{"section":"announcements","requestedLocale":"en","requestedSlug":"2024-01-25-new-google-and-yahoo-requirements-for-bulk-email-senders","locale":"en","slug":"2024-01-25-new-google-and-yahoo-requirements-for-bulk-email-senders","path":"docs/en/announcements/2024/january/2024-01-25-new-google-and-yahoo-requirements-for-bulk-email-senders.md","branch":"main","content":"Google and Yahoo are implementing new requirements for bulk email senders. They aim to ensure greater security for recipients, reduce the number of spam messages, and provide a better user experience.\n\nAs of February 2024, based on its [Email sender guidelines](https://support.google.com/mail/answer/81126?hl=pt-BR&sjid=15077216349840152409-SA), Google will demand new requirements for senders who send 5,000 or more messages a day to Gmail accounts. Similarly, Yahoo has also defined new [practices for bulk email deliverability](https://senders.yahooinc.com/best-practices/). The requirements stipulated by the companies are:\n\n* Authentication of the sender's email.\n* Making it easy to unsubscribe.\n* Limiting the rate of emails marked as spam.\n\nIf senders do not comply with these guidelines, their emails may be rejected or delivered to the recipient's spam box.\n\n## What has changed?\n\nAs of February 2024, Google and Yahoo will require bulk email senders to meet the following requirements:\n\n| **Requirements** | **Description** |\n| :---: | :--- |\n| Sender email authentication | Senders must authenticate their emails using the following protocols:By implementing these settings, you protect yourself against spoofing (fake messages sent on behalf of your domain) and prevent your outgoing messages from being marked as spam.Learn more in the [Prevent spam, spoofing & phishing with Gmail authentication](https://support.google.com/a/answer/10583557) article. |\n| Make it easy to unsubscribe | Recipients must be able to unsubscribe from an email with a single click, and the unsubscribe request must be processed within two days.Learn more about [Subscriptions](https://support.google.com/mail/answer/81126#subscriptions) (Google) and [Support one click unsubscribe](https://blog.postmaster.yahooinc.com/post/182917670818/dont-want-to-be-marked-as-spam-support-one-click) (Yahoo). |\n| Spam rate limit | Recipients must consider the emails as desirable, so the rate of emails marked as spam must be less than 0.1%, and the sender must prevent it from reaching 0.3% or more. This rate refers to the number of emails marked as spam by recipients divided by the total number of emails received.You can use [Postmaster Tools](https://support.google.com/mail/answer/14289100) to track data on large numbers of Gmail emails and [Complaint Feedback Loop](https://senders.yahooinc.com/complaint-feedback-loop/) for Yahoo. |\n\nThe aforementioned requirements are considered fundamental in maintaining email deliverability. For more detailed information on email deliverability best practices, see [Email sender guidelines](https://support.google.com/mail/answer/81126) for Google-related practices, and for Yahoo, see [Email deliverability best practices](https://senders.yahooinc.com/best-practices/).\n\n## What needs to be done?\n\nTo be a bulk email sender compliant with Google and Yahoo's requirements, you must:\n\n* [Configure sender email authentication](#configuring-sender-email-authentication)\n* [Allow recipients to easily unsubscribe](#allowing-recipients-to-easily-unsubscribe)\n* [Control the spam rate limit](#controling-the-spam-rate-limit)\n\nIf you don't follow these guidelines, your emails may be rejected or delivered to the recipient's spam box. You can check whether you comply with Google's requirements through [Postmaster Tools](https://support.google.com/mail/answer/14289100).\n\n### Configuring sender email authentication\n\n* Configure [SPF authentication](https://support.google.com/a/answer/33786?sjid=4150033421619503412-SA) for your sending domain.\n* Configure [DKIM authentication](https://support.google.com/a/answer/174124?sjid=4150033421619503412-SA) for your sending domain.\n* Configure [DMARC authentication](https://support.google.com/a/topic/2759254?hl=pt-BR&ref_topic=9061731&sjid=8809025610711525699-SA) for your sending domain (you can check if you have a [valid DMARC record](https://dmarcian.com/dmarc-inspector/)).\n* Define a DMARC policy for your domain (check out Google's [recommended rollout](https://support.google.com/a/answer/10032473?hl=pt-BR&ref_topic=2759254&sjid=8809025610711525699-SA)).\n\n### Allowing recipients to easily unsubscribe\n\n* Give recipients the option to unsubscribe from emails with [a single click](https://blog.postmaster.yahooinc.com/post/182917670818/dont-want-to-be-marked-as-spam-support-one-click).\n* Include a visible unsubscribe link in the message body.\n* Process the unsubscribe request within 2 days.\n\n### Controling the spam rate limit\n\n* Ideally, keep reported spam rates below 0.1%.\n* Avoid reaching a spam rate of 0.3% or more.\n* Monitor spam rates reported in Gmail using [Postmaster Tools](https://gmail.com/postmaster) and in Yahoo using the [Complaint Feedback Loop](https://senders.yahooinc.com/complaint-feedback-loop/).\n\n## Related articles\n\n| **VTEX** | **Google** | **Yahoo** |\n| :--- | :--- | :--- |\n| | | |"}