What changed for bulk email in 2024?
Gmail and Yahoo, two of the largest mailbox providers, set out rules for anyone who sends mail in bulk. Gmail's apply to senders of more than 5,000 messages a day to Gmail accounts, starting 1 February 2024 1. Yahoo published matching requirements for its bulk senders 2. The aim is the same on both sides: mail must prove it really comes from the domain it claims, people must be able to leave a list in one click, and senders whose mail people mark as spam lose the inbox.
A South African business sending a newsletter to a few hundred people may sit under the 5,000-a-day line. The rules are still worth following: they are what mailbox providers now treat as normal, and mail that meets them is more likely to land in the inbox.
What exactly do Gmail and Yahoo require?
| Requirement | Gmail | Yahoo |
|---|---|---|
| SPF and DKIM | Both, for the sending domain 1 | Both 2 |
| DMARC | A published record; the policy may be none 1 | A policy of at least p=none, and DMARC must pass 2 |
| From domain alignment | Must match the SPF or DKIM domain 1 | Must align with SPF or DKIM; relaxed alignment is fine 2 |
| Unsubscribe | One-click unsubscribe plus a visible link in the body 1 | One-click unsubscribe plus a visible link; honoured within 2 days 2 |
| Spam rate | Below 0.30% in Postmaster Tools; aim for under 0.10% 1 | Below 0.3% 2 |
| Other | TLS, valid forward and reverse DNS, RFC 5322 format 1 | — |
What are SPF, DKIM and DMARC, in plain English?
SPF is a DNS record that lists the servers allowed to send mail for your domain. DKIM adds a signature to each email that the receiving server checks against a key in your DNS. DMARC tells receiving servers what to do when a message fails those checks, and asks them to send you reports. All three live in your domain's DNS, so whoever manages your domain can add them; a sending platform tells you exactly which records to add.
Start DMARC at p=none, read the reports for a few weeks to find every service that sends as your domain (your invoicing system, your website forms, your mailbox), and only then tighten it.
How does POPIA fit in?
The Gmail and Yahoo rules are technical. POPIA adds the legal side: under section 69, electronic marketing needs the person's consent, or must go to an existing customer about similar products with a chance to opt out every time. Breaking the Act can cost up to R10 million in administrative fines 3. In practice the two sets of rules push the same way: a list of people who asked to hear from you gets fewer spam complaints, and fewer complaints keep you in the inbox.
Is email marketing still worth it?
Yes, when the list is yours and the mail is wanted. Litmus put the return on email marketing at $36 for every $1 spent 4. That return belongs to senders who reach the inbox, which is the point of everything above.
A checklist before your next campaign
- SPF, DKIM and DMARC published and passing for the domain you send from.
- A one-click unsubscribe and a visible unsubscribe link in every marketing email, honoured within 2 days.
- Only people who consented, or existing customers under the section 69 conditions.
- A suppression list, so nobody who left is ever mailed again.
- Your spam rate watched in Google Postmaster Tools.
Mass Email sets this up for South African businesses: an SPF, DKIM and DMARC wizard verified before you send, one-click unsubscribe with a global suppression list on every plan, unlimited sends, and on the Growth and Scale plans a POPIA consent gate, A/B subject-line tests and campaigns written for you. It is priced on your list in a few quick questions.
Questions people ask
Do the Gmail rules apply to a small South African business?
Gmail’s requirements are for senders of more than 5,000 messages a day to Gmail accounts 1. Smaller senders are still judged on authentication and spam complaints, so following the same rules protects your delivery.
What spam rate is too high?
Gmail asks senders to stay below 0.30% and recommends under 0.10% 1; Yahoo also asks for below 0.3% 2.
How quickly must I remove someone who unsubscribes?
Yahoo asks bulk senders to honour unsubscribes within 2 days 2. Do it at once, and keep them on a suppression list.
Can I email a list I bought?
Not for marketing under POPIA section 69 unless each person consented, and bought lists are the quickest route to spam complaints. Fines under the Act reach up to R10 million 3.
Sources
- Google, “Email sender guidelines” — Gmail Help (requirements for senders of more than 5,000 messages a day, from 1 February 2024)
- Yahoo, “Sender Best Practices” — Yahoo Sender Hub (bulk sender requirements)
- Protection of Personal Information Act 4 of 2013, section 109 (administrative fines) — popia.co.za
- Litmus, “The ROI of Email Marketing” — $36 returned for every $1 spent (2020 State of Email survey)