In October 2023, Yahoo and Google introduced new bulk mail requirements, mandating that senders implement proper authentication, publish DMARC records, and comply with the List-Unsubscribe RFC, with a complaints threshold of 0.3%. The enforcement deadline, initially set for February 2024, faced delays as businesses struggled to meet these standards. The changes have encouraged many companies to adopt best practices that had been previously neglected in email deliverability. Recently, insights were shared by industry experts reviewing the ongoing impact of these new requirements, highlighting the positive shift in sender compliance.
Yahoo and Google set a new standard for bulk mailers that mandated authentication and DMARC records, pushing senders to adopt best practices for email delivery.
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