In February 2024, Gmail and Yahoo will be implementing stricter email sending requirements for high-volume email marketers. If you send more than 5,000 emails per day through these providers, you’ll need to ensure your email campaigns comply with the following rules:

  • Authenticate Your Emails
    You’ll need to authenticate your emails using protocols like SPF, DKIM, and DMARC. These authentication methods verify your identity as a legitimate sender and help prevent spoofing and phishing. Setting up proper authentication strengthens your sender reputation with ISPs.
  • Streamline Unsubscribe Options
    Recipients should be able to easily unsubscribe from your emails with one click. When someone opts out, you’ll need to honor their unsubscribe request within two days. Make sure your email service provider has automated features to handle unsubscribes smoothly.
  • Maintain Low Complaint Rates
    To stay in compliance, you’ll need to keep your spam complaint rate below 0.3%. This means sending high-quality, relevant content that subscribers want to receive. Monitor your complaint rate and optimize your lists and campaigns as needed.

While these new standards raise the bar for marketers, they shouldn’t cause panic. With some preparation, marketers can continue reaching inboxes and engaging audiences under Gmail and Yahoo’s new policies. Follow the tips above for a smooth transition that maintains deliverability.

For help with your email marketing, schedule a call or email Lori Berson at

BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.