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Blog Post

Essential Updates for Gmail and Yahoo Email Authentication


January 4, 2024 written by Fello

Gmail and Yahoo are set to introduce significant changes to email authentication and spam prevention policies in February 2024, impacting email marketers. Adapting to these shifts early on is crucial for successful email campaigns.

What are the new requirements:

1. Email Authentication: ISPs require senders to implement stronger email authentication leveraging industry standards such as SPF, DKIM, and DMARC. Whereas, DMARC used to be a best practice but now has been enforced by Yahoo and Gmail for better email security.

2. Enable Easy Unsubscribe:  The sender needs to make unsubscribing emails easy. So people can easily unsubscribe from unwanted emails without any hassle. The request should be honored within two days.

3. Spam complaints: In general the spam rate should be as low as 0.1%. As per the new requirements, the spam rate must not go over 0.3%.

Who’s affected:

Bulk senders (those sending over 5,000 messages to Gmail addresses daily) are explicitly identified. However, all email marketers should adhere to these rules regardless of list size or mailing frequency.


What does this mean for Fello users:

1. What to expect?
To align with the upcoming security requirements from Google and Yahoo, we are initiating an important upgrade to our system. This update is part of our commitment to ensuring the emails we send on your behalf are consistently recognized as legitimate and secure.

2. Why We Are Doing It:
These enhancements are crucial to prevent impersonation and to ensure that every email can be traced back to its rightful sender. By solidifying the authenticity of our emails, we're not only maintaining trust in our communication channels and protecting against fraud but also improving the likelihood that our messages will be delivered straight to your contact's inboxes—avoiding the spam folder and ensuring better visibility for your communications.

3. How We Are Doing It:
Our solutions team will do the heavy lifting with any necessary configurations. They will reach out to you for access to your domain settings and will efficiently configure the necessary updates on your behalf, ensuring a hassle-free process for you.





Additional Information:

For a more detailed review of Google and Yahoo's new sender requirements, check Google's email sender guidelines and Yahoo's sender best practices.


Have any questions? 
Contact your Customer Success Manager
who is here to help you drive more leads!


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