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So the short version is that Google is requiring senders of more than 5,000 messages per day to have DKIM and SPF configured, as well as one-click unsubscribe.

So the short version is that Google is requiring senders of more than 5,000 messages per day to have DKIM and SPF configured, as well as one-click unsubscribe. This is excellent to see. Many email providers have made this easy to set up, but many admins don’t go through the extra steps because “it adds complexity” or some other lazy excuse. I think the final criteria, “don’t send spammy messages” will be harder to comply with. Because marketing staff genuinely don’t see their messages as spam. They see it as an “engagement opportunity” or whatever marketing hoops they jump through to justify another particular email.

lucb1e 3y ago
I send maybe one message per month to a Gmail address and they already require having DKIM in addition to SPF since last year. One-click unsubscribe is an internet standard (RFC 8058) which they are currently not using. The article does not say that they will now use it. Presently, they manually implement that functionality for large senders. Let's see what they will actually end up doing. Agree on the last point. Also note that, if you are blocked as sender, that genuinely sucks for you. Sure, your marketing department will need consoling, but your sign-up rates for anyone using Google services is going to go to zero.
- SamuelAdams 3y ago
  From googles source: > Enable easy unsubscription: You shouldn’t have to jump through hoops to stop receiving unwanted messages from a particular email sender. It should take one click. So we’re requiring that large senders give Gmail recipients the ability to unsubscribe from commercial email in one click, and that they process unsubscription requests within two days. We’ve built these requirements on open standards so that once senders implement them, everyone who uses email benefits. Also @dang can you update the submission to be the primary source? https://blog.google/products/gmail/gmail-security-authentication-spam-protection/ https://blog.google/products/gmail/gmail-security-authentica...
  - dpifke 3y ago
    One-click unsubscribe (no action beyond "visiting a single internet web page") is required under U.S. law: https://www.ecfr.gov/current/title-16/chapter-I/subchapter-C/part-316/section-316.5 https://www.ecfr.gov/current/title-16/chapter-I/subchapter-C... It's illegal to require users to sign in with a username and password, or click a link in a confirmation email, etc.
    - dharmab 3y ago
      Under that law your unsubscribe link may be a link to a web form when the user enters their address and preferences and clicks a submit button (i.e. multiple clicks)
      - deleted 3y ago
        [deleted]
      - dpifke 3y ago
        You're right, it appears Google's new policy is to make the List-Unsubscribe header mandatory, and require certain semantics[0] for the URL it contains, so that they can issue unsubscribe requests on behalf of users in an automated fashion: https://support.google.com/mail/answer/81126#subscriptions https://support.google.com/mail/answer/81126#subscriptions (This wasn't immediately clear to me from the original link or the Google blog post.) [0]: https://datatracker.ietf.org/doc/html/rfc8058 https://datatracker.ietf.org/doc/html/rfc8058
    - gcarvalho 3y ago
      Anecdotal, but I feel like I’ve started getting considerably more spam once I started clicking “unsubscribe” (in lists that I have never signed up for in the first place). Now I don’t bother anymore and just report as spam without “unsubscribing” (or “confirming as valid email” it feels like).
      - dpifke 3y ago
        Depends on the sender. Using fake opt-out links to build lists of verified addresses is a trick almost as old as spam itself. But services like SendGrid actually honor unsubscribes, and I believe monitor the unsubscribe rates of their customers to catch those buying lists. I'm not a Gmail user, but doesn't Google click the link in the List-Unsubscribe header for you when you mark as spam? The help article linked from the Google blog post implies they do (or they will): https://support.google.com/mail/answer/81126#subscriptions https://support.google.com/mail/answer/81126#subscriptions
hfjjbf 3y ago
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lucb1e 3y ago

I send maybe one message per month to a Gmail address and they already require having DKIM in addition to SPF since last year. One-click unsubscribe is an internet standard (RFC 8058) which they are currently not using. The article does not say that they will now use it. Presently, they manually implement that functionality for large senders. Let's see what they will actually end up doing. Agree on the last point. Also note that, if you are blocked as sender, that genuinely sucks for you. Sure, your marketing department will need consoling, but your sign-up rates for anyone using Google services is going to go to zero.

SamuelAdams 3y ago
From googles source: > Enable easy unsubscription: You shouldn’t have to jump through hoops to stop receiving unwanted messages from a particular email sender. It should take one click. So we’re requiring that large senders give Gmail recipients the ability to unsubscribe from commercial email in one click, and that they process unsubscription requests within two days. We’ve built these requirements on open standards so that once senders implement them, everyone who uses email benefits. Also @dang can you update the submission to be the primary source? https://blog.google/products/gmail/gmail-security-authentication-spam-protection/ https://blog.google/products/gmail/gmail-security-authentica...
- dpifke 3y ago
  One-click unsubscribe (no action beyond "visiting a single internet web page") is required under U.S. law: https://www.ecfr.gov/current/title-16/chapter-I/subchapter-C/part-316/section-316.5 https://www.ecfr.gov/current/title-16/chapter-I/subchapter-C... It's illegal to require users to sign in with a username and password, or click a link in a confirmation email, etc.
  - dharmab 3y ago
    Under that law your unsubscribe link may be a link to a web form when the user enters their address and preferences and clicks a submit button (i.e. multiple clicks)
    - deleted 3y ago
      [deleted]
    - dpifke 3y ago
      You're right, it appears Google's new policy is to make the List-Unsubscribe header mandatory, and require certain semantics[0] for the URL it contains, so that they can issue unsubscribe requests on behalf of users in an automated fashion: https://support.google.com/mail/answer/81126#subscriptions https://support.google.com/mail/answer/81126#subscriptions (This wasn't immediately clear to me from the original link or the Google blog post.) [0]: https://datatracker.ietf.org/doc/html/rfc8058 https://datatracker.ietf.org/doc/html/rfc8058
  - gcarvalho 3y ago
    Anecdotal, but I feel like I’ve started getting considerably more spam once I started clicking “unsubscribe” (in lists that I have never signed up for in the first place). Now I don’t bother anymore and just report as spam without “unsubscribing” (or “confirming as valid email” it feels like).
    - dpifke 3y ago
      Depends on the sender. Using fake opt-out links to build lists of verified addresses is a trick almost as old as spam itself. But services like SendGrid actually honor unsubscribes, and I believe monitor the unsubscribe rates of their customers to catch those buying lists. I'm not a Gmail user, but doesn't Google click the link in the List-Unsubscribe header for you when you mark as spam? The help article linked from the Google blog post implies they do (or they will): https://support.google.com/mail/answer/81126#subscriptions https://support.google.com/mail/answer/81126#subscriptions

hfjjbf 3y ago

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