Gear Up Your Inbox for 2024: Adapting to Google and Yahoo's Latest Email Standards

From 1 February 2024, Google and Yahoo will require email senders to authenticate messages using SPF, DKIM, and DMARC, include mandatory unsubscribe links, and strictly monitor spam complaint rates. These changes aim to increase transparency and credibility for senders and protect recipients from unwanted messages.  

The main changes include:

  • Email authentication,
  • Easy unsubscription links,
  • Low spam rates.

The changes that have been introduced present a significant challenge for companies that use email marketing and require many technical adjustments. Please find below a detailed description of these changes.

Email authentication   

Starting from next year, senders will be required to authenticate all emails using SPF, DMARC, and DKIM protocols. This is to verify that emails are sent from the actual sender and not from a spammer. It is crucial to prepare for these changes in advance as implementing the new requirements can take several weeks. The technical configuration can be divided into two stages:

  1. SPF and DKIM configuration in your domain

If you are using your own SMTP server to send emails, it is essential to configure Sender Policy Framework (SPF) and Domain Keys Identified Mail (DKIM) in your domain. These are email authentication methods that prevent your messages from being classified as unwanted.

  1. Creation of a DMARC record in the main domain

Gmail and Yahoo require senders who send over 5,000 emails a day to implement a basic DMARC policy.  This policy helps prevent email identity fraud and phishing attacks by allowing domain owners to define how to handle emails that fail the authentication process. It also protects the brand's reputation and increases the efficiency of email delivery.  


To meet the requirements of Google and Yahoo, create a DMARC record (v=DMARC1; p=none). Then go to the configuration of your domain name DNS record registrar and create a record: (Enter: TXT / Value: "v=DMARC1; p=none").  

If you want to learn more about configuring the mailbox in Synerise, all the necessary information can be found in this article.

Easy unsubscription links

As part of the new requirements, all emails must now include an easy-to-use unsubscribe link. This allows recipients to quickly unsubscribe from unwanted messages.  

While one-click unsubscribe is convenient, it limits the opportunity to gather feedback on why people opt out. Therefore, continuous monitoring of unsubscribe analytics becomes important, considering factors like the time of unsubscription, the content of the message and the type of marketing campaign involved.

Low spam rates

It is crucial to ensure a low level of spam to comply with the changes introduced by Gmail and Yahoo. The best way to maintain a high reputation is to strictly adhere to the new requirements. Starting from the new year, the maximum spam complaint rate for Google and Yahoo will be 0.3%.

Important: Maintaining a spam complaint rate below the 0.3% threshold does not guarantee avoiding reputation problems. Even with low complaint rates, senders may notice negative consequences in the deliverability of their messages at email providers other than Gmail.

How to reduce the spam ratio in Synerise?

By properly selecting our communication strategies with customers, we can avoid the unpleasantness associated with ending up on Google's and Yahoo's spam blacklist. When introducing an anti-spam policy, it is worth taking care of these 4 elements first:

  1. Personalization - Pay attention to personalization, which enables the customization of the content of our messages, the timing of their sending, and the frequency to the individual preferences of the recipients. In Synerise, personalization includes creating product recommendations tailored to the interests of our recipients, as well as choosing the optimal time to send messages. Do not send mass emails, consider dividing communication into different channels, such as SMS, mobile app notifications, or dynamic, personalized content on the website. Personalization of the frequency of received messages is also important for recipients – such information can be included in newsletter subscription forms.
  1. Prediction - Think about implementing predicting of customer behavior. With this tool, you can more effectively tailor communication to the needs of recipients, minimizing the risk that our messages will be perceived as spam. In Synerise, the scope of predicting is extensive and includes predicting customer behavior, identifying customer segments with specific characteristics and interests, and analyzing their propensity to make purchases. Predicting can also be extended to the time of sending messages, thanks to the 'time-optimizer' feature, which predicts the best time to send communication. This function can be used not only in email communication but also when sending SMS messages and notifications in mobile applications.
  1. A/B Tests - Consider the constant use of A/B tests, as they are essential for gathering information about significant differences in the needs of recipients. A/B tests in emails allow you to quickly assess which version is more suited to the customer and has a greater impact on conversions. This allows you to optimize communication with different customer segments, remembering that different groups of recipients may react differently to the same content.
  1. Spam monitoring - Continuously monitor your results, controlling email delivery rates, open rates, and spam complaint rates. On the Synerise Platform, you can do this by analyzing the results of individual campaigns or creating an analytical dashboard that collects data on the results of all shipments. Of particular interest are events such as Newsletter.spambounce, which informs about messages recognised as spam or potential spam, and events like Newsletter.hardbounce, Newsletter.softbounce, and Newsletter.dropped.

The use of personalisation, prediction, A/B testing and constant monitoring of our emails from the new year will be necessary to maintain a low spam rate. If you notice any sudden changes, you will be able to react immediately and quickly identify the source of the problem.


The new requirements of Google and Yahoo pose an important challenge for companies using email marketing. They require not only technical adjustments but also a strategic approach to the content of messages sent. Constantly monitoring email campaigns and using personalization and prediction can help meet requirements and build stronger relationships with recipients. Although it may require effort, the payoff is worth it.


Product Marketing Manager, Karolina Staszak