Introduction to New Email Marketing Compliance Standards

In the digital marketing realm, delivering emails that engage and convert is paramount. Recent updates in email marketing requirements are pivotal for the success of your campaigns and achieving an impressive deliverability score. Understanding and implementing these requirements will not only benefit your customers with better email practices but will also boost your overall email deliverability.

The Importance of Email Compliance

The transition from recommended practices to mandatory compliance is a significant move by major inbox providers like Google and Yahoo. Shane McElroy from Klaviyo underscores the critical nature of these changes, emphasizing that proper authentication is now a cornerstone for email marketing success. Compliance is more than just a best practice; it’s a necessity for reaching your audience effectively.

Stringent Google Requirements: A Game-Changer for Bulk Senders

Google’s stringent requirements are a benchmark for the industry, ensuring that following their guidelines will keep you in good standing with other providers like Yahoo as well. If you’re sending over 5,000 emails per day to Google accounts, these updates are especially relevant to you, encompassing all email types, from personal to transactional.

Three Key Compliance Requirements for 2024:


  • DMARC Authentication:
    • Implementing DMARC authentication is a proactive step toward securing your email communications. Google has set forth a specific set of guidelines for DMARC that you’ll need to follow for successful implementation.
  • Domain Alignment in “From” Headers:
    • For bulk senders, using a domain that you own is now compulsory. Your “From” header must reflect your sending domain to comply with DMARC requirements, affecting both marketing and transactional emails.
  • One-Step Unsubscribe Process:
    • Your marketing emails must include an easy, one-step method for recipients to unsubscribe. The link should be clear and accessible, though not necessarily facilitating a one-click unsubscribe action.

Additional Compliance Tips for All Email Marketers:

Keep Your Spam Rates Low: – It’s crucial to maintain a spam complaint rate below 0.10%. Tools like Google’s Postmaster are invaluable for monitoring your spam rates.

Avoid “From” Header Impersonation: –Refrain from using generic Gmail or Googlemail addresses for your business emails to prevent being flagged as spam. Invest in a domain that represents your brand for better recognition and trust.

Proactive Measures from Klaviyo:

Klaviyo is ahead of the curve, preparing to implement a “list unsubscribe header” that will automatically meet the one-click unsubscribe requirement for all marketing emails designed using their platform.

How to Check Your Compliance:

  • DMARC Authentication Verification:
    • Access your DNS provider’s portal.
    • Find the TXT record beginning with “v=DMARC1”. If it’s missing, add this record as soon as possible.
  • Ensuring Domain Alignment:
    • Verify that your “From” address matches your sending domain. If not, update your email settings to correct this mismatch.
  • Unsubscribe Link Accuracy:
    • Review your marketing emails for the presence of an easily accessible unsubscribe link. If it’s complex or missing, update your email templates.

Self-Check with DMARCian:

Utilize’s domain checker to evaluate your DMARC, SPF, and DKIM records. A red “X” next to any of these records signals an immediate need for action.

Taking Action on Compliance Issues:

Should you encounter issues with your DMARC, SPF, or DKIM records, contact your DNS provider without delay to add or correct these records, ensuring your compliance is up to date.

Final Thoughts on Embracing Compliance Changes:

While these updates may require some adjustments to your current email practices, they present an excellent opportunity to bolster your brand’s reputation. By staying compliant, you’re not just following rules—you’re enhancing your email marketing strategy and forging stronger connections with your customers.

For any questions or additional assistance with navigating these updates, please reach out. We’re here to help ensure your email marketing efforts remain on the cutting edge of compliance and success.

Kinga Dow

Published January 30, 2024

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