New Gmail and Yahoo policies impact ecommerce

Google and Yahoo announced this month new email-sending policies that could impact ecommerce and omnichannel marketers. The policies require email authentication, single-click unsubscribes, and low complaint rates. The new rules take effect in February 2024 for  Gmail and “in the first quarter of 2024” for  Yahoo and AOL email clients. 
Messages from noncomplying senders will likely be automatically marked as spam, damaging deliverability and, for marketing emails, reducing clicks and conversions.