{"id":23171,"date":"2024-01-26T00:00:00","date_gmt":"2024-01-26T00:00:00","guid":{"rendered":"https:\/\/www.mailgun.com\/blog\/yahoo-requisito-insights-com-marcel-becker\/"},"modified":"2026-09-16T06:15:48","modified_gmt":"2026-09-16T06:15:48","slug":"yahoo-requisito-insights-com-marcel-becker","status":"publish","type":"blog","link":"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/yahoo-requisito-insights-com-marcel-becker\/","title":{"rendered":"Entendendo os requisitos para remetentes do Yahoo: insights de Marcel Becker do Yahoo"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Marcel Becker, Sr. Director of Product Management at Yahoo, joined our podcast,\u00a0<a href=\"https:\/\/www.mailgun.com\/pt\/resources\/podcasts\/\">Email\u2019s Not Dead<\/a>,\u00a0to share his insights on the Yahoo inbox requirements and shed light on why these changes are happening now, and what these updates mean for the relationship between senders and mailbox providers.<\/p>\n\r\n    <nav data-content-type=\"longform\" class=\"toc-block longform-spacings px-5 py-6 px-md-6 px-lg-7 py-md-7 bg-light fs-sm rounded-lg\" aria-labelledby=\"toc-title-3174\"><p class=\"h5 m-0\" id=\"toc-title-3174\">\u00cdndice<\/p><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">01<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#yahoos-new-sender-requirements\">Yahoo\u2019s new sender requirements<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">02<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#bulk-senders-understanding-the-requirements\">Bulk senders: Understanding the requirements<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">03<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#authentication-enforcing-dmarc\">Authentication: Enforcing DMARC<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">04<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#spam-complaint-rate-not-an-arbitrary-number\">Spam complaint rate: Not an arbitrary number<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">05<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#unsubscribing-simplifying-the-user-experience\">Unsubscribing: Simplifying the user experience<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">06<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#gaming-the-system-are-there-bulk-sender-loopholes\">Gaming the system: Are there bulk sender loopholes?<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">07<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#why-is-this-happening-now\">Why is this happening now?<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">08<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#wrapping-up\">Wrapping up<\/a><a class=\"scrollme link-body-color\" href=\"#resources\">Resources<\/a><\/div><\/div><\/nav>\n<h2 class=\"wp-block-heading\">Yahoo\u2019s new sender requirements<\/h2>\n\n<p class=\"wp-block-paragraph\">ESPs (us included) have been shouting about these inbox requirements since they were first announced in October 2023. To recap, <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/atualizacoes-caixa-entrada-gmail-yahoo-2024\/\" target=\"_tabs\" rel=\"noopener noreferrer\">Yahoo and Gmail both are enforcing updates<\/a> that will require senders to abide by these key standards:<\/p>\n\n<ol class=\"wp-block-list\">\n<li><b>Authenticate<\/b>: Senders will be required to verify their sender identities with standard protocols like <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/autenticacao-e-mail-identidade-envio\/\" target=\"_tabs\" rel=\"noopener noreferrer\">SPF, DKIM, and DMARC<\/a>.<\/li>\n\n\n\n<li><b>Enable 1-click unsubscribe<\/b>: Senders will need to implement a single-click unsubscribe link within email headers using list-unsubscribe if they haven\u2019t already, to allow recipients to easily opt out.<\/li>\n\n\n\n<li><b>Only send emails users want:<\/b> Gmail and Yahoo are getting serious about spam monitoring, and senders will need to ensure they\u2019re keeping below a set spam rate threshold.<\/li>\n<\/ol>\n\n<p class=\"wp-block-paragraph\">These requirements are both industry-shifting, but also <i>kinda<\/i> not. We\u2019ll get into it more below, but having an unsubscribe process, and maintaining low spam complaint rates were already part of the standard best practices recommended by mailbox providers and ESPs alike.<\/p>\n\n<p class=\"wp-block-paragraph\">The most significant of these requirements is arguably authentication \u2013 particularly the adoption of DMARC which has previously been an optional authentication for bulk senders. But as we break down these requirements it\u2019s important to know that <b>nothing is <\/b><b><i>really<\/i><\/b><b> changing in terms of how mailbox providers handle and treat email.<\/b> It\u2019s just being more clearly defined, more strongly enforced, and more publicly talked about.