Google and Yahoo updates

ICYMI: Unboxing New Deliverability Guidance for Gmail & Yahoo

You’re right, both Gmail and Yahoo have implemented new deliverability guidelines that went into effect in February 2024. These changes aim to improve inbox security and reduce spam for their users, impacting all bulk email senders. Here’s a summary:

Key Changes:

  • Spam Rate Thresholds:
    • Gmail: Maintains a spam rate below 0.10% and avoids reaching 0.30% or higher for sustained periods.
    • Yahoo: Maximum spam complaint rate of 0.3%.
  • One-Click Unsubscribe: Both require a one-click unsubscribe option in emails by June 1, 2024.
  • Authentication: Both emphasize sender authentication protocols like SPF, DKIM, and DMARC for improved deliverability.
  • Engagement & Reputation: Maintaining high engagement and positive sender reputation are crucial for good deliverability.

Impact & Resources:

  • Compliance is essential: Ignoring these guidelines might lead to emails landing in spam folders or even getting blocked.
  • Prepare & adapt: Even if you follow best practices, reviewing your program’s health and adapting to the new rules is recommended.
  • Resources available: Several resources are available to help you understand and comply with the changes, including guides from Braze, CleverTap, Bounteous, and Adobe Experience Cloud.

Additional Notes:

  • The deadlines for full compliance are:
    • Gmail: Temporary bounces for non-compliance started in February, but emails still deliver. Full enforcement expected later.
    • Yahoo: Enforcement began in February.
  • The specific impact on your email deliverability depends on your current practices and adherence to the new guidelines.

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