Bloomreach, the platform fueling limitless e-commerce personalization, today announced support and guidance for marketers adapting to new changes in email sender requirements from Google and Yahoo. Bloomreach has launched a new one-click unsubscribe email feature for Bloomreach Engagement customers, ensuring users can comply with the new Google and Yahoo sender requirements, and has also released additional expert guidance for all marketers navigating these new changes.
With the launch of one-click unsubscribe, known as RFC 8058 or GET/POST protocol, Bloomreach Engagement customers can now place an unsubscribe link at the header of their emails. In compliance with the new Google and Yahoo requirements, this ensures email recipients can unsubscribe from mailing lists with a single click. This feature adds to the already established mailto: protocol available in Bloomreach Engagement, also known as RFC 2369, which sends an email with an opt-out request to Bloomreach’s dedicated inbox.
“Bloomreach has always prioritized emailing best practices among their customers, and these new requirements from Google and Yahoo are no different. They reflect the standards that we always advised our customers to have,” said Michael Mann, Email Deliverability Consultant, at Bloomreach. “We’re confident that integrating one-click unsubscribe into our email capabilities will allow our customers to build an even stronger email strategy, leading to increased customer engagement and improved deliverability while following best practices.”
To further prepare marketers for success, Bloomreach has also gathered expert insights and outlined best practices for email deliverability in light of these new requirements. These insights were detailed in full during a recent Bloomreach Best Practices webinar, now available on demand.
Key Takeaways for Marketers Navigating Google and Yahoo’s New Sender Requirements:
- Unsubscribing Made Easy: All emails must now include a one-click unsubscribe button both in the body of the email and in the header – note that opting out via consent pages or preference centers does not fulfill this requirement.
- Quality Over Quantity: It’s important that brands clean their email list periodically. Only focus on engaged users who have given consent to receive communications, while still making it easy for them to unsubscribe.
- Personalization is Key: Creating relevant, tailored content for customers is no longer a nice-to-have, but a necessity. With an accessible unsubscribe button and the risk of customers marking emails as spam, brands will need to prioritize personalization and send emails that encourage immediate engagement.
- Curbing Spam: Gmail and Yahoo have announced that they will enforce a spam complaint threshold of 0.3%. Bloomreach has always advised its customers to stay below 0.1% to ensure the best return on investment, reputation, and deliverability. It’s also important for businesses to set up Google Postmaster reporting to keep monitoring spam complaints and optimize their email strategy.
- Mastering Authentication: Brands should follow authentication protocols, which confirm the legitimate sender from a certain domain, such as SFP, DKIM, and DMARC. Businesses also need to use a dedicated sending domain and IP address while ensuring domain alignment.
Learn more about how Google and Yahoo are updating their email sender requirements this year and how you can stay up to date with emailing best practices.
About Bloomreach
Bloomreach personalizes the e-commerce experience. Its data engine unifies real-time customer and product data so businesses understand what customers really want. By connecting that understanding to every channel, the e-commerce experience becomes limitless — reflecting a changing customer as they shop. Amplified by the speed and scale of Loomi, Bloomreach’s AI for e-commerce, this creates endless new paths to purchase, greater profitability, and fast business growth. Bloomreach products include: Engagement, a marketing automation platform; Discovery, an e-commerce search solution; Content, a headless CMS; and Clarity, AI-powered conversational shopping. The company has multiple AI patents and serves 1,400+ global brands including: Williams-Sonoma, Bosch, Puma, and Marks & Spencer.
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