Understanding new sender requirements: A fireside chat with Yahoo & Google
The Evolution and Impact of New Email Requirements
➡️ Updated Sender Requirements Rationale: Anu and Marcel discuss the new email requirements, which are aimed at combating spam and fraud to improve user email experience. These standards are based on longstanding policies to establish trust and user control.
➡️ Direct Impact on Email Senders: Bulk senders, particularly those sending significant email volumes to Gmail or Yahoo addresses, are the primary subjects of the new criteria. Senders must now authenticate emails more rigorously and include easy-to-use unsubscribe options.
Key Changes and Bulk Sender Definitions
➡️ Authentication Requirements: Anu emphasizes that every email must be authenticated, with bulk senders meeting additional SPF and DKIM requirements, including a DMARC policy of at least 'none'.
➡️ Definition of Bulk Senders: There's flexibility in the interpretation of bulk senders, typically characterized by those who send large volumes of the same email. Google suggests the threshold of 5,000 emails a day as a guideline.
The Significance of One-Click Unsubscribe and List-Unsubscribe
➡️ User Control Over Email Interactions: The implementation of the one-click unsubscribe feature via list-unsubscribe headers in email headers gives users direct control over subscription preferences, reducing the chances of marking emails as spam.
➡️ Details on Unsubscribe Features: Senders are advised to include list-unsubscribe headers according to the specifications in RFC 8058 for promotional emails. Transactional emails, like password resets, are exempt from these unsubscribe requirements.
Guidelines for Managing Spam Rates
➡️ Ideal Spam Rates for Senders: It's recommended that good senders maintain a spam rate well below .1%, with the acceptable maximum being .3%. Persistent rates above .3% can significantly impact email deliverability.
➡️ Importance of Monitoring Spam Feedback: Consistent monitoring of spam rates is crucial. Temporary spikes in spam reports due to specific campaigns won't necessarily penalize a sender, but consistently high spam rates will adversely affect reputation.
Chapters
00:00 Introduction
01:57 Sender Requirements
03:20 Expert Introductions
05:40 User Experience
08:15 Impact Explanation
11:48 Authentication Importance
13:50 Unsubscribe Details
15:31 Spam Rate Guidelines
17:30 Q&A
58:11 Final Thoughts
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