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New Year, New Rules: Complying With DMARC Email Marketing Requirements in 2024

  • Alyx 

A new year is always a time for change. And in 2024, Google and Yahoo are rolling out updated guidelines for bulk email senders, aimed at boosting deliverability and fighting the good fight against spam. This is good news: not only will it positively impact your deliverability, it’s easy to implement.

Why the update?

It’s simple: to create a cleaner, more secure environment for both senders and recipients. The new requirements fall into three key categories:

  • Authentication: Email authentication verifies you’re a legitimate sender, not a spammer. If you’re sending emails already, you’ve probably already taken the first step by setting up SPF (sender policy framework) and DKIM (domainkeys identified mail) records, even if you weren’t sure what they did. Now, the next crucial step is publishing a DMARC policy. Stay tuned
    , we’ll explain this shortly!
  • Simple unsubscribes: No more requiring users to authenticate or navigate labyrinthine unsubscribe processes. One-click unsubscribe provides a better user experience. Luckily, if you’ve already been offering this option, you’re already ahead of the curve!
  • Spam complaints: If you’re diligently collecting opt-ins with proper consent, spam complaints likely won’t be a concern. But it’s always good practice to maintain a healthy email list and engage your audience thoughtfully.

Mastering DMARC:

So what is DMARC? The DMARC policy (Domain-based Message Authentication, Reporting & Conformance) acts as your email’s official security document, telling the world how to handle messages claiming to be from your domain. Setting it up properly is simple.

By February 1, 2024, publish your DMARC policy with your domain provider. Ensure this TXT record is added to your DNS settings with “” replaced with your actual company domain:

Hostname: Value: v=DMARC1; p=none;

It’s straightforward, whether you manage DNS yourself or need to put in a ticket so that your IT team can handle the DNS settings. (You can learn even more about DMARC records, including other options like adding a “rua” value to designate an email address that will receive DMARC reports, in Google’s documentation here.)

These new email requirements might seem like extra hurdles, but they’re ultimately a positive step towards a more reliable and enjoyable email experience for everyone. By taking the small steps outlined above, you can ensure your business thrives under the new rules, reaching your target audience effectively and building lasting relationships.