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Prepare for Gmail and Yahoo's new requirements for email senders

Since February 1, 2024, Gmail and Yahoo are enforcing new requirements for email senders. These measures aim to protect users' inboxes from spam more effectively while ensuring legitimate emails are received. 

To ensure your emails reach your recipients' inboxes, you need to comply with Gmail and Yahoo's new requirements. Don't worry, though. If you're using Brevo, you're most likely already following many of these requirements as best practices.

Do I need to follow these new requirements?

If you’re sending emails to anyone using a Yahoo, Gmail, Googlemail, or Google Workspace email address, you need to follow these new requirements.

Additionally, if you’re a bulk sender and use a dedicated IP, you have to follow an extra requirement. We’ll point out which one in the section below.

💡 Good to know
You are considered a bulk sender if you've sent close to 5,000 or more emails within a 24-hour period at least once.

What are the new sender requirements I need to follow?

We'll explain below what the new requirements for email senders are and how you can meet them to be recognized as a legitimate sender in 2024 ⬇️.

What should all senders do?

There are three main requirements that all senders should comply with:

Yahoo Gmail requirements (6).png

1. Don’t send from a free email address (e.g., @gmail.com, @yahoo.*, etc.)

What does it mean?

If you send an email from a free email address, such as one that ends with @gmail.com, @yahoo.*, or @orange.fr, your emails will most likely be delivered to your recipients' spam folder.

What should I do?

To be compliant with Gmail and Yahoo's new requirements, you need to stop sending from a free email address and use your website's domain instead. For example, if your website is mycompany.com, you should send your emails from an email address such as marketing@mycompany.comIf you don't own a domain yet, you can get one from a domain host, such as GoDaddy or OVH.

Then, make sure you follow the next requirements as explained below: authenticate your domain with DKIM, authenticate your domain with DMARC, and maintain spam rates under 0.3% in Postmaster Tools.

Not only will this make your emails look more professional and recognizable to your recipients, but it will also help your emails reach your contacts’ inboxes.

2. Authenticate your domain with DKIM and DMARC

What does it mean?

DKIM and DMARC are two email authentication methods. Since February 1, 2024, Gmail and Yahoo requires all senders to implement them.

How do I authenticate my domain with DKIM and DMARC?

You can access a detailed procedure on how to authenticate your domain with DKIM and/or DMARC in our dedicated article Authenticate your domain (Brevo code, DKIM, DMARC)

How do I know if I have authenticated my domain with DKIM and/or DMARC?

To verify whether your domain has been successfully authenticated with DKIM and DMARC, follow these steps:

  1. Go to the Domains page.
  2. Select the domain you use for sending emails.
  3. Confirm the presence of the Value matched message next to the Brevo code, DKIM record, and DMARC record.
    domain-authentication_value-matched.jpg

If no domains are listed on the Domains page or if the message reads Value mismatched instead of Value matched, it indicates that your domain has not been authenticated with DKIM and/or DMARC.

3. Maintain spam rates under 0.3% in Postmaster Tools

What does it mean?

You will need to keep your spam complaint rate under 0.3% in Gmail's Postmaster Tools. If your spam complaints regularly exceed 0.3%, your emails will likely be delivered to the spam folder with a slim chance of returning to the inbox.

➡️  If you find that you're exceeding the 0.3% limit, check our dedicated article Why are emails being delivered to the spam folder? to learn how to lower your complaint rate.

What should I do?

If you haven't created your Postmaster Tools account, we recommend doing so before February 1, 2024. Creating an account on Postmaster Tools is free.

To create a Postmaster Tools account:

Step 1. Get started with Postmaster Tools

The first step here will be to go to Postmaster Tools and add your domain there so that Gmail can retrieve your email statistics:

  1. Go to Gmail's Postmaster Tools.
  2. Click Get Started.
  3. Enter the domain that you use to send your emails.
    account_postmaster-tools_domain_en-us.jpg
  4. Copy the TXT record provided by Gmail's Postmaster Tools.
    account_postmaster-tools_record_en-us.jpg

Step 2. Verify your domain

Before retrieving your email statistics, Gmail needs to verify that you are the owner of the domain. For that, you'll need to add a DNS record to your domain host. It may seem technical, but it mostly requires you to copy-paste a value from Postmaster Tools to your domain host.

  1. In a new tab, log into your domain host account. If you don't know what your domain host is, you can check our dedicated article Identify your domain host.
  2. Go to the page where you update DNS records.
  3. Add a DNS TXT record.
  4. For the TXT record value, paste the value you copied from Postmaster Tools.
  5. Save your DMARC record.
  6. Go back to Gmail's Postmaster Tools and click Verify.
    account_postmaster-tools_verify_en-us.jpg

You can then view your spam complaint rate from Google email addresses and other valuable data there.

➡️ To learn more about how to use Gmail's Postmaster Tools, check their dedicated help center section.

💡 Good to know
You should also monitor your spam complaint rates from Yahoo, Microsoft, and other email addresses by examining your email campaign statistics in Brevo.
➡️ To learn more, check our dedicated article Analyze an email campaign report.

