While specific changes can vary over time, here are some common rules or practices that these providers may adjust:

1. SPF, DMARC, and DKIM Enforcement: Email providers may increase the strictness of SPF, DMARC, and DKIM enforcement, requiring senders to have properly configured authentication records to ensure email deliverability. Emails failing these authentication checks may be more likely to be marked as spam or rejected outright.
2. Content Filtering: Providers often refine their content filtering algorithms to better detect spammy or malicious content in emails. This includes analyzing text, links, attachments, and other email elements to identify potential threats or unwanted messages.
3. User Engagement Metrics: Email providers may consider user engagement metrics such as open rates, click-through rates, and spam complaints when determining email placement in inboxes or spam folders. Emails with low engagement or high complaint rates may be more likely to be filtered as spam.
4. Sender Reputation: Reputation plays a significant role in email deliverability. Providers may adjust how they assess sender reputation based on factors such as sending behavior, complaint rates, bounce rates, and adherence to email authentication standards.
5. Security Features: Google, Microsoft, and other providers often introduce new security features and protocols to protect users from phishing, spoofing, and other email-based attacks. This may include displaying warnings for suspicious emails, implementing advanced threat detection mechanisms, or enhancing encryption protocols.
6. Bulk Sending Practices: Providers may refine their policies for bulk email senders, such as newsletters, marketing campaigns, and transactional emails. This can include requirements for opt-in consent, clear unsubscribe mechanisms, and adherence to anti-spam regulations like CAN-SPAM and GDPR.
7. AI and Machine Learning: Google and Microsoft leverage artificial intelligence and machine learning algorithms to continuously improve email filtering and security. These systems analyze vast amounts of data to identify patterns, trends, and emerging threats, allowing for more effective spam detection and prevention.

It's important for email senders to stay informed about these changes and adhere to best practices for email authentication, content quality, sender reputation, and user engagement to maintain good deliverability and avoid having emails marked as spam. Regularly monitoring email deliverability metrics and staying up to date with email provider policies can help ensure successful email marketing and communication efforts.

What are SPF, DMARC and DKIM?

• SPF (Sender Policy Framework): SPF is an email authentication protocol that allows the owner of a domain to specify which IP addresses are authorized to send emails on behalf of that domain. It helps prevent email spoofing and improves deliverability by verifying the sender's identity.
• DMARC (Domain-based Message Authentication, Reporting, and Conformance): DMARC builds on SPF and DKIM to provide further protection against email spoofing and phishing attacks. It allows domain owners to specify how they want email providers to handle emails that fail authentication checks. DMARC also provides reporting mechanisms to monitor email traffic and identify potential threats.
• DKIM (DomainKeys Identified Mail): DKIM is another email authentication method that adds a digital signature to outgoing emails. This signature is verified by the recipient's email server, confirming that the email was not altered in transit and originated from the specified domain. DKIM helps improve email deliverability and security.

Several tools can assist with implementing, monitoring, and managing DMARC, SPF, and DKIM records effectively. Here are some popular options:

• DMARC Analyzer: DMARC Analyzer provides comprehensive DMARC reporting and monitoring tools to help organizations implement DMARC policies effectively. It offers detailed insights into email authentication results, domain alignment, and unauthorized senders.
• SPF Record Testing Tools: Tools like SPF Record Testing by MXToolbox and SPF Surveyor by Return Path allow you to check the syntax and validity of your SPF records. They help identify potential issues with SPF configuration and provide recommendations for improvement.
• DKIM Validator: DKIM Validator tools like DKIMValidator.com and DKIM Inspector by DMARC Analyzer validate DKIM signatures and ensure that DKIM-signed emails are properly configured. They help detect issues with DKIM key generation, DNS record setup, and email signing.
• DMARC Record Generator: DMARC Record Generator tools simplify the process of creating DMARC records for your domain. They guide you through the configuration options and generate DMARC TXT records that you can publish in your DNS settings.
• Email Authentication Checkers: Tools like Email Authentication by MXToolbox and DMARC Inspector by dmarcian perform comprehensive checks on SPF, DKIM, and DMARC authentication for your domain. They provide detailed reports on authentication results, domain alignment, and compliance with email authentication standards.
• DNS Lookup Tools: DNS lookup tools such as nslookup or online DNS lookup services allow you to verify the existence and correctness of SPF, DKIM, and DMARC DNS records for your domain. They help ensure that your authentication records are properly published and accessible to email providers.
• Email Service Provider (ESP) Tools: Many email service providers offer built-in tools and features for managing SPF, DKIM, and DMARC records directly from their platforms. These tools simplify the setup and management of email authentication for users sending emails through the ESP.