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Preparing for Gmail and Yahoo’s new email requirements: What you need to know

Gmail and yahoo email requirements

Email remains a vital channel for effectively reaching customers. As we step into 2024, changes in the email landscape are poised to redefine how we engage with our audiences. Gmail and Yahoo are rolling out stricter requirements for senders, and understanding and complying with these changes is crucial not only for meeting standards but also for crafting highly effective engagement strategies that customers can trust.

Gmail has over 1.8 million users worldwide, and Yahoo is used by 225 million people monthly, demonstrating how important it is to ensure deliverability within these popular email options. In this blog, we’ll delve into the new Gmail and Yahoo requirements, but more importantly, we’ll highlight how maintaining high email deliverability rates is not just about compliance—it’s the cornerstone of creating and sustaining successful engagement strategies that achieve your intended outcomes.

Authentication matters

One of the cornerstones of effective customer engagement is trust. Your customers need to trust that the emails they receive are genuinely from your organization. Complying with the Gmail and Yahoo requirements builds trust with your audience and forms the basis of a successful engagement strategy. Here are a few questions that you can ask of your service providers to ensure your emails are authenticated accurately:

  • Can you confirm that your email authentication is set up according to industry best practices?
  • Are you using DKIM (DomainKeys Identified Mail) and SPF (Sender Policy Framework) to authenticate your emails?
  • Is your email service provider implementing DMARC authentication to protect your email domain and ensure messages are delivered securely?

These stronger email authentication practices aim to ensure the source of emails being sent and received within these email services can be confidently relied upon. With a focus on enhancing the experience for its users to foster trust, they are streamlining some processes to provide a better experience, starting with the unsubscription process.

Streamlined unsubscription

Respecting your customers’ preferences is paramount to fostering trust and long-term relationships. Gmail and Yahoo are simplifying the unsubscription process, making it easy for email recipients on their platform to opt out of commercial emails with just one click. A streamlined unsubscription process not only complies with new regulations but also shows respect for your audience’s choices, a fundamental aspect of effective engagement. To ensure compliance, ask your service provider:

  • Are your messages considered promotional or transactional?
  • If promotional, do your email campaigns include a one-click unsubscribe option?
  • If they do not include one-click unsubscribe, how fast and easily can it be added?

The unsubscription option is an integral for the consumer looking to manage their inbox themselves, but the next update allows service providers to drive impact in this area on their customers’ behalves.

Spam rate threshold 

Effective engagement strategies focus on delivering quality content to the right audience. Both Yahoo, and Gmail’s enforcement of a spam rate threshold ensures that your emails are not classified as spam, safeguarding the quality of your engagement. This means that maintaining a clean sender reputation is pivotal for success. To ensure compliance, ask your service provider:

  • Are you monitoring and actively working to keep your email campaigns below the spam rate threshold?
  • What strategies are you implementing to prevent your emails from being marked as spam?

The average office worker spends 28% of their work day reading and answering email. Ensuring that your messages deeply personalized to them, and are considerate of their preferences and how much they are already consuming on a daily basis, is integral to cutting through the noise.


Email deliverability isn’t just a matter of compliance; it’s the linchpin of highly effective engagement strategies. Building trust through authentication, respecting customer preferences, and focusing on quality over quantity are all fundamental to successful engagement outcomes.

At Symend, we understand the critical link between email deliverability and effective engagement. As the world’s only Conscious Engagement solution, we actively align to these factors within our outreach strategies, and have therefore driven strong relationships and outcomes for our enterprise clients. If you have any questions or need assistance in implementing these requirements to bolster your engagement efforts, please don’t hesitate to contact us today.

Download our 2023 consumer report, Decoding Billpayer Behavior, to discover more about what’s driving consumer behavior.