In February 2024, Google and Yahoo tightened the reins on email deliverability. Many marketers question how to address the new rules while sending targeted emails to drive leads and nurture contacts through the pipeline. Below are simple, actionable steps, whether you're a B2B or B2C marketer.

The new rules put forth by Google and Yahoo are an effort to reduce spam and simplify and secure inboxes. For our purposes, we'll address the aspects of the rules related to reducing spam. In essence, these new email requirements make it easier for recipients to unsubscribe, which means marketers must optimize for engagement rather than volume. Specifically, marketers must enable simple, one-click unsubscribes and maintain a spam complaint threshold of under 0.3%. For Google, these rules will apply to companies and marketers that send more than 5,000 messages daily. (Yahoo has not specified volume parameters.)
The new rules put forth by Google and Yahoo are an effort to reduce spam and simplify and secure inboxes. For our purposes, we'll address the aspects of the rules related to reducing spam. In essence, these new email requirements make it easier for recipients to unsubscribe, which means marketers must optimize for engagement rather than volume. Specifically, marketers must enable simple, one-click unsubscribes and maintain a spam complaint threshold of under 0.3%. For Google, these rules will apply to companies and marketers that send more than 5,000 messages daily. (Yahoo has not specified volume parameters.)