Gmail and Yahoo made significant changes to their email sender requirements in February 2024 — and as of November 2025, enforcement is now in full effect.
Change can be scary, especially for businesses that rely on a marketing channel as important as email. But if you’re a Bloomreach customer, you have nothing to worry about.
Who Do These Requirements Impact?
These authentication requirements (made originally in February 2024 and being enforced more strictly as of November 2025) specifically target bulk senders — defined as businesses sending more than 5,000 emails per day to Gmail or Yahoo addresses. If your email volume falls into this category, you’ll need to ensure you’re meeting all the authentication standards outlined below.
To be clear, Gmail and Yahoo have not announced new requirements — just a more strict enforcement of the requirements announced in February 2024.
Why Google and Yahoo Made These Changes
Google has been a pioneer in encouraging and enforcing stringent privacy policies that ensure end-to-end protection of email transactions and communication. Gmail’s AI-powered integrated defenses already stop 99.9% of spam, phishing, and other forms of email fraud, blocking nearly 15 billion unwanted emails daily. These new requirements take protection one step further by making authentication mandatory rather than optional.
Yahoo isn’t far behind either. Its key objective is to provide an optimal emailing experience for recipients, ensuring users only receive messages that interest them and add value to their inbox.
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What the New Requirements Mean for You
Most of the requirements laid out by Gmail and Yahoo have been considered emailing best practices for years, and they reflect the standards we advise our customers to hold their email marketing efforts to. These changes are already built into Bloomreach Engagement, and our customers have been advised on the importance of adopting these good deliverability practices since day one.
If your business needed to make any crucial changes, we would’ve already reached out to advise you to do so. And you can rest assured that if essential changes ever come along, our team will work directly with you to guide you through them.
If you want to double-check that your business is prepared for the changes, here’s a handy checklist you can run through to make sure you’re 100% ready:
If you’ve completed everything on this checklist, you’re good to go!
If you haven’t, we’d recommend doing so quickly as Gmail and Yahoo begin to enforce more strictly. If you have any questions or concerns, please reach out to the Bloomreach Deliverability Team for assistance and we’ll help you every step of the way.
