New Email Authentication Requirements from Google and Yahoo: What You Need to Know

Google and Yahoo have recently announced their latest updates aimed at reducing spam and spoofed emails.

These updates affect everyone sending emails to Google or Yahoo users. They apply fundamental authentication requirements to regular email, and further requirements apply to those sending higher volumes of bulk emails. These new requirements apply to all email platforms and service providers.

Please note: Many of these new requirements are technical in nature and will require access to your DNS management. You may learn more about these DNS concepts in this LuxSci blog: Understanding DNS Configurations for Email Security: A Guide to SPF, DKIM, and DMARC Records.

As a reminder, it is imperative that you adhere to strong email best practices. Here’s what you need to continue doing on top of your email game:

All senders emailing Yahoo or Gmail: Add DNS SPF records for every domain you use to send emails to authenticate your emails. Add DNS DKIM Records for every domain you use to send emails to further authenticate your emails. While many have added SPF records in 2023, it’s now crucial to also have DKIM records in place.

For those sending large volumes of emails to Google or Yahoo users (over 5,000 messages on some days) Complete the requirements required for all senders. Implement DNS DMARC: Set up a DNS DMARC email authentication policy for your domains. You can set your DMARC enforcement policy to “none.” Align Your Domains: Ensure the domain used for bounce processing (i.e., the “Return-Path”) matches/is aligned with your From domain in every email. Include Easy Unsubscribe Options: Include a one-click unsubscribe option for marketing and subscription emails.

 

Google’s new requirements begin on February 1st, 2024, and Yahoo will follow in the first quarter of 2024. Aim to make these changes by the end of January 2024.

LuxSci customers will need to:

• Ensure a DNS Sender Policy Framework (SPF) record.
• Ensure a DNS DKIM record is in place.
• Implement a DNS DMARC record.
• For marketing and subscription emails, enable and use LuxSci’s “Unsubscribe Links” feature.
• For those using LuxSci Bounce Processing, enable the user of a Custom Bounce Processing domain for every sending domain to ensure that these domains are aligned.

These steps will help ensure your emails continue to reach your audience effectively and responsibly. Without them, messages to Google and Yahoo! recipients may go directly to their Spam folders or be rejected.

As always, your LuxSci team is here to help clarify or provide further guidance. We are happy to support you and help you successfully navigate through these changes.

You may read more about these requirements at the following links:

• Yahoo & AOL Email Sending Standards
• Gmail Email Sender Guidelines