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Changes made by Google and Yahoo that will impact your deliverability!!
Changes made by Google and Yahoo that will impact your deliverability!!
Wioleta Jednaka avatar
Written by Wioleta Jednaka
Updated over a week ago

Changes made by Google and Yahoo that will impact your deliverability!

In early October, both Google and Yahoo announced new rules regarding authentication and compliance for companies sending large volumes of emails.

These changes will take effect from February 2024, but Google mentions that testing will begin earlier.

Who is affected by the change and who will be affected?

Everyone - especially bulk senders or brands that send more than 5,000 emails per day. Yahoo has not set a minimum number of messages, but has committed to the same standards as Google.

If you do not comply with Google and Yahoo's rules your email will not be delivered, not even to the spam folder!!!

Your emails will simply be blocked.

(Google will return a DNS error code)

​Although Google and Yahoo do not plan to share very detailed information on the full blocking criteria, they have provided our industry with sufficient guidance and tools to make meeting these requirements relatively uncomplicated.

Prepare your account

Your checklist:

  • Mandatory implementation of SPF, DKIM and DMARC, DKIM must be individual

  • Only good database quality - number of spam submissions below 0.3% according to Google Postmaster Tool

  • Clear and one-click unsubscribe

  • Sending of messages only from your domain

More detailed information:

  • DKIM and DMARC email authentication

Messages must pass domain alignment in the DMARC record; You can have domain alignment (alignment) at SPF or DKIM level. This means that the sending Envelope From (return path) domain has to match the one in the Header From field (FROM address) or the DKIM domain has to be the same as the domain appearing in the from address. (edrone uses two different methods for two different provajders)

● It is required to publish the DMARC record with at least a "p=none" policy. What does this mean in practice? Once DMARC has checked the SPF and DKIM records, if both fail, then nothing happens and the message is acceptable.It is still worth remembering the other two policies: 'p=quarantine' - the message will be placed in SPAM or quarantine, instead of going directly to the inbox; 'p=rejected' - then the message is rejected completely

● Email messages must be formatted according to the web message format standard, as described in RFC 5322.

● There must be a one-click unsubscribe link in the header of the email

● All promotional emails must include an easy and clear unsubscribe link in the body of the email, leading to a subscription preference centre that allows the subscriber to be removed from the mailing list within 2 days.

● It is necessary to keep the rate of submissions as spam (spam complaints) at 0.1% or lower. Spam complaints exceeding 0.3% will result in blocking and non-delivery. Both Google and Yahoo have not specified a specific time period for the average spam complaint.

(Spam Complaints - when the recipient of an EMAIL message has marked it as spam)

Why should you care?

Your database probably contains around 58-65% of emails in the Gmail domain

Your address structure probably includes 58% gmail and 1% yahoo domains, so this is almost 60% of your base.

You can learn more about Google's planned changes here: link

You can learn more about Yahoo's planned changes here: link

Need more help?
If you have more questions about deliverability your emails, do not hestiate to contact us at

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