<\/p>\n    <div data-content-type=\"longform\" class=\"quote hub-quote longform-spacings d-flex flex-column rounded-lg px-5 py-6 px-md-6 py-md-7 p-lg-7 shadow-sm bg-primary\" data-theme=\"light\">\r\n\r\n        <div class=\"quote-logo mb-3\">\r\n                            <svg height=\"40\" class=\"quote-icon quote-icon-color\" aria-hidden=\"true\" data-url=\"https:\/\/www.mailgun.com\/wp-content\/plugins\/sinch-core\/assets\/icons\/custom-icons\/quotes-right.svg\"><\/svg>\r\n                    <\/div>\r\n\r\n        <blockquote class=\"quote-content content-body m-0 text-body-color\" id=\"quote-block-76127c071d45bde39842c9fcec52459d\">\r\n            \u201cWe can sum up the pending updates real quick. It\u2019s going to be three changes, authentication, authentication, authentication.\u201d        <\/blockquote>\r\n\r\n                    <div class=\"d-flex gap-3 mt-5\">\r\n                                    <div>\r\n                        <img decoding=\"async\" width=\"72\" height=\"72\" class=\"rounded-lg quote-author\" src=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/Jonathan-Torres_Headshot-scaled.jpeg\" alt=\"Foto de Jonathan Torres\">\r\n                    <\/div>\r\n                                <div class=\"d-flex flex-column align-self-center fs-sm\">\r\n                    <cite class=\"mb-0 fw-bold text-accent fst-normal\" aria-describedby=\"quote-block-76127c071d45bde39842c9fcec52459d\">\r\n                        Jonathan Torres                    <\/cite>\r\n                                            <span class=\"mb-0 text-body-color\">TAM Manager Sinch Mailgun<\/span>\r\n                                    <\/div>\r\n            <\/div>\r\n            <\/div>\r\n\n<p class=\"wp-block-paragraph\"><i>Listen to the full podcast episode on Email\u2019s Not Dead<\/i><\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<h2 class=\"wp-block-heading\">Bulk senders: Understanding the requirements<\/h2>\n\n<p class=\"wp-block-paragraph\">Let\u2019s start with who these requirements affect. <b>The updates impact bulk senders<\/b>, but what <i>is <\/i>a bulk sender? For these updates, a bulk sender is defined by Google as a sender that sends 5,000 or more <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/e-mails-transacionais-vs-e-mails-de-marketing\/\" target=\"_tabs\" rel=\"noopener noreferrer\">promotional messages<\/a> in a day. Yahoo has intentionally stayed away from putting a number to the bulk sender definition as the reality is that 5,000 is more of a guidepost than an iron nail.<\/p>\n    <div data-content-type=\"longform\" class=\"quote hub-quote longform-spacings d-flex flex-column rounded-lg px-5 py-6 px-md-6 py-md-7 p-lg-7 shadow-sm bg-primary\" data-theme=\"light\">\r\n\r\n        <div class=\"quote-logo mb-3\">\r\n                            <svg height=\"40\" class=\"quote-icon quote-icon-color\" aria-hidden=\"true\" data-url=\"https:\/\/www.mailgun.com\/wp-content\/plugins\/sinch-core\/assets\/icons\/custom-icons\/quotes-right.svg\"><\/svg>\r\n                    <\/div>\r\n\r\n        <blockquote class=\"quote-content content-body m-0 text-body-color\" id=\"quote-block-88795dec916d77f32ac458bf534c3192\">\r\n            \u201cThe number is not 5,000, or 6,000, or 4,000. If you send 4,999 messages, you still have to follow the requirements. The reality is simpler. If you\u2019re sending the same email to a lot of people, you\u2019re a bulk sender, period.\u201d        <\/blockquote>\r\n\r\n                    <div class=\"d-flex gap-3 mt-5\">\r\n                                    <div>\r\n                        <img decoding=\"async\" width=\"72\" height=\"72\" class=\"rounded-lg quote-author\" src=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/marcel-becker_headshot.png\" alt=\"Foto de Marcel Becker\">\r\n                    <\/div>\r\n                                <div class=\"d-flex flex-column align-self-center fs-sm\">\r\n                    <cite class=\"mb-0 fw-bold text-accent fst-normal\" aria-describedby=\"quote-block-88795dec916d77f32ac458bf534c3192\">\r\n                        Marcel Becker                    <\/cite>\r\n                                            <span class=\"mb-0 text-body-color\">Sr. Director of Product Management at Yahoo<\/span>\r\n                                    <\/div>\r\n            <\/div>\r\n            <\/div>\r\n\n<p class=\"wp-block-paragraph\">When it comes to the definition of a bulk sender, the quantity of sent messages may be a guideline, but one thing is not: as soon as you are designated as a bulk sender, that\u2019s a title you just can\u2019t shake.  