In February 2024, Gmail and Yahoo introduced strict email authentication requirements for bulk senders. If you send more than 5,000 emails per day to Gmail or Yahoo addresses, you must meet these requirements or risk having your emails blocked or sent to spam. This article explains what's required and how to ensure your SendX account is compliant.
When you'll need this
Read this article if you send email campaigns to Gmail or Yahoo recipients, you've noticed deliverability issues since early 2024, you want to make sure your SendX setup meets current standards, or you're setting up a new domain and want to get it right from the start.
Who these requirements apply to
The strictest requirements apply to bulk senders, which Gmail and Yahoo define as anyone sending more than 5,000 emails per day to their users. However, many of these requirements improve deliverability for all senders, regardless of volume.
Even if you send fewer than 5,000 emails per day, following these guidelines is strongly recommended. Inbox providers are increasingly favoring authenticated senders, and these practices protect your brand and improve inbox placement.
What Gmail and Yahoo require
Here's what bulk senders must have in place:
1. Email authentication (SPF, DKIM, and DMARC)
You must authenticate your emails using all three protocols:
SPF: Handled automatically by SendX. No action needed on your part.
DKIM: You must add a DKIM record to your domain's DNS. SendX provides this record in your domain authentication settings.
DMARC: You must publish a DMARC record for your domain. At minimum, a
p=nonepolicy is required. SendX provides a compliant DMARC record you can use.
2. Domain alignment
The domain in your "From" address must align with either the SPF domain or the DKIM domain. When you authenticate your domain in SendX and send from that domain, alignment happens automatically.
3. One-click unsubscribe
Marketing emails must include a one-click unsubscribe option in the email header. SendX automatically adds the required List-Unsubscribe header to your campaigns, so this is handled for you.
You should also include a visible unsubscribe link in the body of your emails. SendX's default footer includes this.
4. Low spam complaint rate
Keep your spam complaint rate below 0.3% as reported in Google Postmaster Tools. Ideally, stay below 0.1%.
This isn't something SendX can control for you. It depends on:
Sending to people who actually want your emails
Making it easy to unsubscribe
Sending relevant, valuable content
Not buying or renting email lists
5. Valid forward and reverse DNS (PTR records)
Your sending IPs must have valid DNS records. SendX handles this for emails sent through our infrastructure.
6. TLS encryption
Email must be transmitted over a secure TLS connection. SendX uses TLS for all email transmission.
What SendX handles automatically
When you send through SendX, several requirements are already met:
Requirement | Status |
SPF authentication | Handled by SendX |
TLS encryption | Handled by SendX |
Valid PTR records | Handled by SendX |
One-click unsubscribe header | Handled by SendX |
RFC 5322 message formatting | Handled by SendX |
What you need to do
These items require action on your part:
Requirement | Your action |
DKIM authentication | Add the DKIM record SendX provides to your DNS |
DMARC record | Add a DMARC record to your DNS (SendX provides one) |
Domain alignment | Send from the domain you authenticated in SendX |
Visible unsubscribe link | Include an unsubscribe link in your email body (SendX default footer has this) |
Low spam rate | Send wanted emails to engaged subscribers |
How to check your compliance
Step 1: Verify domain authentication in SendX
Go to your domain authentication settings and confirm that both DKIM and DMARC show as verified. If either shows as not verified, you need to add or correct the DNS records.
Step 2: Use Google Postmaster Tools
Sign up for Google Postmaster Tools (free) and add your sending domain. This shows you:
Your spam complaint rate
Your domain reputation
Authentication pass rates
Google Postmaster Tools: https://postmaster.google.com
Step 3: Check your spam rate
In Postmaster Tools, monitor your spam complaint rate. If it's above 0.1%, take action to reduce it before it reaches 0.3%. Above 0.3%, Gmail may start blocking your emails.
Step 4: Review your unsubscribe process
Make sure your emails have a clear, working unsubscribe link. Test it yourself. A frustrating unsubscribe experience leads to spam complaints.
Tips for keeping your spam rate low
Your spam complaint rate is critical. Here's how to keep it under control:
Only email people who opted in
Never buy, rent, or scrape email lists. Only send to people who explicitly signed up to hear from you.
Set expectations at signup
Tell subscribers what kind of emails they'll receive and how often. Then stick to that promise.
Make unsubscribing easy
A clear, one-click unsubscribe is better than a spam complaint. Don't hide the unsubscribe link or make people jump through hoops.
Remove unengaged subscribers
If someone hasn't opened your emails in 6-12 months, consider removing them or sending a re-engagement campaign. Unengaged subscribers are more likely to mark you as spam.
Send relevant content
Segment your list and send targeted content. Irrelevant emails lead to spam complaints.
What happens if you don't comply
If you don't meet these requirements, you may experience:
Emails going directly to spam folders
Emails being rejected entirely (bounced)
Reduced sender reputation over time
Difficulty reaching Gmail and Yahoo users
Gmail and Yahoo have been enforcing these rules since February 2024. The consequences are real and immediate for non-compliant senders.
Common questions
I send fewer than 5,000 emails per day. Do I still need to do this?
The strictest enforcement applies to bulk senders (5,000+ emails/day), but authentication improves deliverability for everyone. Even small senders should authenticate their domain and follow these best practices.
Does SendX automatically make me compliant?
Partially. SendX handles SPF, TLS, PTR records, and the unsubscribe header. You need to add DKIM and DMARC records to your DNS and maintain a low spam rate through good sending practices.
How do I know if my emails are being blocked?
Watch for increased bounce rates, lower open rates, or feedback from recipients saying they didn't receive your emails. Google Postmaster Tools also shows authentication failures and delivery issues.
What DMARC policy do I need?
At minimum, p=none is required. This is the monitoring-only policy. SendX provides a compliant DMARC record you can use. If you already have a stricter policy (p=quarantine or p=reject), that's fine too, just make sure your DKIM is set up correctly.
My domain is already authenticated. Am I compliant?
If both DKIM and DMARC show as verified in SendX, and you're sending from that authenticated domain, you've met the authentication requirements. Just make sure your spam complaint rate stays low.
What if I use multiple email services besides SendX?
Each service needs proper DKIM authentication. Your DMARC record applies to all email from your domain, so make sure every legitimate sender is authenticated before moving to a strict DMARC policy.