Bulk Sender Guidelines
- Authenticate your mail
- Implement both SPF & DKIM, publish a valid DMARC policy
- Support easy unsubscribe
- Implement a functioning list-unsubscribe header
- Have a clearly visible unsubscribe link in the email body - this may direct to a preference page
- Honor unsubscribes within 2 days
- Keep spam complaint rates low
- Keep your spam rate below 0.3%
- Send Volume
- Ramp new IPs, Domains and templates with a low volume of engaged users
- Send email at a consistent rate. Avoid sending email in bursts.
- Avoid introducing sudden volume spikes if you do not have a history of sending large volumes. For example, immediately doubling previously sent volumes suddenly could result in rate limiting or reputation drops.
- Practices to avoid
- Don't purchase email addresses from other companies.
- Don't send messages to people who didn't sign up to get messages from you. These recipients might mark your messages as spam, and future messages to these recipients will be marked as spam.
- Avoid opt-in forms that are checked by default and that automatically subscribe users. Some countries and regions restrict automatic opt-in. Before you opt-in users automatically, check the regulations in your region.
- Have a valid forward and reverse DNS record for your sending IPs
- Done by Sailthru
- Comply with RFCs 5321 and 5322
- Done by Sailthru
Gmail specific:
Don’t impersonate Gmail From: headers. Gmail will begin using a DMARC quarantine enforcement policy, and impersonating Gmail From: headers might impact your email delivery.
If you manage a forwarding service, including mailing lists or inbound gateways, add ARC headers to outgoing email. ARC headers indicate the message was forwarded and identify you as the forwarder. Mailing list senders should also add a List-id: header, which specifies the mailing list, to outgoing messages.
For direct email, the domain in the sender's From: header must be aligned with either the SPF domain or the DKIM domain. This is required to pass DMARC alignment.
Microsoft specific:
Compliant P2 (Primary) Sender Addresses: Ensure the “From” or “Reply‐To” address is valid, reflects the true sending domain, and can receive replies.
Here you will find links to the Postmaster pages with these full requirements. Please check back from time-to-time for additional updates.
More information:
Yahoo! - https://senders.yahooinc.com/best-practices/
Gmail - https://support.google.com/a/answer/81126?hl=en&ref_topic=7279058&sjid=9035127637932322556-NA
