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Google’s new sending requirements start Feb 1

Hey Smartleader,

We have some important updates regarding changes in Google and Yahoo email-sending guidelines, which will be effective in less than two weeks now.

Before that, I wanted to give you a heads-up on the actions you need to take as the sender.

What is the change?

Starting Feb 2024, Google and Yahoo will require bulk senders (those who send 5000+ emails per day to Gmail accounts) to authenticate their emails, allow for easy unsubscription, and stay under a reported spam threshold.

They established two sets of guidelines: one for bulk senders (those sending 5,000+ messages per day to gmail[.]com or Yahoo/AOL addresses) and another for individuals sending messages to gmail[.]com or yahoo[.]com/aol[.]com addresses.

There are three important things you need to know:

  1. Authenticate Email: All senders must ensure SPF and DKIM authentication for your domain. Bulk senders need to have both, plus DMARC.

  2. Enable Easy Unsubscription: Offer a one-click unsubscribe via a list-unsubscribe header and include a visible unsubscribe link in your email.

  3. Spam Rate Compliance: For Google, you need to stay below 0.1% and never hit 0.3%; for Yahoo, you need to be under 0.3%.

Also, all senders must avoid impersonating Gmail From: headers as it may impact deliverability. Know more!

Who are these changes for?

➡️For those on a Google Workspace account, you need to set up authentication, especially SPF, DKIM, and DMARC (if you are a bulk sender and are sending to Gmail accounts).

➡️For those who send through the Gmail.com address, you don’t need to take any action, as Google already ensures all authentication in the backend.

➡️For those sending from the Gmail.com address through an external SMTP server: You will be the most affected because the DMARC policy for gmail.com is “quarantine.”

How Smartlead is prepared to help?

✅We support both SPF and DKIM authentication for your domain. Here’s a guide to help you get started.

✅Our system helps you stay within the recommended spam complaint thresholds.

✅Easily set up a DMARC record for added security.

✅Implement a one-click unsubscribe feature with our list-unsubscribe header.

Some bonus tips: 

  • The new rules apply ONLY to Gmail addresses, not Workspace accounts. So, as a cold emailer, we recommend you refrain from sending cold emails to personal Gmail accounts.

  • Run email validation to ensure your bounce rates stay below <2%.

  • Keep it simple, 50-150 mails per domain, spread across 3 mailboxes per domain. Easy with Smartlead.

If you have any questions or need assistance implementing these changes, our support team is here.

Thank you for being part of the Smartlead community.

We're committed to making your email outreach secure and effective.

Warm Regards,

Vaibhav Namburi | Smartlead.ai