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

Published : February 21, 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:

  • 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:

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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