Preparing for Google and Yahoo’s New Sender Requirements

Google and Yahoo have introduced new sender requirements to help combat spam and enhance inbox safety. These changes went into effect beginning 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 new 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.

Recommended steps

To be compliant with these changes, you will need to take the following steps:

1. Authenticate your sending domain
2. Set up a DMARC record
3. Allow one-click unsubscribes
4. Stay below a spam-rate threshold

1. Authenticate your sending 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. Emails from unauthenticated bulk senders will be rejected. This means you won't be able to use a free email domain such as “gmail.com” or a shared pool email such as “yotpomail.com” as your sender address.

How do I authenticate my domain?

Adding and authenticating a sending domain is extremely straightforward in Yotpo. Just follow our step-by-step instructions in Adding a Sending Domain.

After you add a new sending domain, it's necessary to warm up your new domain through a process called “list warming”.

What is list warming?

The warm-up period builds up your reputation among ISPs and establishes trust with your subscribers. Learn more about warming up your domain.

2. Set up a DMARC record

After you’ve authenticated your domain, you must set up an additional authentication protocol called a DMARC (Domain-based Message Authentication, Reporting & Conformance) record. 

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. The minimum required DMARC policy is v=DMARC1; p=none; sp=none. Additionally, it is recommended but not required to set an RUA tag with a valid email address to receive DMARC reports such as rua=mailto:dmarc-reports@mybrand.com.

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. A few third-party tools that can help manage DMARC are:

• EasyDMARC
• DMARCian 
• Valimail

Learn more about DMARC records in Google Help.

3. Allow one-click unsubscribes

All merchants must now ensure that subscribers can easily unsubscribe from their list.

1. You must allow your subscribers to unsubscribe in one step.
2. There must also be an unsubscribe link in the message body. This link does not have to be a one-step unsubscribe.

No action is required on your end for the first requirement because Yotpo has implemented a “list unsubscribe header” that will appear at the top of all emails from February 1, 2024.

To stay compliant with the second requirement, make sure to keep your unsubscribe link clearly visible in your emails.

4. Stay below a spam-rate threshold

If you regularly send 5,000 emails a day or more, you must keep your spam rates below 0.3%.

After you’ve authenticated your sending domain, you can check your current spam rate from Google Postmaster.

Yotpo has tools to help you minimize your spam rate. These include the following:

• Exclude unengaged subscribers: Sending emails to unengaged contacts can harm your sender reputation and deliverability as it may lead to spam complaints or unsubscribes. Learn how to exclude these subscribers from your Yotpo Email campaigns in Sending Email Campaigns Based on Subscriber Engagement.
• (Coming soon) Sunset flow: Set up our automated flow to suppress or tag unengaged contacts so they don’t impact your future campaigns.

More best practices for keeping your spam rate low:

• Only email opted-in contacts: By emailing contacts who have given explicit consent and are expecting to hear from you, you will reduce the likelihood of getting spam complaints
• Verify your email list: Use a list verification tool to remove potentially harmful and invalid email addresses from your email list
• Update your welcome email: Make sure your welcome email lets subscribers know what to expect