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Adapting to Gmail and Yahoo's New Email Sending Policies: How Net Atlantic is Ensuring Compliance

by R. J. Phipps

Email Sender Authentication


In a significant move, Gmail, in partnership with Yahoo, announced updated email sending guidelines, set to be implemented from February 2024. These guidelines, focusing on a more secure and user-friendly email environment, are particularly relevant for senders who distribute high volumes of emails to Gmail accounts. Compliance with these new requirements is vital for email service providers, as it ensures smooth email delivery and fosters trust between senders and recipients, ultimately leading to enhanced delivery and email engagement.

Understanding the New Requirements

The updated guidelines, effective February 2024, introduce specific mandates for all email senders, with additional stipulations for those sending over 5,000 emails per day to Gmail accounts. The focus is on authenticating outgoing emails to prevent them from being marked as spam or blocked by Gmail.

Email authentication techniques such as SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting & Conformance) are now imperative. These protocols confirm the sender's identity, protect recipients from malicious content, and ensure emails are delivered to the inbox.

Net Atlantic's Role in Authentication

At Net Atlantic, our technical support team is ready to help clients and their IT or security teams in setting up email authentication (SPF, DKIM, and DMARC) for those using dedicated servers or IP addresses. For users of our shared IPs, we've facilitated the setup of DKIM and DMARC. We will continue and expand this support, ensuring all our customers comply with these new standards.

Facilitating Easy Unsubscribes

Gmail and Yahoo are now requiring a straightforward, one-click unsubscribe process, with the expectation that unsubscribes are honored within two days. They are also mandating an unsubscribe link at the top of their webmail clients, moving from a suggestion to a requirement.

In response, Net Atlantic will introduce a new header supporting this one-click opt-out process. We have always advocated for immediate action on unsubscribe requests, and this will remain our standard practice.

Encouraging Relevant Email Content

Yahoo and Gmail will intensify actions against emails with high spam complaint rates. Keeping spam complaints below 0.03% is essential. Sending content that your subscribers value is key to maintaining a low complaint rate.

Preparing for the Changes

Configuring SPF, DKIM, and DMARC records in your domain's DNS settings is a crucial step in setting up email authentication. We recommend consulting with your domain provider or following Gmail's authentication guides for accurate setup.

We advise early compliance with these guidelines, well before the February 2024 deadline. Early adoption not only facilitates a smooth transition but also helps in identifying and resolving any delivery issues in advance. This proactive approach is crucial in maintaining a solid sender reputation and ensuring your emails continue reaching Gmail users successfully.


The upcoming changes in Gmail’s sending guidelines, aiming to enhance email security and delivery, necessitate a swift and effective response from senders. Proper setup of email authentication protocols like SPF, DKIM, and DMARC is now more crucial than ever. At Net Atlantic, we are committed to guiding and assisting our customers through these changes, ensuring that everyone is well-prepared to meet these new requirements. By adhering to these standards, we’re not just complying with industry norms but also taking significant steps in building trust and engagement with our email recipients.


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