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Email Deliverability Guidelines To Follow In 2024
Email Deliverability Guidelines To Follow In 2024
Danielle From BayEngage avatar
Written by Danielle From BayEngage
Updated over a week ago

Important Email Deliverability guidelines to follow in 2024:

Google & Yahoo: Sender Guidelines 2024

Everyone – especially bulk senders or brands that send over 5,000 emails per-day. Failing to adhere to these guidelines will negatively impact your email deliverability with emails sent to Gmail and Yahoo email addresses.

Email Deliverability Guidelines 2024:

Don’t leave marketing dollars on the table by making your emails land in spam. Our team of email deliverability experts at TargetBay will help you follow these guidelines going into effect in February 2024.

  • Bulk senders are required to authenticate them using a three-tiered security approach consisting of SPF, DKIM, and DMARC.

  • One-click unsubscribe process. The unsubscribe link should be provided both at the top and bottom of the email.

  • Keep spam rate under 0.3%; Aim for 0.1%.

  • To enhance email reliability, maintain valid forward and reverse DNS.

  • To ensure protection against fraudulent activities, emails should originate from a domain with a minimum DMARC policy.

If you're a TargetBay customer, concentrate on essential business operations while our team helps you align with the updated email deliverability guidelines from Google and Yahoo in 2024.

1. SPF (Sender Policy Framework)


SPF helps prevent email spoofing by specifying which mail servers are authorized to send emails on behalf of your domain.


  1. Access the DNS management interface provided by your domain registrar or hosting provider.

  2. Locate the DNS settings or DNS management section.

  3. Add a new TXT record with the following information:

    • Name/Host: @ or your domain name

    • Value: v=spf1 ~all (Replace "" with the domain of your email service provider)

2. DKIM (DomainKeys Identified Mail)


DKIM adds a digital signature to your emails, allowing recipients to verify the sender's authenticity.


  1. Log in to your email service provider's control panel or DNS management interface.

  2. Generate DKIM keys, which may involve copying a public key.

  3. Add a new TXT record with the generated DKIM key information:

    • Name/Host:

    • Value: v=DKIM1; k=rsa; p=MIGfMA0GCSqGSIb3DQE...

3. MX (Mail Exchange)


MX records specify the mail servers responsible for receiving emails on behalf of your domain.


  1. In your DNS management interface, navigate to the MX records section.

  2. Add MX records provided by your email service provider. Typically, it includes information like:

4. CNAME (Canonical Name)


CNAME records alias one domain to another, allowing you to point subdomains to specific destinations.

Without CNAME configured, no tracking information will be recorded which will affect reports.


  1. Access your DNS management interface.

  2. Add a new CNAME record for subdomains (e.g., www):

5. DMARC (Domain-based Message Authentication, Reporting, and Conformance)


DMARC builds on SPF and DKIM, providing additional email authentication and reporting capabilities. It helps prevent email spoofing and phishing attacks.


  1. In your DNS management interface, add a TXT record with the following information:

    • Name/Host: _dmarc

    • Value: v=DMARC1; p=quarantine;; (Adjust the "p" policy as per your preference - "none," "quarantine," or "reject") (

    • Adjust - modified to "set the value of Policy p as none to ensure email deliverability with TargetBay)

Importance of Aligning "Friendly From" Address:

  • Policy Compliance: Google and Yahoo have mandated aligning the "friendly from" address with the e-commerce domain to enhance email security.

  • Examples:

  • Remember to allow some time for DNS changes to propagate.

  • Regularly monitor your email deliverability and DMARC reports to ensure everything is configured correctly and to maintain a secure and trustworthy online presence.

  • Failure to align the "friendly from" address with your e-commerce domain may result in emails being flagged as spam or not delivered at all.

Why Does Email Deliverability Matter?

Effective email deliverability is crucial for successful email marketing campaigns. High deliverability ensures that your emails reach the recipients’ inboxes, increasing the chances of opens, clicks, and conversions.

Our Email Deliverability Partners:

TargetBay is the only company that uses a hybrid model to send marketing emails. We use two providers:

  • Amazon SES

  • Mailgun

How Does TargetBay Help Improve Your Deliverability Rate?

  • Capture SMTP traffic from staging to test, analyze, and validate email without spamming recipients.

  • To send emails, integrate with your eCommerce stores with BayEngage's reliable API SMTP Service. Our high deliverability rate reaches the recipient inbox just in time.

  • Stay on top of the key email matrix with our email infrastructure configurations. Deliverability alerts help you quickly catch and fix unexpected sending cases.

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