Google’s New Email Deliverability Rules Summarized

new email on tablet
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Take a deep breath and let’s dive in:

First… Google’s changes affect sending email to contacts whose email addresses end in or After a review of our clients’ accounts, this accounts for the majority of email accounts.

You should be able to check your system to see what your percentage of Google email addresses are.

Yahoo is doing something similar and while they’re often a much smaller percentage of contact emails, you want to ensure your emails are getting through.

Second… Changes go into effect on February 1, 2024.

Here’s a rundown:

  1. Verify your domain name. In our case, the domain name is the “” portion of our email address. This means setting DKIM (can also be SPF) email authentication for your domain.

    Check with your email service provider on how to do systems vary in the “how”. You will also need to access wherever you bought your domain from (GoDaddy, etc.) in order to update the records.
  2. Keep spam rates below 0.10% and “avoid” (Google’s word) ever reaching a spam rate of 0.30% or higher. Best ways to do this are to ensure all new opt-ins confirm they want to receive your emails, email regularly so they don’t forget who you are/what they signed up for, consistently review your list and run re-engagement campaigns/remove contacts who are inactive/unengaged.
  3. Ensure that your opt-out links are easy to find in each email. Most services automatically add them to the bottom of your email and, depending on your phone and software, many iPhones include an “unsubscribe” link near the subject line when reading on the phone. 

You can read all the details from Google here.

If this stuff makes your head spin, you’re not alone. Reach out to your webmaster or virtual assistant for assistance. 

Don’t have either?

Reach out to your email service provider, chances are they have some video tutorials to support you — it’s in their best interest (and yours!) for you to be able to send emails. Same with your domain host.

Remember… you’re not alone! We’re all in this together!