Summary
In 2024, Gmail and Yahoo are enforcing new email requirements, especially for senders of 5,000+ daily emails. Key components are email authentication using SPF, DKIM, and DMARC; offering one-click unsubscribe (List-Unsubscribe header is key, RFC8058 preferred); and maintaining a low spam rate below 0.3%. The goal is to reduce spam and increase security. There's also a focus on easy unsubscription to reduce friction. Implementation may vary depending on the sender's size and existing practices.
Key findings
- Authentication is Key: SPF, DKIM, and DMARC are fundamental for proving email authenticity.
- One-Click Unsubscribe: List-Unsubscribe header is key. Prioritize RFC8058 for the best compatibility.
- Low Spam Rate Required: Keep spam rates under 0.3%; tools like Google Postmaster Tools helps with this.
- Bulk Senders Affected: The 5,000+ daily email threshold defines the primary target group.
- Enforcement is New: These practices were encouraged but now actively being enforced
Key considerations
- Documentation: Official documentation may contain inaccuracies.
- Small Sender Challenges: Small businesses may need to take specific steps to comply.
- Technical Expertise: Setting up authentication correctly requires technical expertise.
- User Experience Matters: Ensure the unsubscribe process is easy and intuitive.
- Ongoing monitoring: Monitor deliverability and spam rates consistently, as enforcements may change.
What email marketers say
25 marketer opinions
Gmail and Yahoo are implementing new requirements in 2024 primarily targeting bulk senders (over 5,000 emails daily) to improve email security and reduce spam. These requirements encompass email authentication using SPF, DKIM, and DMARC, providing a one-click unsubscribe option via List-Unsubscribe headers (ideally RFC8058), and maintaining a low spam rate (below 0.3%). The changes will affect how email is authenticated, how easily users can unsubscribe and the spam complaints received. The email authentication requirements are not new, but the enforcement is.
Key opinions
- Authentication: Senders must authenticate email using SPF, DKIM, and DMARC. This helps verify the sender's identity and prevent spoofing.
- One-Click Unsubscribe: A List-Unsubscribe header, ideally using RFC8058, is required to enable one-click unsubscription. This allows users to easily opt-out of receiving emails.
- Spam Rate Threshold: Senders must maintain a spam rate below 0.3%. Exceeding this threshold can lead to emails being sent to spam or blocked.
- Bulk Sender Focus: The new requirements primarily target bulk senders, those sending more than 5,000 emails per day.
- Dual Implementation: Google and Yahoo are making coordinated efforts to implement similar requirements simultaneously.
Key considerations
- Authentication Configuration: Properly configuring SPF, DKIM, and DMARC is crucial for compliance. This requires technical expertise and careful setup.
- Unsubscribe Implementation: Implementing a one-click unsubscribe process that is easy for users to find and use is important. Consider using RFC8058 for best results.
- Spam Rate Monitoring: Regularly monitor spam rates to ensure they remain below the 0.3% threshold. Implement strategies to reduce spam complaints.
- Testing and Monitoring: Testing your email setup and monitoring deliverability are essential to ensure compliance and identify any issues.
- Impact on Small Senders: Small senders may need to take extra steps to ensure they meet the new requirements, especially if they are using shared domains or email addresses.
Marketer view
Email marketer from Email Geeks questions whether the "one click unsubscribe" mentioned a literal one click unsubscribe or are they more talking about list unsubcribe?
19 Mar 2023 - Email Geeks
Marketer view
Email marketer from Email Geeks says its about adding list-unsubscribe headers to enable “one click” unsubscribe within the email app. The preferred method is RFC8058, mailto is acceptable. Although I am really, really liking the idea of enforcing RFC8058
28 Aug 2023 - Email Geeks
What the experts say
17 expert opinions
Experts generally agree that Gmail and Yahoo's new email requirements for 2024 focus on authentication, easy unsubscription, and low spam rates, especially for bulk senders. The requirements involve setting up SPF, DKIM, and DMARC for authentication, implementing one-click unsubscribe options (List-Unsubscribe, preferably RFC8058), and keeping spam rates below 0.3%. Experts note that most of these are best practices already, but the enforcement is new. Small businesses might face challenges, and Google's documentation may have inaccuracies. There's also some confusion about transactional emails needing unsubscribe options.
Key opinions
- Authentication Methods: SPF, DKIM, and DMARC are essential for authentication.
- One-Click Unsubscribe: Easy one-click unsubscribe options via List-Unsubscribe headers (RFC8058 preferred) are required.
- Spam Rate Threshold: Spam rates must be kept below 0.3%.
- Bulk Sender Focus: The primary focus is on bulk senders (over 5,000 emails daily).
- Shared Pools PTR records: PTR records are not an issue for shared pools if configured correctly.
Key considerations
- Documentation Accuracy: Google's documentation may contain inaccuracies or be vague.
- Small Business Impact: Small businesses may face challenges due to lacking their own domains or technical expertise.
- Transactional Emails: There's uncertainty whether transactional emails require unsubscribe options.
- Implementation Complexity: Implementing DMARC and List-Unsubscribe-Post may require some development effort, particularly on older platforms.
- Understadning of Spam rates: Understand the complaints are receiver specific and based on inbox placement, not simply on total sends.
Expert view
Expert from Spamresource responds that The exact impact of not complying with Google and Yahoo's new requirements varies, but the main issues are authentication (SPF, DKIM, DMARC), one-click unsubscribe, and staying below spam complaint thresholds. Senders who do not meet these requirements risk having their messages sent to spam folders or blocked entirely.
18 May 2023 - Spamresource
Expert view
Expert from Word to the Wise explains that bulk senders must authenticate, implement one-click unsubscribe, and keep spam rates low. For authentication this involves setting up SPF or DKIM, ensuring valid forward and reverse DNS records, setting up DMARC, and aligning the From: header with SPF or DKIM.
13 Dec 2022 - Word to the Wise
What the documentation says
5 technical articles
Official documentation indicates that Gmail and Yahoo are introducing new requirements for email senders in 2024, primarily targeting those sending 5,000 or more messages daily. These requirements include authenticating email with SPF, DKIM, and DMARC; providing a one-click unsubscribe option via List-Unsubscribe headers (mailto: or https: URLs); and maintaining a spam rate below 0.3% as monitored through tools like Google Postmaster Tools. Non-compliance may result in emails being sent to the spam folder or outright rejection.
Key findings
- Sender Threshold: Senders of 5,000+ daily emails are the primary target.
- Authentication Standards: SPF, DKIM, and DMARC are required for email authentication.
- Unsubscribe Mechanism: A one-click unsubscribe option via List-Unsubscribe header is mandatory.
- Spam Rate Limit: Spam rate must stay below 0.3%.
- Consequences of Non-Compliance: Failure to comply may lead to spam filtering or email rejection.
Key considerations
- Technical Implementation: Correctly setting up SPF, DKIM, and DMARC requires technical expertise.
- User Experience: The unsubscribe process must be simple and accessible for users.
- Spam Monitoring: Regular monitoring of spam rates through tools like Google Postmaster Tools is essential.
- Industry standards: Use recognised industry standards like RFC Editor to create one-click unsubscription.
Technical article
Documentation from RFC Editor describes how List-Unsubscribe header with a mailto: or https: URL for one-click unsubscription.
7 Mar 2022 - RFC Editor
Technical article
Documentation from AuthSMTP specifies the core requirements as implementing SPF, DKIM, and DMARC for authentication, providing a simple one-click unsubscribe process, and keeping spam rates reported in Google Postmaster Tools under 0.3%.
20 May 2024 - AuthSMTP
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