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Google and Yahoo’s New Email Authentication Requirements

flow chart showing the changes to google and yahoo email authentication requirements

February 1, 2024 is the kick off to new sender requirements for Google and Yahoo. Their goal is to make inboxes (,, and more safe and less riddled with SPAM.

While the guidelines are mainly directed to those that would be sending more than 5,000 emails daily, it is important to note that any email using your business' domain ([email protected]) counts towards this total. If you are not what Google or Yahoo would call a bulk email sender, there are still new requirements for the average sender that must be practiced if you don’t want your email landing in the SPAM folder.

What are the main new requirements for bulk senders?

  1. Easy authentication
  2. Easy unsubscribing
  3. Low spam rate

Let’s take a quick look at each of these.

To satisfy number one, and If you are a bulk email sender, you are going to be required to have SPF, DKIM and DMARC authentication set up for your domain. Non-bulk senders should still have SPF or DKIM.

If you are using programs like MailChimp and HubSpot as your bulk email distributor these changes still must take place on your end, as they do not have control over your domain name.

The installation of these email authentication protocols should be implemented by a member of your IT department or your MSP due to their complex nature and margin for error.

As for number two: make it easy for your recipient to unsubscribe, most marketers and companies trying to keep in touch with their client base will always have an unsubscribe link located somewhere in the email footer. This has been the law in many countries for many years now.  But you may be noticing the UNSUBSCRIBE buttons in your email headers, or in large, can’t-miss-them-buttons at the bottom.  These one-click buttons remove your email address from the sender’s mailing list without any further action required by you. Companies are still allowed to have an email preferences link somewhere in their email, but all emails must have the one and done option going forward if they are bulk senders. This can be a visible link or a button. 

The third major change is maintaining a low spam rate. If you are consistently being reported for spam you are going to experience delays, your emails getting dropped into spam and junk folders, and bounces. All of this means your message is not getting out there to the intended audience. It is expected that your spam rating will be no more than 0.3%. 

Again, when it is all said and done, these changes are coming into play to make our inboxes safer. Implementing these protocols and best practices ensures that cybercriminals have a harder time spoofing our email addresses and wreaking havoc. If you have any questions about these changes please feel free to reach out to us at PACE Technical. We would be happy to discuss the changes and how we can make your domain more secure.