Bloomreach, the platform fueling limitless e-commerce personalization, 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.

Marketing Technology News: Accenture to Acquire Navisite to Help Clients Modernize and Reinvent Their Businesses with Cloud

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.

Marketing Technology News: MarTech Interview with Allison Breeding, CMO at Apptio, an IBM company