What are the key requirements introduced by Gmail and Yahoo in 2024?

Gmail and Yahoo introduced coordinated requirements in 2024 targeting bulk email senders. Key requirements include mandatory SPF, DKIM, and DMARC authentication with proper alignment. One click unsubscribe via List-Unsubscribe headers became required for marketing messages.

Complaint rate thresholds were formalized: stay below 0.3% maximum with a target under 0.1%. Valid reverse DNS for sending IPs, TLS encryption for transmission, and proper From header formatting are also required.

These requirements represent the most significant coordinated policy change in email deliverability history. Gmail and Yahoo together reach the majority of consumer email addresses, making compliance essential for any serious email program. The requirements establish baseline standards that other providers may adopt.

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