None of that seems new. What would be new is if both gmail and Yahoo provided any means of allowing legit bulk senders to actually send properly. The one-click

None of that seems new. What would be new is if both gmail and Yahoo provided any means of allowing legit bulk senders to actually send properly. The one-click unsubscribe is from 2017's RFC8058. Everyone that's sending in volume is already doing all the usual stuff - DKIM, SPF, DMARC, matching reverse IPs, etc. The privacy-first email marketing service I wrote (https://info.smartmessages.net https://info.smartmessages.net) implements account-wide unsubscribe by default (unsubscribing you from one list unsubscribes you from all). It requires double opt-in, and asks for explicit consent before doing any tracking whatsoever (so no Google Analytics, no cookies, no trackers), which of course is what the (at least EU and UK) law requires. You're not going to see shitty exploiters like MailChimp doing anything like this; abusing your data is just too lucrative. It's still ridiculously hard to deliver messages at any volume, and there is zero recourse when you are penalised incorrectly. Gmail's spam filtering is just dire - if I send myself an email from gmail, it goes into spam. A large proportion of the spam I receive is sent from gmail. Google's postmaster tools are a joke. It's entirely normal for them to give you a "bad" spam rating when you have 0 spam reports, 0 auth failures, strict DKIM and DMARC, and every single message has double-opt-in audit trails. This useless feedback makes it very difficult for senders to actually comply with their ever stricter, but ever more opaque requirements. Proving that subscribers actually want to receive messages from you its difficult. So back in 2017 I wrote an outline proposal https://github.com/Smartmessages/subscriptionproofrfc https://github.com/Smartmessages/subscriptionproofrfc to create a standard, possibly built on top of DKIM keys, to provide provable subscriptions. This would pretty much solve the entire thing for legit senders, but of course the industry is not really interested in cooperation or complying with any law that might reduce the number of people they send to by even the tiniest amount. /cynicalrant