New Gmail and Yahoo Email Authentication Requirements

Jan 23, 2024 | Uncategorized

Gmail and Yahoo Email Authentication Requirements

Effective February 2024, Gmail and Yahoo are implementing changes in email authentication that all email marketers must adhere to. The focus of these changes are to reduce spam, inbox clutter, and substantially decrease email fraud and phishing attacks. With that in mind, Gmail and Yahoo have published a list of non-negotiable requirements for data security.

Gmail and Yahoo Guidelines:

    • Email marketers must implement SPF (Sender Policy Framework) and DKIM (DomainKeys Identified Mail) to prevent unlawful activity involving fake website and domains.
    • Furthermore, high-volume marketers (sending 5,000+ messages per day) must enact DMARC (Domain-based Message Authentication, Reporting and Conformance) in addition to SPF and DKIM.
    • Spam rates (calculated using Google’s postmaster tools) must be maintained below 0.3%. Consider using a double opt-in feature, email list verification and removing inactive email addresses.
    • All communications must include a one-click Unsubscribe option. All unsubscribes must be processed within 2 days.
    • Any forwarding emails should contain ARC headers. Authenticated Received Chain (ARC) is an email authentication method that allows receiving mail servers to check for email authentication of a forwarded email.

What if you miss the February 2024 deadline?

Your emails may not be delivered to Gmail and Yahoo accounts. You may see a reduction in your email marketing results, it may impact your business and affect your customers.

The good news!

Zoho Campaigns is already set up to adhere to these guidelines. This will provide a clear pathway for Zoho email marketers.

How can AspenTech CRM help you adhere to the Gmail and Yahoo requirements?

AspenTech’s team of Zoho certified experts is here to assist with all of your email marketing needs and to answer questions regarding the new Gmail and Yahoo guidelines. We offer training and consultation in the use of Zoho Campaigns and a variety of other Zoho applications that you may be interested in.

If you’d like more information about any of the features mentioned above, Zoho CRM, any of the Zoho products, or you’d like to consult with one of our Zoho experts, please call (866) 880-4228 or send us an email at We are happy to help!