Who will be impacted?

These new requirements will impact all senders, particularly those sending over 5,000 emails per day. Failure to meet these standards could lead to emails being delayed, blocked, or marked as spam. These new requirements will impact all senders who have not verified their domain and will notably decrease email deliverability to Google and Yahoo email addresses.

These new requirements have been introduced by email clients such as Yahoo and Google, with Yahoo's requirements taking effect from February 1st and Google's from March 31st, 2024.


For detailed guidance and insights, we've linked directly to the official articles by Google and Yahoo regarding their new sender requirements. These resources provide comprehensive information to help you navigate these updates effectively.



1. Set up an Email Sending Domain

  • Implement a sending domain for better control over your sender reputation and a more professional appearance in your recipients' inboxes.
  • This practice is crucial for bulk email senders to Google and Yahoo addresses, effective from February.
  • Remember to warm up your email sending gradually over 2 to 4 weeks after activating your email sending domain.
Note: Restrictions on sending volumes with non-branded or unverified business domains will be enforced soon. Learn how to set up a email sending domain.



2. Align Your Email Campaign’s 'From Address' with the Email Sending Domain

  • Ensure the domain in your 'from' address matches the primary domain of your email-sending domain.
  • Example: If your branded domain is campaigns.freshworkscare.com, use [email protected] as your 'from' address.
  • Consider securing your domain before February 1, 2024, for optimal alignment.




3. Configure Your DMARC Policy

  • Set up a DMARC policy on your root domain via your DNS provider (AWS, GoDaddy, Cloudflare, etc.).
  • Choose between a non-impactful DMARC record (p=none) or an enforcement policy (p=quarantine or p=reject).

DMARC Record Configuration Options

When setting up your DMARC (Domain-based Message Authentication, Reporting, and Conformance) policy, you have two main options to choose from:


Option 1: Implement a p=none DMARC Record

  • Description: Create a DMARC record with a policy of "none" (e.g., "v=DMARC1; p=none;"). Include a rua tag to specify an email address for receiving aggregated DMARC reports.
  • Impact: This option tells Gmail and Yahoo that even if your emails fail SPF (Sender Policy Framework) and DKIM (DomainKeys Identified Mail) checks, they should still be delivered. This safeguards your email sending but does not prevent potentially harmful emails that spoof your address from being delivered.
  • Advantage: You can track unauthorized email activity using DMARC reports.
  • Example DMARC Record: "v=DMARC1; p=none; rua=mailto:[email protected];"


Option 2: Implement a p=quarantine or p=reject DMARC Record

  • Important: Verify that your domain is properly authenticated before setting up a "quarantine" or "reject" policy.
  • Description: Choose a stricter enforcement policy with "quarantine" (emails are marked as spam) or "reject" (emails are not delivered at all).
  • Impact: Quarantine Policy: Emails may be sent directly to the spam folder, undergo temporary quarantine, or face stringent anti-spam checks.
  • Reject Policy: Emails that fail SPF and DKIM checks are not delivered.
  • Example DMARC Records: Quarantine: "v=DMARC1; p=quarantine;"
  • Reject: "v=DMARC1; p=reject;"

Note: Please add a semicolon(;) at the end of each tag so your Dmarc records get verified immediately. 
For eg: It is mandatory to have a semicolon at the end of the attribute as well as shown below,
"v=DMARC1; p=quarantine;" 

For detailed guidance on setting up a DMARC record on your domain, refer to our comprehensive KB article or consult this external resource.


For assistance with adding DNS records, please click on the following links for specific instructions from GoDaddy, Namecheap, Microsoft Azure, AWS, and Cloudflare.



4. Make it easy to unsubscribe

  • Include a one-click unsubscribe link in every email, as mandated by the new requirements.
  • Our CRM automatically adds this link to your email headers.
  • Verify that your email templates have a visible and accessible unsubscribe link, typically in the footer.




5. Maintain a low spam complaint rate 


By adhering to these steps, you can ensure high deliverability and compliance with the new email-sending standards set by Google and Yahoo.