{"id":10537,"date":"2025-11-05T16:44:19","date_gmt":"2025-11-05T22:44:19","guid":{"rendered":"https:\/\/attentionmedia.io\/?p=10537"},"modified":"2025-11-05T16:44:19","modified_gmt":"2025-11-05T22:44:19","slug":"bulk-email-restrictions-from-google-yahoo-and-microsoft-what-you-need-to-know","status":"publish","type":"post","link":"https:\/\/attentionmedia.io\/?p=10537","title":{"rendered":"Bulk email restrictions from Google, Yahoo and Microsoft: What you need to know"},"content":{"rendered":"<div><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"450\" src=\"https:\/\/martech.org\/wp-content\/uploads\/2025\/03\/WYNTK-personalize-800x450.png\" class=\"attachment-large size-large wp-post-image\" alt=\"MarTech what you need to know.\" loading=\"lazy\" \/><\/div>\n<p><em>We\u2019ve updated our story<\/em> <em>on bulk email restrictions to include news of that Google will <a href=\"https:\/\/martech.org\/new-rules-for-bulk-email-senders-from-google-yahoo-what-you-need-to-know\/#h-google-to-crack-down-on-non-compliant-email-senders-ahead-of-2025-holiday-season\">crack down on non-compliant emails senders<\/a> ahead of the 2025 holiday season.<\/em><\/p>\n<p><em>Get an AI-generated audio overview of bulk email restrictions from Google, Yahoo and Microsoft. <\/em><\/p>\n<figure class=\"wp-block-audio\"><audio controls src=\"https:\/\/martech.org\/wp-content\/uploads\/2025\/05\/Bulk-email-5-30-25-52925-11.39%E2%80%AFAM.mp3\" preload=\"none\"><\/audio><\/figure>\n<p>On Feb. 1, 2024, Google and Yahoo started enforcing new requirements for bulk email senders. The guidelines largely focus on three areas: authentication of outgoing emails, reported spam rates and the ability to easily unsubscribe from email lists.<\/p>\n<p>Google defined bulk senders in an early-October 2023 announcement as \u201cthose who send more than 5,000 messages to Gmail addresses in one day,\u201d which caught the attention of email marketers in both B2B and B2C circles.<\/p>\n<p>Bulk senders that fail to meet the sender requirements will get temporary errors (with error codes) on a small percentage of their non-compliant email traffic, according to Google. These temporary errors will help senders identify email traffic that doesn\u2019t meet the new guidelines and give senders an opportunity to resolve issues leading to non-compliance.<\/p>\n<p>Email rejections began in April 2024. According to Google:<\/p>\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>In April 2024, we\u2019ll start rejecting a percentage of non-compliant email traffic, and we\u2019ll gradually increase the rejection rate. For example, if 75% of a sender\u2019s traffic meets our requirements, we\u2019ll start rejecting a percentage of the remaining 25% of traffic that isn\u2019t compliant.<\/p>\n<p><cite><a href=\"https:\/\/support.google.com\/a\/answer\/14229414?hl=en#zippy=%2Cdo-the-sender-guidelines-apply-to-messages-sent-to-google-workspace-accounts%2Cwhat-is-the-timeline-for-enforcement-of-sender-guidelines\" target=\"_blank\" rel=\"noopener\">Google email sender guidelines<\/a><\/cite><\/p><\/blockquote>\n<p>In April 2025, Microsoft announced its own restrictions on high-volume senders, which essentially mirror those put in place by Google and Yahoo. Microsoft\u2019s restriction apply to bulk senders (sending 5,000 emails or more) to Outlook.com domains, including hotmail.com and\u00a0live.com.<\/p>\n<p>Microsoft originally announced it would begin routing non-compliant messages from high-volume domains to the Junk folder on May 5, 2025. But in late April, Microsoft announced such messages would instead be rejected entirely starting on May 5, 2025.<\/p>\n<p>You\u2019ll find <a href=\"https:\/\/martech.org\/new-rules-for-bulk-email-senders-from-google-yahoo-what-you-need-to-know\/#h-microsoft-joins-google-and-yahoo-with-bulk-email-restrictions-os-its-own\">more details on Microsoft\u2019s restriction below<\/a>.<\/p>\n<h3 class=\"wp-block-heading\"><em>Customize this article according to your role<\/em><\/h3>\n<p><em>Use the form below and MarTechBot will add content to this page specific to your role in your organization. If you\u2019d rather not customize the content, just keep reading.