We\u2019ve got a few soothing email mantras for you throughout this post to help wrap your brain around some of the inbox update nuances. Here\u2019s the first:<\/p>\n    <div data-content-type=\"longform\" class=\"quote hub-quote longform-spacings d-flex flex-column rounded-lg px-5 py-6 px-md-6 py-md-7 p-lg-7 shadow-sm bg-primary\" data-theme=\"light\">\r\n\r\n        <div class=\"quote-logo mb-3\">\r\n                            <svg height=\"40\" class=\"quote-icon quote-icon-color\" aria-hidden=\"true\" data-url=\"https:\/\/www.mailgun.com\/wp-content\/plugins\/sinch-core\/assets\/icons\/custom-icons\/quotes-right.svg\"><\/svg>\r\n                    <\/div>\r\n\r\n        <blockquote class=\"quote-content content-body m-0 text-body-color\" id=\"quote-block-64a566dd20b22a80f9a365f74008b029\">\r\n            &#8220;Once a bulk sender, always a bulk sender.&#8221;        <\/blockquote>\r\n\r\n            <\/div>\r\n\n<p class=\"wp-block-paragraph\">As soon as you reach the point in your sending journey where you are distributing a large volume (in the 5,000-email ballpark), congrats, you\u2019ve joined the bulk senders club and it\u2019s a lifetime membership. From this point forward, you will be held to inbox standards that govern mass sending.<\/p>\n\n<h2 class=\"wp-block-heading\">Authentication: Enforcing DMARC<\/h2>\n\n<p class=\"wp-block-paragraph\">Having senders leverage DMARC not only helps to protect their own brands from being spoofed, but also helps users to really make sure they are getting legitimate emails from a specific brand. DMARC is designed for this type of validation, but it <i>is <\/i>a bit harder to implement than other standard required authentications like <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/autenticacao-e-mail-identidade-envio\/\" target=\"_tabs\" rel=\"noopener noreferrer\">SPF and DKIM<\/a>.<\/p>\n\n<p class=\"wp-block-paragraph\">So, let\u2019s talk about the key difference between DMARC and other authentications, and how it helps mailbox providers crack down on spammers that like to spoof legitimate domains.<\/p>\n    <div data-content-type=\"longform\" class=\"quote hub-quote longform-spacings d-flex flex-column rounded-lg px-5 py-6 px-md-6 py-md-7 p-lg-7 shadow-sm bg-primary\" data-theme=\"light\">\r\n\r\n        <div class=\"quote-logo mb-3\">\r\n                            <svg height=\"40\" class=\"quote-icon quote-icon-color\" aria-hidden=\"true\" data-url=\"https:\/\/www.mailgun.com\/wp-content\/plugins\/sinch-core\/assets\/icons\/custom-icons\/quotes-right.svg\"><\/svg>\r\n                    <\/div>\r\n\r\n        <blockquote class=\"quote-content content-body m-0 text-body-color\" id=\"quote-block-38f46bf25e8877acb2ea42a4bdd1c53a\">\r\n            \u201cUnderstanding DMARC policies, what the policy enforcement means, and the reports that come back gets technical. We want to make sure this technical info gets heard because there are some really great resources and companies doing good work around helping people implement DMARC processes, and learn what\u2019s happening with their email programs. You would want to know if someone was out there impersonating your brand in the world, and DMARC covers senders who are worried about that.\u201d        <\/blockquote>\r\n\r\n                    <div class=\"d-flex gap-3 mt-5\">\r\n                                    <div>\r\n                        <img decoding=\"async\" width=\"72\" height=\"72\" class=\"rounded-lg quote-author\" src=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/Jonathan-Torres_Headshot-scaled.jpeg\" alt=\"Foto de Jonathan Torres\">\r\n                    <\/div>\r\n                                <div class=\"d-flex flex-column align-self-center fs-sm\">\r\n                    <cite class=\"mb-0 fw-bold text-accent fst-normal\" aria-describedby=\"quote-block-38f46bf25e8877acb2ea42a4bdd1c53a\">\r\n                        Jonathan Torres                    <\/cite>\r\n                                            <span class=\"mb-0 text-body-color\">TAM Manager Sinch Mailgun<\/span>\r\n                                    <\/div>\r\n            <\/div>\r\n            <\/div>\r\n\n<p class=\"wp-block-paragraph\">So, what is DMARC? Domain-based Message Authentication, Reporting, and Conformance (DMARC) is an authentication method designed to stop bad actors from impersonating you. Basically, it&#8217;s just a line of code that goes into your DNS TXT record, and you (the sender) have the option to set a policy within, (p=none, p=quarantine, or p=reject). And that policy instructs receiving mail servers what to do with emails that don&#8217;t pass validation.<\/p>\n\n<ul class=\"wp-block-list\">\n<li><b>p=none:<\/b> Log the entry but take no action.<\/li>\n\n\n\n<li><b>p=quarantine:<\/b> Filter into spam.<\/li>\n\n\n\n<li><b>p=reject:<\/b> Bounce the email message.<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">There are three main email authentications, <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/autenticacao-e-mail-identidade-envio\/\" target=\"_tabs\" rel=\"noopener noreferrer\">SPF, DKIM<\/a>, and <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/implementar-dmarc\/\" target=\"_tabs\" rel=\"noopener noreferrer\">DMARC.