Summary
The new spam rate threshold implemented by Google and Yahoo is poised to significantly impact email deliverability, domain and subdomain reputation, and inbox placement. Exceeding a 0.3% spam report rate is widely considered unacceptable and risks deliverability issues. While subdomain reputation is somewhat isolated, it can be negatively affected by the parent domain's problems. The changes will be rolled out gradually. Key factors for success include email authentication using SPF, DKIM, and DMARC, careful management of email lists, a gradual warm-up of new IPs and domains, and adherence to best practices. Experts stress the importance of ensuring the main email stream is wanted by recipients and proactively monitoring deliverability metrics, including bounce rates and spam complaints. Implementing feedback loops helps to identify and address issues promptly. Maintaining a positive sending history and avoiding spam traps are crucial for a good domain reputation. Finally, because MBPs are optimizing for happy recipients, it is best to focus on improving engagement rates.
Key findings
- Spam Rate Threshold: Exceeding a 0.3% spam report rate can lead to deliverability issues.
- Subdomain Isolation: Subdomain reputation is somewhat isolated but influenced by the parent domain.
- Gradual Rollout: The new requirements will be implemented gradually.
- Email Authentication: SPF, DKIM, and DMARC are crucial for email authentication.
- List Management: Proper email list management is key.
- IP Warm-up: New IPs and domains should be warmed up gradually.
- Recipient Engagement: Prioritizing happy recipients and wanted mail streams is important.
- Deliverability Monitoring: Monitoring deliverability metrics is essential.
- Feedback Loops: Feedback loops help identify and address spam complaints.
- Reputation Management: Maintaining a positive sending history and avoiding spam traps is crucial.
Key considerations
- Monitor Spam Rates: Continuously monitor spam complaint rates.
- Manage Subdomains: Carefully manage subdomains to isolate reputation issues.
- Implement Authentication: Implement and maintain SPF, DKIM, and DMARC.
- Practice List Hygiene: Regularly clean email lists to remove unengaged subscribers.
- Warm-up IPs Gradually: Increase sending volume gradually for new IPs and domains.
- Focus on Recipient Satisfaction: Ensure that emails are wanted and engaging for recipients.
- Monitor Deliverability: Track bounce rates, spam complaints, and inbox placement.
- Participate in Feedback Loops: Use feedback loops to identify and fix issues quickly.
- Maintain Positive Reputation: Avoid spam traps and maintain a positive sending history.
What email marketers say
9 marketer opinions
The new spam rate thresholds from Google and Yahoo will significantly affect email deliverability, domain and subdomain reputation, and inbox placement. Maintaining a positive sending history, authenticating emails, and avoiding spam traps are crucial for improving domain reputation. Using subdomains can help isolate reputation issues, provided they are properly managed. Implementing SPF, DKIM, and DMARC is essential for email authentication, improving deliverability, and protecting against phishing attacks. A high spam complaint rate directly affects inbox placement, and properly warming up new IPs and domains is critical. Monitoring deliverability metrics continuously and participating in feedback loops are vital for identifying and addressing spam complaints. Regularly cleaning email lists and enforcing strict authentication protocols on all subdomains are important for maintaining a good sender reputation.
Key opinions
- Domain Reputation: Domain reputation significantly impacts inbox placement, necessitating a positive sending history and avoidance of spam traps.
- Subdomain Isolation: Subdomains can isolate reputation issues if properly separated and managed.
- Email Authentication: Implementing SPF, DKIM, and DMARC is crucial for email authentication, improving deliverability, and protecting against phishing.
- Spam Complaints: High spam complaint rates directly affect inbox placement.
- IP Warm-up: Properly warming up new IPs and domains is critical to avoid being flagged as spam.
- Metric Monitoring: Continuously monitoring deliverability metrics is essential for maintaining a positive sending reputation.
- Feedback Loops: Participating in feedback loops (FBLs) is crucial for identifying and addressing spam complaints.
- List Hygiene: Regularly cleaning email lists is essential for maintaining a good sender reputation.
- Authentication Enforcement: Enforcing strict authentication protocols on all subdomains is important for deliverability.
Key considerations
- Sending History: Maintain a positive sending history to improve domain reputation.
- Subdomain Management: Properly manage subdomains to isolate reputation issues effectively.
- Authentication Protocols: Implement and maintain SPF, DKIM, and DMARC for all sending domains and subdomains.
- Complaint Monitoring: Actively monitor and address spam complaint rates.
- Gradual Warm-up: Use a gradual warm-up process for new IPs and domains.
- Deliverability Metrics: Continuously track and analyze deliverability metrics.
- Feedback Loop Participation: Participate in feedback loops to identify and address spam complaints.
- List Maintenance: Regularly clean email lists to remove inactive subscribers.
- Subdomain Security: Enforce strict authentication protocols on all subdomains to prevent spoofing.