What should senders who send more than 5,000 emails daily and are on a dedicated IP do?

💡 Good to know
Messages sent from the same primary domain count toward the 5,000 limit. For example, if you send 2,500 messages daily from mycompany.com and another 2,500 messages from marketing.mycompany.com, you are considered a bulk sender because all 5,000 messages were sent from the same primary domain (here, mycompany.com).

If you send more than 5,000 emails per day and are on a dedicated IP, you'll also have to comply with an extra requirement:

1. Align the email address you use to send emails with the domain you have authenticated with SPF or DKIM

What does it mean?

The domain part in the email address you use to send emails should match the domain you authenticated with SPF or DKIM. This alignment ensures that the DKIM and/or SPF signatures on your emails match the domain authenticated in your Brevo account.

What should I do?

Make sure that the email address you're sending emails from matches the domain you authenticated with DKIM or SPF, or is a subdomain of it.

Here are some examples of how you can set it up:

  Authenticated domain Sender's email address
Example 1 mycompany.com marketing@mycompany.com
Example 2 news.mycompany.com marketing@news.mycompany.com
Example 3 mycompany.com marketing@news.mycompany.com
Example 4 news.mycompany.com marketing@mycompany.com

What will happen if I don't follow these requirements after February 1, 2024?

Ideally, you should have implemented Gmail and Yahoo's new requirements by February 1, 2024, to avoid having your emails land in your recipients' spam folders or not be delivered at all. 

But don’t worry, as these changes may take some time on your end, Brevo will temporarily replace your sender’s email address with one that follows Gmail and Yahoo's requirements. This way, if you use a free email address or haven’t authenticated your domain but want to send emails to @gmail.com or @yahoo.* recipients, it will ensure your emails still arrive in your recipients' inboxes.

To give you an idea of what your email address will look like to your recipients, you can check the following example:

Original email address mycompany@gmail.com
Replaced email address for marketing emails mycompany@5000001.m-sender-sib.com
Replaced email address for transactional emails mycompany@5000001.t-sender-sib.com
❗️ Important

Note that some of your recipients might mark your emails are spam, even if they originally landed in their inbox, because they won't recognize the sender's email address. That's another reason why we highly recommend you follow Gmail and Yahoo's new requirements as soon as possible

Is there anything else I should do?

No action is needed on your side for these other requirements enforced by Gmail and Yahoo:

  • When setting up your dedicated IP, you have already authenticated your domain using SPF. Additionally, SPF is not necessary for users on a shared IP.
  • Brevo already ensures that sending domains or IPs have valid forward and reverse DNS records (PTR records).
  • Brevo already formats emails according to the Internet Message Format standard (RFC 5322).
  • Brevo already supports a one-click unsubscribe for the list-unsubscribe header (RFC 8058) and includes a clearly visible unsubscribe link in the email body of marketing and subscribed emails. 

FAQs

When will these requirements be implemented?

These requirements are set to roll out gradually starting on February 1, 2024.

If you use a free email address or haven't authenticated your domain, Brevo will give you more time to implement the changes by temporarily replacing your email address with a compliant one, but you will eventually need to make the changes to send with your own domain name.

Are these requirements only for Brevo users?

No, these requirements are required by Gmail and Yahoo, regardless of the email provider you use, whether it's Brevo or another service.

Are these requirements also for transactional senders?

Yes, transactional senders should also follow Gmail and Yahoo's requirements, especially if they send more than 5,000 emails a day.

Do I have to follow Gmail and Yahoo's new requirements if my emails are not sent to @gmail.com or @yahoo.* recipients?

Currently, you only need to follow these requirements if you send emails to anyone using a Yahoo, Gmail, Googlemail, or Google Workspace email address. 

Nevertheless, given that major mailbox providers such as Google and Yahoo have implemented these requirements, it is likely that the rest of the industry will soon require all senders to authenticate their domains. That's why we recommend that all senders follow these requirements.

Will my email address still be replaced if I use a free email address, even if my emails are not sent to @gmail.com or @yahoo.* recipients?

Yes, Brevo will replace any free email addresses used for sending emails, regardless of the recipients.

I only need to add a rua tag to my DMARC record. How can I do that?

If you already have a DMARC record in place but are getting a warning saying it is missing an rua tag, you can update your existing DMARC record and add Brevo's rua tag at the end.

You can follow the procedure in our dedicated article Authenticate your domain (Brevo code, DKIM, DMARC) to learn how to access your DNS records. Then, instead of creating a new record, simply update your existing DMARC record with the following value:

v=DMARC1; p=none; rua=mailto:rua@dmarc.brevo.com

⏭️ What's next?

For a more detailed review of Gmail and Yahoo's new sender requirements, check Google's email sender guidelines and Yahoo's sender best practices.

🤔 Have a question?

If you have a question, feel free to contact our support team by creating a ticket from your account. If you don't have an account yet, you can contact us here.

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