Google and Yahoo recently announced new requirements for senders on their platforms. These requirements have long been considered best practices, but now both companies are making them mandatory.
Below are the highlights from their announcements:
- All senders should authenticate their email with SPF and DKIM.
- Bulk senders (sending 5000 emails a day or more) should also publish a DMARC record.
- Senders must include a one-click unsubscribe method. Higher Logic includes a list-unsubscribe header by default for our MA customers.
- Both Yahoo and Gmail will set clear spam complaint thresholds for senders. Google says that senders should maintain a complaint rate below 0.1% and avoid a rate above 0.3%.
Regarding Gmail terminating inactive accounts, Informz will identify and remove those inactive Gmail addresses from our database when they start bouncing. This should have little impact on deliverability since we remove bounces promptly.
We continue to monitor any developments from the industry and will post updates as they become available.
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Tirza Austin
Senior Manager, Online Community
American Society of Civil Engineers
1801 Alexander Bell Drive
Reston, VA 20191
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