Email deliverability rules changed significantly in 2024-2025. Here's what you need to know.
The Big Changes
Google & Yahoo Requirements (Feb 2024) for senders of 5,000+ emails/day: SPF and DKIM authentication required, DMARC policy required, one-click unsubscribe required, spam rate under 0.3%.
Authentication Checklist
SPF (Sender Policy Framework): Tells receivers which servers can send for your domain. Check with MXToolbox SPF.
DKIM (DomainKeys Identified Mail): Cryptographic signature proving emails weren't tampered with. Check with Mail-Tester.
DMARC (Domain-based Message Authentication): Tells receivers what to do if SPF/DKIM fail. Start with p=none policy.
Domain Reputation
What affects it: Spam complaints, bounce rates, engagement rates, sending patterns, historical behavior.
Monitor with: Google Postmaster Tools, Microsoft SNDS, Sender Score.
Separate Domains Strategy
Protect your main domain by using separate domains for cold outreach. Main: company.com for transactional. Cold: trycompany.com, getcompany.com.
Setup: Register domains, full authentication, warm for 2-4 weeks before heavy sending, monitor separately.
Troubleshooting
If emails go to spam: Check authentication, review content for spam triggers, check blacklists, reduce volume, improve engagement.
If open rates drop: Check subject lines, review sender reputation, test different times, verify inbox placement.