<\/a> Many senders have yet to adopt DMARC, perhaps because of the extra steps to implement and the more technical nature of the process. Last year, our <a href=\"https:\/\/www.mailgun.com\/pt\/resources\/research\/estado-da-entregabilidade-2023\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><i>State of email deliverability<\/i><\/a> report found fewer than half of the senders we surveyed (42.5%) were certain DMARC was being used for authentication.<\/p>\n\n<p class=\"wp-block-paragraph\">DMARC depends on SPF and DKIM to help authenticate messages but takes it a step further and tells receiving servers how to handle messages that fail authentication. That\u2019s the missing piece that will help mailbox providers clean more spammers out of the inbox.<\/p>\n    <div data-content-type=\"longform\"  class=\"callout text-body-color px-5 py-6 px-md-6 px-lg-7 py-md-7 longform-spacings rounded-lg bg-light\" data-theme=\"light\">\r\n\r\n        <div class=\"content-body\"> Both Yahoo and Gmail will require bulk senders to implement DMARC with a minimum policy of <b>p=none <\/b>which instructs receiving mail servers to log but not to take any action. This will not always be the requirement. According to Kate Nowrouzi, VP of Deliverability at Sinch Mailgun, <b>p=reject<\/b> will become the future standard. Learn more in our post featuring <a href='https:\/\/www.mailgun.com\/pt\/blog\/email\/previsoes-de-e-mail-2024\/'>Kate\u2019s predictions for email in 2024.<\/a><\/div>\r\n    <\/div>\r\n\n<h2 class=\"wp-block-heading\">Spam complaint rate: Not an arbitrary number<\/h2>\n\n<p class=\"wp-block-paragraph\">We\u2019ll use ourselves as an example. Here at Sinch Mailgun, our <a href=\"https:\/\/www.mailgun.com\/legal\/aup\/\" target=\"_tabs\" rel=\"noopener noreferrer\">Acceptable Use Policy<\/a> already requires that senders using the platform adhere to a 0.08% spam complaint rate maximum. That\u2019s because we want to make sure spammers aren\u2019t using <a href=\"https:\/\/www.mailgun.com\/pt\/produtos\/enviar\/\" target=\"_tabs\" rel=\"noopener noreferrer\">Mailgun Send<\/a>, and we need to protect the reputation of our senders using <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/ips-dedicados-compartilhados-qual-usar\/\" target=\"_tabs\" rel=\"noopener noreferrer\">shared IPs<\/a>.<\/p>\n\n<p class=\"wp-block-paragraph\">A quick Google search reveals 0.1% is a standard benchmark for a healthy spam complaint rate. A 0.1% spam rate means that 1 person has marked you as spam out of 1,000 messages sent. So why are Yahoo and Gmail coming in at 0.3% with these requirements?<\/p>\n    <div data-content-type=\"longform\" class=\"quote hub-quote longform-spacings d-flex flex-column rounded-lg px-5 py-6 px-md-6 py-md-7 p-lg-7 shadow-sm bg-primary\" data-theme=\"light\">\r\n\r\n        <div class=\"quote-logo mb-3\">\r\n                            <svg height=\"40\" class=\"quote-icon quote-icon-color\" aria-hidden=\"true\" data-url=\"https:\/\/www.mailgun.com\/wp-content\/plugins\/sinch-core\/assets\/icons\/custom-icons\/quotes-right.svg\"><\/svg>\r\n                    <\/div>\r\n\r\n        <blockquote class=\"quote-content content-body m-0 text-body-color\" id=\"quote-block-c11279657cba628ff53d023099190c69\">\r\n            &#8220;We chose 0.3% because there are other companies and programs out there and 0.3% or below is the requirement for them already. If your traffic sustains a spam rate above 0.3%, you&#8217;re probably already in a world of hurt. Generally, we look for much smaller numbers, but 0.3% resonates with the industry so we chose to make it public.&#8221;        <\/blockquote>\r\n\r\n                    <div class=\"d-flex gap-3 mt-5\">\r\n                                    <div>\r\n                        <img decoding=\"async\" width=\"72\" height=\"72\" class=\"rounded-lg quote-author\" src=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/marcel-becker_headshot.png\" alt=\"Foto de Marcel Becker\">\r\n                    <\/div>\r\n                                <div class=\"d-flex flex-column align-self-center fs-sm\">\r\n                    <cite class=\"mb-0 fw-bold text-accent fst-normal\" aria-describedby=\"quote-block-c11279657cba628ff53d023099190c69\">\r\n                        Marcel Becker                    <\/cite>\r\n                                            <span class=\"mb-0 text-body-color\">Sr. Director of Product Management at Yahoo<\/span>\r\n                                    <\/div>\r\n            <\/div>\r\n            <\/div>\r\n\n<p class=\"wp-block-paragraph\">The industry has always looked at spam rates as an indicator of a reliable bulk sender, but now that it