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

AGILE For DIGITAL AGENCIES

Introduction Some Digital agencies have a project process where waterfalls still plays a big part of it, and as far as I can tell, the tech team is usually the one suffering as they are at the last part of the chain left with limited budget and time for execution. I do believe that adopting an Agile approach could make a Digital Agency better and faster. In this article I’m presenting you just another point of view of why it make sense looking at Agile Methodology.  Why Agile for a Digital Agency? The Agile movement started in the software development industry, but it has being proven to be useful in others as well. It becomes handy for the type of business that has changing priorities, changing requirements and flexible deliverables. In the Digital Agency of today you need a different mindset. Creative will always play a huge role (“the bread and butter”). But the “big guys” need to understand that without technology there is no Digital Agency. Technical resources are
Read more

Key takeaways from landmark EU AI Act

 Recently, the European Parliament voted and passed the landmark EU AI Act. It's the first of its kind and sets a benchmark for future AI regulations worldwide . The EU AI Act lays the foundation for AI governance, and it's pertinent for organizations delving into AI systems to comply with the legislation, build robust and secure AI systems, and avoid non-compliance fines.  Photo by Karolina Grabowska via Pexels My three key takeaways from the legislation are as follows: The Act introduces the definition of an AI system: "An AI system is a machine-based system designed to operate with varying levels of autonomy and that may exhibit adaptiveness after deployment and that, for explicit or implicit objectives, infers, from the input it receives, how to generate outputs such as predictions, content, recommendations, or decisions that can influence physical or virtual environments" The Act introduces the classification of AI systems based on risk to society. The Act outlin
Read more

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

Research around JIRA vs TFS

By: Carlos G.    An opportunity came from a colleague to discuss the case of company “X” for improving the ALM by introducing tools to this company. The challenge was to decide between Microsoft and Attlasian . He came to me because I’m a Microsoft kind of guy and he wanted the opinion from my perspective, not as a consultant, but as a friend of what he was trying to accomplish. He said that even though I was inclined to a technology I was able to explore other things and be “fair”. I agreed to be a part of his research because of 3 things: because of my curiosity I'm always willing to learn new techy stuff. Sometimes is good to be the dumbest one of the group. You learn so much! This was a story that I could blog about. (Of course no names are used in this post). My first impression was thinking “cool”; let’s compare Visual Studio TFS vs JIRA. Immediately I got a comment back with: “ Sure but JIRA by itself is more like an issue tracker in simple terms ”. That sa
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