Upcoming Google & Yahoo Deliverability Changes: Authentication & One-Click Unsubscribe

Great question @pwieland!

As clearly defined by Gmail & Yahoo, the new changes are going to be applicable for bulk senders (anyone who’s sending commercial emails).

Transactional emails are important emails and non commercial in nature. It doesn’t necessarily require unsubscribe links unlike commercial emails.

To your second question, one click unsubscribe is majorly required for every ESP (you can check and verify the same in your email headers by looking List-Unsubscribe header) but it’s also recommended to have a prominent unsubscribe link in the email content as well!

Hope this clarifies the doubt. Let me know if you still have some questions.

Regards,

Mohsin

@pwieland : You can go to ‘Show Original’ in any email in Gmail and when you open the complete header, search and find with the List-Unsubscribe keyword. You should be able to locate then.

What kind of transactional emails are you referring to? Probably, you can verify how are you defining the transactional emails and should be carefully reviewed. Any sort of promotional content hidden into transactional emails (although many senders try to play smart here) can raise flags to mailbox providers and shall be treated equivalent to commercial emails.

If you are referring to transactional emails like password reset, shipping notification, account creation, invoice, etc., you wouldn’t require unsubscribe link (although you can keep it in the content if you may like but it’s not necessary). Transactional emails are time sensitive emails and carries important information, unlike commercial/promotional emails.

Hope that clarifies the question.

Regards

Mohsin

@pwieland 5k per day is the limit that’ll apply to commercial emails. Also, make sure, you have DMARC with p=quarantine enabled and domains are aligned. Would suggest you go through the guidelines again that’s  laid down by Gmail & Yahoo just to be sure you don’t miss out on any part:

Gmail: https://blog.google/products/gmail/gmail-security-authentication-spam-protection/

Yahoo: https://blog.postmaster.yahooinc.com/post/730172167494483968/more-secure-less-spam

Regards,

Mohsin

So we have 3 weeks to go before Google and Yahoo implement these changes..

Klaviyo team, will you be coding the one-click unsubscribe for us?

Also not many people chatting here about these changes, even though this is the biggest regulation change to email for quite some time..

My biggest concern is how we will stick to 5k gmail recipients per day when we have 50k+ engaged gmail accounts for some of our clients..?

Should make for some fun segmentation and multi-day campaign sends 😓

@Travis I came here looking for the same info on what is happening with the one-click unsubscribes Klaviyo mentioned they were going to add.