Google and Yahoo Bulk Sender Policy Updates: Cheat Sheet (February 2024)

Who is affected?

• Organizations sending 5,000+ emails daily to Gmail/Yahoo addresses are considered ‘bulk senders.’

Key requirements:

1. Email authentication

• Implement SPF, DKIM, and DMARC to verify your sender identity and prevent spoofing.

• Set up DMARC with a ‘Reject’ or ‘Quarantine’ policy for unauthorized emails.

• Deadline: February 1, 2024 (already enforced).

2. Spam rate

• Maintain a reported spam rate below 0.10% on Google Postmaster Tools.

• Avoid exceeding 0.30% to prevent deliverability issues.

• Focus on sending relevant and engaging content to reduce complaints.

3. Unsubscribe

• Offer a one-click unsubscribe option in every email you send.

• Process all unsubscribe requests within 48 hours.

• Make it easy for users to manage their email preferences.

• Deadline: June 1, 2024 (for one-click unsubscribe implementation).

Additional tips:

• Regularly monitor your email deliverability and spam rates.

• Segment your email lists and personalize your content.

• Use clear and concise subject lines and preheader text.

• Avoid spam words in the subject line and body copy.

• Avoid other spammy features (excessive capitalization, misleading information, hidden unsubscribe links, etc.)

• Stay informed about future updates and best practices.

Official resources:

• Google email sender guidelines

• Google Postmaster

• DMARC

• SPF

• DKIM

• RFC 5322

• RFC 8058

• RFC 2369

• Yahoo! email standards enforcing

• Yahoo Sender Hub

Remember: These policies aim to improve email deliverability and reduce spam. By complying with them, you can ensure your emails reach intended recipients and build trust with your audience.

Disclaimer: This information is for general guidance only and may not be exhaustive. Feel free to contact our panel of email marketing experts for specific advice or guidance.

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