carries more weight, here&#8217;s another mantra for you:<\/p>\n    <div data-content-type=\"longform\" class=\"quote hub-quote longform-spacings d-flex flex-column rounded-lg px-5 py-6 px-md-6 py-md-7 p-lg-7 shadow-sm bg-primary\" data-theme=\"light\">\r\n\r\n        <div class=\"quote-logo mb-3\">\r\n                            <svg height=\"40\" class=\"quote-icon quote-icon-color\" aria-hidden=\"true\" data-url=\"https:\/\/www.mailgun.com\/wp-content\/plugins\/sinch-core\/assets\/icons\/custom-icons\/quotes-right.svg\"><\/svg>\r\n                    <\/div>\r\n\r\n        <blockquote class=\"quote-content content-body m-0 text-body-color\" id=\"quote-block-7845bce8ec8c3aca6afc1b641f06f223\">\r\n            &#8220;More than a day, less than a year.&#8221;        <\/blockquote>\r\n\r\n            <\/div>\r\n\n<p class=\"wp-block-paragraph\">If you hit a peak complaint percentage for some reason on a campaign it won\u2019t necessarily be held against you. Maybe you made a mistake on the sender side or wrote a spammy subject line. Maybe a few more recipients than normal marked your message as spam. Whatever the reason, mailbox providers will look at your rate over a \u201creasonable amount of time\u201d, weeks \u2013 months even, to see what the average volume is. Consistently hold a poor spam rate and it will impact you. But infrequent offenders experiencing outlying issues won\u2019t be docked.<\/p>\n\n<h2 class=\"wp-block-heading\">Unsubscribing: Simplifying the user experience<\/h2>\n\n<p class=\"wp-block-paragraph\">Many senders already include an <a href=\"https:\/\/www.mailjet.com\/blog\/deliverability\/unsubscribe-link-email-marketing\/\" target=\"_tabs\" rel=\"noopener noreferrer\">unsubscribe link<\/a> in the footer copy of their emails, a standard practice and a default setting if you\u2019re using any kind of email template. This type of unsubscribe link is not the 1-click unsubscribe process these updates require. <b>What <\/b><b><i>is<\/i><\/b><b> required is that senders put list-unsubscribe post headers into the header of their email as specified by <\/b><a href=\"https:\/\/www.rfc-editor.org\/info\/rfc8058\" target=\"_tabs\" rel=\"noopener noreferrer\"><b>RFC 8058.<\/b><\/a><b><\/b><\/p>\n\n<p class=\"wp-block-paragraph\">If that sounded like some <i>Top Gun<\/i> mission gibberish to you, you\u2019re not alone. The 1-click unsubscribe portion of these requirements has stimulated a lot of questions from senders across the board. Here\u2019s what it means, and why it matters.<\/p>\n\n<p class=\"wp-block-paragraph\">If you\u2019re sending an email to an inbox provider like Yahoo or Gmail, or an email application that can understand the RFC 8058 standard, <b>the user will see an unsubscribe option above the message within the UI of the email application.<\/b><\/p>\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" class=\"wp-image-4543\" width=\"1288\" height=\"958\" src=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/File__2_.png\" alt=\"Example of list-unsubscribe in an email header\" srcset=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/File__2_.png 1288w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/File__2_-300x223.png 300w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/File__2_-768x571.png 768w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/File__2_-1024x762.png 1024w\" sizes=\"(max-width: 1288px) 100vw, 1288px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\">When the user clicks on the unsubscribe link via the provider\u2019s UI, the ISP completes the unsubscribe process for them. Then, the sender is responsible for processing the unsubscribe data and updating their email list within 48 hours of the unsubscribe action. So how does this help you as a sender? The answer goes back to user experience and making things <i>easier<\/i> for the user.<\/p>\n\n<p class=\"wp-block-paragraph\">It\u2019s a lot more likely that a user will unsubscribe to a message if it\u2019s visible from within the UI, rather than opening an email, scrolling all the way to the bottom, clicking an unsubscribe link, confirming their email, and on and on. Many users won\u2019t stick around for that many steps and are more likely to mark unwanted messages as spam just because it\u2019s an easier process.<\/p>\n    <div data-content-type=\"longform\" class=\"quote hub-quote longform-spacings d-flex flex-column rounded-lg px-5 py-6 px-md-6 py-md-7 p-lg-7 shadow-sm bg-primary\" data-theme=\"light\">\r\n\r\n        <div class=\"quote-logo mb-3\">\r\n                            <svg height=\"40\" class=\"quote-icon quote-icon-color\" aria-hidden=\"true\" data-url=\"https:\/\/www.mailgun.com\/wp-content\/plugins\/sinch-core\/assets\/icons\/custom-icons\/quotes-right.svg\"><\/svg>\r\n                    <\/div>\r\n\r\n        <blockquote class=\"quote-content content-body m-0 text-body-color\" id=\"quote-block-8824ea34a957bf7904da3b4ccc87262d\">\r\n            &#8220;We want users to unsubscribe to messages they don&#8217;t want; we don&#8217;t want them to mark them as spam and hurt the reputation of the sender. We have seen by implementing this unsubscribe affordance in the UI that spam marks go down and in some cases are being reduced by 30 to 40%.