“Two key email service providers, Google and Yahoo, have announced new guidelines for bulk email senders. Starting February 24, these requirements will become mandatory.

Today, we will highlight and help you comply with the new requirements.”

Detailed guideline overview

Email service providers didn’t introduce groundbreaking changes, as most responsible senders have already followed these four rules.

Main requirements:

1. Sender domain authentication (SPF and DKIM).
2. Easy one-click unsubscription. Opting out of your messages must not require filling out forms or taking other actions. Unsubscription requests must be processed within two days.
3. Lower spam rate threshold. Google requires keeping it below 0,3%; Yahoo doesn’t provide a specific threshold.
4. Setting up DMARC records is mandatory for senders who send over 5000 emails per day.

Review each provider’s requirements in more detail through the following links: Google and Yahoo guidelines.

How to comply with new guidelines

To make sure you stay compliant with the new email sender guidelines by Yahoo and Google, take the following steps:

Integrate domain authentication protocols by following these SPF, DKIM, and DMARC instructions.

To ensure you’ve set everything correctly, use these free tools: SPF Checker, DKIM Checker, and DMARC Checker.

Ensure each email contains an easily visible unsubscribe link, highlighted in a contrasting color.

To reduce your spam rate, you may have to reconsider your sending practices.

For instance:

• Use the double opt-in subscription method;
• Verify your subscribers and remove inactive subscribers from your mailing list if necessary.
• Update your welcome email(s) and optimize the content of individual emails.

In summary, ensure that you only send valuable and engaging emails from a trusted domain under your control, and simplify the unsubscribing process for your users.

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