In 2024, Google and Yahoo are strengthening their rules for mass email sending.
At the end of 2023, Google and Yahoo announced tougher rules for bulk email senders.
These new features therefore concern all advertisers who carry out emailing campaigns considered promotional (product promotions, newsletters, marketing sequences, etc.). The stated objective of these webmails is to provide their users with an ever more relevant experience in terms of interest with an ever higher level of security.
What does it consist of?
From February 2024, Google and Yahoo will be introducing new authentication requirements for email senders.
Senders will need to both comply with these new authentication rules and not exceed a spam reporting threshold, or risk their emails being blocked or directly classified as spam.
These measures are intended to protect your recipients from unwanted mail while ensuring the delivery of legitimate emails.
Am I affected by these changes?
If you have sent more than 5,000 emails in 24 hours on the Google or Yahoo network at least once, you are considered a mass sender. Whatever the type of campaign, the analysis will be carried out on the volume of emails routed over a rolling day.
What are these new requirements?
Your shipping domain must be correctly configured, including the SPF / DKIM / DMARC need to be configured for your domain.
SPF allows you to ensure that sending IP addresses are authorised to do so on behalf of your domain.
Smartprofile supports this configuration, and you don't need to do anything further.
DKIM allows you to sign your email and certify its origin to your recipient. When configuring your domain with Smartprofile, our team will provide you with the DNS records to implement.
DMARC is an authentication method designed to combat cyber-attacks. It allows you to tell email providers how to act when SPF and/or DKIM are invalid. DMARC configuration should be carried out with care, and we can assist you in this process.
Using Smartprofile, we guarantee you a platform updated with the latest requirements in this field. Our teams will support you in setting up registrations and will monitor their validity over time in real-time.
- A «one-click» unsubscribe link must be included in your emails
All bulk message senders must provide a simple unsubscribe method accessible in the body as well as in the technical headers of your message. All unsubscribe requests must be processed quickly and thanks to Smartprofile, they are handled automatically in real time.
- The spam reporting rate (complaint rate) must be very low
Google and Yahoo will be strengthening their requirements to assure users that emails received are not spam. Google has announced that any bulk sender will be blocked if the limit of 0.3% is exceeded, meaning 3 messages reported as spam per 1000 sent. We monitor this rate using Gmail's Postmaster Tools.
What guarantees come with Smartprofile?
Our teams will support you in getting through February 2024:
- The SPF/DKIM configurations are provided by your Smartprofile account manager, and we guarantee support throughout your use of the platform.
- Smartprofile ensures the technical configurations of the platform, domains and IPs. We continuously ensure we stay up to date with the requirements of messaging platforms.
- Emails sent by Smartprofile comply with the main standards, including RFC 5322.
- The presence and setup of unsubscribe links are controlled by Smartprofile.
If you wish to know more about the new requirements from Google and Yahoo, we invite you to consult the Google instructions for bulk message senders.
