So, you’ve heard about the recent updates from Google and Yahoo/AOL regarding bulk sender guidelines, and you’re wondering what steps you need to take to ensure compliance. Don’t worry, we’ve got you covered! Here are five crucial actions you can take to keep your sending accounts in good standing with these email giants.

Set up SPF (Sender Policy Framework)

Bulk senders are now required to implement SPF according to the new guidelines. If you’re not sending super high volumes, you can opt for either SPF or DKIM. However, SPF is a straightforward TXT record addition to your domain’s DNS settings. Simply log into your domain registrar, create a new TXT record with the provided SPF information, and you’re good to go!

Set up DKIM (DomainKeys Identified Mail)

Alongside SPF, bulk senders must also configure DKIM. This authentication method adds an extra layer of security to your emails. For Google Workspace users, obtaining your DKIM key is relatively easy through the Google Admin section. Follow the instructions to generate a new record, add it to your DNS settings, and authenticate your email with DKIM.

Implement DMARC (Domain-based Message Authentication, Reporting, and Conformance)

While DMARC is optional for regular senders, bulk senders are required to set it up under the new guidelines. We recommend aligning DMARC with DKIM for better stability. Use tools like the DMARC Record Wizard to generate the necessary record, enter it into your domain registrar’s settings, and ensure successful authentication before enabling DMARC.

Include a List-Unsubscribe Header

Make unsubscribing easy for your recipients by adding a one-click unsubscribe option through a list-unsubscribe header. While this is a requirement for bulk senders, it’s also beneficial for regular senders to keep spam complaint rates low.

Add a Visible Unsubscribe Link in the Message Body

In addition to the list-unsubscribe header, include a clearly visible unsubscribe link within the body of your emails, especially if you exceed the bulk sender threshold. This link can direct recipients to an email preferences page or facilitate direct unsubscribes.


Navigating the evolving landscape of email regulations can seem daunting, but with the right tools and strategies, compliance is within reach. Whether you’re a bulk sender or sending emails at a regular volume, following these steps will help you stay on the right side of Google and Yahoo/AOL’s guidelines. Remember, sending relevant, targeted, and valuable messages is key to maintaining a positive sender reputation and avoiding spam complaints.

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