This February, Google and Yahoo are introducing new requirements for bulk email senders, focusing on three areas: authentication of emails, reported spam rates and the ability to easily unsubscribe. Authentication requires setting up Sender Policy Framework (SPF), DomainKeys Identified Mail (DKIM) and Domain-based Message Authentication, Reporting and Conformance (DMARC). Bulk email senders must keep their reported spam rate below 0.10% and easily enable one-click unsubscribe functions. Experienced email marketers should already be familiar with these requirements, but those using Google Workspace accounts may be exempt. Google and Yahoo are introducing these requirements to protect their revenue sources and ensure users retain the use of the inbox as a daily activity.
Originally reported by Martech: https://martech.org/new-rules-for-bulk-email-senders-from-google-yahoo-what-you-need-to-know/
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