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. Starting in February 2024 these email delivery standards require authentication with DKIM, SPF, and DMARC alongside easy unsubscribe access and controlled spam complaint rates.
What are the new Email Deliverability Rules?
Email Authentication
Large brands must confirm their email sending domains and IP addresses through SPF and DKIM to ensure delivery. 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 must use list-unsubscribe headers to enable email recipients to unsubscribe easily 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
People who use list-unsubscribe to cancel their subscription need a response from email senders no longer than two days. Senders need to handle user preferences quickly to maintain their credibility and follow these rules.
Email senders have ten days to process unsubscribes per CAN-SPAM yet these new standards suggest handling requests more promptly. Email providers need to act quickly on these requirements to keep their emails reaching recipients and maintaining their sender status.
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 spam complaint rates of your email campaigns. This can often be done through your email service provider’s reporting tools.
- Aim for Low Complaint Rates: Your emails should reflect a spam rate of less than 0.10%, following Gmail specifications. Your email performance will suffer if you continue to maintain spam rates above 0.3%.
- Address Complaints: Process recipient feedback and complaints as soon as they reach your system. Review what causes recipients to complain about your emails and make necessary changes to your sending methods.
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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