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A Guide to the Google and Yahoo Email Policy Updates in 2024

Email Policy Updates

A Guide to the Google and Yahoo Email Policy Updates in 2024

Dec 20, 2023

What’s changing in Email Marketing?

Google and Yahoo are gearing up to implement what could be the most significant email policy updates since the introduction of the GDPR. The impact is not confined to marketing campaigns alone; it extends company-wide, influencing customer engagement, sales conversions, and brand reputation.

In their joint statement released in October 2023, both tech giants outlined updates to penalise malicious actors. These changes, either slowing down their activities or outright blocking them, emphasise the need for marketers to be well-prepared. The stakes are high – with the regulation of countless inboxes, marketers must ensure they have the right systems to avoid scenarios where emails end up in spam folders or, worse, get blocklisted. These updates are expected to come into play in February 2024.

How to get ahead of the curve

Here are the three crucial steps you need to take to navigate these upcoming changes successfully:

1. Implement DMARC (Domain-based Message Authentication Reporting and Conformance)

DMARC, an email authentication protocol, is your frontline defence against spoofing, phishing, and unauthorised activities. Google and Yahoo are set to enforce stricter DMARC policies, and failure to comply may result in email rejection or classification as spam. To set up DMARC, generate a DMARC TXT record in your domain’s DNS settings and regularly monitor reports received from providers.

If you need more technical expertise, seek guidance from your Email Service Provider (ESP) or an IT professional. Implementing DMARC protects your domain and establishes trust between your domain and the recipient’s mail server.

2. Maintain a Complaint Rate Below 0.3%

Minimising complaints is crucial for safeguarding your reputation as a sender and brand credibility. Follow best practices such as obtaining explicit consent before emailing, providing clear unsubscribe options, and keeping your data clean. Creating personalised and relevant content is key, as is continuously optimising your communication strategy for better engagement.

Tracking your complaint rates with tools like Google Postmaster Tools is essential to staying proactive.

3. Assess Your ESP Against the Upcoming Policies

Your Email Service Provider (ESP) shares responsibility for complying with the new guidelines. Initiate a conversation with your ESP to understand their compliance strategy and ensure they are actively making necessary adjustments. Stay informed about your responsibilities and those of your ESP to maintain a seamless email marketing strategy.


In summary, your action plan for preparing for the upcoming Google and Yahoo policy updates includes the following:

If you’d like to find out more about email marketing and work with us to maximise your email marketing performance, contact us today.