How to Keep Your Emails Out of the Spam Folder - 2024

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Gmail and Yahoo New Requirements
Specifically, Gmail and Yahoo will require bulk senders to:


1. Authenticate Emails of bulk senders

Senders will be required to verify their sender identities with standard protocols like SPF, DKIM, and DMARC.
  • SPF: Prevents unauthorized use by verifying sending IPs against permitted IPs listed in DNS records. This helps confirm the email came from an authorized source.
  • DKIM: Validates the domain in the "From" header by attaching a cryptographic signature. This proves the email hasn't been tampered with in transit. For DKIM, Gmail recommends using 1024-bit keys at minimum, but ideally 2048-bit keys for optimal security.
  • DMARC: Specifies how unauthenticated mail should be handled by receivers. Strict DMARC policies tell receivers to reject unauthenticated mail entirely.
Proper alignment of the "From" domain with the domains validated in SPF and DKIM is crucial. Misalignment will cause authentication issues with Google and Yahoo.


2. Optimize Sending Infrastructure

  • Add PTR records for reverse DNS lookup and verification. This maps IPs back to domain names.
  • Closely monitor reputation if using shared IPs. Gradual changes are recommended to avoid major blocks. Dedicated IPs are ideal.
  • Ensure the domain in the "From" header aligns with the domain validated in SPF and DKIM. Mismatches negatively impact reputation.

3. Facilitate Subscriber Preferences

  • Actively confirm opt-ins rather than just collecting email addresses. Double opt-in is ideal.
  • Regularly reconfirm subscriptions, at least every 6-12 months. This maintains list accuracy.
  • Provide easy, one-click unsubscribe links in all campaigns. Don't require recipients to log in or contact support.
How Will This Impact Cold Email?
These changes aim to ensure legitimate bulk-sending practices across the industry. For most well-intentioned cold email professionals, implementing Gmail's requirements should be relatively straightforward.
However, failure to fully comply with all policies by the February 2024 deadline could seriously hurt deliverability. Non-compliant emails risk being automatically sorted into the spam folder or even blocked entirely from reaching Gmail accounts.

Why These Inbox Protection Updates Matter
Many companies overlook critical steps like authentication and list management despite years of advice stressing their importance:
  • 40% of senders don’t implement SPF and DKIM authentication
  • 40% are unsure or don’t use DMARC policies
  • 58% rely solely on open and click tracking vs. list analysis to measure engagement
If you are focused on driving revenue through email, you must prioritize legitimate, permission-based outreach. And that means complying with the evolving inbox provider policies.

Top Tips to Keep Your Emails Out of The Spam Folder in 2024
Follow these best practices and strategies to fully comply with Gmail's updated sender requirements:
a) Implement SPF, DKIM, and DMARC for your sending domain, and quickly. For DKIM, use 1024-bit keys at a minimum for security.
b) Ensure the "From" domain aligns properly with domains validated in SPF and DKIM.
c) Watch IP and domain reputations closely and make gradual volume changes as needed.
d) Avoid shared IPs if possible to prevent reputation dips from other senders.
e) Actively confirm opt-ins, don't just collect emails. Require double opt-in for subscriptions.
f) Reconfirm subscriber consent regularly, every 6-12 months. Keep your list updated.
g) Provide visible, one-click unsubscribe links in all emails to make it easy for recipients.

FAQs About the Gmail Sender Update
Do you still have questions about how Gmail's new policies could impact your cold email efforts? Here are answers to some frequently asked questions:
What is the deadline to comply with Gmail's new requirements?
The new policies take effect on February 1, 2024. All bulk senders must be fully compliant by this date or risk deliverability issues.
Do the changes apply equally to all senders and email types?
The 5,000+ emails per day threshold targets high-volume bulk senders specifically. However, Gmail recommends that all senders follow best practices for authentication, consent, and formatting.
What happens if I exceed Gmail's maximum spam thresholds?
If your spam rate exceeds 0.1% for Gmail users, your emails will likely be automatically routed to the spam folder. Above 0.3%, you risk being blocked from sending to Gmail entirely.
How can I monitor my domain and IP reputation with Gmail recipients?
Sign up for Gmail's Postmaster Tools for visibility into your spam rate, authentication status, feedback loops, reputation, and other key metrics. This is essential for staying compliant.
Do I need infrastructure changes if I send from dedicated IPs?
If you send from dedicated IPs, configuring proper authentication and monitoring reputation is likely sufficient. Avoid shared IPs if possible.
How often should I reconfirm subscriber consent?
Aim to reconfirm subscriptions every 6-12 months. More frequent reconfirmation frustrates subscribers. Less often increases inaccuracy and complaint rates over time.