How To Prepare for the New Gmail and Yahoo Sender Requirements Rollout

Starting in February, Gmail and Yahoo will begin rolling out new sender requirements for bulk senders. We are here to help you understand and meet these new requirements! It is important to note that these requirements are being rolled out periodically and align with existing email deliverability best practices.

What is a bulk sender?

Gmail defines a bulk sender as anyone who sends more than 5,000 messages per day to Gmail accounts. Yahoo, however, does not provide a specific volume. With this being the case, we recommend that all Sugar Market customers work to meet these new requirements to avoid impacts to their email deliverability.

What are the new requirements?

Find below a summary of the new requirements. You can review all of the new requirements for Gmail here and for Yahoo here.

Email Domain Authentication

All email domains used by senders must have the SPF, DMARC, and DKIM authentication methods set up correctly.

One-Click Unsubscribe and Unsubscribe Link in the Email Body

All emails must support one-click unsubscribe and include a clearly visible unsubscribe link in the email body.

What is one-click unsubscribe?

Enabling one-click unsubscribe allows email providers that support it to display an unsubscribe button next to your email in the recipient's inbox and at the top of the email when opened; recipients can click this button to unsubscribe from your emails with one click.

How are these new requirements being rolled out?

Starting February 1

Gmail and Yahoo will gradually begin enforcement of all the new bulk sender requirements, excluding one-click unsubscribe.

Starting June 1

Gmail and Yahoo will enforce the one-click unsubscribe requirement. There will be no gradual rollout for the enforcement of this requirement. 

What actions is Sugar Market taking?

Email Domain Authentication

Both Gmail and Yahoo require that bulk senders ensure the domain in the From: header is aligned with either the SPF domain or the DKIM domain. Currently, Sugar Market does not support this functionality for the SPF domain. We are developing the infrastructure needed to support this functionality, and it will be available in a future release. This will not affect other email domain authentication methods, and we do not anticipate any impacts on deliverability.

One-Click Unsubscribe

To ensure all our customers can meet the new sender requirements, we are developing a new one-click unsubscribe feature that will be available in the email builder. This feature will be released before June 1.

What actions do I need to take?

Email Domain Authentication

Ensure that your email domain has the SPF, DMARC, and DKIM authentication methods set up correctly. You can reference Sugar Market’s Technical Setup Guides for step-by-step instructions on setting up these authentication methods. You can use our in-depth authentication verification guide for step-by-step instructions to confirm that your authentication methods are active and valid.

Unsubscribe Link in the Email Body

Include a clearly visible unsubscribe link in the body of all your emails. You can find step-by-step instructions on linking your preference page as an unsubscribe link in your Sugar Market emails here.