quickly might hinder delivery. Monitor your performance with Postmaster Tools and adjust accordingly.


With Google’s new guidelines in place, it’s all about authenticity, clarity, and respecting the recipient’s inbox. Adopt these practices early, and it will lead not only to better email deliverability but also to a trust-filled relationship with your subscribers.

Remember, in the world of email, trust is everything.