---
title: WEBITMD NEWSLETTER VOL.21
description: Starting in February of next year, Google and Yahoo are implementing stricter requirements for email senders to enhance inbox security and reduce spam. See what's changing.
image: https://blog.webitmd.com/hubfs/blog-newsletter_thumbnail_volume21_updated.jpg
---

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# WEBITMD NEWSLETTER VOL.21

 Reading Time: 4 minutes

![WEBITMD](https://blog.webitmd.com/hubfs/WEBITMD%20avatar%20pink%202000%20px.jpg)

By WEBITMD

December 1, 2023

![newsletter_vol_21_headerImage](https://blog.webitmd.com/hs-fs/hubfs/newsletter_vol_21_headerImage.jpg?width=1497&height=580&name=newsletter_vol_21_headerImage.jpg)

THE FUTURE OF EMAIL DELIVERABILITY

What's going on in the world of email deliverability? Well, starting in February of next year, Google and Yahoo are implementing stricter requirements for email senders to enhance inbox security and reduce spam.

These changes will affect all senders, but bulk senders (defined as those sending 5,000 or more emails per day to Google accounts) will feel it the most. 

Today, we're sharing the details on what's changing and how you can adapt so your emails don't get left in the cold. 

---

## WHAT'S CHANGING IN 2024? 🤔

Both [Gmail](https://blog.google/products/gmail/gmail-security-authentication-spam-protection/?utm_campaign=2023%20Newsletter&utm_source=hs_email&utm_medium=email&_hsenc=p2ANqtz-_JvRuUKAtqBEycff4_p60UEPDRHqrGrY1WUZOH7Yc4ccJGHJO8b_528Dx1-KTrlQIFY6PD) and [Yahoo](https://blog.postmaster.yahooinc.com/post/730172167494483968/more-secure-less-spam?utm_campaign=2023%20Newsletter&utm_source=hs_email&utm_medium=email&_hsenc=p2ANqtz-_JvRuUKAtqBEycff4_p60UEPDRHqrGrY1WUZOH7Yc4ccJGHJO8b_528Dx1-KTrlQIFY6PD) recently announced a new set of requirements that senders must adhere to by February 2024 for their emails to be delivered.

The good news is that you're probably familiar with these requirements since they're already best practices for email deliverability.

## THE NEW SENDER REQUIREMENTS:

- **Authenticate your email addresses **using [**DKIM**](https://knowledge.hubspot.com/domains-and-urls/connect-your-email-sending-domain?utm_campaign=2023%20Newsletter&utm_source=hs_email&utm_medium=email&_hsenc=p2ANqtz-_JvRuUKAtqBEycff4_p60UEPDRHqrGrY1WUZOH7Yc4ccJGHJO8b_528Dx1-KTrlQIFY6PD) (Domain Keys Identified Mail), [**SPF**](https://knowledge.hubspot.com/email/do-i-need-to-add-hubspot-to-our-spf-record?utm_campaign=2023%20Newsletter&utm_source=hs_email&utm_medium=email&_hsenc=p2ANqtz-_JvRuUKAtqBEycff4_p60UEPDRHqrGrY1WUZOH7Yc4ccJGHJO8b_528Dx1-KTrlQIFY6PD) (Sender Policy Framework), and [**DMARC**](https://knowledge.hubspot.com/email/can-i-use-a-dmarc-policy-with-hubspot?utm_campaign=2023%20Newsletter&utm_source=hs_email&utm_medium=email&_hsenc=p2ANqtz-_JvRuUKAtqBEycff4_p60UEPDRHqrGrY1WUZOH7Yc4ccJGHJO8b_528Dx1-KTrlQIFY6PD) (Domain-based Message Authentication, Reporting and Conformance).
- **Always maintain a spam rate below 0.3%** (less than 3 spam reports for every 1,000 emails you send), but ideally 0.1%.
- **Add one-click unsubscribe options**, as shown in the example below. This is automatically enabled for HubSpot marketing emails, but you'll want to [set them up for your 1:1 sales emails](https://knowledge.hubspot.com/email/add-an-unsubscribe-link-to-my-one-to-one-emails?utm_campaign=2023%20Newsletter&utm_source=hs_email&utm_medium=email&_hsenc=p2ANqtz-_JvRuUKAtqBEycff4_p60UEPDRHqrGrY1WUZOH7Yc4ccJGHJO8b_528Dx1-KTrlQIFY6PD) too.

![One-click_unsubscribe-example-1](https://blog.webitmd.com/hs-fs/hubfs/One-click_unsubscribe-example-1.jpg?width=706&height=149&name=One-click_unsubscribe-example-1.jpg)

## WHAT'S AT STAKE? 😬

Senders that frequently violate the new rules will find it harder and harder to hit the inbox, and they may have their emails blocked entirely. Serious cases can result in your email accounts getting suspended.

Penalties are applied at the *domain level*, so if your email is suspended, every other address associated with that domain will be suspended as well.

But, as we said, the new rules aren't anything groundbreaking; they just reaffirm the best practices that senders should have been following all along. 

## WHAT SHOULD YOU DO NOW? ✅

In addition to making sure that you are following all of the new requirements, we recommend that you:

- Scale your email volume slowly to avoid issues
- Avoid purchasing email lists
- Eliminate any low-performing outbound sequences
- Consider double opt-in to confirm consent

If you want more personalized advice, we're here to help. Just [drop us a line](https://webitmd.com/contact?utm_campaign=2023%20Newsletter&utm_source=hs_email&utm_medium=email&_hsenc=p2ANqtz-_JvRuUKAtqBEycff4_p60UEPDRHqrGrY1WUZOH7Yc4ccJGHJO8b_528Dx1-KTrlQIFY6PD) and our experts can ensure you and your team are in the clear when February rolls around.

---

😉 *TLDR: Authenticate your email addresses, keep spam rates below 0.3%, and add one-click unsubscribe options. *

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