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Important Changes to Email Deliverability in 2024


If you send email via a 3rd party platform like MailChimp, Constant Contact, Keap, etc. – you will see a dramatic decline in your email deliverability unless you take action, including being blocked altogether

What’s nearly unbelievable is that, even if you are just sending emails to your clients or opted-in contacts in the course of your regular business practices, YOU MAY SOON HAVE MOST OF YOUR EMAILS GOING TO SPAM.


As 2024 unfolds, Google and Yahoo are setting new standards for email delivery. These aren’t just suggestions; they’re requirements to ensure your emails reach their destination and aren’t marked as spam. Starting in February, these changes will primarily affect bulk email senders, but it’s wise for everyone to be prepared. Before we dive into the changes, let’s understand some crucial terms:

    • SPF (Sender Policy Framework): Think of SPF as a guest list for your emails. It’s a list stored online that tells email providers which mail servers are allowed to send emails from your domain. If an email comes from a server not on the list, it’s treated with suspicion.
    • DKIM (Domain Keys Identified Mail): DKIM is like a fingerprint for your emails. It uses a digital signature to verify that the email hasn’t been tampered with on its journey and truly comes from your domain. It’s a way of adding a layer of trust to your messages.
    • DMARC (Domain-based Message Authentication, Reporting & Conformance): DMARC is like a set of instructions you leave for email providers. It uses SPF and DKIM to determine the authenticity of an email and then tells the provider what to do if the email doesn’t pass the test (like rejecting it or putting it in spam).
    • Authentication is Key: Both Google and Yahoo will require you to authenticate your emails using DKIM. Plus, you’ll need a basic DMARC record. If you’re already using these, great! If not, it’s time to start. Own Your Domain: Sending emails from or similar is a no-go. You need to use an email address from a domain you own. This move is vital for meeting the new authentication standards. Keep Complaints Low: Google wants your spam complaint rate under 0.3%. High rates may lead to your emails being blocked. Gmail is Removing Inactive Accounts:
    • Since December 1st, Gmail has been removing inactive accounts dormant for 2+ years.  Regularly cleaning and updating your subscriber lists is becoming increasingly crucial to ensure you maintain a healthy email list and sender reputation.
    • Here’s what you need to

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  • Who’s Affected? ALL EMAIL SENDERS CERTAINLY & especially those sending bulk emails. 
  • What if I Don’t Comply? Google and Yahoo might block your emails, damaging your reputation and deliverability. 
  • Does Sending Volume Matter? While there’s talk of a 5K daily sending limit, it’s not a safe zone. ALL SIZES NEED TO BE AUTHENTICATED. 
  • What About Low-Volume Senders and DKIM? Fear not! DKIM is beneficial regardless of your sending volume, improving your open rates and reputation. 
  • What if I’m a High-Volume Sender? It’s crucial to transition off generic authentication and onto your domain. This might seem daunting, but it’s essential for maintaining deliverability.
  • What is EMAIL AUTHENTICATION? Email authentication is a bit like a passport for your emails, proving they’re legitimate and not spam or phishing attempts. Before we get into the specifics, ensure your sending domain is valid (at least 30 days old) and points to a live website, not a blank page. It should also have an MX record, which is like a signpost directing emails to the right server. Below is a straightforward video walkthrough on how to implement SPF, DKIM, and DMARC into your domain’s DNS records. This specific video goes through the step-by-step instructions via the Google Workspace Suite. If you don’t use Gmail, the authentication steps will be similar, but may look different based on your email provider.

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