<\/em><\/p>\n<div class=\"aipkit-ai-form-wrapper aipkit-theme-light\" data-form-id=\"401575\" data-nonce=\"dd135a577d\" data-show-save-button=\"false\" data-pdf-download-enabled=\"false\" data-show-copy-button=\"false\" data-save-as-post-nonce=\"d739f4539d\" data-label-generate-button=\"Generate\" data-label-stop-button=\"Stop\" data-label-download-button=\"Download\" data-label-save-button=\"Save Draft\" data-label-copy-button=\"Copy\" data-label-provider-label=\"AI Provider\" data-label-model-label=\"AI Model\">\n<h5 class=\"aipkit-ai-form-title\">Bulk email<\/h5>\n<div class=\"aipkit-form-row\">\n<div class=\"aipkit-form-column\">\n<fieldset class=\"aipkit_form-group aipkit-radio-group\">\n<legend class=\"aipkit_form-label\">Your role<\/legend>\n<div class=\"aipkit-radio-item\"><label for=\"aipkit_form_field_401575_idE4_0\">Marketer<\/label><\/div>\n<div class=\"aipkit-radio-item\"><label for=\"aipkit_form_field_401575_idE4_1\">Sales-related<\/label><\/div>\n<div class=\"aipkit-radio-item\"><label for=\"aipkit_form_field_401575_idE4_2\">Marketing operations<\/label><\/div>\n<div class=\"aipkit-radio-item\"><label for=\"aipkit_form_field_401575_idE4_3\">Executive<\/label><\/div>\n<div class=\"aipkit-radio-item\"><label for=\"aipkit_form_field_401575_idE4_4\">Consultant\/freelance or other<\/label><\/div>\n<\/fieldset>\n<\/div>\n<\/div>\n<p>            <button type=\"submit\" class=\"aipkit_btn aipkit_btn-primary\"><br \/>\n                <span class=\"aipkit_btn-text\">Generate<\/span><br \/>\n                <span class=\"aipkit_spinner\"><\/span><br \/>\n            <\/button><\/p>\n<div class=\"aipkit-ai-form-results\">\n                     <\/div>\n<\/div>\n<div class=\"wp-block-yoast-seo-table-of-contents yoast-table-of-contents\">\n<h2>Table of contents<\/h2>\n<ul>\n<li><a href=\"https:\/\/martech.org\/new-rules-for-bulk-email-senders-from-google-yahoo-what-you-need-to-know\/#h-customize-this-article-according-to-your-role\" data-level=\"3\">Customize this article according to your role<\/a><\/li>\n<li><a href=\"https:\/\/martech.org\/new-rules-for-bulk-email-senders-from-google-yahoo-what-you-need-to-know\/#h-what-are-the-email-authentication-requirements-for-bulk-senders\" data-level=\"2\">What are the email authentication requirements for bulk senders?<\/a><\/li>\n<li><a href=\"https:\/\/martech.org\/new-rules-for-bulk-email-senders-from-google-yahoo-what-you-need-to-know\/#h-what-are-the-reported-spam-rates-for-bulk-email-senders\" data-level=\"2\">What are the reported spam rates for bulk email senders?<\/a><\/li>\n<li><a href=\"https:\/\/martech.org\/new-rules-for-bulk-email-senders-from-google-yahoo-what-you-need-to-know\/#h-what-are-the-unsubscribe-requirements-for-bulk-senders\" data-level=\"2\">What are the \u2018unsubscribe\u2019 requirements for bulk senders?<\/a><\/li>\n<li><a href=\"https:\/\/martech.org\/new-rules-for-bulk-email-senders-from-google-yahoo-what-you-need-to-know\/#h-how-concerned-should-email-marketers-be-about-these-requirements\" data-level=\"2\">How concerned should email marketers be about these requirements?<\/a><\/li>\n<li><a href=\"https:\/\/martech.org\/new-rules-for-bulk-email-senders-from-google-yahoo-what-you-need-to-know\/#h-why-are-there-new-requirements-for-bulk-senders\" data-level=\"2\">Why are there new requirements for bulk senders?<\/a><\/li>\n<li><a href=\"https:\/\/martech.org\/new-rules-for-bulk-email-senders-from-google-yahoo-what-you-need-to-know\/#h-what-about-google-workspace-inboxes\" data-level=\"2\">What about Google Workspace inboxes?<\/a><\/li>\n<li><a href=\"https:\/\/martech.org\/new-rules-for-bulk-email-senders-from-google-yahoo-what-you-need-to-know\/#h-a-multichannel-approach-will-help-protect-your-email\" data-level=\"2\">A multichannel approach will help protect your email<\/a><\/li>\n<li><a href=\"https:\/\/martech.org\/new-rules-for-bulk-email-senders-from-google-yahoo-what-you-need-to-know\/#h-microsoft-exchange-online-introduces-external-recipient-rate-limit\" data-level=\"2\">Microsoft Exchange Online introduces External Recipient Rate limit<\/a><\/li>\n<li><a href=\"https:\/\/martech.org\/new-rules-for-bulk-email-senders-from-google-yahoo-what-you-need-to-know\/#h-yahoo-improves-sender-hub-dashboard\" data-level=\"2\">Yahoo improves Sender Hub Dashboard<\/a><\/li>\n<li><a href=\"https:\/\/martech.org\/new-rules-for-bulk-email-senders-from-google-yahoo-what-you-need-to-know\/#h-bulk-email-restrictions-change-subscriber-acquisition-and-list-management\" data-level=\"2\">Bulk email restrictions change subscriber acquisition and list management<\/a><\/li>\n<li><a href=\"https:\/\/martech.org\/new-rules-for-bulk-email-senders-from-google-yahoo-what-you-need-to-know\/#h-reminder-yahoo-manages-email-for-a-number-of-domains\" data-level=\"2\">Reminder: Yahoo manages email for a number of domains<\/a><\/li>\n<li><a href=\"https:\/\/martech.org\/new-rules-for-bulk-email-senders-from-google-yahoo-what-you-need-to-know\/#h-microsoft-joins-google-and-yahoo-with-bulk-email-restrictions-of-its-own\" data-level=\"2\">Microsoft