In a move to enhance email security and user experience, Google has unveiled new requirements for bulk senders, particularly those dispatching over 5,000 emails to Gmail addresses within a day. Recognizing the evolving and increasingly intricate threats two decades after Gmail’s inception, Google’s objective is to fortify inbox protection and curb spam.

While Gmail’s AI defenses already prevent more than 99.9% of spam, phishing, and malware from entering user inboxes, the company recognizes the need to address the challenges posed by bulk senders. Many of these senders have inadequately secured systems, making it difficult to authenticate their legitimacy.

Recently, Google implemented a policy demanding authentication for all emails sent to Gmail addresses. As a result, there’s been a 75% reduction in unauthenticated messages, ensuring billions of potential threats never reach users.

Starting February 2024, Gmail’s new stipulations for bulk senders will include:

1. Email Authentication: Bulk senders will need to robustly authenticate their emails, reinforcing confidence in email origins and plugging security gaps often exploited by cyber adversaries.
2. Simplified Unsubscription: To enhance user experience, bulk senders must offer Gmail users a straightforward one-click option to unsubscribe from commercial emails. All requests for unsubscription should be processed within 48 hours.
3. Regulated Email Content: Gmail will implement a clear spam rate threshold for senders, ensuring Gmail users aren’t overwhelmed with undesired messages. This initiative is groundbreaking in the email industry and aims to further reduce the amount of spam users encounter.

Yahoo, a notable industry partner, also endorses these changes. Marcel Becker, Sr. Dir. Product at Yahoo, emphasized that all email users deserve an optimal security experience, which can be achieved through collective efforts within the email industry.

Many email senders already adhere to these practices, which Google believes should be basic email etiquette. For others, Google promises clear guidelines in the lead-up to the enforcement of these requirements in 2024. In essence, these modifications are akin to a tune-up for the email ecosystem, ensuring its continued efficient operation. Maintaining the integrity and safety of email communication is a continuous effort, and Google pledges to stay at the forefront of this endeavor alongside the broader email community.

Click here to read the entire article from Google.

Here’s a Summary of Yahoo’s Announcement

Yahoo has reinforced its commitment to delivering messages consumers genuinely want and filtering out the unwanted ones. Despite providing best practices and assistance through their Sender Hub, many bulk senders still haven’t adequately secured their systems. This lack of security has left openings for malicious activities.

To combat this, Yahoo is emphasizing the importance of sender validation using email authentication standards. Such measures will assist in blocking billions of harmful messages and maintaining a cleaner inbox for users.

Starting in the first quarter of 2024, Yahoo will mandate that bulk senders:

1. Authenticate their email: Implementing stronger email authentication using standards like SPF, DKIM, and DMARC will be essential.
2. Enable easy unsubscription: A one-click unsubscribe option should be available for users. Senders must respond to such requests within two days.
3. Send only wanted emails: To keep inboxes uncluttered, Yahoo will enforce a threshold to monitor and reduce spam.

These changes will be implemented across all domains and consumer email brands hosted by Yahoo Mail. They aren’t alone in this effort. Google supports the initiative, emphasizing the global need for a safer email environment.

Click here to read the entire article from Yahoo.