New year, new email rules. Google and Yahoo have announced new email authentication requirements that take effect on February 1st, 2024. As email marketers in the hospitality space, we should pay attention to these new rules, because email continues to be a top — if not the top — marketing channel. Email marketing is stable, controllable, and affordable. Moreover, everyone has an email address. The last thing we want is to threaten this direct access to our customers and prospects by not complying with sender rules.