Starting February 2024, Gmail and Yahoo are issuing tighter restrictions for bulk senders (aka, brands who send more than 5,000 messages in one day). The restrictions will improve both providers’ abilities to validate that senders are who they claim to be.
What are the new requirements for “bulk senders”?
- Enable easy unsubscription. Gmail and Yahoo are requiring that large senders give recipients the option to unsubscribe in one click and process unsubscribe requests within two days.
- Avoid sending unwanted emails. Gmail and Yahoo will enforce a clear spam complaint threshold of 0.3% to ensure users aren’t receiving unsolicited messages. If senders exceed this threshold, they’ll likely notice an increase in blocked emails or emails being directed to the bulk folders.
- Authenticate Your “From” Email. Gmail and Yahoo are taking sender authentication a step further, requiring that all emails be fully authenticated with SPF, DKIM, and now, DMARC. DMARC helps to instruct mailbox providers on how they should handle mail that failed the DKIM and SPF authentication checks.
Are my messages compliant?
Wunderkind already complies with the new Gmail & Yahoo guidelines. That said, brands should ensure that any emails sent out of their ESP abide by these regulations.
- Wunderkind will implement a one-click unsubscribe option that complies with Gmail’s specific requirements before the official enforcement date of June 1.
- The average spam complaint for Wunderkind emails across our client base is less than .01%. Wunderkind only triggers an email to users who are on your list and recently demonstrated high intent purchase behavior on site. These subscribers want to hear from your brand, so the likelihood that they would report a spam complaint (instead of just opting-out) is low.
- If Wunderkind will send through your ESP, please verify that SPF and DKIM are authenticated with your ESP and set up DMARC in your domain’s DNS via your IT team. If Wunderkind will send emails on your behalf, then SPF and DKIM will be authenticated for you. However, you will still need to set up DMARC. More information here.
Even if Wunderkind does not send through your ESP, double check that your ESP is compliant with the new restrictions. We don’t want marketing sends impacted, either!
If you have additional questions, please reach out to your Wunderkind contact.