Skip to main content

Upcoming updates to Gmail and Yahoo Mail in Feb 2024

[PLACEHOLDER]
Image

Gmail and Yahoo Mail recipients can comprise over 65-70% of an organization's email target lists. Hence, organizations must ensure they prepare for the upcoming requirements for Gmail and Yahoo Mail for senders.

Recently, Google and Yahoo jointly announced they will implement stricter controls to ensure their users receive relevant emails and can unsubscribe effectively. 

laptop-gmail-img
Photo by Solen Feyissa on Unsplash

 

In this article, we summarize these upcoming Gmail and Yahoo Mail requirements and provide resources for additional readings if you choose to explore further.

Key date: According to Adobe, Google and Yahoo Mail will implement these requirements in Feb 2024.  

There are three (3) essential requirements

1. Authenticate your email sending domain

We wrote a detailed article on the three pillars of Email Authentication in Essence of email deliverability - SPF, DKIM, DMARC and segmentation . In summary, Google and Yahoo will require the sender domain to have proper authentications, including a DMARC record for the sender email domain.

The objective is to help the recipients feel more confident about the email's source. 

2. Enable 1-Click unsubscribe and honour unsubscribes within two days (2)

1-Click unsubscribe is the List-Unsubscribe header functionality in Gmail and Yahoo Mail inboxes. Recipients can easily unsubscribe by clicking the 1-Click unsubscribe link from the inboxes. 

The objective is to make it easier for recipients to unsubscribe from unwanted emails. 

According to Adobe, the 1-Click unsubscribe requirement won't apply to transactional emails, e.g. emails with Billing information or outage notifications. However, the 1-Click unsubscribe requirement will apply to other triggered emails like Cart Abandoned. 

More importantly, senders must honour unsubscribes within two (2) days, regardless of the legal requirements at the region. 

email-campaign-img
Google and Yahoo Mail will implement these requirements in Feb 2024.

- Photo by Campaign Creators on Unsplash

3. Spam complaints Rates

Google and Yahoo provided strong guidelines to keep the spam rate below 0.10% and avoid a spam rate of 0.30% or higher over a sustained period. 

The objective is to reduce spam and ensure recipients receive only relevant emails from authenticated senders. 

In conclusion

It's pertinent for email marketers to attend to these upcoming changes to Gmail and Yahoo Mail, given the large market share of these providers and also to ensure their subscribers and clients continue to receive relevant emails.

Reference

  1. Guidance around the announced changes at Google and Yahoo | Adobe Experience Cloud
  2. Gmail introduces new requirements to fight spam (blog.google) 
  3. Postmaster @ Yahoo & AOL — More Secure, Less Spam: Enforcing Email Standards

Trending posts

AI with great power comes responsibility

Generative AI continues to be front and centre of all topics. Companies continue to make an effort for making sense of the technology, investing in their teams, as well as vendors/providers in order to “crack” those use cases that will give them the advantage in this competitive market, and while we are still in this phase of the “AI revolution” where things are still getting sorted.   Photo by Google DeepMind on Unsplash I bet that Uncle Ben’s advise could go beyond Peter Parker, as many of us can make use of that wisdom due to the many things that are currently happening. AI would not be the exception when using this iconic phrase from one of the best comics out there. Uncle Ben and Peter Parker - Spiderman A short list of products out there in the space of generated AI: Text to image Dall.E-2 Fotor Midjourney NightCafe Adobe Firefly
Read more

Demystifying OKR Scoring

You have probably read that one of the many good things about OKRs is that it provides structure and clarity to work towards common goals. It helps connect company, teams and individuals’ objectives to measurable results.   Photo by Garreth Brown via Pexels In a previous Beolle article, Herak wrote about HOSKR and OKRs. In this iteration we will focus on the OKR scoring. Measuring the “How” The KRs in OKRs are the Key Results. With them we measure the progress towards the Objectives we have set. So how do we score them in a way that makes sense, and measure the success? Few “gotchas” before we start Grades are an indication where you're going. In OKRs, scoring between .6 to .7 is your target. Scores between .8 and 1.0 are rare, meaning they are not the usual. If you find yourself completing all your OKRs within this range then something is not correct, for example, your Objectives are not Ambitious enough, meaning you always knew you (or your company or your team) were going to ach
Read more

CRM - Overview Diagram

CRM is an interesting topic. I had the opportunity to work for a company where I participated in a project for the integration of: Microsoft Dynamics GP Microsoft Dynamics CRM Sharepoint (for the intranet)     I’ve also worked in the Digital Agency industry, involved in Web App solutions, where CRM strategies play an important role. For a client (Eg: An online company in retail selling shoes) would be beneficial to find a Shop (Digital Agency) that understands CRM from the strategic point of view and also offers services using software tools that facilitate the finding of insights, track consumer behaviors and helps to provide a personalize experience to the consumer; bringing value to the business. There are CRM solution providers out there that a Shop can partner with. To name a couple: Salesforce SDL There could also be a case where a Shop can create their own custom solution that could have as their center piece a BI system, created as a produc
Read more

This blog uses cookies to improve your browsing experience. Simple analytics might be in place for pageviews purposes. They are harmless and never personally identify you.

Agreed