Recently, both Gmail and Yahoo have announced that they will enforce several requirements for bulk senders. Of these, the most significant will be the requirement to have all possible authentication protocols in place for the sending email domain – SPF, DKIM, and DMARC. While SPF and DKIM have fairly strong adoption among senders, DMARC may be lagging a bit. However, as of February 2024, DMARC (aligned to either the SPF or DKIM, though DKIM alignment should be used) will be necessary for successful delivery at Gmail and Yahoo. If your institution has not yet implemented all three authentication protocols for your sending email domain, now is the time – ahead of the deadline – to consult with your internal IT team.
Another notable requirement is stricter enforcement of low spam complaint rates – making list hygiene and relevant content an even higher priority than previously.
Additional requirements that are currently being met by sending via ClickRSVP include:
- Valid PTR records for sending IP’s
- Inclusion of one-click List-Unsubscribe header
- Properly formatted messages according to RFC 5322
While there are many available resources on this topic, below are just a few to reference:
https://blog.google/products/gmail/gmail-security-authentication-spam-protection/
https://www.litmus.com/blog/new-yahoo-gmail-email-deliverability-rules
