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New Email policy gmail and yahoo

Why Google and Yahoo are modifying the guidelines for email senders


Ensuring the proper authentication of your emails has consistently been regarded as a best practice; however, not all senders leverage the available tools to safeguard their emails. This poses a significant challenge, as inadequate email authentication makes it remarkably easy for malicious entities to mimic domains and execute phishing attacks, thereby harming the sender's reputation.


Gmail and Yahoo are actively working to shield their users from spam and unwarranted emails. Nevertheless, if senders neglect to adequately secure their systems, leaving them vulnerable to exploitation, it complicates the task of these platforms in maintaining email security. Consequently, Gmail and Yahoo have decided that proper email authentication and adherence to deliverability best practices are no longer optional. 


To ensure emails consistently reach the inbox, senders must now comply with key practices for email authentication and spam prevention, as outlined by these inbox providers:


1. Authenticate emails using DKIM, SPF, and DMARC.


2. Reduce spam and maintain a spam complaint rate below 0.3%.


3. Facilitate one-click unsubscribe and honor unsubscribes within two days.


4. Adhere to RFC 5322 compliance, PTR records, rDNS.


5. Ensure valid reverse DNS records for sending server IP addresses.


6. Utilize a TLS connection for email transmission.

   


Whether sending a single email or millions, safeguarding domains, preventing spam, and adhering to deliverability best practices are essential to ensuring subscriber safety and maintaining a robust email program.


Prepare for Gmail and Yahoo changes in five steps


For customers, here are the top five steps recommended to ensure emails continue reaching Google and Yahoo inboxes in 2024:


1. Assess the domains used for email sending and their authentication status.

   Verify and authenticate domains to enhance security.


2. Implement custom DKIM to authenticate emails.

   Set up a custom DKIM signature by adding a TXT record to your domain's DNS.


3. Authenticate emails with custom SPF.

   Set up a custom Return-Path to align with your sending domain, improving domain reputation.


4. Set up DMARC for email security.

   Even if not sending in high volumes, implementing DMARC is recommended for enhanced security.


5. Register your domain for Google Postmaster Tools and monitor spam complaint rates.

   Keep spam rates below 0.3% and register with Google's Postmaster Tools for comprehensive data on spam reports.


By following these steps, customers can proactively adapt to the evolving requirements of Gmail and Yahoo for email senders.

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