joins Google and Yahoo with bulk email restrictions of its own<\/a>\n<ul>\n<li><a href=\"https:\/\/martech.org\/new-rules-for-bulk-email-senders-from-google-yahoo-what-you-need-to-know\/#h-microsoft-announces-rejection-of-non-compliant-bulk-email-starting-may-5-2025\" data-level=\"3\">Microsoft announces rejection of non-compliant bulk email starting May 5, 2025<\/a><\/li>\n<\/ul>\n<\/li>\n<li><a href=\"https:\/\/martech.org\/new-rules-for-bulk-email-senders-from-google-yahoo-what-you-need-to-know\/#h-google-issues-guidelines-for-email-display-names\" data-level=\"2\">Google issues guidelines for email display names<\/a><\/li>\n<li><a href=\"https:\/\/martech.org\/new-rules-for-bulk-email-senders-from-google-yahoo-what-you-need-to-know\/#h-google-makes-it-easier-for-users-to-manage-email-subscriptions\" data-level=\"2\">Google makes it easier for users to manage email subscriptions<\/a><\/li>\n<li><a href=\"https:\/\/martech.org\/new-rules-for-bulk-email-senders-from-google-yahoo-what-you-need-to-know\/#h-google-to-crack-down-on-non-compliant-email-senders-ahead-of-2025-holiday-season\" data-level=\"2\">Google to crack down on non-compliant email senders ahead of 2025 holiday season<\/a><\/li>\n<\/ul>\n<\/div>\n<h2 class=\"wp-block-heading\">What are the email authentication requirements for bulk senders?<\/h2>\n<p>All three companies require bulk email senders to use what Google calls \u201cwell-established best practices\u201d to authenticate the sender. This will close loopholes that can be exploited by attackers, according to Google.\u00a0<\/p>\n<p>When it comes to email authentication, three mechanisms work together:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Sender Policy Framework (SPF)<\/strong> helps prevent domain spoofing by allowing senders to identify the email servers that are allowed to send emails from their domain.<\/li>\n<li><strong>DomainKeys Identified Mail (DKIM)<\/strong> adds a digital signature to outgoing email, which verifies the message was sent by an authorized sender and wasn\u2019t tampered with along the way.\u00a0<\/li>\n<li><strong>Domain-based Message Authentication, Reporting and Conformance (DMARC) <\/strong>helps domain owners specify which actions to take when an email fails authentication. It also enables reporting on email authentication results.<\/li>\n<\/ul>\n<p>Bulk senders are now required to set up all three of these mechanisms.\u00a0<\/p>\n<h2 class=\"wp-block-heading\">What are the reported spam rates for bulk email senders?<\/h2>\n<p>Google says bulk senders must keep their reported spam rate (i.e., the percentage of outgoing messages reported as spam by recipients) in Google Postmaster Tools below 0.10% and \u201cavoid ever reaching 0.30% or higher.\u201d<\/p>\n<p>Reporting an email as spam is relatively easy, which sets this requirement apart from authentication and unsubscribe links. It comes down to the value the receiver thinks they get. To some extent, it\u2019s out of the hands of the sender.<\/p>\n<p>Dana Carr, director of email marketing for customer data platform vendor Optimove, recommends a couple of strategies to avoid having legitimate messages flagged as spam. First, pay attention to send times. Many bulk emails are sent at the top or bottom of the hour, which makes it easy for people to report them as spam altogether.\u00a0<\/p>\n<p>She also suggests using preference centers, which let users dictate the frequency of emails, as well as the categories and products included in the messages. Preference centers not only reduce email volume, but they often increase engagement with emails, Carr said.\u00a0<\/p>\n<h2 class=\"wp-block-heading\">What are the \u2018unsubscribe\u2019 requirements for bulk senders?<\/h2>\n<p>Unsurprisingly, Google is requiring marketing messages and other subscribed messages to support one-click unsubscribe functions.\u00a0<\/p>\n<p>This should already be table stakes for experienced email marketers, Carr said. Any lingering reluctance to include the feature is a sign of an <a href=\"https:\/\/martech.org\/email-marketing-strategy\/\" target=\"_blank\" rel=\"noopener\">email strategy<\/a> focused on quantity over quality.\u00a0<\/p>\n<p>\u201cThe number of people receiving your emails is one number in a group of numbers that can hurt your reputation. That includes not only list size, but open rates,\u201c Carr said. \u201cAt the end of the day, all of these numbers are hurting your engagement metrics. Instead of thinking about list size, we need to think about segmentation and targeted content.