New email rules 2024: Marketers, authenticate or get trashed

Email authentication is now mandatory in 2024. To avoid emails going to spam or being blocked, marketers must urgently comply with new identity verification requirements from Google and Yahoo by authenticating their email sending infrastructure.

While new requirements often elicit groans from busy bank marketers, the latest around email authentication from Google and Yahoo are crucial measures — not unnecessary burdens. As tempting as it may be to dismiss these sender requirements as just more red tape, ignoring them could directly impair a marketer’s ability to reliably deliver emails and drive campaign results.

At the end of the day, a marketer’s top priority is to send messages and campaigns that their subscribers want to receive. The most brilliant creative strategies, audience segmentation, and optimization tactics are rendered useless if messages never reach their destination. Google and Yahoo’s crackdown on spam and phishing isn’t some petty side effort — it’s a vital move to preserve email’s integrity as a trusted marketing channel.

The harsh realities plaguing inboxes

We’re all too familiar with the onslaught of obvious spam and malicious emails flooding our personal inboxes daily. From fake bank notifications to outlandish “prince” riches schemes, the deluge seems never-ending. Inboxes are rife with impersonation and fraudulent messages, and legitimate emails struggle to cut through the noise and deception.


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