Adapting to the New Google and Yahoo Email Sender Requirements

Actionable advice to keep your emails top of the inbox – Here's what you need to know

January 8, 2024

Gmail and Yahoo are planning to enforce new requirements for email senders starting from February 1, 2024. This initiative has been put in place to protect users' inboxes from spam and guarantee the delivery of legitimate emails more effectively. If you're using an email marketing tool like Brevo, you might already be implementing some of these requirements. But whether you're new to this or not, we have compiled a simple guide on how to adhere to these requirements and be recognised as a valid sender in 2024.

Stop Using Free Email Addresses

As of February 1, 2024, emails sent from free addresses (ending in, @yahoo.* or will most likely be delivered to the spam folder. Gmail and Yahoo’s new protocol calls for senders to start using website domain-based email addresses. For instance, if your website is, send your emails from an address like [email protected].

If you don’t own a domain, it's time to secure one from domain hosts such as GoDaddy or OVH. This is not only about compliance with the new regulations; it's also about professionalism and recognisability in your email communication.

Authenticate your domain with DKIM and DMARC

DomainKeys Identified Mail (DKIM) and Domain-based Message Authentication, Reporting, and Conformance (DMARC) are email authentication techniques. Starting February 1, 2024, all senders will be required to authenticate their domains with these techniques.

Ensuring your domain has been properly authenticated is easy. First, if you're using a third-party tool like Brevo, make sure it's been set up correctly. Next, check your domain authentication through dedicated platforms or plugins.

Maintain Low Spam Rates

Lastly, it's crucial to maintain spam rates under 0.3% in Postmaster Tools. High spam rates can negatively affect your deliverability rates, causing emails to land in spam or get rejected outright. Regularly check your email marketing metrics, assess your content, and segment your lists to ensure you’re delivering value to your recipients and avoiding the spam tag.

This goes for all senders, but if you are a bulk sender (having sent close to 5,000 or more emails within a 24-hour period at least once), there are extra regulations to comply with.

Preparation for the new Gmail and Yahoo sender requirements may seem overwhelming, but with an effective strategy, you'll meet the guidelines without difficulty. Prioritise the legitimacy and value of your email communications for the best results.

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