\u201d<\/p>\n<p><em><strong>Dig deeper: <a href=\"https:\/\/martech.org\/email-marketers-may-be-hit-by-googles-mass-account-removal\/\" target=\"_blank\" rel=\"noopener\">Email marketers may be hit by Google mass account removal<\/a><\/strong><\/em><\/p>\n<h2 class=\"wp-block-heading\">How concerned should email marketers be about these requirements?<\/h2>\n<p>Most experienced email marketers will look at these requirements and say, \u201cCheck. Check. Check.\u201d<\/p>\n<p>Carr believes senders who understand authentication and good email practices shouldn\u2019t be overly concerned. But there\u2019s a catch.\u00a0<\/p>\n<p>The requirements apply at the domain level, which means they apply to <em>all <\/em>of the emails sent by the organization using the domain, not just marketing. That includes sales teams, particularly, business development representatives and sales development representatives that often rely heavily on outbound cold email tactics.\u00a0<\/p>\n<p>Armed with generative AI tools and sales engagement platforms (e.g., Salesloft and Outreach), these teams are capable of generating a high volume of email.\u00a0<\/p>\n<p>These roles don\u2019t always report to marketing, either, and likely aren\u2019t familiar with email authentication requirements. That sets up a turf battle of sorts for marketers trying to protect their email strategy.\u00a0<\/p>\n<p>\u201cIt is generally marketing that controls the authentication,\u201d said Ryan Phelan CEO and co-founder of digital marketing services company RPEOrigin.com and a <a href=\"https:\/\/martech.org\/author\/ryan-phelan\/\" target=\"_blank\" rel=\"noopener\">MarTech contributor<\/a>. \u201cThis is where a good partnership between sales and marketing is critical.\u201d<\/p>\n<p>Carr also thinks marketing should take the lead on authentication and good email practices throughout the organization. \u201cMarketing should be aware of the sending domain for messages,\u201d she said. \u201cSome people will get this confused with the website domain.\u201d<\/p>\n<p>Marketing should also be advising the team managing the authentication, Carr said, because any change at the DNS level could cause a serious problem.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><em><strong><a href=\"https:\/\/martech.org\/3-keys-for-email-marketing-in-2024-ai-change-learn\/\" target=\"_blank\" rel=\"noopener\">3 keys for email marketing in 2024: AI, change, learn<\/a><\/strong><\/em><\/p>\n<h2 class=\"wp-block-heading\">Why are there new requirements for bulk senders?<\/h2>\n<p>Spam is a significant problem. Most people don\u2019t realize the breadth of the issue because the vast majority of spam messages are blocked before they reach the inbox. Spam is also a security threat, and when it reaches the inboxes of users in certain corporations or government agencies, it\u2019s potentially a very serious security threat.\u00a0<\/p>\n<p>But ridding the world of spam is only part of the motivation here.\u00a0<\/p>\n<p>\u201cThe inbox is a revenue source,\u201d said Phelan. \u201cThe ads at the top of the inbox. The ads in the mobile app. It\u2019s a hook into the data mart for Google.\u201d<\/p>\n<p>Google has, for years, taken steps to protect its revenue source, including adding tabs to sort out promotional and social emails in Gmail. Phelan believes the latest moves are another way to address the problem. The natural reaction, he said, is to filter out the noise by using tactics like authentication to help decide who reaches the inbox.\u00a0<\/p>\n<p>Carr agrees that the move has a lot to do with keeping the inbox central to people\u2019s daily activities. \u201c[Google is] not foolish,\u201d she said. \u201cThey know more and more customers are choosing other channels, including SMS and in-app messaging. This is like parents saying, \u2018I gave you three chances.\u2019\u201d<\/p>\n<h2 class=\"wp-block-heading\">What about Google Workspace inboxes?