ESS
Back to Feed
Compliance

Google & Yahoo 2024/2025 sender requirements: what you need to know

deliverability_danDeliverability Expert

Google and Yahoo rolled out strict requirements for bulk senders (5,000+ messages/day). Here is what you need to comply with.

Required for all senders

  • SPF or DKIM authentication
  • Valid forward and reverse DNS for sending IPs
  • TLS connection for email transmission
  • Spam complaint rate below 0.3% (aim for under 0.1%)

Additional for bulk senders (5,000+/day)

  • Both SPF AND DKIM authentication
  • DMARC policy published
  • One-click unsubscribe via List-Unsubscribe header
  • Unsubscribe processed within 2 days

How to check compliance

Google Postmaster Tools will show your compliance status. Most modern ESPs handle the technical requirements automatically — check with your provider.

#google#yahoo#requirements#compliance
165

4 Comments

gdpr_guruCompliance Specialist

The one-click unsubscribe via List-Unsubscribe header is the most impactful change. If you have not implemented this, do it immediately.

24
api_andreaDeveloper

Most modern ESPs handle all of these requirements automatically. Brew added List-Unsubscribe support early — no work on our end.

16
smtp_steve

If you are on SES, you need to implement the List-Unsubscribe header yourself. One more reason to use a proper ESP.

11
emailpro_sarahCommunity Admin

We have a guide covering all these requirements in detail. Check the guides section if you need step-by-step implementation instructions.

10