Google/Yahoo Delivery Requirements

January 2024 brings changes in both the Google and Yahoo email delivery requirements. Therefore, if you are an XMPie Email Service customer who sends thousands of emails to Gmail/Yahoo recipients, pay attention to these new requirements and what actions you need to take.

In general, Gmail and Yahoo have set new requirements to protect against spam, reinforce the long-standing industry best practice, and improve the email experience for recipients. They require that bulk sender domains authenticate their emails, allow for easy one-click unsubscribe and to stay under a reported spam threshold.

A domain is considered a bulk sender if there are about 5,000 emails sent to Gmail/Yahoo recipients within a 24-hour period regardless of the email provider. Also, emails sent from different subdomains belonging to the primary domain also count toward the 5,000 limit.

More specifically, here’s what you need to do:

#1 Fully Authenticate

Starting February 1, 2024, brands that send many thousands of emails every day, are required to authenticate their sender IP addresses and domains using SPF, DKIM, and DMARC.

What you need to do:

Most bulk senders are already using SPF, DKIM, and DMARC. You should check and make sure that you are too. If not, contact and get the advanced sender package as soon as possible.

#2 One-Click Unsubscribe Feature

Gmail and Yahoo have a one-click unsubscribe feature which allows recipients to easily unsubscribe without the need to search the email body for the unsubscribe link.

Starting June 1, 2024, brands are required to facilitate the one-click unsubscribe feature.

What you need to do:

By June 1, 2024, XMPie will implement the one-click unsubscribe feature.

  • For Triggered Email: You will need to upgrade to the relevant uProduce version.
  • For Batch Email: You need to make sure the email body includes the unsubscribe link that is populated using the built-in Email Unsubscribe URL ADOR. Any email with such a link in the body will automatically support the one-click unsubscribe feature.

#3 Keep Spam Rates Low

Gmail and Yahoo require that senders aim to keep spam rates below 0.1% and avoid a spam rate of 0.3% or higher, especially for a sustained period.

What you need to do:

According to Google, you can check your spam rates in Postmaster Tools.  Be sure to keep rates below 0.10% and avoid reaching a spam rate of 0.30% or higher.