&#8221;        <\/blockquote>\r\n\r\n                    <div class=\"d-flex gap-3 mt-5\">\r\n                                    <div>\r\n                        <img decoding=\"async\" width=\"72\" height=\"72\" class=\"rounded-lg quote-author\" src=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/marcel-becker_headshot.png\" alt=\"Foto de Marcel Becker\">\r\n                    <\/div>\r\n                                <div class=\"d-flex flex-column align-self-center fs-sm\">\r\n                    <cite class=\"mb-0 fw-bold text-accent fst-normal\" aria-describedby=\"quote-block-8824ea34a957bf7904da3b4ccc87262d\">\r\n                        Marcel Becker                    <\/cite>\r\n                                            <span class=\"mb-0 text-body-color\">Sr. Director of Product Management at Yahoo<\/span>\r\n                                    <\/div>\r\n            <\/div>\r\n            <\/div>\r\n\n<p class=\"wp-block-paragraph\">Now that we\u2019ve covered the basics of the announced inbox requirements, one of the first things some senders might do is try to find a way out of it all. We get it. It sounds intimidating and time consuming to implement DMARC and adopt the RFC 8058 standard, all while keeping your spam complaint rate below 0.3%. You may even be thinking that there are ways around being seen as a bulk sender, and therefore escaping these requirements altogether, but this is not a red pill, blue pill situation.<\/p>\n\n<h2 class=\"wp-block-heading\">Gaming the system: Are there bulk sender loopholes?<\/h2>\n\n<p class=\"wp-block-paragraph\">This is the internet, and there are always shortcuts. When it comes to the inbox updates, industry leaders suggest that you think twice before slinking through a back door. If you are a rule challenger or looking for secret tunnels and loopholes to get around these requirements, don\u2019t.<\/p>\n\n<p class=\"wp-block-paragraph\"><b>There are a couple classic ways that scammers traditionally get around sending limits<\/b>, or practices they employ to stay under the radar and disguise themselves as small volume senders. Here are a couple of big ones that you might be doing (or are tempted to try) without realizing it\u2019s spammy behavior that will tank your reputation.<\/p>\n\n<h4 class=\"wp-block-heading\">Snowshoeing<\/h4>\n\n<p class=\"wp-block-paragraph\">Using a lot of different IP addresses to spread out the load so you\u2019re staying well under the bulk sender limit per IP. Even if you get clever like a spammer and hide your IP (using a tunneled connection), ISPs have many methods of detecting and identifying this type of behavior.<\/p>\n\n<h4 class=\"wp-block-heading\">People to people<\/h4>\n\n<p class=\"wp-block-paragraph\">Using different email addresses from the same domain to send to a lot of other people directly, or by using the CC, BCC fields. Essentially this is delegated flier distribution. If you\u2019re sending 1,000 emails from 10 different addresses on the same domain, you\u2019re still sending 10,000 emails from that domain, and that makes you a bulk sender.<\/p>\n\n<h2 class=\"wp-block-heading\">Why is this happening now?<\/h2>\n\n<p class=\"wp-block-paragraph\">We\u2019ve said it a few times throughout this post, but these requirements are not new standards. Every element of these updates has been a recommended practice for years, and many senders have already implemented these requirements. So why is this enforcement happening now?<\/p>\n    <div data-content-type=\"longform\" class=\"quote hub-quote longform-spacings d-flex flex-column rounded-lg px-5 py-6 px-md-6 py-md-7 p-lg-7 shadow-sm bg-primary\" data-theme=\"light\">\r\n\r\n        <div class=\"quote-logo mb-3\">\r\n                            <svg height=\"40\" class=\"quote-icon quote-icon-color\" aria-hidden=\"true\" data-url=\"https:\/\/www.mailgun.com\/wp-content\/plugins\/sinch-core\/assets\/icons\/custom-icons\/quotes-right.svg\"><\/svg>\r\n                    <\/div>\r\n\r\n        <blockquote class=\"quote-content content-body m-0 text-body-color\" id=\"quote-block-f64ddf20da4fd0d45c66d8113a8a43f5\">\r\n            \u201cYou can get very philosophical about why now. I remember talking about these changes 10 years ago with a group and we said \u2018no auth, no entry\u2019, that is what we should be working towards because it makes a ton of sense being able to identify who is sending an email. It helps us assign your reputation to your identity. Email volume keeps increasing and there is a lot of noise and a lot of bad actors piggybacking on sender\u2019s good reputations. At some point on the mailbox provider side, we just had to say okay, that\u2019s enough.