By February 2024, Google and Yahoo are enforcing new requirements on email marketers, that include more mandatory DNS authentication, one-click unsubscribe and some strict spam rates.

The primary purpose of these requirements is to block billions of malicious messages that are cluttering recipients’ inboxes. This will enhance the overall experience of email users.

On the other side, senders blasting emails in large batches will have the opportunity to tap into these changes, since this helps them improve their domain sender reputation, boost deliverability, reduce their spam rates, and preserve their trust with their customers.