Google and Yahoo are changing the rules for email senders primarily to enhance the security and user experience for their email users.

Google and Yahoo introduced new email deliverability requirements for those who send more than 5,000 emails per day for safer and spam-free inboxes. The new email deliverability rules will be applicable from February 2024 and include email authentication using DKIM, SPF, and DMARC, implementing one-click list-unsubscribe, and maintaining a low spam complaint rate.

What are the new Email Deliverability Rules?

Email Authentication

Brands sending a significant volume of emails are required to authenticate their sender IP addresses and domains using SPF and DKIM. Additionally, they must implement DMARC with at least a “p=none” policy. Implementing authentication protocols like DKIM, SPF, and DMARC helps verify the legitimacy of the sender and protects against spoofing and phishing attacks.

  • Implement SPF (Sender Policy Framework): Configure SPF records to specify which IP addresses are authorized to send emails on behalf of your domain.
  • Implement DKIM (DomainKeys Identified Mail): Sign your outgoing emails with a digital signature to verify their authenticity.
  • Implement DMARC (Domain-based Message Authentication, Reporting, and Conformance): Set up DMARC policies to provide instructions to email receivers on how to handle emails that fail SPF and DKIM checks.

Enable one-click Unsubscribe

Brands are mandated to use list-unsubscribe headers to enable email recipients to easily unsubscribe with a single click. This native unsubscribe link, included in the inbox’s user interface, aims to reduce the likelihood of users marking emails as spam.

Honor Unsubscribe Requests

Senders must honor unsubscribe requests within a 2-day timeframe, especially when initiated through the list-unsubscribe feature. This requirement underscores the importance of promptly respecting user preferences and maintaining a positive sender reputation.

While legal standards, such as the CAN-SPAM Act, allow up to 10 business days to process unsubscribes, these new requirements emphasize the need for quicker response times to user preferences. It’s crucial for email senders to be proactive in adhering to these guidelines to maintain deliverability and sender reputation.

Low Spam Complaint Rates

Gmail specifies a recommended spam rate below 0.10% and advises against sustaining rates of 0.30% or higher. Yahoo is expected to follow a similar standard. Exceeding the specified threshold may lead to blocking, with specific bounce codes provided by Gmail and Yahoo.

  • Monitor Spam Complaint Rates: Regularly track your email campaigns’ spam complaint rates. This can often be done through your email service provider’s reporting tools.
  • Aim for Low Complaint Rates: Strive to keep your spam rate below 0.10%, as recommended by Gmail. Avoid sustaining rates of 0.30% or higher to prevent potential deliverability issues.
  • Address Complaints: Actively address any feedback or complaints received from recipients. Consider analyzing the reasons behind complaints and adjusting your email content or practices accordingly.

Final Thoughts:

Compliance with these rules is essential for email senders to maintain deliverability and successfully reach their intended audience.

Reach out to an SEO expert to help you adhere to Google and Yahoo’s New Email Deliverability Requirements.

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