Since the announcement in October 2023, the email marketing industry has been discussing the joint statements made by Google and Yahoo. These two email service providers have decided that it is time to implement new rules to help protect recipients from unwanted emails.
Both Gmail and Yahoo have updated their bulk sending requirements. The new guidelines are planned to be implemented starting from February 2024, specifically targeting bulk senders identified by Gmail as those who send 5,000 emails per day. These updates are implemented by Gmail and Yahoo Mail, emphasizing the sender’s responsibility when it comes to user protection and brand integrity.
Most users receive more than 95% spam and aim to reduce this number. These guidelines specifically relate to marketing and promotional emails; functional messages such as account notifications or password resets typically do not fall into this classification. This important update includes the following changes as main headings:
Email Authentication with DMARC Gmail and Yahoo will start requiring DMARC for all bulk senders sending more than 5,000 messages per day. However, even if you don’t send at this volume, we still recommend implementing DMARC. Since Gmail and Yahoo do not enforce strict DMARC policies, you can start with a ‘p=none’ policy. By implementing this policy, you can begin monitoring who is sending emails using your domain without requiring recipients to take any action.
One-Click Unsubscribe Companies engaging in email marketing must provide a one-click unsubscribe option in their email headers. Additionally, they should process unsubscribe requests within two days. The goal is to make it easy for recipients to opt out if they wish.
Keep Spam Complaint Rates Below 0.3% The latest updates from Gmail and Yahoo necessitate improvements in list management by bulk senders, focusing on delivering emails that recipients want. Both providers urge senders to closely monitor spam complaint rates, a significant metric for identifying unwanted emails in filtering algorithms.
With a complaint rate of 0.3% or higher, it is now deemed unacceptable by Gmail and Yahoo. Gmail has long recommended these practices as best practices in email marketing, emphasizing the need for organizations to provide consumers with a safer inbox.
For more information on how to comply with these new sender requirements, you can find additional details in Gmail’s Help Center: https://support.google.com/a/answer/81126?visit_id=638422347256518414-3663562683&rd=1
For more detailed information on deliverability issues, feel free to contact Revotas immediately.
