February 1, 2024: A new era of email authentication begins

From today, Google and Yahoo are rolling out new requirements for bulk senders, ushering in a new era of email compliance.

If you’re just learning about this now, here’s a quick summary: Google and Yahoo now require bulk senders – those who send more than or around 5,000 emails daily – to meet a set of authentication measures to ensure secure email delivery to addresses ending in gmail.com or yahoo.com.

The requirements come into effect from February 1, 2024, and will be enforced gradually and progressively. 

  • From Feburary 1, 2024: Bulk senders must implement requirements to avoid temporary errors on non-compliant email traffic.
  • April 2024: Non-compliant email traffic will start being rejected. The rejection rate will gradually increase.
  • From June 1, 2024: Bulk senders must implement one-click unsubscribe in all commercial & promotional mail.

If you don’t yet meet the requirements, now is the time to act.

In this article, we’ve curated a variety of resources to help you get ready – including our free Google and Yahoo Compliance Checker, Red Sift Investigate – and ensure your continued email marketing success. 

If you’re a marketer looking to better understand how to address the requirements and ensure deliverability, scroll to the bottom of this piece and you’ll find starred articles tailored to you – written by marketers, for marketers!

Breaking down Google and Yahoo’s requirements

This article breaks down the comprehensive list of requirements, their benefits, and provides guidance on how you can get ready for February 2024 and beyond. 

Read it here → A 2024 guide to mastering Google and Yahoo’s bulk email sender requirements 

The best tools to use to check your Google and Yahoo compliance

We realize that getting ready for these changes can be a daunting task. To help with this, we’ve identified some of the best tools you can use to check the compliance of your current email-sending setup. 

Read it here → The best tools to see if you meet Google and Yahoo’s new bulk sending requirements 

Common scenarios that may lead to failing the requirements

To help bring the requirements to life, we’ve laid out a list of common scenarios that may lead to non-compliance. They’re presented in a helpful, illustrative matrix format.

Read it here → Are you ready for Google & Yahoo’s bulk sending requirements? 

The world is not ready for Google and Yahoo’s bulk sending requirements

In light of the coming changes, we carried out some research to look at the world’s readiness for DMARC – and some of the revelations are startling. 33% of global enterprises have no DMARC record which automatically renders them non-compliant. The article dives into analysis per country and market index.

Read it here →  The world is not ready for Google & Yahoo’s bulk sending requirements: Now is the time to take action

Ready to check your Google Yahoo bulk sending compliance in less than 60 seconds?

Check your readiness now

2024: The year of DMARC as a business imperative

In this piece, our CEO explains why DMARC is no longer a nice-to-have. While Google and Yahoo’s bulk sending requirements are the main driver right now, there are a host of other requirements and recommendations on the way, from CISA, PCI DSS… the list goes on.

Read it here → 2024: The year of DMARC as a business imperative

What marketers should know about Google and Yahoo’s requirements for bulk senders ⭐

If you’re a marketer aiming to ensure consistent delivery to personal Google and Yahoo inboxes, it’s important you understand the upcoming changes and promptly review your sending practices. 

In this article, we’ll break down the requirements, explain what they mean, and help you get real-time insight into how your email setup stacks up with our free Google & Yahoo Compliance Checker tool, Red Sift Investigate.

Read it here → What marketers should know about Google and Yahoo’s requirements for bulk senders

Why successful email marketing relies on domain authentication ⭐

Domain authentication is a cornerstone of successful email marketing. So while the requirements may seem daunting right now, the rewards you will reap – across email deliverability and engagement rates, for example – are huge. We’ve mapped it all out for you and provided actionable tips on how you can make it into more inboxes. 

Read it here → Why successful email marketing relies on domain authentication

How marketers can work with their IT team ⭐

To implement the email authentication requirements that Google and Yahoo are mandating, marketers will need to collaborate with their IT team. If you’re unsure how to approach them or need guidance on how to communicate (and justify) your asks, this post should help you.

Read it here → How marketers can work with security to meet Google and Yahoo’s requirements

Free Google and Yahoo Compliance Checker tool 

If you want an easy way to make sure your email-sending domains are ready from February 1, 2024 and onwards, Red Sift makes it easy. 

In under a minute, our free Investigate tool checks how you stack up against Google and Yahoo’s requirements and provides a visual breakdown of exactly what you need to action. 

Check your readiness now → Red Sift Investigate

Where to go from here? 

It’s easy to try to ignore these new requirements from Yahoo and Google, but the repercussions for doing so will be significant. Take the first step today with Red Sift Investigate and reach out to your security team to get the conversation going. We are here to help, and you can always talk to a Red Sift expert to help begin your journey to Google and Yahoo bulk sender compliance.  


Francesca Rünger-Field

1 Feb. 2024



Recent Posts


Red Sift Recognized on Deloitte’s EMEA Fast 500™ List

Francesca Rünger-Field

We’re thrilled to share that Red Sift has been included in Deloitte’s 2023 EMEA Fast 500 list. This recognition stems from 389% revenue growth over three years, $54 million in Series B funding, acquiring ASM innovator Hardenize, and introducing the Red Sift Pulse Platform. Read the press release here. About the award The Deloitte Technology Fast…

Read more
Brand Protection

The vital role of cybersecurity for Nonprofits: A deep dive 

Sean Costigan

Save the Children, a beacon of hope and change, has been dedicated to improving the lives of children for over a century. Founded in London, it now has a presence in 29 nations, employing 844 staff members in the UK alone and engaging over 3600 formal volunteers. As charities and nonprofits like Save the…

Read more

Red Sift brings DMARC data to the SOC with new Cisco XDR…

Rebecca Warren

Today, we’re thrilled to announce that we’re extending our partnership by joining the Cisco Security Technical Alliance and integrating Red Sift OnDMARC with Cisco XDR. This integration builds on the Domain Protection partnership we announced in November 2023 to bring visibility of business email compromise into the SOC (security operations center). At release, Red…

Read more

Preventing certificate related violations in cybersecurity frameworks:  A guide to certificate monitoring…

Rebecca Warren

TLS is one of the most widely adopted security protocols in the world allowing for unprecedented levels of commerce across the internet.  At the core of the TLS protocol is TLS certificates. Organizations must deploy TLS certificates and corresponding private keys to their systems to provide them with unique identities that can be reliably…

Read more