skip navigation
skip mega-menu

Preparing for the Upcoming Email Sender Requirements from Google and Yahoo

These modifications are relevant to all email marketers sending to Gmail and Yahoo addresses, focusing on "bulk senders."

The updated guidelines mandate senders to authenticate their domains, simplify the unsubscribing process, and maintain a healthy spam rate. We've taken a look at how to prepare for the requirements and who will be affected by these changes so you can get ready for the update!

How to Prepare for Google & Yahoo's New Sender Requirements 2024

Who is Affected by the Upcoming Email Sender Requirements?

  • Anyone sending emails to Gmail and Yahoo recipients.
  • Bulk senders are defined as those sending 5,000 or more emails per day to Gmail and Yahoo addresses (including transactional emails).

Changes Needed to Meet the New Sender Requirements:

  • Maintain spam rates below 0.3%.
  • Simplify unsubscribing for the subscriber.
  • Enable SPF and DKIM email authentication for your domain.
  • Ensure valid forward and reverse records for sending domains or IPs.
  • Set up DMARC email authentication for the sending domain.
  • Align the sender domain in 'From:' headers with SPF or DKIM domain (no shared domains).
  • Establish a dedicated subdomain for sending bulk emails (e.g.,

What is a DKIM?

A DKIM (DomainKeys Identified Mail) record is a line of text within the DNS (domain name system) record containing the public key that receiving mail servers can use to authenticate the DKIM signature.

Since spoofing emails from trusted domains is a thing, checking your DKIM record first is essential to begin your DKIM implementation. It’s recommended that users add a DKIM record to their DNS as one of the first things to add.

What is a SPF?

Sender Policy Framework (SPF) is used to authenticate the sender of an email. With an SPF record in place, Internet Service Providers can verify that a mail server is authorised to send emails to a specific domain. An SPF record is a DNS TXT record containing a list of the IP addresses that are allowed to send email on behalf of your domain.

SPF is one of the main settings your DNS needs, as it helps verify which sending infrastructure can relay email on behalf of your domain. Having a SPF for email provides lots of benefits.

What is a DMARC?

A DMARC (Domain-based Message Authentication, Reporting & Conformance) is very useful as it helps boost the SPF and DKIM.

DMARC helps mail administrators prevent hackers and attackers from spoofing their organisation and domain. Spoofing is a type of attack in which the ‘from address’ of an email message is forged. DMARC also lets you request reports from email servers that get messages from your organisation or domain.

These new requirements, though comprehensive, aim to improve email delivery and sender reputation. Compliance with these standards will ultimately benefit businesses and enhance the overall email experience for consumers by reducing spam. Implementation is recommended at the earliest opportunity, with a deadline of February, to ensure complete adherence to the updated guidelines.

Subscribe to our newsletter

Sign up here