In the dynamic landscape of email marketing, staying ahead of the curve is essential to ensure successful communication with your audience. As we step into 2024, it's crucial for businesses using Klaviyo to be aware of the latest sender requirements set by major email providers like Google and Yahoo. These updates can significantly impact your email deliverability and engagement rates. In this article, we'll delve into the key changes you need to be aware of to maintain a healthy sender reputation and maximise the effectiveness of your email marketing campaigns.

Who needs to make changes?

Everyone – particularly bulk senders, or brands that send more than 5,000 emails per day. If these new requirements aren’t met, may result in encountering deliverability issues for emails directed to Google and Yahoo email addresses.

What are key points to consider for?

There are 3 main requirements that you’ll need to satisfy if you meet the bulk sender threshold:

1. Set up DMARC authentication for your sending domain

Bulk senders, particularly those exceeding 5,000 daily emails, must implement DMARC authentication for their sending domain. This enhances email security, validates messages through DNS records, and mitigates phishing risks. Non-compliance may result in deliverability issues, notably affecting emails sent to Google and Yahoo addresses.

2. Align your “From:” header with your domain

Bulk senders must align the "From:" header with their sending domain to enhance transparency and legitimize emails, minimising the risk of spam flags. Non-compliance may lead to deliverability issues, particularly with Google and Yahoo email services, impacting the overall email delivery experience for your audience.

3. Make unsubscribing easier and clearer

Bulk senders must prioritize user experience and compliance by implementing an easy and clear unsubscribe process. This ensures a seamless opt-out experience for recipients, preventing user dissatisfaction and potential deliverability challenges. Compliance is crucial, especially when sending to Google and Yahoo addresses, as failure to facilitate easy opt-outs may lead to emails being marked as spam.

When will the new requirements take effect?

Google has said that they will start enforcing the new requirements starting February 1, 2024, while Yahoo hasn’t specified beyond Q1 of 2024.

To learn more about the new guideline, please check Klaviyo guide here.


As we navigate through 2024, understanding and adhering to the sender requirements set by major email providers like Google and Yahoo is paramount for Klaviyo users. By proactively implementing authentication protocols, monitoring user engagement, and staying informed about feedback loops, businesses can ensure their email campaigns are not only effective but also maintain a positive sender reputation, leading to better deliverability and increased customer engagement. Stay vigilant, adapt to the evolving email landscape, and continue delivering valuable content to your audience through Klaviyo