<\/h2>\n<p>But there\u2019s good news for B2B bulk email senders. If they\u2019re sending to business email accounts running on Google, there\u2019s an exemption. <\/p>\n<p>Google Workspace inboxes are email accounts managed by businesses or educational institutions that reside on Google servers. While it was initially unclear whether the bulk email restrictions would apply to Google Workspace accounts, Google eventually confirmed they did not. <\/p>\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>The\u00a0Email sender guidelines\u00a0don\u2019t apply to messages sent to Google Workspace accounts. Sender requirements and Google enforcement apply only when sending email to personal Gmail accounts. <\/p>\n<p><cite><a href=\"https:\/\/support.google.com\/a\/answer\/14229414?hl=en#zippy=%2Cdo-the-sender-guidelines-apply-to-messages-sent-to-google-workspace-accounts%2Cwhat-is-the-timeline-for-enforcement-of-sender-guidelines\" target=\"_blank\" rel=\"noopener\">Google email sender guidelines<\/a><\/cite><\/p><\/blockquote>\n<h2 class=\"wp-block-heading\">A multichannel approach will help protect your email<\/h2>\n<p>Outbound sales teams in the B2B sector are getting much of the attention around the new bulk email restrictions. Unlike marketing, cold sales outreach in B2B relies mainly on two channels: email and phone calls.<\/p>\n<p>\u201cOn the B2B side, this all traces back to the money,\u201d said Phelan. \u201cCold email has become so prevalent in the toolbox, everyone is using it.\u201d<\/p>\n<p>While marketers in some organizations might prefer that sales teams dial down their email outreach, the reality is that it\u2019s easier than ever to send a high volume of cold emails.<\/p>\n<p>Phelan prefers marketers take the lead on outreach with account-based marketing (ABM) campaigns. A multichannel approach to ABM will expose prospects to messages in display ads and on social media, for example, in addition to email. The downside of the ABM approach? It takes a lot more work to plan and build than email.<\/p>\n<p>Natalie Jackson is Director of Demand Generation at CBIZ, co-host of the podcast Humans of Email and <a href=\"https:\/\/martech.org\/author\/natalie-jackson\/\" target=\"_blank\" rel=\"noopener\">a MarTech contributor<\/a>. She agrees that a multichannel approach will not only keep marketing organizations from running afoul of new bulk sender restrictions, but will also deliver more insights about marketing channels and revenue streams. That includes putting marketing in a position to see how sales outreach compares to other channels.<\/p>\n<p>\u201cThese changes are 100% an opportunity for marketers to have a bigger hand in the customer journey and prospect experience,\u201d Jackson said. \u201cEmail can\u2019t live in a silo. You see this in email engagement reports. If you\u2019re only looking at a sent email report, you\u2019re missing the bigger picture of what interactions are influencing recipient behavior. What\u2019s the impact of one-to-one interactions? Sales engagement tools? Social media? Website? Advertising?\u201d<\/p>\n<p>A holistic view of outreach and results will allow marketers to protect their email domains and better judge the performance of different channels and tactics.<\/p>\n<p>\u201cIf we, as marketers, don\u2019t have insight into these interactions, we\u2019re limiting our ability to influence revenue streams,\u201d Jackson said. \u201cWe need visibility into other sending systems, yes, but for reasons beyond deliverability.\u201d<\/p>\n<h2 class=\"wp-block-heading\">Microsoft Exchange Online introduces External Recipient Rate limit<\/h2>\n<p>Microsoft announced in April 2024 it would begin enforcing an External Recipient Rate (ERR) limit of 2,000 recipients in 24 hours in January 2025. <\/p>\n<p>The goal of the ERR is to reduce abuse and unfair usage of Exchange Online resource, <a href=\"https:\/\/techcommunity.microsoft.com\/t5\/exchange-team-blog\/exchange-online-to-introduce-external-recipient-rate-limit\/ba-p\/4114733\" target=\"_blank\" rel=\"noopener\">according to Microsoft<\/a>. Exchange Online was not designed to support bulk or high-volume transactional email, but Microsoft has not enforced limits on bulk email until now.<\/p>\n<p>Currently, Exchange Online enforces a Recipient Rate limit of 10,000 recipients. The new 2,000-message ERR limit will become a sub-limit within the 10,000 Recipient Rate limit. Users who send to less than 2,000 external recipients in a 24 hour period, will still be able to send to 10,000 total recipients. \u00a0<\/p>\n<p>The new ERR limit will be introduced in two phases:<\/p>\n<ul class=\"wp-block-list\">\n<li>Phase 1: Starting Jan. 1, 2025, the limit will apply to cloud-hosted mailboxes of all newly created tenants.<\/li>\n<li>Phase 2: Between July and December 2025, Microsoft will start applying the limit to cloud-hosted mailboxes of existing tenants.<\/li>\n<\/ul>\n<p>Microsoft is advising users with bulk email needs for cloud-hosted mailboxes to switch from Exchange Online to Azure Communications Services for Email.