Understanding Google and Yahoo's Updated Sender Requirements for 2024

In late October, Google and Yahoo released joint statements announcing updates to sender guidelines that will be bought into action early next year. But fear not, these changes bring positive waves to the industry, rewarding well-intended marketers for good practice. Dive into our blog to uncover what these updates mean for you and what you can do to make sure you're ready for these changes. 

What updates are being introduced?

In a collaborative move to reshape the future of email marketing, both Yahoo and Google have released joint statements outlining updates set to be implemented in Q1 of 2024. While Google's statement delves into more granular details, the overarching goal of both platforms remains clear: to elevate email marketing standards, reduce inbox clutter, and foster a more secure and user-friendly email environment.

• Authentication Emphasis (Yahoo & Google): Yahoo and Google are aligning forces and cracking down on sender validation. Bulk senders will be required to authenticate their emails, a shared directive that enhances the legitimacy of the sender's identity. As part of an effort to strengthen the core of email communications, instilling confidence in consumers regarding the sender's identity

• Simplifying Unsubscription (Yahoo & Google): Recognising the need for user empowerment, both platforms stress the importance of a streamlined unsubscription process. Yahoo and Google aim to make it hassle-free for users to opt out of unwanted emails. This shared commitment reflects an industry-wide acknowledgement of the significance of user preferences in shaping the email experience

• Relevance Over Quantity (Yahoo & Google): Yahoo and Google are urging bulk senders to send only the emails that users genuinely want. This unified stand against unsolicited or irrelevant emails echoes a common mission to curate inboxes and enhance user satisfaction. By prioritising relevance over quantity, both platforms seek to transform the email landscape into a more tailored and user-centric space

How can marketers prepare?

For those sending over 5,000 daily emails, you must adhere to these guidelines set to take effect from February 1, 2024. At Enchant, we would say that you should look out for the following:

• ESP Evaluation: Ensure your Email Service Provider (ESP) is equipped to seamlessly incorporate the impending updates, offering comprehensive coverage for the evolving email landscape.

• Complaint Rate Maintenance: Maintain complaint rates consistently below 0.3%. Use Postmaster Tools to monitor your campaign performance. This is a crucial metric that directly influences email deliverability and sender reputation. 

• DMARC Compliance for Top Level Domain Users: If you rely on your Top Level Domain (TLD) for mass email dispatches, establish a valid DMARC record with a policy of none at the very least. This authentication measure is essential for secure and legitimate email deliverability.

Wrap up

In the coming weeks, we plan to post more on this topic about what you can do as a sender to be ready for these changes and to be in line with best practices. Until then, feel free to reach out to an email deliverability expert at Enchant for peace of mind.