Starting in February 2024, these changes imposed new requirements on bulk senders, defined as those who send more than 5,000 emails per day to Gmail and Yahoo addresses.
The implications of these changes are far-reaching, causing billions of emails to be classified as spam.
What Will Change?
Both Google and Yahoo took substantial steps to enhance email security and reduce spam. The changes are as follows:
#1 Email Authentication
Bulk senders must authenticate their emails using well-established best practices. Google, for instance, has been requiring some form of authentication for emails sent to Gmail addresses, which has led to a 75% reduction in unauthenticated messages. Yahoo also requires stronger email authentication leveraging industry standards such as SPF, DKIM, and DMARC.
#2 Easy Unsubscription
Google and Yahoo required large senders to include a one-click unsubscribe button in their emails. Google requires that these unsubscription requests be processed within two days. Yahoo also emphasizes that adoption of this feature has been low and will now require it.
#3 Spam Rate Threshold
Google enforces a “clear spam rate threshold” of 0.3% of messages sent, as measured by Google’s Postmaster Tools. Yahoo, while not specifying a percentage, will also start enforcing a threshold to ensure spam-free mailboxes.
Who will be affected
Practically, everyone who sends more than 5,000 emails a day will be directly affected. This includes:
Marketing Agencies
Particularly those that specialize in email marketing campaigns will need to adapt to these new technical requirements.
E-commerce Platforms
These businesses often send out bulk emails for promotions, updates, and transaction confirmations. They will need to ensure compliance to avoid having their emails marked as spam.
Newsletters and Subscription Services
These services, which often send high volumes of emails, will also need to adhere to the new guidelines to ensure their emails reach their intended recipients.
How is it Challenging For Email Senders?
The new requirements introduce several challenges:
Technical Overhaul
The need for strong email authentication protocols may necessitate significant changes to existing email systems. This will now have to involve implementing SPF, DKIM, and DMARC, which are technical standards for email authentication.
User Engagement
The introduction of a one-click unsubscribe feature can potentially lead to higher unsubscribe rates, affecting user engagement metrics.
Spam Rate Monitoring
Google has set a “clear spam rate threshold” of 0.3% of messages sent. This will require constant monitoring and adjustments to email content and delivery methods to stay below this threshold.
How to get prepared
Review and Update Authentication Methods
This involves implementing or updating SPF, DKIM, and DMARC records in your email settings.
User Implement One-Click Unsubscribe
Make sure to include a one-click unsubscribe button in all outgoing emails and ensure that unsubscription requests are processed within two days, as per Google’s guidelines.
Monitor Spam Rates
Use tools like Google’s Postmaster Tools to monitor your spam rates and make necessary adjustments to stay below the set threshold. Leverage Bouncer to verify your lists so you are not taken as a spammer! ☺️
Adapting to these new requirements, bulk senders can continue to effectively communicate with their audience while contributing to a safer and less cluttered email environment for all users.
Nothing to wait for now. Time to take action before others would. Sign up for a free Bouncer account to see how vulnerable (or not!) your lists are!
