Google and Yahoo's 2024 Guidelines for Email Security and Delivery
Note: This document contains a combination of guidelines that apply to all email senders and to 'bulk senders' as classified by Google and Yahoo. A bulk sender is defined as an organization that sends more than 5000 emails per day to recipients with Gmail and Yahoo email addresses through all of their organization's emailing platforms. Since your organization can be classified as a bulk sender even if you are sending less than 5000 emails via Zoho CRM, owing to emails sent by your organization from other emailing platforms, Zoho CRM recommends that all email senders implement the guidelines expected from bulk senders.
To maximize the deliverability of emails sent through Zoho CRM, we have been actively requesting all customers who use custom domains to actively send emails to authenticate all domains via SPF and/or DKIM authentication methods. Similarly, starting from February 2024, Gmail and Yahoo have established new guidelines to be followed by those who send 5000 or more emails daily to recipients who have Gmail or Yahoo accounts. Their sender policy establishes the need for authentication of emailing domains, prevention of sending unwarranted or unsolicited emails, and ensuring recipients can easily unsubscribe from all emails. It is important to note that what were previously considered recommendations before are now mandated by these providers for better email delivery.
Let's look at each point in brief for a better understanding. We ask that you follow all these guidelines to have better email delivery for your organization and to protect your email-sending practices from potential risks. Your actions will also help us maintain a better email infrastructure that is shared among all Zoho CRM customers.
Email Authentication
Gmail and Yahoo now require authentication of your email-sending domains by one or more authentication methods, depending on how many emails you send per day. If emails are sent from domains that are not authenticated, they may bounce with a 5.7.26 error for Google and 5XX for Yahoo, or be marked as spam.
Action to be taken by all email senders:
- Authenticate your domain via DKIM
All email senders are required to ensure authentication of their email-sending domains with DKIM records available within Zoho CRM. This is a mandatory step to use your organization's custom domains to send emails. If your domains are not authenticated, all emails sent from Zoho CRM will automatically have their FROM: address replaced by Zoho's own authenticated domains. - Set DMARC policy and alignment for your domain
DMARC (Domain-Based Message Authentication, Reporting, and Conformance) is built as a combination of the DKIM and SPF standards with additional features like reporting, policy definition, and the notion of identity alignment. A DMARC policy helps the email servers and systems used by your recipients decide what actions to take for emails from your domain that don’t pass SPF or DKIM, protecting your domain from bad actors and phishing attempts that try to make use of your domain to send emails.
Since Zoho CRM requires your organization's email-sending domains to be authenticated by adding DKIM records, your domain will meet the expected DMARC standard if your organization is not a bulk sender, once you complete DKIM authentication. No additional steps are required in this case. However, in the interest of protecting your organization from future risks, we recommend that you complete the DMARC steps as recommended for bulk senders, in further sections of this document.
Action to be taken by all bulk email senders:
- Authenticate all email-sending domains with both DKIM and SPF records
For added protection and to comply with requirements set by Google and Yahoo, all bulk senders are expected to authenticate their email-sending domains using both SPF and DKIM records. - Publish a valid DMARC policy
All bulk email senders must set up a DMARC policy. To pass DMARC authentication, your domains must first be authenticated via DKIM and SPF. Your organization will pass this requirement as long as you follow the previous steps mentioned in this document.
When publishing a DMARC policy, all bulk senders are expected to publish a policy with at least 'p=none' so that emails do not land in spam.
There are other types of DMARC policies you can choose to set if you are looking for specific outcomes that come with those types of policies. These types are as follows: - 'p=quarantine' - Your recipient's email systems will mark the incoming message as spam and send it to the recipient's spam folder. The email will still be delivered, but will not be available in the inbox folder of your recipient.
- 'p=reject' - The incoming email will be completely rejected by your recipient's email systems and will not be delivered.
Note: It is important that you ensure you have authenticated all your domains via SPF and DKIM before choosing to implement a quarantine or reject the DMARC policy. This is needed to avoid instances where your own DMARC policy completely stops your organization from sending outgoing emails via certain systems or domains.After configuring DMARC, you have the choice to enable BIMI, which allows you to include your brand logo in emails sent from your domain.
Notes:
- To learn more on how to authenticate your email-sending domains in Zoho CRM, click here.
- For setting up and publishing the DMARC policy, click here.
Avoid using public email addresses from providers like Gmail and Yahoo to send emails via Zoho CRM
This step is needed for all types of email senders, including bulk senders.When sending emails from within CRM, especially when sending any promotional emails, it is essential to send them using 'from addresses' that are connected to your email-sending domain instead of using free email addresses. Using public addresses to send emails from Zoho CRM may result in email delivery issues due to Gmail's implementation of a DMARC quarantine enforcement policy. It is important to mention that Yahoo already has a similar policy in place. Zoho CRM currently does not allow the sending of mass emails using Yahoo's From headers via Zoho CRM, and this restriction will soon also be applied to Gmail addresses too. The best way to send mass emails through Zoho CRM is by using custom email-sending domains.
One-click unsubscribe
This step is expected from organizations who are bulk senders, but we recommend all senders make use of Zoho CRM's unsubscribe link and email opt-out features to set this up.
It is expected that our customers primarily use Zoho CRM to send transactional emails. That being said, if you are sending any sales emails for promotional activities, it is recommended to allow your recipients to have easy unsubscriptions from your emails that are visible within the email and can be completed with just one click.
If your recipients don't want your emails, they must have an option to opt out of them. This will decrease spam complaints against your email-sending domain.
The changes related to the one-click unsubscribe feature will come into effect starting June 2024.
We are working actively to allow users to choose the type of mass or automated emails they send from within Zoho CRM to mandate unsubscribe links within the content as well as add a list of unsubscribes in the headers of the emails that fall into the promotional category. This is to ensure that you follow the email guidelines.
Ensure sending only relevant emails
This step is needed for all types of email senders, including bulk senders.
Email providers require all senders to maintain a spam rate below 0.1%, and to never exceed 0.3% in any circumstance. Exceeding these limits will put your organization at risk of being completely blocked from sending emails.
How your emails are perceived by your recipients is important. This will largely be based on the content that you send. Improperly formatted and composed emails are more likely to be marked as spam by email providers. It is important to avoid using open-ended tags in your emails. Sales teams should be cautious about using malicious or overly short URLs, as this can lead to emails being flagged as spam. Urgent or spam-like language should be avoided in email content, even when aiming for conversions. It is crucial to maintain high standards for email content to improve deliverability rates and refine the mailing list to engage with interested recipients.
Zoho CRM provides your organization with an email credibility dashboard for the administrators to monitor their organization's email performance and periodically keep track of the email bounce and spam complaint rate. Learn more.
Although following all of the above guidelines seems challenging, we are here to help and guide you through the entire process. Please reach us at support@zohocrm.com if you would like to get assistance, or need your questions answered.
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