\u201d        <\/blockquote>\r\n\r\n                    <div class=\"d-flex gap-3 mt-5\">\r\n                                    <div>\r\n                        <img decoding=\"async\" width=\"72\" height=\"72\" class=\"rounded-lg quote-author\" src=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/marcel-becker_headshot.png\" alt=\"Foto de Marcel Becker\">\r\n                    <\/div>\r\n                                <div class=\"d-flex flex-column align-self-center fs-sm\">\r\n                    <cite class=\"mb-0 fw-bold text-accent fst-normal\" aria-describedby=\"quote-block-f64ddf20da4fd0d45c66d8113a8a43f5\">\r\n                        Marcel Becker                    <\/cite>\r\n                                            <span class=\"mb-0 text-body-color\">Sr. Director of Product Management at Yahoo<\/span>\r\n                                    <\/div>\r\n            <\/div>\r\n            <\/div>\r\n\n<p class=\"wp-block-paragraph\">The goal is to make the inbox a better, safer experience for users. And remember, these users are <i>shared <\/i>customers between senders and mailbox providers. These requirements not only help protect inbox users from spammers and unwanted mail, but make it easier for mailbox providers to support reputable senders \u2013 <i>if<\/i> those senders can all adopt these requirements to make it easier to mailbox providers to manage inboxes.<\/p>\n\n<p class=\"wp-block-paragraph\">We\u2019re fighting back the urge to sing Circle of Life.<\/p>\n\n<h2 class=\"wp-block-heading\">Wrapping up<\/h2>\n\n<p class=\"wp-block-paragraph\">If implementing these changes and even just checking your email program to see if you\u2019re meeting the requirements sounds daunting, that\u2019s ok. In fact, it\u2019s been a common response since these requirements were announced. You don\u2019t have to figure it out by yourself. Sinch Mailgun is proud to provide our users with deliverability experts like Jonathan Torres and his team. These guys eat deliverability issues for breakfast.<\/p>\n\n<h3 class=\"wp-block-heading\">Resources<\/h3>\n\n<p class=\"wp-block-paragraph\">If you\u2019re looking for more information on the Gmail and Yahoo inbox changes <a href=\"https:\/\/try.mailgun.com\/googleyahooupdates\/\" target=\"_tabs\" rel=\"noopener noreferrer\">check out these resources<\/a>, including our fireside chat webinar with Gmail and Yahoo, or reach out to our deliverability pros for some personalized insights.<\/p>\n\t<div class=\"custom-video\">\r\n\t\t\t\t\t                    <div class=\"iframe-responsive-container lazy-video rounded-lg overflow-hidden \">\r\n                <a href=\"https:\/\/www.youtube.com\/watch?v=88OZC-Wo5Ls\" class=\"lazy-video-link\" data-lazy-video=\"88OZC-Wo5Ls\" target=\"_blank\" rel=\"nofollow\" role=\"button\" data-source=\"youtube\" data-language=\"pt\" data-thumb=\"https:\/\/img.youtube.com\/vi\/88OZC-Wo5Ls\/maxresdefault.jpg\" title=\"Sinch Video\">\r\n                    <div class=\"btn btn-light btn-light-social btn-play btn-play-circle\">\r\n                                                    <svg aria-hidden=\"true\" data-url=\"https:\/\/www.mailgun.com\/wp-content\/plugins\/sinch-core\/assets\/icons\/sinch\/play.svg\"><\/svg>\r\n                                            <\/div>\r\n                    <img decoding=\"async\"  src=\"https:\/\/img.youtube.com\/vi\/88OZC-Wo5Ls\/maxresdefault.jpg\" alt=\"Understanding new sender requirements: A fireside chat with Yahoo &amp; Google\">\r\n                <\/a>\r\n            <\/div>\r\n                        <script type=\"application\/ld+json\">\r\n            {\n    \"@context\": \"http:\/\/schema.org\",\n    \"@type\": \"VideoObject\",\n    \"@id\": \"https:\/\/www.youtube.com\/watch?v=88OZC-Wo5Ls#VideoObject\",\n    \"thumbnailUrl\": \"https:\/\/img.youtube.com\/vi\/88OZC-Wo5Ls\/maxresdefault.jpg\",\n    \"embedUrl\": \"https:\/\/www.youtube.com\/embed\/88OZC-Wo5Ls\",\n    \"contentUrl\": \"https:\/\/www.youtube.com\/watch?v=88OZC-Wo5Ls\",\n    \"name\": \"Understanding new sender requirements: A fireside chat with Yahoo & Google\",\n    \"description\": \"The Evolution and Impact of New Email Requirements\\n\\n\\u27a1\\ufe0f Updated Sender Requirements Rationale: Anu and Marcel discuss the new email requirements, which are aimed at combating spam and fraud to improve user email experience. These standards are based on longstanding policies to establish trust and user control.\\n\\n\\u27a1\\ufe0f Direct Impact on Email Senders: Bulk senders, particularly those sending significant email volumes to Gmail or Yahoo addresses, are the primary subjects of the new criteria. Senders must now authenticate emails more rigorously and include easy-to-use unsubscribe options.