Preparing Yotpo Subscriptions Emails for Google and Yahoo’s Sender Requirements

      Preparing Yotpo Subscriptions Emails for Google and Yahoo’s Sender Requirements

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        Google and Yahoo have introduced new sender requirements to help combat spam and enhance inbox safety. These changes took effect on February 1, 2024.

        In this article, we’ll walk you through the steps you can take to make sure you’re fully compliant with these new requirements.

        What are the new requirements?

        The sender requirements focus on authentication, spam-rate control, and simplified unsubscription processes to combat spam and enhance inbox safety. You can read all of the details in Google’s blog and Yahoo’s blog or skip straight to our recommendations below.

        After you implement these recommendations, you’ll be fully compliant with the new sender requirements for both Google and Yahoo and more likely to be recognized as a legitimate sender.

        Most of these requirements were created for bulk senders who regularly send 5,000 emails or more a day, however, they also apply to a one-time mass email delivery of 5,000 emails. If you’re not sending that many messages, the only requirement you must fulfill is to allow one-click unsubscribes.

        Required steps

        Make sure that you comply with these requirements:

        1. Authenticate Yotpo emails on your domain
        2. Set up a DMARC record
        3. Allow one-click unsubscribes

        1. Authenticate Yotpo emails on your domain

        Sending from an authenticated sending domain can increase your deliverability rates and add brand credibility. The new sender requirements specify that merchants who regularly send at least 5,000 emails a day must send them from a domain they own. This means you won't be able to use a free email domain such as “” or a shared pool email such as “” as your sender address.

        How do I authenticate my domain?

        Contact Yotpo Support to receive the relevant CNAME records that you need to add to your domain management system for authentication.

        Please provide the required domain name in your request and make sure that it is the same one that appears in your Yotpo Subscriptions email settings. This can be checked by going to Settings > Notifications > Email sender settings.

        2. Set up a DMARC record

        After you’ve authenticated your domain, set up an additional authentication protocol called a DMARC (Domain-based Message Authentication, Reporting & Conformance) record if you haven’t already.

        Please note:
        If you decide not to authenticate your domain, you must make sure that you either do not have a DMARC record or that the value for your existing DMARC record on your root domain is p=none.

        Establishing a DMARC record proactively safeguards your brand and audience against phishing and spoofing threats. The aim is to ensure that only valid emails from your domain enter inboxes, thereby enhancing your sender reputation and delivery rates.

        You can set up DMARC authentication for your sending domain in your DNS provider yourself, but we highly recommend consulting with an email deliverability expert or using an online tool to make sure it was done correctly.

        Learn more about DMARC records in Google Help.

        3. Allow one-click unsubscribes

        All merchants must now ensure that email subscribers can easily unsubscribe from their list. These requirements are for marketing emails, and do not necessarily apply to transactional subscription emails.

        1. You must allow your subscribers to unsubscribe in one step: No action is required on your end for this requirement because Yotpo has implemented a “list unsubscribe header” that will appear at the top of all emails starting February 1, 2024.
        2. There must also be an unsubscribe link in the message body: This link does not have to be a one-step unsubscribe. To stay compliant, make sure to keep your unsubscribe link clearly visible in your emails.
        Optimize your content to avoid spam filters. Spam filters flag any email characteristics associated with spam. Avoid red text, writing in all caps, don’t use too many exclamation points, and keep it short by cutting out any unnecessary padding.

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