<\/p>\n<h2 class=\"wp-block-heading\">Yahoo improves Sender Hub Dashboard<\/h2>\n<p>Yahoo introduced a new <a href=\"https:\/\/senders.yahooinc.com\/\" target=\"_blank\" rel=\"noopener\">Sender Hub Dashboard<\/a> in May of 2024 to give email senders more visibility into their email activity. <\/p>\n<p>Email senders can use the new hub to enroll in Complaint Feedback Loop (CFL) management. Enrolled senders will receive a report when recipients mark their emails as spam, allow them to optimize their target audience and email frequency.<\/p>\n<p>The Sender Hub Dashboard also features information on AMP, Email Structured Data and Schema and Brand Indicators for Message Identification (BIMI). Email senders can use the Hub to access deliverability information as well, including Yahoo sender requirements and recommendations on how to send emails to Yahoo users and error code explanations for senders who encounter issues or SMTP errors.<\/p>\n<p><strong><em>Dig deeper: <a href=\"https:\/\/martech.org\/futureproof-email-marketing-strategy\/\">How to future-proof your email marketing with BIMI, AMP and AI<\/a><\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\">Bulk email restrictions change subscriber acquisition and list management<\/h2>\n<p>New subscribers are among the riskiest segment of your email list. In his <a href=\"https:\/\/martech.org\/subscriber-acquisition-best-practices-following-gmails-spam-update\/\">article on list management and acquisition<\/a> post-Gmail bulk email restrictions, MarTech contributor Brian McKenna suggests two initiatives for he recommends brands use with new subscribers. <\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Set (or tighten) standards for when to remove people from ongoing sends.<\/strong> \u00a0By identifying both early engagers and non-engagers, marketers are able to relegate the latter into a slow warm-up campaign faster than they would have before the bulk email restriction were put in place. <\/li>\n<li><strong>Set up stronger automations based on user engagement.<\/strong> Automations are key for moving new subscribers definitively into an engaged segment. Setting up automations based on types of engagement helps increase the value of the messages you\u2019re sending to your new users. The larger your list of engaged users gets, the more often you can send them messages \u2014 and the more latitude you have to drive new customer acquisition.<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\">Reminder: Yahoo manages email for a number of domains<\/h2>\n<p>Yahoo Mail manages the email addresses and infrastructure for some of the largest consumer broad providers in the U.S.<\/p>\n<p>The advice for email senders is to treat these email addresses the same way you treat other mailboxes managed by Yahoo, which means paying close attention to the requirements discussed above.<\/p>\n<p>In addition to yahoo.com and Yahoo domains in other countries, such as France, Germany, Brazil and the U.K., the company manages email for:<\/p>\n<ul class=\"wp-block-list\">\n<li>aol.com<\/li>\n<li>netscape.com<\/li>\n<li>frontier.net\/frontier.com<\/li>\n<li>rogers.com<\/li>\n<li>sky.com<\/li>\n<li>verizon.net<\/li>\n<li>cox.net<\/li>\n<li>att.net<\/li>\n<li>sbcglobal.net<\/li>\n<li>bellsouth.net<\/li>\n<li>comcast.net<\/li>\n<li>xfinity.com<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\">Microsoft joins Google and Yahoo with bulk email restrictions of its own<\/h2>\n<p>In early April 2025, Microsoft announced its own restriction on high-volume senders, which essentially mirror those put in place by Google and Yahoo. Microsoft\u2019s restrictions apply to bulk senders (sending 5,000 emails or more) to Outlook.com domains, including hotmail.com and\u00a0live.com.<\/p>\n<p>In a <a href=\"https:\/\/techcommunity.microsoft.com\/blog\/microsoftdefenderforoffice365blog\/strengthening-email-ecosystem-outlook%E2%80%99s-new-requirements-for-high%E2%80%90volume-senders\/4399730\" target=\"_blank\" rel=\"noopener\">post on its website<\/a>, Microsoft said it is asking bulk email senders to do the following:<\/p>\n<ul class=\"wp-block-list\">\n<li>Authenticate email with SPF and DKIM.<\/li>\n<li>Publish a DMARC record of at least p=none and align it with SPF, DKIM or both.<\/li>\n<li>Use a valid From address and include a functional unsubscribe link.<\/li>\n<li>Practice list hygiene and manage bounces properly.<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\">Microsoft announces rejection of non-compliant bulk email starting May 5, 2025<\/h3>\n<p>Microsoft initially announced that bulk email from non-compliant domains would be routed to the Junk folder beginning on May 5, 2025. In late April, however, Microsoft changed its enforcement timeline.