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Featured Article : New Yahoo & Google Guidelines For Bulk Emails

With newly expanded Google and Yahoo guidelines for high-volume emailers coming into force from the 1st of February, we look at what needs to be done to comply.


As Google says about the reason for the new guidelines: “we’ll require bulk senders to authenticate their emails, allow for easy unsubscription and stay under a reported spam threshold.” Yahoo echoes this, saying: “Sending properly authenticated messages helps us to better identify and block billions of malicious messages and declutter our users’ inboxes.” 

What Is A Bulk Sender? 

Google categorises a “bulk sender” as those who send more than 5,000 messages to Gmail addresses in one day.

Bulk Sender Authentication – Leverage Industry Standards 

It’s clear from Google and Yahoo’s new guidelines that validation is to be a focus and reputable messaging is to be prioritised, i.e. making users feel more confident about an email’s source. For this reason, Google and Yahoo will require bulk senders to implement stronger email authentication and to leverage industry standards such as SPF, DKIM and DMARC. One of the key benefits of doing so, as outlined by Google, will be that it “will close loopholes exploited by attackers that threaten everyone who uses email.”

Easy To Unsubscribe – One Click and Within Two Days 

One of the issues that leads to email inbox clutter is not just the number of regular subscribed emails that users receive but also how easy it is to unsubscribe. As Yahoo says: “Users should be able to unsubscribe from unwanted emails without any hassle. It should just take one click.” 

Yahoo also says that it has tried to promote solutions to this issue for some time but adoption of these “common-sense standards” has been low among bulk senders. This means that Yahoo and Google’s updated guidelines will require senders to not just “support one-click unsubscribe” but to honour users’ unsubscribe requests “within two days.” 

Spam Threshold To Be Enforced 

One other major bulk, commercial email issue that Google and Yahoo are to tackle with the new guidelines is by making sure that companies only send emails that users actually want to receive, i.e. not irrelevant / spam emails. After measuring user-reported spam rates for some time, Yahoo and Google’s solution to this problem, and an industry first, will be to start enforcing a clear spam rate threshold that senders must stay underneath if they want to reach Google and Yahoo users’ inboxes.


Yahoo says the updated guidelines will apply to all the domains and consumer email brands that Yahoo Mail hosts, and has been clear that Google is in complete agreement. For example, Yahoo’s blog even features a quote on the issue from Google’s Neil Kumaran, Group Product Manager, Gmail Security & Trust, who says: “We firmly believe that users worldwide deserve a more secure email environment, with fewer unwanted messages for an improved overall experience. We look forward to working with peers across the industry to boost the adoption of these email standards that benefit everyone.” 

What’s In It For Google And Yahoo? 

The introduction of the new guidelines is expected to significantly benefit both Google and Yahoo in terms of streamlining the email ecosystem, making it easier and cheaper for Google and Yahoo to manage and monitor email traffic effectively. The changes may also enhance the overall image of the security and trustworthiness of their email services which could, of course, lead to greater user satisfaction, which in turn may translate to customer retention and attracting more new customers.

What About The Bulk Senders? 

For legitimate bulk senders, the guidelines provide a clear framework for compliance. By adhering to these guidelines, legitimate bulk senders can ensure their emails reach their intended recipients without being marked as spam, thereby protecting their reputation, brand, and potential profits. That said, the guidelines will mean that legitimate businesses will now have to take the time to rigorously audit and upgrade their email authentication protocols, ensuring compliance with minimum DMARC requirements and proper configuration of SPF and DKIM to maintain the integrity of their sent emails. This could involve meticulous management of subscription and unsubscribe processes to ensure smooth and prompt opt-out mechanisms and having to diligently monitor and maintain spam complaint rates well below the stringent thresholds set.

For legitimate bulk senders, it’s essentially a matter of having little choice regarding the extra work, costs, and changes involved. However, it shouldn’t be solely about finding new ways to avoid the spam folder.

The hope is also that the regulations will make life much more difficult for the bulk spammers. These new guidelines should mean that spammers will find it increasingly challenging to penetrate these defence mechanisms which could force them into a position where they must align their practices with the guidelines to preserve any kind of reasonable email deliverability and subscriber-reach.


Although the idea of ‘forcing spammers out’ is a laudable one, legitimate bulk senders might face several challenges while trying to comply with the new guidelines. For example, they may need to upgrade their systems to ensure robust email authentication with SPF, DKIM, and DMARC. This would require a degree of skill and resources to implement. Also, implementing a seamless one-click unsubscribe feature that adheres to the guidelines while ensuring that legitimate users are not inadvertently removed may potentially be an issue for some people.

There may also be the need for some significant effort in content-management and user-engagement analysis to make sure email content and communications are desired and relevant.

That said, Yahoo says help for bulk senders will be on hand via information provided on its Sender Hub (coming soon), and senders can email Yahoo their questions on the subject.

What Does This Mean For Your Business? 

For businesses, the new guidelines from Google and Yahoo signify a crucial (and many would say necessary and not-before-time) pivot towards more stringent email authentication and streamlined subscription management for the bulk senders that fill up our inboxes. If the guidelines work as intended and spam and malicious emails are curtailed, users may place greater trust in the emails which they do receive, potentially increasing engagement rates for compliant senders. Bulk sender businesses that adapt swiftly and adhere to the regulations may also benefit from improved sender reputation and deliverability. On the flip side, these regulations will hopefully pose a significant challenge to spammers, helping cleanse the email ecosystem of unwanted clutter. This may not only enhance user-experiences but also level the playing field for businesses committed to ethical email marketing practices.

In summary then, while compliance may initially be demanding, these guidelines at least offer a clearer path to enhanced email deliverability and reputation for legitimate bulk senders. Those businesses who are proactive in adapting will benefit from the decluttered inbox landscape, ensuring their communications are both seen and trusted by recipients.

Perhaps a pragmatic stance to take is that this shift isn’t just about having to adhere to certain annoying rules to enable communications to get into mailboxes, it’s more about embracing a culture of transparency and respect within digital communications that all businesses could benefit from going forward.