Importance of having a Domain Email

By Angela Cammaert

3 minute 45 sec read time

It’s important to remember that email plays a crucial role in our daily lives, especially in business and marketing. However, it’s also a prime target for cyberattacks and fraudulent messages. In light of this, public email providers like Google and Yahoo are implementing new email authentication standards that started on April 1, 2024, to combat spam and malicious emails.

Safer, less spammy email box

The new requirements focus on email authentication to prevent domain spoofing, which can enable cybercriminals to use unprotected sending domains for malicious purposes. These requirements apply strictly to “Bulk Senders” who send 5000 emails per day and include DMARC policy, SPF & DKIM alignment, and one-click unsubscribe functionality.

DMARC Policy: “Bulk Senders” must have a DMARC policy in place that specifies how email providers should handle unauthenticated messages.

SPF & DKIM Alignment: “Bulk Senders” must ensure that they send emails that either have SPF or DKIM alignment. This means that the domains that send the emails must match the domains in the SPF and DKIM records.

One-Click Unsubscribe: This is more often associated with newsletter email distribution services; however, this may apply to you if you regularly send promotional emails to clients. In simple terms, it must be easy for recipients of your emails to unsubscribe with a single click.

Both Google and Yahoo gave plenty of notice of the deadline for these changes, and Apple also plans to join the process of enforcing email security best practices. If you’re an email distribution company or utilize third-party email distribution services, it’s critical to ensure that you’re compliant with these new requirements to avoid disruptions in email delivery.

When do you need the email validation?

  • April 2024 – Google and Yahoo will start to reject a percentage of non-compliant email traffic and gradually increase the rejection rate.
  • June 2024 – “Bulk senders” must have implemented one-click unsubscribe functionality.

New requirements for bulk email senders

Gmail now requires senders to keep the spam complaint rate below 0.3%. If a larger share of your recipients mark your emails as spam, your sender reputation will decrease—and you’ll have a harder time reaching the inbox. To keep an eye on your spam report data from Gmail users, you’ll have to register your domain with a dedicated service, Google’s Postmaster Tools. Registering your domain is free; it only takes a couple of minutes. Once you’re set up and Google has collected some email data, you can see aggregated spam report information in Google Postmaster Tools.

Sign up for Google Postmaster Tools and Yahoo’s Complaint Feedback Loop to check and keep track of your rates.

Pros and Cons of Sending Email Marketing

Only send to someone who wants your email when you’re sending to a personal Gmail address. You can do this by building your own mailing list. 

Personalize your emails; don’t just bulk-send canned templates. You can easily create templates and add spots for unique, custom text in every email you send.

Don’t send to people who don’t respond to your emails after multiple outreach attempts. Watch how often you’re sending to contacts. (The outreach history and filters display all previous connections and the dates you last contacted them.)

Simplify Unsubscribe Actions – Businesses can follow a few best practices when simplifying user unsubscribe actions. First, ensure the unsubscribe button is easy to find and prominently displayed within the email. Additionally, consider offering options for users to adjust their email preferences rather than only providing an all-or-nothing unsubscribe option.

Don’t send to people who don’t respond to your emails after multiple outreach attempts. Watch how often you’re sending outreach history to contacts. Filters display all previous connections and the dates you last contacted them.


Even if you are not a bulk sender, we strongly recommend implementing the following authentication and spam monitoring as soon as possible. It does not matter who your email provider is; users want safe, secure emails, and all providers will follow suit.

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