Comparing the new email policies from Google and Yahoo for bulk senders (effective February 2024)
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Comparing the new email policies from Google and Yahoo for bulk senders (effective February 2024)

Published : March 12, 2024

In February 2024, both Google and Yahoo implemented new requirements to improve the email experience for users and curb the ever-present spam problem. While both sets of guidelines strive for the same objective, their specifics and implementation differ.

This blog delves deeper into these new policies, analyzing their impact on bulk senders and providing practical advice for compliance.

Understanding ‘Bulk Senders’: Defining the threshold

The first point of differentiation lies in how each platform defines a ‘bulk sender.’ Google sets a clear threshold: anyone sending more than 5,000 emails a day to Gmail addresses falls under this category.

It ensures that the new regulations primarily target individuals and organizations genuinely engaged in large-scale email marketing or communication rather than inadvertently impacting smaller businesses or personal senders.

On the other hand, Yahoo currently does not define a specific volume threshold for bulk senders. This ambiguity might create uncertainty for some and potentially lead to application inconsistencies. Ultimately, Yahoo’s approach seems to leave more room for interpretation, which can be beneficial (offering flexibility) and challenging (lack of specific guidance).

Authentication: Building trust and securing communication

Both Google and Yahoo emphasize the importance of authentication for bulk senders. Authentication essentially involves verifying the sender’s identity, ensuring that emails are not spoofed and protecting users from phishing attacks.

  • Google: Requires strong authentication using SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting and Conformance) for all bulk senders. These protocols work together to establish trust and enhance email security.
  • Yahoo: While not currently enforced, Yahoo strongly recommends using the same authentication protocols. This suggests that Yahoo might follow suit with stricter regulations in the future, making it crucial for bulk senders to be prepared.

Implementing strong authentication offers several benefits beyond complying with new policies:

  • Improved deliverability: Authenticated emails are less likely to be flagged as spam, ensuring your messages reach their intended audience.
  • Enhanced reputation: Consistent authentication builds trust with email providers and recipients, leading to a better sender reputation.
  • Reduced security risks: Authentication helps prevent malicious actors from impersonating your domain and carrying out phishing attempts.

By taking proactive steps towards robust authentication, bulk senders can contribute to a safer and more secure email ecosystem for everyone.

Unsubscribe: Empowering users and enhancing engagement

One key area of focus for both Google and Yahoo is ensuring user control over their inboxes. Both platforms now require bulk senders to offer a one-click unsubscribe option in their emails and process unsubscribe requests within two business days. This prioritizes user experience and empowers individuals to manage their email subscriptions effectively.

  • Users gain control: They can easily unsubscribe from unwanted emails, reducing clutter and maintaining inbox organization.
  • Senders improve engagement: Demonstrating respect for user preferences helps build trust and fosters positive relationships with recipients.
  • Reduced spam complaints: By providing a clear unsubscribe path, senders can minimize the risk of users marking their emails as spam and improve overall deliverability.

Making unsubscribing clear and efficient is no longer just a best practice; it’s a mandatory requirement for bulk senders. Embracing this change fosters a mutually beneficial email environment, empowering users while helping senders maintain healthy relationships with their audiences.

The Importance of maintaining a low spam rate

While Yahoo doesn’t currently specify a specific spam rate threshold, Google takes a stricter approach, expecting bulk senders to maintain a reported spam rate below 0.10% in Google Postmaster Tools.

This metric reflects the percentage of emails flagged as spam by recipients. Additionally, Google recommends avoiding exceeding 0.30% at any time.

Maintaining a low spam rate is crucial for various reasons:

  • Enhanced deliverability: Emails with high spam rates are more likely to be filtered or blocked, hindering your ability to reach your target audience.
  • Reputation management: Consistent low spam rates signify responsible email practices and contribute to a positive sender reputation with email providers.
  • Improved user experience: Users expect legitimate and relevant content in their inboxes. High spam rates indicate poor-quality content and negatively impact user experience.

To ensure you meet these standards, consider these strategies:

  • Maintain accurate and up-to-date subscriber lists: Regularly purge inactive or invalid email addresses to prevent sending to uninterested recipients.
  • Segment your audience and personalize your content: Tailor your emails to specific recipient interests, increasing relevance and engagement.
  • Monitor your spam rate and analyze trends: Actively track your spam rate and identify any significant changes. Investigate the reasons behind high rates and take corrective actions.

Additional considerations

While the core requirements outlined above provide a solid foundation, additional factors need to be considered when navigating the new email landscape:

  • Enforcement: Google’s policies are currently in the enforcement phase, meaning non-compliance can lead to email deliverability issues. Conversely, Yahoo’s policies are presently recommendatory, and the consequences of non-compliance remain unclear as of now. However, it’s essential to stay updated as Yahoo’s stance might evolve in the future.
  • Impact: Non-compliance with Google’s policies might result in reduced email deliverability, increased spam filtering, or even potential suspension of sending privileges. The effect of non-compliance with Yahoo’s policies is yet to be determined, but it’s advisable to prioritize compliance to avoid potential future issues.


The recent email policy updates by Google and Yahoo, while focusing on similar goals, have introduced distinct nuances in their approach to bulk senders. While Google’s policies are more stringent and actively enforced, Yahoo’s currently focus on recommendations. Regardless of these differences, the underlying message is clear: prioritize email security, user experience, and responsible sending practices.

By implementing strong authentication (SPF, DKIM, DMARC), offering a clear one-click unsubscribe option, and actively monitoring and improving spam complaint rates, bulk senders can navigate this new landscape successfully. Adapting your email marketing strategies to align with these evolving policies will not only ensure compliance but also foster trust and engagement with your audience. Remember, staying updated on best practices and platform changes is essential to thrive in the ever-evolving world of email communication.

Continue your journey towards maintaining inboxing/deliverability.

Explore our extensive collection of blogs, videos, checklist, cheat sheet, FAQs, quiz, glossary of terms, guide, and more – all dedicated to Google and Yahoo email updates for bulk senders.

While the new email guidelines may initially seem daunting, they pave the way for a more secure and streamlined inbox experience for everyone. We understand the complexities involved and are here to help you navigate them with ease.

Connect with us to understand how you can benefit from our expertise and experience. Serving over 6,500 customers across 40 countries, Netcore delivers 500 million emails every day.

Note:  Keep referring to the official announcements and documentation from Google and Yahoo to keep current with the latest updates.

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