2024: new deliverability rules at Gmail and Yahoo!

An important update for anyone working in e-mail marketing: Gmail and Yahoo! have announced changes to their deliverability criteria for 2024. These adjustments deserve your full attention if you want your e-mails to be delivered properly.

The aim of these new guidelines is to keep inboxes secure and clean by eliminating spam and unwanted e-mails. They are designed to confirm your identity as a sender and to check that recipients genuinely want to receive your messages.

Gmail and Yahoo! have announced that they will enforce existing norms and standards to improve deliverability and, above all, make their spam filters more effective. If you send significant volumes of e-mail, it is crucial to familiarise yourself with these new measures. Strictly speaking, these are not new standards, but existing standards that are now being applied in a blocking way. In other words, if you already complied with deliverability standards, these measures will not affect you, or only require minor adjustments; if you had not yet implemented them, however, it is high time to do so, as your e-mails are very likely to be rejected.

These practices will be rolled out gradually from February 2024. There is no need to worry straight away, but it is wise to prepare for these gradual changes throughout the year.

Large-scale senders, in particular those sending more than 5,000 e-mails a day to Google, will have to meet additional requirements. However, if you already follow deliverability best practice, these adjustments should not be a major obstacle.

This is not about calling everything into question, but rather about stressing the importance of well-established practices: e-mail authentication, an easily accessible unsubscribe button, and so on. If you already follow these principles, keep it up.

Here are a few points to check:

• Make sure your e-mails have been requested by their recipients.
• Monitor your complaint rates to avoid spam filters.
• E-mail authentication (SPF, DKIM, DMARC) is essential.
• The unsubscribe button must be clear and easy to find, especially in promotional e-mails.

In short, it is all about maintaining a clean and transparent approach in your e-mail marketing campaigns. This is no cause for concern, but an opportunity to fine-tune your practices and ensure excellent deliverability in 2024.

If you have any questions or would like more information, feel free to look further into the subject or contact us. These changes affect us all.