\\n\\nKey Changes and Bulk Sender Definitions\\n\\n\\u27a1\\ufe0f Authentication Requirements: Anu emphasizes that every email must be authenticated, with bulk senders meeting additional SPF and DKIM requirements, including a DMARC policy of at least 'none'.\\n\\n\\u27a1\\ufe0f Definition of Bulk Senders: There's flexibility in the interpretation of bulk senders, typically characterized by those who send large volumes of the same email. Google suggests the threshold of 5,000 emails a day as a guideline.\\n\\nThe Significance of One-Click Unsubscribe and List-Unsubscribe\\n\\n\\u27a1\\ufe0f User Control Over Email Interactions: The implementation of the one-click unsubscribe feature via list-unsubscribe headers in email headers gives users direct control over subscription preferences, reducing the chances of marking emails as spam.\\n\\n\\u27a1\\ufe0f Details on Unsubscribe Features: Senders are advised to include list-unsubscribe headers according to the specifications in RFC 8058 for promotional emails. Transactional emails, like password resets, are exempt from these unsubscribe requirements.\\n\\nGuidelines for Managing Spam Rates\\n\\n\\u27a1\\ufe0f Ideal Spam Rates for Senders: It's recommended that good senders maintain a spam rate well below .1%, with the acceptable maximum being .3%. Persistent rates above .3% can significantly impact email deliverability.\\n\\n\\u27a1\\ufe0f Importance of Monitoring Spam Feedback: Consistent monitoring of spam rates is crucial. Temporary spikes in spam reports due to specific campaigns won't necessarily penalize a sender, but consistently high spam rates will adversely affect reputation.\\n\\n\\n\\nChapters\\n00:00 Introduction\\n01:57 Sender Requirements\\n03:20 Expert Introductions\\n05:40 User Experience\\n08:15 Impact Explanation\\n11:48 Authentication Importance\\n13:50 Unsubscribe Details\\n15:31 Spam Rate Guidelines\\n17:30 Q&A \\n58:11 Final Thoughts\",\n    \"uploadDate\": \"2024-01-23T22:14:41+00:00\",\n    \"duration\": \"PT58M13S\"\n}        <\/script>\r\n        \t\t\r\n\t\t\t<\/div>\r\n\r\n\t\r\n\r\n    <aside data-content-type=\"longform\"  class=\"banner-block longform-spacings rounded-lg shadow-lg px-5 py-6 px-md-6 py-md-7 p-lg-7 bg-light\" data-theme=\"dark\" aria-labelledby=\"banner-block-block_b2b1ba663b36d90c7a4d8969c10b387b\">\r\n                    <p class=\"text-uppercase section-caption text-body-color\">\r\n                Learn about our Deliverability Services            <\/p>\r\n                            <p class=\"h4 text-accent fw-bold\" id=\"banner-block-block_b2b1ba663b36d90c7a4d8969c10b387b\">\r\n                Deliverability Services            <\/p>\r\n                            <div class=\"mb-0 text-body-color\">\r\n                                    <div class=\"content-body mb-0 text-body-color\">Looking to send a high volume of emails? Our email experts can supercharge your email performance. See how we&#x27;ve helped companies like Lyft, Shopify, Github increase their email delivery rates to an average of 97%.<\/div>\r\n                            <\/div>\r\n        \r\n        <div class=\"text-start mt-5\"><a href=\"https:\/\/www.mailgun.com\/pt\/solutions\/servicos-de-entregabilidade-lp\/\"  class=\"btn btn-secondary\" >Learn more<\/a><\/div>\r\n    <\/aside>\r\n\r\n","protected":false},"excerpt":{"rendered":"<p>Na d\u00favida, procure quem est\u00e1 nos bastidores. Em outubro de 2023, o Yahoo e o Gmail anunciaram mudan\u00e7as nos requisitos para remetentes em massa, que entrariam em vigor no in\u00edcio de 2024. Agora que estamos no ano novo, o que podemos esperar? Conversamos com Marcel Becker, do Yahoo, para fazer todas as nossas \u2013 e as suas \u2013 perguntas mais urgentes.<\/p>\n","protected":false},"author":21,"featured_media":4376,"menu_order":0,"template":"","meta":{"_acf_changed":false,"footnotes":""},"blog_category":[21],"class_list":["post-23171","blog","type-blog","status-publish","has-post-thumbnail","hentry","blog_category-deliverability"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Entendendo as atualiza\u00e7\u00f5es de caixa de entrada do Yahoo com Marcel Becker - Transactional Email API Service For Developers | Mailgun<\/title>\n<meta name=\"description\" content=\"Saiba mais sobre as implica\u00e7\u00f5es dos pr\u00f3ximos requisitos para remetentes do Yahoo e o que eles significam para voc\u00ea com Marcel Becker, diretor s\u00eanior de gest\u00e3o de produtos no Yahoo.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/yahoo-requisito-insights-com-marcel-becker\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Entendendo as atualiza\u00e7\u00f5es de caixa de entrada do Yahoo com Marcel Becker - 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