Google and Yahoo will begin enforcing new requirements for bulk email senders, specifically focusing on authentication, reported spam rates, and the ability to easily unsubscribe from email lists.
When it comes to email authentication, three mechanisms work together: Sender Policy Framework (SPF), DomainKeys Identified Mail (DKIM), and Domain-based Message Authentication, Reporting, and Conformance (DMARC).
Google says bulk senders must keep their reported spam rate (i.e., the percentage of outgoing messages reported as spam by recipients) in Google Postmaster Tools below 0.10% and "avoid ever reaching 0.30% or higher."
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