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E-commerce email marketing changes: Gmail and Yahoo’s New Sender Requirements

In the ever-evolving landscape of e-commerce email marketing, staying ahead of the curve is not just a strategy; it’s a necessity. Google and Yahoo, two of the most prominent email service providers, are rolling out new sender requirements that will reshape the way brands communicate with their audience via email.Let’s delve into the why and how behind these changes and discuss the importance of setting up your brand domain to ensure seamless communication and inbox delivery.

Understanding the Changes of E-commerce Email Marketing:

Google and Yahoo are set to implement stricter measures surrounding email authentication protocols. These measures aim to enhance email security, reduce spam, and create a safer environment for users. As a result, every sender, including ecommerce businesses, will now be required to authenticate their email domain. This means that without proper authentication, your emails may be at risk of being marked as spam or not reaching your audience’s inboxes at all.

Checking Your Status:

To ascertain whether your email domain is authenticated, head to your Klaviyo settings. Navigate to the ‘Email’ section and click on ‘Domains.’ If you find a green checkmark, congratulations – you’re in the clear. This means that your domain is authenticated, and your emails are on the right track. However, if you see a prompt to add a branding-sending domain, it’s crucial to take action promptly to ensure uninterrupted communication with your audience.

Setting Up Your Brand Domain for E-commerce Email Marketing:

The process of setting up your brand domain is straightforward, and it plays a pivotal role in establishing trust with both Google and Yahoo. Here’s a step-by-step guide to get you started:

Access Klaviyo Settings:

Check Your Status:

E-commerce email marketing| Settings Domain Setup
E-commerce email marketing | Settings Domain Setup

Add Your Branding Sending Domain:

Monitor and Maintain:

In addition to authenticating your email domain within Klaviyo, another crucial aspect of strengthening your email security is understanding and implementing DMARC (Domain-based Message Authentication, Reporting, and Conformance).

What is DMARC?

DMARC is an email authentication protocol that works in conjunction with SPF (Sender Policy Framework) and DKIM (DomainKeys Identified Mail) to provide a comprehensive email validation system. By deploying DMARC, you can enhance your brand’s email deliverability and protect recipients from fraudulent emails that may impersonate your domain.

To check your DMARC status and gain valuable insights into your email authentication setup, I recommend using the DMARC Inspector tool available here.

*Enter your domain without the www or https, eg

This user-friendly platform allows you to assess your DMARC records, identify potential issues, and ensure that your authentication protocols align with industry best practices. Regularly monitoring your DMARC status is an integral part of maintaining a secure and trustworthy email communication channel. By leveraging tools like DMARC Inspector, you empower your ecommerce business to stay ahead of potential email threats and uphold the integrity of your brand in the digital realm.

As an ecommerce coach with nearly two decades of experience in building and optimising digital strategies, I cannot emphasise the significance of adapting to these e-commerce email marketing changes enough. Setting up your brand domain is not just a compliance requirement; it’s a strategic move to safeguard the deliverability of your emails and maintain a positive relationship with your audience.

Stay proactive, stay authenticated, and continue building your ecommerce success story with confidence in the ever-evolving e-commerce landscape.


Kelly Slessor, is an Ecommerce Coach and a digital marketing expert. Passionate about retail, hospitality and retail service providers. As the founder and CEO of Shop You, an AI powered personalised virtual shopping mall she has spent 20 years building retail technology that responds to customer needs, drives conversions and increases revenue. Over the past year she has worked with over 1000 retailers and hospitality providers. If you want discover more about digital growth and optimisation, work with me.

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