Eric Siu breaks down new email deliverability rules from Google and Yahoo for high-volume senders. You need spam complaint rates below 0.1%, proper authentication with SPF/DKIM/DMARC, and a one-click unsubscribe that removes people within 2 days.
We're going to be discussing how your email marketing won't work anymore unless you follow these 3 new rules from Google and Yahoo. If you're sending out 5,000 or more emails per day, they're changing up the rules on you. The first is spam limit needs to be less than 0.1%. Ideally, it can't go above 0.3%. And if it goes over 0.3%, there's a good chance your emails don't even get placed in people's inbox. The second is, and this one's been going on for a long time, they want you to use SPF, DKIM, and DMARC to let them know that you're actually the one really sending out the email versus someone spamming or pretending to be you. And here's a funny one. You have to have a one-click unsubscribe, which pretty much all email platforms do, but they added a caveat. If someone messages you to remove them within their list, you have to do so within 2 days. If you don't do it within 2 days, you're going to have issues.
