Google and Yahoo New Email Deliverability Requirements

Announcements

Topic summary

Google and Gmail have implemented new email deliverability requirements effective February 1, 2024 for merchants sending from branded email addresses.

Key Requirements:

  • Maintain spam complaint rate below 0.3% (ideally under 0.1%)
  • Authenticate your domain with Shopify to send emails
  • Implement a DMARC policy with minimum setting of p=none for your domain

Action Items:

  1. Set up Google Postmaster Tools to monitor complaint rates
  2. Verify domain authentication status in Shopify settings
  3. Check and create valid DMARC records using available tools

Consequence of Inaction:
If no action is taken by the deadline, Shopify will automatically rewrite sender emails to store@shopifyemail.com to maintain compliance and prevent delivery interruptions.

Additional Notes:
Other requirements (like one-click unsubscribe) are already met through Shopify’s infrastructure. Merchants should review email marketing best practices to optimize deliverability and avoid spam folder filtering.

Summarized with AI on November 13. AI used: claude-sonnet-4-5-20250929.
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![shopp-e-1716923990156576622457071890.png|1792x1024](upload://iPvXwyRNhN0HKMCdNzqbI6iKVD7.jpeg)

Merchants, 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 store@shopifyemail.com 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.

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