Skip to main content

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

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

In this article, we'll explain what Gmail and Yahoo's new requirements for email senders are and what actions you need to take to be compliant. You'll also find a quick recap in the table below:

  Requirements Actions to take
All email senders Send from your own domain (not @gmail, @yahoo, or @orange)

Get a custom domain and set up your professional email address through a service such as GoDaddy or OVH.

Authenticate your domain with DKIM and DMARC Add the Brevo code, DKIM record, and DMARC record to your domain. We guide you through the whole process in our dedicated article Authenticate your domain with Brevo (Brevo code, DKIM record, DMARC record).
Stay under a 0.3% spam complaint rate Follow our best practices for email deliverability and use Gmail's Postmaster Tools to monitor your spam complaint rate.
Bulk email senders (> 5.000 emails per day) with a dedicated IP Align the email address you use to send emails with the domain you have authenticated with DKIM or SPF 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.

What all senders should do

Yahoo Gmail requirements (16).png

🌐 Send from your own domain (not @gmail, @yahoo, or @orange)

If you send an email from a free email address (@gmail, @yahoo, or @orange), your emails will most likely be delivered to your recipients' spam folder.

To avoid this, you'll need to get a custom domain (if you don't have one already) and set up your professional email address through a service such as GoDaddy or OVH. 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.

To learn more, check our dedicated article Why you need to replace your free email address with a professional one.

🔒 Authenticate your domain with DKIM and DMARC

DKIM and DMARC are two email authentication methods that help reduce the risk of spam, phishing, and other malicious activities, as well as increase the likelihood of your emails landing in your recipients' inboxes.

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

How to verify if my domain is authenticated with DKIM and DMARC?

To verify whether your domain is 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 you don't see any domain listed on the Domains page or if the message reads ❌ Value mismatched instead of ✅ Value matched, it indicates that your domain is not authenticated with DKIM and/or DMARC.

📉   Stay under a 0.3% spam complaint rate

Gmail requires you keep your spam complaint rate under 0.3% in Postmaster Tools to avoid having your emails delivered to the spam folder with a slim chance of returning to the inbox. With Postmaster Tools, you can view and monitor different dashboards with statistics related to delivery errors, spam reports, etc.

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

💡 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.
How to create an account on Postmaster Tools?
💡 Good to know
Creating an account on Postmaster Tools is free.

Step 1. Get started with Postmaster Tools

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

  1. Go to 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

To be able to retrieve 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 by copying 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. Create a new DNS record with a TXT type.
  4. Paste the value you copied from Postmaster Tools.
  5. Save your DNS record.
  6. Go back to Gmail's Postmaster Tools and click Verify.
    account_postmaster-tools_verify_en-us.jpg

You will then be able to view your spam complaint rate from Google email addresses and other valuable data there. 

How to use Postmaster Tools?

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

What bulk senders (> 5.000 emails per day) with a dedicated IP should do

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

💡 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 will also have to make sure that the domain part of the email address you use to send emails matches 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 Brevo.

How should I align my email address with my domain?

Here are some examples of alignments between your authenticated domain and your sender's email address:

  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
❗️ Important
We do not recommend the Example 4 scenario, where you've authenticated your subdomain but are using your primary domain in your sender's email address, as your emails may experience soft bounces because of possible DMARC check failures.

What happens if I don't follow these requirements?

Ideally, you should already be following Gmail and Yahoo's new requirements since February 1, 2024, to prevent your emails from being marked as spam or facing delivery issues.

However, if you haven't made these changes yet, Brevo has you covered. Temporarily, we will replace your sender’s email address with one that aligns with Gmail and Yahoo's requirements. This applies particularly if you are using a free email address or haven't authenticated your domain but still need to send emails to @gmail or @yahoo recipients. This ensures that your emails will continue to reach your recipients' inboxes.

❗️ Important

Note that some 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

What will my email address look like once replaced?

For a preview of what your email address will look like to your recipients, refer to 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

FAQs

When will these requirements be implemented?

These requirements are being gradually implemented since February 1, 2024.

If you use a free email address or haven't authenticated your domain, Brevo is giving 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.

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 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 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 it is missing a rua tag, you can update your existing DMARC record and add Brevo's rua tag at the end. Your DMARC record should then have the following value:

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

Is there anything else I should do?

No action is needed on your side for these other requirements implemented 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. 

⏭️ 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.

💬 Was this article helpful?

2036 out of 2617 found this helpful