Is Your Business Prepared for 2024’s Email Regulation Changes?

Get ready for some news that might just change the way you approach your inbox. Brace yourselves for crucial updates to email sending requirements set to shake things up in February 2024. Recently, Google and Yahoo dropped the bomb with fresh guidelines on email authentication, consent, and engagement.

Feeling a bit overwhelmed? Don’t worry, we’ve got your back! In this article, we’ll break down these changes and guide you through the nitty-gritty. So, grab a coffee, settle in, and let’s dive into the world of email evolution.

Overview of Upcoming Email Changes

Let’s delve into the three pivotal areas where Google and Yahoo are introducing new requirements and how these changes might impact your business:

  • Email authentication:

To prevent emails from bouncing or being marked as spam, Google and Yahoo recommend implementing authentication methods such as DKIM, SPF, and DMARC. Understanding and adopting these measures are vital to maintaining a healthy email deliverability rate.

  • Easy unsubscription:

Recipients must have a straightforward way to unsubscribe from marketing emails. Ensuring this functionality not only complies with guidelines but also fosters positive recipient interactions.

  • Sending wanted emails only:

Adhering to guidelines regarding spam rates is crucial. Maintaining a low spam rate ensures that your contacts receive your emails successfully, avoiding issues like delays, spam filtering, or bounces.


 Refusing to make changes? Prepare for these challenges.

Avoiding these critical adjustments might expose your business to several challenges:

  • Emails not getting through: Your important emails might not reach people because they could end up in spam folders or be rejected by email servers.
  • Bad reputation: If you don’t meet email provider requirements, your sending reputation may suffer. This makes it more likely for your emails to be marked as spam.
  • Blacklisting: Persistent non-compliance may get your business blacklisted by email providers, severely limiting your ability to send emails.
  • Lost trust: Customers may lose trust in your business if crucial emails, like order confirmations, regularly end up in spam folders.
  • Legal trouble: Ignoring email requirements might lead to legal consequences and fines, especially regarding anti-spam laws.
  • Low email open rates: Emails in spam folders are less likely to be opened, reducing the effectiveness of your email campaigns.
  • Increased support requests: Customers who miss important emails might flood your customer support with inquiries, impacting team workload and customer satisfaction.

Next Steps: How to comply

The transition might seem overwhelming, but our focus is to guide you through it seamlessly. Here’s a breakdown of steps to help your business comply with the upcoming changes:

Implement email authentication methods:

Understand and deploy DKIM, SPF, and DMARC to authenticate your emails effectively. This not only safeguards your emails from being marked as spam but also enhances your overall email deliverability.

Streamline unsubscription processes:

Review and update your email communication processes to ensure recipients can easily unsubscribe. This not only aligns with new guidelines but also enhances your reputation as a considerate sender.

Monitor and manage spam rates:

Regularly assess your email marketing practices to maintain a spam rate of 0.1% or less, as recommended. Consistently exceeding 0.3% may lead to performance issues, affecting your email communication.


Our team at Attentus Technologies is full of knowledgeable people who can help. We have over 20 years of experience with I.T., so there’s a good chance we’ve solved the problem you’re having for someone else already. We also provide a committed 24/7 IT support desk so you can reach out for questions any time you have them. Contact us today to get started.