Email deliverability rules are changing
Google and Yahoo are announcing major changes to their email policies, aimed at combating spam and in particular email domain authentication. These changes are due to take effect from February 1, 2024 for Gmail accounts and from the first quarter of 2024 for Yahoo accounts. The main changes are as follows, and will apply to bulk emailers, defined as those sending more than 5,000 emails per day. Mind you, this news may seem light-hearted, but when ISPs decide to change the rules, it's best to follow them...
DKIM, SPF & DMARC required for domain authentication
Messages must contain all valid email settings: SPF, DKIM and DMARC. DMARC can be set to the least restrictive policy (none), making it possible to monitor shipments without blocking those that fail authentication. Although the current obligation only applies to senders sending more than 5,000 emails per daywe strongly recommend that you SPF, DKIM and DMARC, whatever your shipment volume.
These protocols reinforce confidence of receiving servers by proving that your messages have been sent from authorized sources, thereby limiting the risk of phishing and identity theft and classification spam. Their implementation improves your email deliverabilityprotects your sender reputationand allows you to track fraud attempts via DMARC reports.
What's more, with the rise of intelligent spam filters and the increasing demands of services such as Gmail, Outlook and Yahoo, 100% compliance is becoming essential to ensure that your emails reach your recipients' inboxes.
Don't hesitate to read our articles on the subject:
Make it easy to unsubscribe
Messages must include all the easy ways to unsubscribe, such as a one-click list unsubscribe header (automatically integrated when the email is sent by efidem), a visible unsubscribe link in the body of the email (which must be added by the sender in its marketing emails) and automatic unsubscribing of recipients with multiple failed messages (automatically added to block list by efidem when an email is in error).
Promote email engagement, limit complaints
User engagement plays an important role in deliverability through user behavioral analysis (email opened, clicked, deleted, not opened, reported as SPAM, etc.). For example, legitimate opt-in emails may end up in the SPAM folder of a user who has not interacted with the brand's content for some time. So it's essential to keep track of what you're sending, and to send content that is targeted and relevant to the recipient.
- Spam declaration rate kept below 0.3%.
- Error rate kept below 5%.
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Email deliverability: why and how to comply?
Initially, non-compliant messages will show temporary errors from February 2024 onwards, before being definitively rejected from April 2024.
Google and Yahoo recommend that senders to apply these new rules as soon as possiblee to optimize their reputation, which is already calculated on the basis of these new rules.
It's worth noting that these changes mark a collaboration between two of the largest mailbox providers, Google and Yahoo, to impose similar restrictions on mass mailers - a significant development in the email industry.
Knowing that we are in a way responsible for your email deliverability and that the fact that you follow the rules makes our job easier, we are of course at your service to help you make the necessary settings.
