Deliverability
What is Bulk Sender Requirements (Gmail and Yahoo 2024)?
The 2024 Gmail and Yahoo rules high-volume senders must meet to keep reaching the inbox: authentication, easy unsubscribe, and a low spam rate.
Effective February 2024, Gmail and Yahoo require senders of roughly 5,000 or more messages per day to a given provider to authenticate with SPF, DKIM, and DMARC (with alignment), to publish a one-click List-Unsubscribe and honor it within two days, and to keep the Postmaster-reported spam complaint rate below 0.3% (ideally under 0.1%). Senders must also transmit over TLS and maintain valid forward and reverse DNS on the sending IP. Non-compliant mail is throttled or rejected.
Why it matters for cold email
Cold-email programs spread volume across many inboxes and domains, but the underlying requirements (aligned SPF/DKIM/DMARC, a working unsubscribe, and sub-0.3% complaints) are now the baseline filters apply to everyone. Treating them as mandatory rather than optional is the difference between landing in the inbox and being silently throttled.
Related terms
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