Navigating the New Email Marketing Standards: What You Need to Know

With Google and Yahoo rolling out fresh guidelines for bulk email senders by early 2024, email communication is set to be redefined.

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By: Darren Coleshill on 28th December 2023, 3 minute read

In the ever-evolving digital landscape, staying on top of best practice in email marketing is crucial.

With Google and Yahoo rolling out fresh guidelines for bulk email senders by early 2024, the realm of email communication is set to be redefined. The changes aim to curb spam and boost email deliverability - a significant leap forward for the industry. Luckily, you've got a deliverability expert in your corner to navigate these new waters.

Here's a breakdown of the key changes:

  1. Enhanced Authentication: The core of these new standards is authentication. As an email marketer, it is imperative to establish your credibility as a legitimate sender. You’ve already laid the groundwork by self-authenticating with your domain provider. The next crucial step involves implementing a DMARC policy. We'll delve into the specifics below.
  2. Simplified Unsubscribing: Google now mandates a one-click unsubscribe feature in email headers for all bulk senders. Fortunately, if you've been following best practices, this should already be in place in your emails.
  3. Handling Spam Complaints: There is a new spam complaint rate from Gmail, where senders are required to keep it below 0.3%. Given that your email campaigns are based on consensual opt-ins, spam complaints should not pose a major concern.

What is a DMARC?

Domain-based Message Authentication, Reporting & Conformance (DMARC) is a policy that a domain (or website) publishes in its public Domain Name System (DNS) to let a receiving mailbox provider know how email sent from that domain should be authenticated and whether it should be delivered to the spam folder or rejected if it fails that authentication. DMARC was first introduced to protect domains from being the victims of spoofing and phishing.

Setting Up Your DMARC Policy

The deadline to establish a DMARC policy with your domain provider is February 1, 2024. When setting up your DMARC policy, we advise adding a specific TXT record to your DNS settings. This involves modifying the record to reflect your actual company domain.

  • Hostname:
  • Value: v=DMARC1; p=none;

By staying ahead of these changes, you ensure compliance and the continued success of your email marketing efforts in a landscape that prioritises security and efficiency.

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Darren Coleshill


Darren Coleshill

Our leader in social media management, email marketing and CRM and Marketing Automation, Darren is responsible for The Marketing Eye being one of the few agencies in the UK able to offer full end-to-end customer journey management.

Campaign Manager / The Marketing Eye

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