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

**URL:** <https://forum.dmarcian.com/t/understanding-the-only-send-emails-recipients-want-google-yahoos-initiative/2344>\
**Category:** Only send emails recipients want\
**Created:** [December 19, 2023, 6:30pm UTC](https://forum.dmarcian.com/t/understanding-the-only-send-emails-recipients-want-google-yahoos-initiative/2344 "2023-12-19T18:30:59Z")\
**Posts on this page:** 1\
**Page:** 1

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**Author:** ![Asher](https://yyz2.discourse-cdn.com/flex036/user_avatar/forum.dmarcian.com/asher/32/104_2.png) [@Asher](https://forum.dmarcian.com/u/Asher)\
**Post date:** [December 19, 2023, 6:30pm UTC](https://forum.dmarcian.com/t/understanding-the-only-send-emails-recipients-want-google-yahoos-initiative/2344/1 "2023-12-19T18:30:59Z")

</div>

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](https://senders.yahooinc.com/complaint-feedback-loop/) 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](https://www.ftc.gov/business-guidance/resources/can-spam-act-compliance-guide-business), which sets requirements for commercial emails.
  - Ensure your email headers and subject lines are accurate and compliant with [RFC 5321](https://datatracker.ietf.org/doc/html/rfc5321) and [RFC 5322](https://datatracker.ietf.org/doc/html/rfc5322).

**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](https://support.google.com/mail/answer/9981691) 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:**

Google

- [Announcement](https://blog.google/products/gmail/gmail-security-authentication-spam-protection/)
- [Email sender guidelines](https://support.google.com/mail/answer/81126?sjid=333206729377127662-NC)
- [Email sender guidelines FAQ](https://support.google.com/a/answer/14229414?sjid=333206729377127662-NC#zippy=%2Cwhat-is-a-bulk-sender%2Chow-can-bulk-senders-make-sure-theyre-meeting-the-sender-guidelines)

Yahoo

- [Announcement](https://blog.postmaster.yahooinc.com/post/730172167494483968/more-secure-less-spam)
- [Sender requirements & best practices](https://senders.yahooinc.com/best-practices/)

Additional Resources

- [M3AAWG Sending Domains Best Common Practices](https://www.m3aawg.org/SendingDomsBCP)