Marketer view
Email marketer from Stack Overflow explains that enforcing strict authentication protocols (SPF, DKIM, DMARC) on all subdomains is important. This helps ensure that unauthorized senders cannot spoof emails from your domain or subdomains, which can impact deliverability.
20 Apr 2022 - Stack Overflow
Marketer view
Email marketer from Reddit shares that a high spam complaint rate directly affects inbox placement. Email providers are more likely to filter emails to the spam folder if recipients frequently mark them as spam, regardless of domain or subdomain.
28 Jun 2024 - Reddit
What the experts say
8 expert opinions
Experts agree that Google and Yahoo's new spam rate threshold will impact email deliverability and sender reputation. Exceeding the 0.3% spam report rate is unacceptable and can lead to delivery issues. Subdomain reputation is somewhat isolated but can be affected by parent domain issues. The new requirements will be rolled out gradually. Meeting authentication, spam rate, and list management requirements is crucial. MBPs prioritize happy recipients, so ensure your mail stream is wanted. Public domain reputation measures are less relevant than good sending behavior. Technical aspects, mail stream isolation, and a wanted main mail stream are reassuring factors. Failing to meet these requirements will cause deliverability problems, as authentication and other sender requirements are in place to protect the user from spammers and phishers.
Key opinions
- Spam Rate Impact: Exceeding the 0.3% spam report rate can lead to delivery issues.
- Subdomain Reputation: Subdomain reputation is somewhat isolated but can be affected by parent domain issues.
- Gradual Rollout: The new requirements will be rolled out gradually.
- Authentication Importance: Meeting authentication, spam rate, and list management requirements is crucial.
- Recipient Satisfaction: MBPs prioritize happy recipients, so ensure your mail stream is wanted.
- Reputation Measures: Public domain reputation measures are less relevant than good sending behavior.
- Authentication Benefits: Authentication and other sender requirements protect users from spammers and phishers.
Key considerations
- Maintain Low Spam Rate: Keep spam report rates below the threshold to avoid delivery issues.
- Isolate Mail Streams: Isolate mail streams and manage subdomains carefully to protect domain reputation.
- Implement Authentication: Implement and maintain authentication protocols (SPF, DKIM, DMARC).
- Prioritize Engagement: Focus on sending wanted content to engaged recipients.
- Focus on Best Practices: Prioritize ethical sending behavior over chasing public reputation scores.
- Comply with Requirements: Comply with authentication, spam rate, and list management requirements to ensure deliverability.
Expert view
Expert from Email Geeks reassures that if the technical aspects are sorted, mail streams are well isolated, and the main mail stream is generally wanted, there is not much to worry about.
6 Oct 2024 - Email Geeks
Expert view
Expert from Word to the Wise explains that authentication and other sender requirements protect the user from spammers and phishers, and will give them a better user experience. If senders are properly authenticated and have the users best interest at heart, these requirements are easy to meet.
8 Dec 2021 - Word to the Wise
What the documentation says
4 technical articles
Official documentation emphasizes the importance of maintaining a low spam complaint rate to ensure deliverability and protect sender reputation in light of Google and Yahoo's new spam rate thresholds. Google recommends monitoring spam rates via Postmaster Tools. Yahoo suggests implementing feedback loops and focusing on user engagement. Compliance with RFC 8058 for easy unsubscribe options is crucial. Following sender best practices, such as list segmentation and targeted content, also improves reputation and inbox placement.
Key findings
- Spam Rate Impact: Exceeding 0.3% spam rate leads to deliverability issues.
- Monitoring Tools: Google recommends using Postmaster Tools to monitor spam rates.
- Feedback Loops: Yahoo suggests implementing feedback loops to address spam complaints.
- User Engagement: Focusing on user engagement improves inbox placement.
- Unsubscribe Compliance: Complying with RFC 8058 for one-click unsubscribe is important.
- Sender Best Practices: List segmentation and targeted content improve reputation and inbox placement.
Key considerations
- Monitor Spam Rates: Continuously monitor spam rates to stay below the threshold.
- Implement Feedback Loops: Establish feedback loops to identify and resolve spam complaints.
- Enhance User Engagement: Create engaging and relevant content to improve user interaction.
- Simplify Unsubscribing: Comply with RFC 8058 by implementing one-click unsubscribe options.
- Segment Email Lists: Segment email lists to send targeted content to specific audiences.
- Follow Best Practices: Adhere to general sender best practices for optimal deliverability.
Technical article
Documentation from Yahoo Mail Best Practices emphasizes the importance of maintaining a low spam complaint rate. Yahoo suggests implementing feedback loops to identify and address the causes of spam complaints, focusing on user engagement to improve inbox placement.
11 Aug 2022 - Yahoo Mail Best Practices
Technical article
Documentation from Microsoft Sender Support explains that following sender best practices, such as segmenting email lists and sending relevant content, is critical for maintaining a good sender reputation. Engaging content and targeted messaging can reduce spam complaints and improve inbox placement.
26 Jun 2022 - Microsoft Sender Support
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