Unpacking Gmail and Yahoo Mail’s New Email Marketing Guidelines: Implications for Marketers

  • January 19, 2024
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Email marketing is as old as digital marketing. It’s the oldest and one of the most effective digital marketing channels for all contexts, be it, B2C or B2B. At the internet mailing giants’ behest, let’s try to understand the new bulk emailing guidelines that are effective starting 1-Feb 2024, by starting with a step back and looking at it from first principles.


Who are the stakeholders and what do they want?





How do the above stakeholders co-exist in the realm of email marketing?


email marketing | email marketing guidelines


Marketers, with the help of an Email Provider run their email marketing campaigns where they have to adhere to global, regional, and Email Client-established marketing regulations to ensure diligent and honest email marketing practices, such that the consumers are informed, not spammed, and their business identity is resolved; not spoofed for malicious and deceptive email fraudsters. 


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What is the new guideline from Gmail and Yahoo Mail (Email Clients)?


email clients | email marketing guidelines


Gmail and Yahoo Mail strengthened their email sender identity and subscription guidelines to ensure the marketer’s identity is dignified and the consumer’s inbox only receives the emails that they should.

Trivia: Gmail and Yahoo combined have about 34% share in the Email Clients market.


Detailed guidelines


detailed guidelines | email marketing guidelines


Gmail and Yahoo have categorized “Bulk Senders” as any business entity that communicates via e-mail, to an audience of over 5000 recipients per day. In practicality, that is typically going to be any brand/company/e-commerce or an influencing entity with a sizable market presence.


Here is a checklist of extant guidelines for sender verification. Starting 1 Feb 2024, “bulk senders” are now required to follow these additional steps regarding their email sender Identity and subscription management:


    1. Publish a DMARC record for your domain: Domain-based Message Authentication, Reporting, and Conformance (DMARC) tells the recipient’s email servers what to do if the sender domain doesn’t pass SPF or DKIM specified by you.


      1. A Sender Protection Framework (SPF) record of your sender domain defines the servers as well as domains that are authorized senders of your business. (businesses do have multiple sender domains, for eg. @nikeshop.co, @nikestore.com, @nikeglobal.com, note that these may not be actual domains belonging to Nike, but they help convey the point).


      3. A DomainKeys Identified Mail (DKIM)key against your domain is how the recipient server identifies and resolves your business email identity.


      5. Either of the above is required for you as a mass email marketer to ensure your marketing emails don’t land up in spam and keep spoofing at bay. Email fraudsters attempting to spoof your identity will be flagged at DMARC authentication (they will not have the same SPF/DKIM certificate as yours).


    2. A One-click unsubscribe methodology is to be followed for promotional and subscribed emails: Email clients are ensuring you don’t give your audiences a hard time trying to unsubscribe from your mailing list. This not only backs your consumers with responsible marketing but also ensures your email delivery and click rates are not inflated by an unwilling audience.


    What will happen if I don’t comply with the new guidelines?

    If your business senders are provided by Gmail and/or Yahoo mail and you don’t ensure the additional steps are covered, soon your outbound emails will be rejected or directed to the recipient’s spam.


    How shall I go about taking the required actions?

    Both Gmail support and Yahoo Mail support have provided crisp and step-by-step guides on how to go about taking forward the additional actions. Here’s a link to Gmail and Yahoo Mail’s master directions article. Additionally, you may reach out to your Email Service Provider for prompt personal assistance.


    By Karansingh Bisht | Associate Product Manager at Lemnisk


    1. Google Product Update 
    2. Yahoo Product Update
    3. Master Directions from Email Clients: 
      1. Gmail Guidelines and Tools
      2. Yahoo Guidelines
    4. Preventing Spoofing and Spam with DKIM
    5. Email Clients Market Share

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