If you’ve ever sent close to 5,000 emails in a single day, this one’s for you.
In 2024, both Google and Yahoo rolled out new rules for bulk email senders. And let’s be honest—it’s not just about following rules. It’s about making sure your emails actually land in your subscribers’ inboxes… not their spam folders.
Whether you’re a seasoned marketer or just getting started, here’s what you need to know (and do) to stay compliant and keep your deliverability rates healthy.
🚨 Why These Changes?
Google and Yahoo are cracking down on spam. Their goal is to protect users from unwanted emails and give genuine marketers (like you!) a fairer chance to stand out.
Think of it like cleaning up a messy inbox. The more trustworthy your emails look, the more likely they’ll get delivered and opened.
✅ What You Need to Do
Here’s a quick breakdown of the new requirements—no tech jargon, promise:
1. Always Include an Unsubscribe Link
This one’s simple: every marketing email you send must have a visible and working unsubscribe link. Make it easy for people to opt out—don’t hide it in tiny font at the bottom. Clean lists = better results.
2. Set Up a Valid DMARC Record
DMARC is a security check that tells mailbox providers you’re legit. If you don’t have one, your emails could get flagged or bounced.
How to do it:
Talk to your IT team or domain provider. You’ll need to add a DMARC record to your domain settings (usually a quick fix).
3. Use a Secure Sending Connection (TLS)
TLS (Transport Layer Security) makes sure your emails travel safely from you to your recipient. Most email marketing platforms (like Mailchimp, Klaviyo, ActiveCampaign) already use TLS by default—but it’s still worth confirming.
4. Authenticate Your Domain with SPF and DKIM
Okay, these sound technical. But don’t worry, here’s the non-geek version:
SPF (Sender Policy Framework)
Think of SPF as a guest list for your email domain. It tells inbox providers which platforms (like Mailchimp, Salesforce, etc.) are allowed to send emails on your behalf.
DKIM (DomainKeys Identified Mail)
DKIM is like sealing your email with a digital wax stamp. It proves that the content wasn’t changed after it left your inbox.
Why they matter:
Together, SPF and DKIM protect your brand, boost trust, and help your emails avoid the dreaded spam folder.
🧠 TL;DR – Quick Checklist
If you send lots of emails, make sure:
✅ You have an unsubscribe link in every email
✅ DMARC is set up on your domain
✅ TLS is used (check with your platform)
✅ SPF and DKIM are configured and working properly
💬 Not Sure Where to Start?
If all this sounds like a lot—you’re not alone.
At Omnify X, we help marketers and businesses simplify the tech side of email marketing. From authentication setup to strategy tweaks, we make sure your emails are compliant, deliverable, and effective.
👉 Need help future-proofing your email strategy? Reach out—we’re happy to chat.
P.S. These changes aren’t just about playing nice with Gmail and Yahoo. They’re about improving your results, building trust, and keeping your email game strong in 2024 and beyond.