{"id":17952,"date":"2024-01-30T17:01:24","date_gmt":"2024-01-30T21:01:24","guid":{"rendered":"https:\/\/illumin.com\/?p=17952"},"modified":"2025-01-30T06:05:46","modified_gmt":"2025-01-30T11:05:46","slug":"google-and-yahoo-email-marketering","status":"publish","type":"post","link":"https:\/\/illumin.com\/insights\/blog\/google-and-yahoo-email-marketering\/","title":{"rendered":"Have Google and Yahoo found email marketers\u2019 Achilles heel?"},"content":{"rendered":"

Google and Yahoo will update their email policies in February 2024 to reduce spam and improve customers\u2019 experience. But how will this impact email marketers? Will these changes add blockades to your email marketing strategy in 2024?\u00a0<\/span><\/p>\n

The short answer is no, as long as you\u2019ve followed email marketing<\/a> best practices. The organizations the policies impact are the ones who\u2019ve irresponsibly collected or bought email lists, and whose strategies rely on mass emailing rather than strategic, targeted communication.<\/span><\/p>\n

In its announcement, <\/span>Google says<\/span><\/a>: \u201cStarting in 2024, we\u2019ll require bulk senders to authenticate their emails, allow for easy unsubscription, and stay under a reported spam threshold.\u201d\u00a0<\/span><\/p>\n

When bulk senders don\u2019t securely configure their systems, they are left vulnerable to attackers who can easily target them and their recipients. This is just one reason why Google and Yahoo are keen to implement policies to protect their users.\u00a0<\/span><\/p>\n

Another key factor: for many email users, bulk emails are a frustration. By limiting bulk emails and effectively filtering spam, Google and Yahoo can cement themselves as user-friendly. For marketers who rely on bulk emailing, it may pose challenges.\u00a0<\/span><\/p>\n

Regarding security, Google states that their new policy will help validate \u201cthat a sender is who they claim to be.\u201d This should come as no surprise; email marketers with above-board practices have nothing to worry about on this front.\u00a0<\/span><\/p>\n

Google also now requires that emails sent to Gmail addresses have some form of authentication. Since these requirements were implemented in 2023, Google\u2019s seen unauthenticated messages drop by 75% \u2013 helping to declutter inboxes and block scammers.\u00a0<\/span><\/p>\n

Decluttered inboxes are great news for email marketers. With less spam floating around, qualified subscribers are more likely to see, open, and read the messages they receive. Google\u2019s new policy hopes to improve upon this, blocking even more unwanted emails from reaching their users.\u00a0<\/span><\/p>\n

How will Google and Yahoo’s changes impact email marketers?<\/span><\/h2>\n

Marketers who send less than 5000 emails a day will have an easier time following Google and Yahoo\u2019s new policies, but there are still several requirements they need to pay attention to. Many of these items are already best practices.\u00a0<\/span><\/p>\n

Email marketers should do the following to ensure their emails always reach their subscribers:\u00a0<\/span><\/p>\n