Understanding the "Only Send Emails Recipients Want" Google & Yahoo's Initiative

This post focuses on the principle of “Only Send Emails Recipients Want,” as emphasized by both Yahoo and Google. This requirement is crucial for maintaining a positive email ecosystem and ensuring your messages reach the inbox.

Yahoo’s Guidelines:

  • User Preference is Key: Yahoo stresses the importance of sending emails that users actually want, to prevent inbox clutter with unwanted messages.
  • Maintain a Clean Mailing List:
    • Monitor spam complaint rates. Consider enrolling in Yahoo’s Complaint Feedback Loop (CFL) program to manage and track spam complaints.
    • Use double or confirm opt-in to reduce invalid recipients at time of registration.
    • Promptly remove invalid recipients and periodically reconfirm with inactive subscribers.
    • Ensure your spam complaint rate remains below 0.3% for bulk senders.
  • Compliance with Standards:
    • Adhere to the CAN-SPAM Act, which sets requirements for commercial emails.
    • Ensure your email headers and subject lines are accurate and compliant with RFC 5321 and RFC 5322.

Google’s Recommendations:

  • Clear Spam Rate Threshold: Google will enforce a specific spam rate threshold to protect Gmail users from unwanted emails.
  • Utilize Postmaster Tools: Google encourages the use of their Postmaster Tools to gain insights into how your emails are received. This includes checking:
    • Recipient generated spam complaints.
    • Email delivery issues and authentication status.
    • Your domain or IP reputation and its impact on delivery rates.
  • Send Desired Content Only: Avoid sending messages to those who are likely to mark them as spam, as this can lower your domain’s reputation over time. Here are a few best practices:
    • Send what was promised: Only send the types of messages that recipients have explicitly signed up for at the time of registration.
    • Adhere to promised frequency: Stick to the email frequency specified at the time of registration. Over-sending or unexpected frequency changes can prompt recipients to mark emails as spam.
    • Remove Inactive Recipients: Regularly review your email list and remove recipients who haven’t engaged with your emails over a significant period.

General Best Practices:

  • Always send emails to recipients who have opted in and are engaged with your content.
  • Monitor your email delivery metrics, including hard and soft bounces, as well as user engagement.
  • Use a TLS connection for transmitting email to enhance security and trust.

Why It Matters: Adhering to these guidelines from Yahoo and Google not only helps in reducing spam but also ensures your legitimate emails have a higher chance of reaching your audience. It’s about building a respectful and effective email communication channel that values recipient preferences.

Further Information:



Additional Resources

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