Thursday, July 18, 2024

What B2B Senders Must Know About Google, Yahoo’s Email Rules

As of February 1, 2024, both Google and Yahoo have implemented new requirements for bulk email senders, sparking attention and concern among marketers in both B2B and B2C spheres. The new guidelines mainly focus on three key things and these are ensuring emails are real, checking spam rates and making it easy to unsubscribe.

Understanding Email Authentication Requirements

Bulk email senders are now mandated to adhere to stringent email authentication protocols set forth by Google and Yahoo. These protocols include three important methods:

Sender Policy Framework (SPF)

SPF stops spammers from faking email addresses to look real. SPF allows email senders to specify which email servers are permitted to send messages on behalf of their domain.

DomainKeys Identified Mail (DKIM)

DomainKeys Identified Mail (DKIM) is a security measure used to verify the authenticity of outgoing emails. When an email is sent with DKIM enabled, a digital signature is added to the message. This signature shows that the email is okay and came from the right person, and that it has not been changed while being sent. Essentially, DKIM helps recipients trust that the email they receive is legitimate and has not been altered by unauthorized parties. This check makes emails safer and lowers the chances of fake emails and phishing scams.

Domain-based Message Authentication, Reporting, and Conformance (DMARC)

DMARC gives domain owners control over what happens to their emails if they fail security checks. With DMARC, domain owners can specify actions to be taken when an email fails authentication such as quarantining or rejecting the message. DMARC also gives reports, so domain owners can see if their emails are real or not. This helps them find and fix any security problems like phishing scams or unauthorized use of their domain. Overall, DMARC helps keep emails secure and protects the reputation of the sender’s brand.

Bulk senders must now implement all three of these mechanisms to ensure compliance with the new regulations.

Managing Reported Spam Rates

One of the pivotal requirements set forth by Google and Yahoo pertains to the reported spam rates associated with outgoing emails. Bulk senders are expected to maintain a reported spam rate below 0.10% in Google Postmaster Tools, with strict instructions to avoid surpassing the 0.30% threshold at all costs.

While achieving and maintaining low spam rates is crucial, it is not entirely within the sender’s control. Dana Carr, Director of Email Marketing at Optimove, recommends strategic send times and the implementation of preference centers to mitigate the risk of legitimate messages being flagged as spam.

Unsubscribe Requirements

Google requires that marketing and subscription-based emails include a simple one-click unsubscribe option. This rule makes sure that people can easily choose to stop getting emails from the sender. Carr says that seasoned email marketers should already have this unsubscribe feature. This shows a bigger change happening in email marketing, where it is more about sending fewer emails that are more relevant and useful. Making it easy for people to unsubscribe from emails helps make email campaigns better and gives recipients a better experience overall.

Mitigating Concerns and Challenges

Experienced email marketers may view these requirements with confidence, given their familiarity with authentication protocols and best email practices. However, challenges arise when considering the domain-level application of these regulations, encompassing all emails dispatched by an organization under the domain’s umbrella. This is especially tough for sales teams, especially those who rely on sending cold emails to find new business.

To overcome these challenges, sales and marketing teams need to work together to make sure they follow the new email rules and authentication practices. Also, using different ways to reach out, such as account-based marketing (ABM) campaigns, can protect your email domains and offer more ways to connect with your audience.

Opportunity for Enhanced Marketing Strategies

While the rules may be tough, they give marketers a chance to take charge of how customers and prospects experience their brand. By using a wide range of strategies across different channels, marketers can not only follow the rules but also learn how people engage with their campaigns. This helps them adjust their strategies and messages to connect better with their audience.


As of February 1, 2024, Google and Yahoo have implemented new guidelines impacting bulk email senders, sparking attention and concern among marketers. These rules are all about making sure emails are real. Following these rules is crucial for keeping emails deliverable and engaging, so it is important for businesses to understand them and adapt proactively.

Bulk email senders are now required to comply with stringent email authentication protocols including SPF, DKIM and DMARC outlined by Google and Yahoo. These steps help stop fake emails, check if outgoing emails are real and let domain owners manage their emails better. Also, keeping spam rates low and adding easy unsubscribe options make emails better for recipients. Adapting early and working together between sales and marketing teams is key to staying successful with these changes in email.


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