Recently, Google and Yahoo have announced significant updates to their deliverability rules,  introducing new, stricter sender requirements to help combat spam and enhance inbox safety. These changes are due to take effect from February 1, 2024.

In this article, we'll dive into the key takeaways from these updates to help you ensure that your messages continue to reach your audience effectively and that you remain compliant. The good news is that chances are you’re already doing a most of these, so don’t worry!

Who needs to make changes?

Google has a new set of requirements are relevant for ALL email senders, and there are some extra requirements for those who are classed as ‘bulk senders’— that’s those who send 5k or more emails to Google accounts per day.

Not sure where you sit in terms of send volume to Google accounts? All traffic from a given sender will count towards that 5k threshold, including transactional emails, and is relevant for all email addresses ending with or 

What changes need to be made? 

There are six changes you need to make;

  1. Remove Gmail from your friendly "from" address
  2. Set up a branded sending domain
  3. Set up DMARC authentication for your sending domain
  4. Align your “from” address with your sending domain
  5. Make unsubscribing easier and clearer
  6. Keep spam complaints low

Now, let’s go into those in more detail…

Remove Gmail from your friendly "from" address

This applies to all senders, not just bulk senders.

Don’t use Gmail or Yahoo email addresses in your friendly "from" address. If you are using or @yahoo in the “from” address of your emails, switch the "from" address over to a website domain you own (see below regarding dedicated sending domains).

In order to meet this requirement, you need an email address that includes your own site domain name. If you are a brand that is just starting out, you may not yet own your own domain. It’s worth investing in one before February 1, 2024.

You will need your own website domain to complete the rest of the steps in this checklist.

Set up a branded sending domain

Branded sending domains (also known as dedicated sending domains in Klaviyo) give you better control over your sender reputation.

They also improve your branding in the "from" address in the inbox by removing the sent “via” disclaimer. Branded sending domains are a great deliverability best practice, and are a requirement for bulk senders who regularly email Google and Yahoo recipients starting in February.

Note that once your branded sending domain is enabled, you may need to warm your sending infrastructure for the next 2 – 4 weeks.

Set up DMARC authentication for your sending domain

You can set up DMARC authentication for your sending domain in your DNS provider yourself (e.g. GoDaddy, 123Reg), and you can take care of it at any time between now and the deadline.

You should set up your DMARC policy by creating a new TXT record like below;

This should be configured on your root domain that matches your sending domain in Klaviyo. The values are here;

  • v=DMARC1
  • p=none
  • Recommended but not required: set an rua tag with a valid email address to receive DMARC reports. For example, ""

(It is also recommended to create a new nbox to receive these reports but not necessary if you don't have one)

There is more on DMARC from Google here.

Align your “From:” address with your domain

If you’re a bulk sender, you need your own sending domain—you can no longer use a shared domain. And the domain in your friendly “From:” header (what your subscribers see in their inbox) has to align with your sending domain in order to be compliant with DMARC alignment.

If your account is making use of an “From” address, that means it’s already aligned with a dedicated sending domain. So, you don’t need to update your “From: address” to something like

This goes for both marketing and transactional emails.

Note: While you won’t be able to use a shared domain, you don’t need a dedicated IP—using a shared one is still OK.

For a deeper understanding, visit Klaviyo Academy’s action plan for meeting the requirement.

Make unsubscribing easier and clearer

This requirement is two-fold:

  • Your marketing emails must include a method to unsubscribe in just one step.
  • There must also be an unsubscribe link in the message body—but that link does not have to be one click to unsubscribe.

If you’re using Klaviyo, Klaviyo will implement a “list unsubscribe header” before February 1, 2024. This will satisfy the new “one click to unsubscribe” requirement, and will automatically apply to all marketing emails built in Klaviyo, so brands won’t need to configure anything. Hurrah!

Keep your spam rates low

This one is for all senders.

Hopefully you’re already trying to keep your spam complaints as low as possible to avoid the spam folder and maintain good sender reputation—now you’ll specifically need to keep them under 0.30%. You can use Google’s Postmaster Tools to monitor your spam complaint rates.

“Keeping spam complaints low has always been a deliverability best practice. This new requirement gives senders crystal clear guidelines and the tools you need to take full control over your sending reputation”

Lauren Del Vecchio, manager of global email deliverability, Klaviyo

Why are these changes being made?

Google and Yahoo partnered in this effort together to reduce the risk of phishing, spam, and malware. The two email providers will enforce the new email deliverability rules across both platforms from February 2024. 

“A key mission of Yahoo is to deliver messages that consumers want to receive and filter out the messages they don’t.” 

Marcel Becker, Senior Director of Product Management, Yahoo

“These changes are like a tune-up for the email world, and by fixing a few things under the hood, we can keep email running smoothly.” 

Neil Kumaran, Group Product Manager, Google

“Meeting these requirements will make it easier for inbox providers to identify you as a legitimate sender, which in turn will make it easier than ever for you to reach your subscribers.”

Shane McElroy, Product Manager, Klaviyo

When do the changes need to be made by?

You will need to have the above changes in place and effective from February 1, 2024.

Are there any other new requirements?

There are a handful of other new requirements but if you use Klaviyo, you don’t need to worry about them. The team at Klaviyo have already taken care of those for us! Those are:

  • Setting up SPF and DKIM email authentication for your domain
  • Ensuring that your sending domain and IP has valid forward and reverse DNS records
  • Formatting messages according to the Internet Messaging Format standard

Read more about the new Google + Yahoo sender requirements

Google's Stricter Standards

According to insights shared in a recent Litmus blog post, Google has implemented stricter email authentication standards and content scrutiny. The aim is clear: bolster security, reduce spam, and create a safer space for users.

In addition to Google, Yahoo has also introduced new deliverability rules, these changes may affect how emails are processed and delivered to Yahoo Mail users. Understanding and complying with these requirements is essential for continued success in reaching your audience via Yahoo Mail.

Authentication Standards Reinforcement

Google is now placing a greater emphasis on sender authentication. To align with these new standards, it's crucial to ensure that your email authentication protocols, such as SPF, DKIM, and DMARC, are correctly configured. This not only enhances security but also ensures that your emails are recognized as legitimate.

Content Scrutiny Intensifies

Beyond authentication, Google is scrutinizing email content more closely. Maintaining high-quality, relevant, and engaging content is now more important than ever. This not only avoids the spam folder but also ensures that your messages resonate with your audience.

Email List Maintenance

Regularly cleaning and updating your email lists is a practice endorsed by both Google and Yahoo. Removing inactive or unengaged subscribers not only aligns with the new requirements but also boosts overall deliverability.

Monitoring Sender Reputation

Keeping an eye on your sender reputation is a proactive step recommended by Litmus. Utilize tools like Yahoo Mail Postmaster and Google Postmaster to gain valuable insights into your sender reputation. This allows you to identify and address potential issues before they impact your email deliverability.


Adapting to these new rules may require some adjustments to your current email practices, but the investment is worthwhile for maintaining a strong and reliable communication and revenue channel. The key is staying informed and taking proactive measures, and getting ahead - so make a start today.

Thank you for staying tuned to the latest updates in the email landscape. We hope you found this useful!


Abby Millar

Content specialist with experience in food & drink