Gmail and Yahoo email sender requirements

  • Updated

Starting February 2024, Gmail and Yahoo are implementing new email sender requirements that help improve your deliverability score and protect customers from accounts that send spam. For Google's enforcement timeline, see Google's documentation.

Gmail's requirements are stricter than Yahoo's, so if you meet Gmail's requirements, you will also meet Yahoo's.

Impact on ODP campaigns

If you use Optimizely Data Platform (ODP) to send email campaigns and those campaigns are sent to Gmail and Yahoo email recipients, this change affects you.

To verify if you send email campaigns:

  1. In ODP, go to Activation > Engage.
  2. In the filters on the left, under Channel, select Email.

To ensure your ODP email campaigns continue to send successfully, you must meet Gmail's and Yahoo's sender requirements, including but not limited to:

  • Domain-based Message Authentication, Reporting, and Conformance (DMARC) for your sending domain.
    Google's email sender guidelines (linked below) include more information on DMARC, including how to add a DMARC record. For more help with DMARC, see MX Toolbox's documentation.
  • The from address domain must align with your sending domain.
    • ODP sender profiles automatically align your from domain to your sender domain, so if you are using ODP to send marketing messages, you already meet this requirement.
  • Your marketing emails must provide a way for customers to unsubscribe in one step.
    • Optimizely is working on a feature that will let you include a one-click unsubscribe as a setting in the email header metadata. This feature will be available before Google's deadline of June 1, 2024.
  • You must include an unsubscribe link in your message body, but that link does not have to be one-click.
    • ODP best practices recommend you include an unsubscribe link in the email body for each messaging identifier you collect in a marketing email, so you should already meet this requirement.
  • Keep spam rates under 0.30%.

Gmail and Yahoo email sender requirements

For specific email sender requirements, see their official documentation: