What to expect from Gmail and Yahoo's Enhanced Inbox Protections

As email senders, it's crucial that we prioritise delivering valuable and relevant content to our recipients. The effectiveness of email as a communication channel hinges on the overall experience of those receiving our messages. An influx of unwanted emails leads to increased competition and a lower likelihood of our emails being read.

However, recent announcements by Gmail and Yahoo regarding changes in their handling of unsolicited messages have raised concerns among senders.

In this article I'll delve into the implications of these changes for your email program and offer recommendations on how to stay compliant with these evolving email regulations.

What to Expect in 2024 from Gmail and Yahoo:

In their ongoing efforts to enhance email security, both Gmail and Yahoo are set to enforce new standards for bulk email senders.

Gmail, which previously announced a cleanup of inactive accounts in May 2023, will begin enforcing these changes in February 2024.

They will closely monitor senders who transmit more than 5,000 messages a day. Yahoo is following suit and aims to implement these changes in the first quarter of 2024.

The good news is that both providers are emphasizing similar updates in their statements. These updates primarily revolve around maintaining higher authentication standards, simplifying the process of unsubscribing from commercial emails, and imposing stricter spam rate thresholds.

Here's a snapshot of what to expect:

• Enhanced Gmail Inbox for February 2024: Expect stringent authentication requirements, a single-click unsubscribe option, and stricter spam rate management.
• Yahoo Inbox Updates for Q1 2024: Yahoo will also implement authentication expectations, single-click unsubscribe options, and maintain lower spam rates.

"Many bulk senders don't appropriately secure and configure their systems, allowing attackers to easily hide in their midst." - Neil Kumaran, Group Product Manager, Gmail Security & Trust

These upcoming standards are significant but not entirely new. Authentication, streamlined unsubscription processes, and effective spam monitoring have long been part of email deliverability best practices. While these changes have caused some concerns among senders, it's likely that such requirements will become more widespread across the industry.

What Do These Changes Mean for Senders?

In simple terms, senders need to adhere to key email deliverability best practices to be recognized as legitimate senders by 2024. Both Gmail and Yahoo have highlighted three essential changes that senders should prioritize:

1. Authenticate Your Email: Senders must verify their identities using standard protocols such as SPF, DKIM, and DMARC.
2. Simplify Unsubscribing: Implement a one-click unsubscribe link within your emails to allow recipients to opt out easily.
3. Send Desired Emails Only: Gmail and Yahoo are becoming more vigilant about spam monitoring, so senders must ensure they maintain a low spam rate.

It's important to note that these mandates will primarily affect bulk senders, defined by Google as senders who send 5,000 or more messages to Gmail addresses in a day.

The announcements do not specify whether senders must consistently send 5,000 messages daily, so it's crucial to consider your email sending habits, especially during peak holiday seasons and significant campaigns.

While these requirements are not entirely new, they are not universally followed by all senders. For instance, around 40% of senders do not implement both SPF and DKIM, and even among those using DMARC, 40% are unsure about their policies.

"These changes are like a tune-up for the email world. By fixing a few things under the hood, we can keep email running smoothly. But just like a tune-up, this is not a one-time exercise. Keeping email more secure, user-friendly, and spam-free requires constant collaboration and vigilance from the entire email community." - Neil Kumaran, Group Product Manager, Gmail Security & Trust

How to Prepare for 2024:

As email senders, the onus is on us to prepare for the changes coming in 2024. Here are the steps you should take to ensure your emails continue to reach the inbox:

1. Prioritize Email Authentication: Secure your sender identity through certificates and encryption. Implement SPF and DKIM, and consider moving towards DMARC authentication.
2. Simplify Unsubscription: Provide a one-click unsubscribe process for users in your emails, enabling them to opt out easily.
3. Monitor Spam Rates: Keep your spam rate below the specified threshold. Monitor your spam rate and other engagement metrics using resources like Google Postmasters Tools, and employ best practices such as list management and cleaning.

Remember, while Gmail and Yahoo have not provided the exact spam rate threshold, it's essential to stay vigilant and responsive to any spikes in spam complaints. Gmail, in particular, does not offer traditional feedback loops like Yahoo, so signing up with Google Postmasters Tools is crucial for monitoring your spam rates effectively.

I get it! A lot of the abbreviations in this email can seem like gobbledegook to even the most experienced digital marketer. However, if email is a revenue driving channel for your business you should take notice of this...today.

If you need help deciphering all of this for your business, drop me a message here on LinkedIn or email me – [email protected].