Google and Yahoo New Email Deliverability Requirements

Community Moderator
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shutterstock_2156657985 Cropped.jpgMerchants, take action before February 1, 2024 if you’d like to continue to send emails from a branded email address.


Gmail and Yahoo have announced changes that require you to make changes before February 1, 2024 if you’d like to send emails from a branded email address. 


If you take no action by the above date, we will rewrite your sender email to to meet the minimum requirements outlined by Google and Yahoo, so that you may continue sending emails to your customers without interruption. 

To meet the new sender requirements, Shopify Merchants will have to:

  1. Keep a complaint rate of < 0.3% and ideally below 0.1% to prevent mail from getting filtered into customers’ spam folders. Complaint rates are calculated as the number of emails customers are marking as spam / the number of emails that are getting inboxed. Check your Gmail complaint rate by setting up Google Postmaster Tools 
  2. Authenticate Shopify to send emails for your domain. Check if you’ve authenticated 
  3. Have a DMARC policy for your domain, with a minimum p=none policy setting. 

             a. Check if you have a valid DMARC record

             b. Learn how to create a DMARC record

The other requirements stated by Gmail and Yahoo have already been met through Shopify’s infrastructure (such as a one-click-unsubscribe), so no other actions are required from you.


You can also view best practices for sending emails for your business.

Please note, you should receive an email from Shopify regarding this change.

Jacqui | Community Moderator @ Shopify
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