Google and Yahoo's New Requirements for Bulk Senders

7 minutes read
Sarah - 24.01.2024
Google and Yahoo's New Requirements for Bulk Senders

Email security is a critical factor in the digital communication world. To combat the influx of spam from bulk email senders, major email providers Google and Yahoo have implemented stringent measures. If these requirements aren't met, your emails could face delays, get blocked, or even be marked as spam.


To help you navigate these changes and ensure your compliance, HubSpot has introduced a new email security feature that focuses on the Sender Policy Framework (SPF) and Domain-based Message Authentication, Reporting & Conformance (DMARC).


This blog post will delve into what this new feature entails, why it matters, and how you can stay compliant.


Google and Yahoo’s new requirements for bulk senders

Google and Yahoo are implementing new requirements for bulk senders to ensure better email security. These requirements revolve around the implementation of SPF, DKIM, and DMARC protocols.


  • SPF (Sender Policy Framework): This protocol helps verify that an email comes from a domain that has permitted the sending server. In essence, SPF makes it harder for spammers to impersonate your domain.

  • DKIM (DomainKeys Identified Mail): This authentication technique allows the receiver to check that an email was indeed sent and authorised by the owner of that domain. It provides an encryption key and digital signature that verifies that an email message was not faked or altered.

  • DMARC (Domain-based Message Authentication, Reporting & Conformance): DMARC unifies the SPF and DKIM authentication mechanisms into a common framework and allows domain owners to declare how they would like an email from that domain to be handled if it fails an authorisation test.


These measures are intended to protect recipients against harmful emails such as spam, fraud, and phishing attacks. Non-compliance with these protocols can result in emails being blocked or marked as spam.


Who are bulk senders, and how will Google and Yahoo’s new requirements affect them?


Bulk senders are entities that send mass emails, such as newsletters, promotional emails, and updates, to multiple recipients at once. Businesses, marketing agencies, and organisations often fall into this category.


The new feature from HubSpot

In response to the stringent measures being implemented by Google and Yahoo, HubSpot has rolled out a feature that simplifies the process for users to adhere to these new requirements. The feature enables users to effortlessly copy DMARC and SPF records from HubSpot to their Domain Name System (DNS).


Furthermore, users can instantly check the connection status for DMARC, DomainKeys Identified Mail (DKIM), and SPF within HubSpot. This instant verification ensures that you're always in the loop about your email authentication status.


The new feature is designed to ensure that your email campaigns comply with the upcoming requirements set by major email providers like Google and Yahoo. By simplifying the process of email authentication, your marketing efforts become more streamlined and effective.


Moreover, with the use of this feature, your emails are less likely to be flagged as spam. This is because the feature strengthens your email's credibility by verifying its source, thereby reducing the chances of your emails ending up in the spam folder.


Staying Compliant: A Step-by-Step Guide

Adhering to these new requirements might seem daunting, but with HubSpot's new feature, it's simpler than you might think.


Here's a quick guide on how to stay compliant:

  1. Navigate to 'Settings' in your HubSpot dashboard.

  2. From there, go to 'Websites,' followed by 'Domains & URLs.'

  3. Select 'Connect a domain,' then 'Email Sending,' and finally, 'Connect.'

  4. To verify your domain status, go to 'Email sending domains' and review the connection status.

Email Sending Domains Compliancy


By following these steps, you'll be able to ensure that your email campaigns are compliant with Google and Yahoo's new email security measures.


The new email security requirements from Google and Yahoo will take effect starting February 1, 2024. These measures are part of their efforts to reduce the risk of phishing, spam, and malware, making it crucial for email marketers to comply.

Unleash the power of RevOps

Maximize revenue and sales today.

Begin experiencing faster growth by managing revenue generation cross-functionally. Download the complete guide to RevOps to learn how you can align your teams and scale revenue.

Get The Guide