December 13, 2023

Navigating Gmail and Yahoo’s Email Authentication Changes

Your Guide to Inbox Success

In February 2024, both Google and Yahoo are implementing essential changes in their email systems to combat the influx of unwanted spam emails. These changes, previously recommended best practices, will now become mandatory for senders. Failing to comply with these requirements may result in email delays, blocks, or spam folder placement. To help you adapt to these changes and maintain your email credibility, we’ve prepared a comprehensive guide.

Mailbox providers are enhancing their systems to protect users from spam and abuse. These measures seek to strike a balance between unauthorized and legitimate emails. You might be wondering how these changes will affect you, but fear not! We’ve outlined the key steps you need to take to meet these new requirements with HubSpot.

Here are the three primary requirements that all HubSpot Marketing and Connected Email users should keep in mind:

  1. Email Authentication: Authentication is crucial for verifying the legitimacy of your emails. Gmail and Yahoo will now require three primary authentication methods: SPF, DKIM, and DMARC. Failure to authenticate your emails may result in bouncebacks or being marked as spam. It’s essential to ensure that your ‘from addresses’ actively use your connected domain and are authenticated with DKIM or SPF. HubSpot provides resources to help you meet these authentication requirements.
  2. Enable Easy Unsubscription: Making it easy for recipients to unsubscribe from your emails is now a requirement. HubSpot already includes unsubscribe links in the footer of marketing emails by default. However, for emails sent from connected accounts, you’ll need to add unsubscribe links manually.
  3. Send Wanted Email: Sending emails without explicit consent is akin to inviting a stranger into your home. Senders with spam complaints exceeding 0.3% may experience delivery issues. Aim to maintain spam complaint levels at 0.1% or lower to ensure successful email delivery.

To address Yahoo spam complaints, you can check within the HubSpot app under Spam Reports. However, for Gmail, you’ll need to enroll in Google Postmaster Tools (GPT) to monitor spam complaints externally. GPT provides insights into your sending performance with Gmail, including spam rates, domain reputation, and more. As it is managed externally, refer to the Gmail Help Center for setup and troubleshooting assistance.

Useful links

  1. Google’s Official Email Authentication Guide: Link to Google’s official guide that provides in-depth information on email authentication, including SPF, DKIM, and DMARC. This authoritative source will help readers better understand the importance of these authentication methods and how to implement them effectively.Link: Google’s Official Email Authentication Guide
  2. Yahoo’s Postmaster Resources: Since Yahoo is mentioned in your blog, it’s beneficial to provide readers with a link to Yahoo’s Postmaster resources. This page offers insights into email deliverability and best practices, which can be valuable to those targeting Yahoo users.Link: Yahoo’s Postmaster Resources
  3. Google Postmaster Tools (GPT): To help users understand and enroll in Google Postmaster Tools for monitoring Gmail spam complaints, link to Google’s official page for GPT. This will provide readers with direct access to the tool and instructions on how to set it up.Link: Google Postmaster Tools (GPT)

While these 2024 requirements may appear daunting, remember that you’re not alone in navigating this evolving email landscape. If you have any questions or concerns, don’t hesitate to seek help from trusted resources like Google’s official guidelines. By working together, we can adapt to these changes and ensure effective email communication.

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