What are the new requirements?

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Email Authentication: This new rule is simple yet so effective. Recipients of emails must know who the email was sent from and, therefore, require some form of authentication from the sender. Last year, Gmail began requiring that emails sent to Gmail recipients have some form of authentication, which resulted in a 75% decrease in spam and junk mail delivered to Gmail addresses. With that level of impact, it was a no-brainer to expand this requirement industry-wide.

Enable easy unsubscribes: Sometimes, unsubscribing from a list can feel like a confusing maze of clicks, toggles, and questionnaires. Gmail and Yahoo are stopping the confusion by requiring large senders to give phone number lead email recipients the ability to unsubscribe from commercial email in one click. The icing on the unsubscribe cake is that unsubscription requests must also be processed within two days.

An all-new spam threshold: Gmail offers many tools that keep unwanted messages out of your inbox. To add another spam-busting barrier to the mix, the new requirements enforce a clear spam rate threshold that senders must stay under to ensure recipients aren't receiving unwanted messages. Gmail is blazing a new trail with this requirement, claiming it's an industry-first.