<\/p>\n<p>The company decided bulk email from non-compliant domains will be rejected entirely starting May 5, 2025.<\/p>\n<p>The rejected messages will be designated as \u201c550; 5.7.515 Access denied, sending domain [SendingDomain] does\u00a0not\u00a0meet the required authentication level.\u201d<\/p>\n<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"726\" height=\"457\" src=\"https:\/\/martech.org\/wp-content\/uploads\/2025\/04\/Screenshot-2025-04-30-at-2.26.02%E2%80%AFPM.png\" alt=\"\" class=\"wp-image-399746\" \/><figcaption class=\"wp-element-caption\"><em>Microsoft\u2019s updated enforcement timeline for non-complaint bulk senders. <\/em><\/figcaption><\/figure>\n<h2 class=\"wp-block-heading\">Google issues guidelines for email display names<\/h2>\n<p>Google issued guidelines for email display names (i.e., the \u201cFrom\u201d field in an email) and warned that misuse of display names will negatively impact email deliverability when sending to personal email addresses.<\/p>\n<p>In a nutshell, Google wants bulk and commercial email senders to know sender display names should be used only to identify the sender. Display names should reflect a consistent, clear and accurate statement of the sender\u2019s identity, name and\/or organization.<\/p>\n<p>For a more detailed explanation Google offered up these guidelines:<\/p>\n<ul class=\"wp-block-list\">\n<li>Don\u2019t include subject or message content in display names.<\/li>\n<li>Display names should never be used to attempt to deceive the recipient of the email.<\/li>\n<li>The display name should not include the recipient\u2019s name and should not imply a message reply or threaded conversation.<\/li>\n<li>The display name should clearly identify the sender and shouldn\u2019t include emojis or other non-standard characters to imitate graphic elements.<\/li>\n<\/ul>\n<p>Google offered up examples of the practices to be avoided in its <a href=\"https:\/\/support.google.com\/a\/answer\/81126?src=supportwidget0&amp;hl=en&amp;authuser=0#email_display_names_guidelines\" target=\"_blank\" rel=\"noopener\">email sender guidelines<\/a>.<\/p>\n<h2 class=\"wp-block-heading\">Google makes it easier for users to manage email subscriptions<\/h2>\n<p>Google is rolling out a feature that helps Gmail users manage all of their email subscriptions in one place.\u00a0<\/p>\n<p>The \u201cManage your subscriptions\u201d feature is being introduce in July 2025. Desktop users started seeing it on July 8, while Gmail mobile users will begin seeing it the week of July 14, 2025.<\/p>\n<p>Eventually, the \u201cManage your subscriptions\u201d feature will be available across Gmail personal and Google Workspace accounts.\u00a0<\/p>\n<p>Here\u2019s how Gmail users access the feature:<\/p>\n<ul class=\"wp-block-list\">\n<li>On the menu on the left of the Gmail screen, click More.<\/li>\n<li>Click on Manage subscriptions<\/li>\n<\/ul>\n<p>Users will see their subscriptions along with the number of emails recently sent. They then have the option to unsubscribe or block the senders. Choosing to block the senders sends their messages directly to the spam folder.<\/p>\n<p>Google says the feature will be rolling out during July 2025. Users should give unsubscribes made using the feature a few days to take effect\u00a0<\/p>\n<p><strong><em>Dig deeper: <a href=\"https:\/\/martech.org\/gmails-manage-subscriptions-feature-is-a-win-for-segmented-senders\/\">Gmail\u2019s \u2018Manage subscriptions\u2019 feature is a win for segmented senders<\/a><\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\">Google to crack down on non-compliant email senders ahead of 2025 holiday season<\/h2>\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"733\" height=\"130\" src=\"https:\/\/martech.org\/wp-content\/uploads\/2025\/07\/Screenshot-2025-11-05-at-11.28.51-AM.png\" alt=\"\" class=\"wp-image-404223\" \/><\/figure>\n<p>Google said it is ramping up its enforcement of bulk sender guidelines in November 2025. The move comes ahead of the busy holiday season when marketers will themselves ramp up email sends for Black Friday, Cyber Monday and post-holiday deals.<\/p>\n<p>The announcement above was posted to <a href=\"https:\/\/support.google.com\/a\/answer\/14229414\">the FAQ page for Google\u2019s bulk sender guidelines<\/a>. Google also has a page with its <a href=\"https:\/\/support.google.com\/a\/answer\/81126?visit_id=638978788869229587-2820532412&amp;rd=1\">complete bulk sender guidelines<\/a>.