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Is Your Email February 1 Compliant?

    Gmail / Yahoo / DMARC Info
    Compliance Required Feb 1 2024

    TL;DR Version
    🌟If you send emails to a list, you will need to do it from a verified domain that you own.
    🌟You must have a one-click unsubscribe
    🌟If your list is greater than 5K, then you will need to be in DMARC compliance

    Beginning Feb 1, 2024, Google and Yahoo will require all email senders, big and small, to follow these guidelines:

    1) Authenticate your sending domain (which you can’t do if you don’t own the domain)
    2) Allow for one-click unsubscribes
    3) Stay below a spam rate threshold

    If you’re wondering if this will impact you as someone who sends mail to a list, the answer is YES. Gmail has over a third of opened emails and Yahoo’s percentage is 2.55%. Honestly, I use a Gmail account for signing up for lists rather than my own domain-based one. Looking at my own mailing list, that’s true of most people.

    🌟Authenticate Your Sending Domain

    Domain authentication does for email what your driver’s license, passport, and birth certificate do to prove your identity. If you send bulk emails to a list, you are now required to authenticate your email domain. For example, mine is and I had to authenticate (take steps to prove that I own that domain) that with SiteGround, where my website is hosted. Many people still use Gmail or Yahoo to “send to their list,” but you’re not going to be able to do that any longer. It’s impossible to authenticate a domain that you don’t own. Under the new rules, you’ll have to purchase your own domain, and use an email address related to that domain, if you don’t already have one. For example, you won’t be able to use jennysflowershop @  You would need to purchase a domain like jennysflowershop dot com and have an email address like hello@jennysflowershop dot com

    If you already have a domain name and a website, you might have a free email associated with your domain. Many website hosts provide that.

    🌟Allow One-Click Unsubscribes

    Have you ever tried to unsubscribe from a list and you have to go through two or three clicks in order to get it done? It’s really annoying, isn’t it?!? Now Google and Yahoo will require all senders to offer a one-click unsubscribe option! (I’m doing the happy dance over that one!!!) Additionally, no more “Unsubscribes might take 5-7 days to process.”  The new standard is not more than 2 days. 

    🌟Stay Below a Spam Rate Threshold

    Google has announced its threshold at 0.03%. Yahoo has  not announced its threshold yet, but it is expected to be similar. Some email platforms have their own spam thresholds which are stricter than industry standards. This is good for everybody.



    🌟Set up a DMARC record (for people who send more than 5K emails/day)

    These senders will need to set up another security protocol, DMARC (Domain-based Message Authentication, Reporting & Conformance).

    DMARC checks the SPF (Sender Policy Framework) and DKIM (DomainKeys Identified Mail) records. This is a TXT record in the DNS setting of your domain.  This benefits you and your client by protecting against phishing and spoofing. Only legitimate emails get to your list’s inboxes. This helps your deliverability rates.

    For those who have some understanding of tech, you can probably walk through this using an online resource. Many mail platforms have their own instructions for doing this. If you aren’t inclined to the tech side of things, or simply don’t wish to use your time in this manner, it’s best to hire someone. The important part is to be in compliance before February 1. Don’t leave it until the last couple of days of January to accomplish. 


    Happy emailing!

    Are You February 1 Compliant for Email?