How to Prepare for Upcoming Google and Yahoo! email Changes

The upcoming changes to Google and Yahoo! email authentication requirements, taking effect February 2024, aim to improve email security and reduce spam. Here’s how you can prepare:

If you send bulk emails (over 5,000 per day):

  • Authenticate your email with DKIM and DMARC: This verifies your identity as the sender, preventing spoofing and phishing attempts. Most email service providers (ESPs) offer this service.
  • Set up a DMARC policy: This tells receivers what to do with emails failing authentication (quarantine, reject, etc.). Start with a “p=none” policy to monitor first, then gradually move to stricter settings.
  • Enable easy unsubscribes: Include clear unsubscribe links in every email and process requests promptly (within 2 days).
  • Monitor spam rates: Stay below 0.1% in Google Postmaster Tools to maintain good sender reputation.
  • Use TLS for email transmission: This encrypts data in transit, protecting sender and recipient information.

For all senders:

  • Maintain valid forward and reverse DNS records: Ensure your domain and IP address information is accurate and consistent.
  • Format messages correctly: Follow Internet Message Format (IMF) standards to avoid compatibility issues.
  • Warm up your IP address: If you’re a new sender, gradually increase sending volume to build a positive reputation.

Additional resources:


  • Start early: Implement these changes before February to avoid email deliverability issues.
  • Seek help if needed: Consult your ESP or an email deliverability specialist for assistance.
  • Stay informed: Monitor announcements from Google and Yahoo! for any updates or adjustments.

By taking these steps, you can ensure your emails reach recipients’ inboxes and avoid the impact of the new authentication requirements.

Need help with email delivery?  Contact Town Press Media

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