As we step into 2024, there are notable changes on the horizon for email communication. Google and Yahoo are implementing authentication requirements and spam prevention changes, set to take effect in February 2024.

However, you don’t need to wait to ready your business for these upcoming requirements. Proactively preparing for these changes ensures that you stay ahead in the ever-evolving landscape of email communication. Continue reading to discover more about these changes and how AiTrillion plans to guide its customers through this transition.

*Note: These changes do not affect customers who already have DKIM and DMARC set up.

Understanding the shift: Google’s requirements:

Best practices for bulk email senders are now mandatory practices for Google and Yahoo delivery. Google and Yahoo are implementing authentication requirements and spam prevention changes, scheduled to take effect in the first quarter of the upcoming year.

Google has outlined requirements slated to take effect beginning February 2024, affecting all senders, especially bulk senders. Simultaneously, Yahoo is introducing a parallel set of requirements. These changes aim to enhance deliverability, build trust and credibility, avoid spam filters, optimize sender reputation, and ensure uninterrupted communication.

What you need to know: Gmail’s Authentication Mandate:

Enable email authentication: One crucial aspect of Google’s requirements is the necessity for senders to set up DKIM email authentication. In addition to DKIM, a basic DMARC record will now also be required. While it’s highly encouraged that all senders set up DKIM and DMARC, there are greater implications for deliverability for bulk senders. Note that these changes do not impact customers who already have DKIM and DMARC set up.

What this change means for you:

At AiTrillion, we’ve consistently led the way in guiding our customers to adopt best practices for a secure sending domain. We are fully committed to supporting our customers through these changes by providing the necessary tools to maintain compliance with evolving email deliverability standards.

In the new year, we’re excited to introduce enhancements that will make it effortless for you to purchase and authenticate all of your domains directly within the platform in just a few minutes. In the coming months, expect detailed email communications and resources addressing these changes, providing helpful guidance on how to make necessary updates in the AiTrillion platform.

We understand that this process can be intricate, especially for small and medium-sized businesses, and we’re here to guide you through every step.

*Note: These changes do not impact customers who already have DKIM and DMARC set up.

Frequently Asked Questions:

Who’s affected by this change?

These new requirements impact all senders, regardless of size, with a more noticeable impact on deliverability for bulk senders. Note that this does not impact 1:1 email sending via AiTrillion’s direct or automated 1:1 sales emails.

What happens if you don’t meet the new requirements?

Google and Yahoo will begin blocking emails that don’t meet their requirements, likely in the form of a specific bounce response for those messages that could lead to more permanent blocks on specific IPs or domains.

This can damage reputation and have long-term consequences on deliverability rate, impacting customer engagement and email marketing-generated revenue directly.

Is sending volume a criterion for these requirements?

While Google has mentioned 5K daily sending as a criterion for defining a “bulk sender,” Gmail/Yahoo have clarified that the 5k limit on volume is not a “safe zone.”

Yahoo explicitly stated that there is no minimum volume threshold where these requirements are applicable. Gmail is clear that even senders below the 5k limit can expect to be impacted. Therefore, we strongly encourage all customers to set up authentication, regardless of size.

What is DMARC?

DMARC, short for “Domain-based Message Authentication, Reporting & Conformance,” is like a guardian for your emails. It’s an email security standard that helps those who own a domain (like a website) monitor who’s sending emails on their behalf. Think of it as a watchful protector.

Here’s how it works: DMARC tells email providers (like Gmail) what to do when they receive an email that claims to be from your domain. It can give one of three commands—none, quarantine, or reject.

None: Authentication checks are logged but no action is taken. 

Quarantine: If the email seems a bit suspicious, it’s put in a separate area (quarantine) for further checking, just like a package held at the customs office. 

Reject: If the email doesn’t pass the security checks, DMARC tells the email provider to reject it, like a club bouncer turning someone away at the door. 

DMARC is like the bodyguard of your emails, making sure that only the real ones get through and protecting you from fake or harmful ones. It’s a way to keep your email domain safe from imposters and spammers.

Do I need DMARC?

Under Google and Yahoo deliverability requirements going into effect February 2024, all senders must have a basic DMARC record set up.

Here’s the deal: DMARC acts like your email guardian, protecting your domain from impersonation and phishing attacks. When your domain is impersonated in spoofed emails, it can harm your reputation with your audience and email providers. Even worse, if these phony emails are marked as spam, they tarnish your domain’s reputation, causing your legitimate emails to get stuck in the spam folder.

How does DMARC work?

DMARC is a tag team of two email authentication champs: DKIM (DomainKeys Identified Mail) and SPF (Sender Policy Framework).

DKIM (DomainKeys Identified Mail) makes sure the email you sent is the same email they received. It’s like a digital seal that guarantees your email wasn’t tampered with in transit. SPF (Sender Policy Framework) checks that your email came from an authorized server. It’s like a bouncer checking your ID at the door to make sure you’re legit. DMARC tells email providers this: “If either DKIM or SPF vouch for this email, let it in. If both fail or they’re absent, treat it as suspicious, and follow the rules we’ve set in our DMARC policy.” So, DMARC ensures that your emails are either welcomed with open arms or kept at arm’s length based on their authenticity. It’s your bodyguard against email fraudsters and a protector of your domain’s reputation.