<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center justify-content-center nl-inline-container\">\n<div class=\"col-12 pb-1\">\n<p class=\"inline-form-text text-center mb-0\">Fuel up with free marketing insights.<\/p>\n<\/div>\n<div class=\"col-12 col-lg-auto pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Email:<\/p>\n<\/div>\n<div class=\"col-12 col-lg-8 pe-lg-0\">\n<div class=\"form-nl-inline\"><\/div>\n<\/div>\n<div class=\"col-12 col-lg-auto\">\n<p class=\"text-center mb-0\"><a class=\"nl-terms\" href=\"https:\/\/martech.org\/terms-of-service\/\" target=\"_blank\" aria-label=\"opens in a new tab\">See terms.<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<p><!-- END INLINE FORM --><\/p>\n<p>The post <a href=\"https:\/\/martech.org\/new-rules-for-bulk-email-senders-from-google-yahoo-what-you-need-to-know\/\">Bulk email restrictions from Google, Yahoo and Microsoft: What you need to know<\/a> appeared first on <a href=\"https:\/\/martech.org\/\">MarTech<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>We\u2019ve updated our story on bulk email restrictions to include news of that Google will crack down on non-compliant emails senders ahead of the 2025 holiday season. Get an AI-generated audio overview of bulk email restrictions from Google, Yahoo and Microsoft. On Feb. 1, 2024, Google and Yahoo started enforcing new requirements for bulk email &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/attentionmedia.io\/?p=10537\" class=\"more-link\">Read more<span class=\"screen-reader-text\"> &#8220;Bulk email restrictions from Google, Yahoo and Microsoft: What you need to know&#8221;<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-10537","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"featured_media_urls":{"thumbnail":["https:\/\/martech.org\/wp-content\/uploads\/2025\/04\/Screenshot-2025-04-30-at-2.26.02%E2%80%AFPM.png",0,0,false],"medium":["https:\/\/martech.org\/wp-content\/uploads\/2025\/04\/Screenshot-2025-04-30-at-2.26.02%E2%80%AFPM.png",0,0,false],"medium_large":["https:\/\/martech.org\/wp-content\/uploads\/2025\/04\/Screenshot-2025-04-30-at-2.26.02%E2%80%AFPM.png",0,0,false],"large":["https:\/\/martech.org\/wp-content\/uploads\/2025\/04\/Screenshot-2025-04-30-at-2.26.02%E2%80%AFPM.png",0,0,false],"1536x1536":["https:\/\/martech.org\/wp-content\/uploads\/2025\/04\/Screenshot-2025-04-30-at-2.26.02%E2%80%AFPM.png",0,0,false],"2048x2048":["https:\/\/martech.org\/wp-content\/uploads\/2025\/04\/Screenshot-2025-04-30-at-2.26.02%E2%80%AFPM.png",0,0,false],"inspiro-featured-image":["https:\/\/martech.org\/wp-content\/uploads\/2025\/04\/Screenshot-2025-04-30-at-2.26.02%E2%80%AFPM.png",0,0,false],"inspiro-loop":["https:\/\/martech.org\/wp-content\/uploads\/2025\/04\/Screenshot-2025-04-30-at-2.26.02%E2%80%AFPM.png",0,0,false],"inspiro-loop@2x":["https:\/\/martech.org\/wp-content\/uploads\/2025\/04\/Screenshot-2025-04-30-at-2.26.02%E2%80%AFPM.png",0,0,false],"portfolio_item-thumbnail":["https:\/\/martech.org\/wp-content\/uploads\/2025\/04\/Screenshot-2025-04-30-at-2.26.02%E2%80%AFPM.png",0,0,false],"portfolio_item-thumbnail@2x":["https:\/\/martech.org\/wp-content\/uploads\/2025\/04\/Screenshot-2025-04-30-at-2.26.02%E2%80%AFPM.png",0,0,false],"portfolio_item-masonry":["https:\/\/martech.org\/wp-content\/uploads\/2025\/04\/Screenshot-2025-04-30-at-2.26.02%E2%80%AFPM.png",0,0,false],"portfolio_item-masonry@2x":["https:\/\/martech.org\/wp-content\/uploads\/2025\/04\/Screenshot-2025-04-30-at-2.26.02%E2%80%AFPM.png",0,0,false],"portfolio_item-thumbnail_cinema":["https:\/\/martech.org\/wp-content\/uploads\/2025\/04\/Screenshot-2025-04-30-at-2.26.02%E2%80%AFPM.png",0,0,false],"portfolio_item-thumbnail_portrait":["https:\/\/martech.org\/wp-content\/uploads\/2025\/04\/Screenshot-2025-04-30-at-2.26.02%E2%80%AFPM.png",0,0,false],"portfolio_item-thumbnail_portrait@2x":["https:\/\/martech.org\/wp-content\/uploads\/2025\/04\/Screenshot-2025-04-30-at-2.26.02%E2%80%AFPM.png",0,0,false],"portfolio_item-thumbnail_square":["https:\/\/martech.org\/wp-content\/uploads\/2025\/04\/Screenshot-2025-04-30-at-2.26.02%E2%80%AFPM.png",0,0,false]},"_links":{"self":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts\/10537","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=10537"}],"version-history":[{"count":0,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts\/10537\/revisions"}],"wp:attachment":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=10537"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=10537"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=10537"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}