Google & Yahoo’s Anti-Spam Email Update

In February 2024, Google and Yahoo are set to change their approach towards bulk email senders. In their next anti-spam email update, both Gmail and Yahoo Mail will monitor and take action against any domain dispatching more than 5,000 emails a day. According to industry experts, this move could significantly impact various businesses that rely on email marketing as a primary means of communication with their customers. In this article, we will discuss Google and Yahoo’s anti-spam email update and how it will affect businesses.

Understanding the Changes

As mentioned before, starting in February, Google and Yahoo will monitor and take action against any domain dispatching more than 5,000 marketing emails a day. Not only this, but the new requirements state that all marketing emails should implement SPF (Sender Policy Framework) Authentication, DKIM (DomainKeys Identified Mail) Authentication, and DMARC (Domain-based Message Authentication, Reporting, and Conformance) Authentication. Additionally, emails must contain one-click unsubscribe links to allow recipients to easily opt out of future emails, maintain a spam rate below 0.3%, and avoid sending misleading or deceptive emails.

The primary objective of this action is to enhance domain security, protect users from harmful content and ensure that it is easy for recipients to unsubscribe from unwanted emails. Furthermore, it emphasises the significance of keeping spam reports low to maintain a positive reputation and avoid being blacklisted by email providers.

Unfortunately, this anti-spam update doesn’t focus on cold emails. The 5,000 emails a day limit combined with the one-click unsubscribe link suggests that these changes are targeted towards email marketers.

A close-up shot of a corner of a MacBook displaying the Gmail logo.

How Will This Impact My Email Campaigns?

If your domain is currently sending less than 5,000 emails per day, these changes will hardly affect your campaigns. This is because Google is primarily targeting bulk email senders with their new policies, which aim to reduce spam and improve the overall experience. However, if your domain sends a high volume of emails (especially above 5,000 a day), you must reduce the number of emails your company sends to ensure Google or Yahoo doesn’t take action against you. Plus, it’s crucial to keep yourself updated about any changes in their email policies and regulations.

For future email marketing campaigns, ensure all emails have SPF, DKIM, and DMARC set up while including a one-click unsubscribe link, irrespective of whether you fall below the 5,000 threshold.

Concluding Thoughts

In essence, Google and Yahoo’s 2024 anti-spam update will impact email marketers, particularly those managing newsletters. But cold emailers will most likely remain largely unaffected. To ensure that your business is not flagged by Google or Yahoo, it’s important to carefully monitor the number of emails that you send out on a daily basis. We recommend you consult with your marketing department to see how many emails you send out daily. 

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