What bulk sender requirements are#
Since February 2024, Gmail and Yahoo require senders of 5,000+ daily messages to authenticate with SPF, DKIM, and DMARC, support one-click unsubscribe, and keep spam complaint rates under 0.3%.
Why it matters#
Non-compliant mail is rejected or filtered at the two largest consumer mailbox providers. Enforcement has tightened each year since.
What Klaviyo handles#
Most platforms, including Klaviyo, generate the records or settings you need under a domain authentication or sending settings page, and expose bounce and complaint data in reports. Confirm the exact location in Klaviyo's current documentation.
What you still own#
- Publish SPF and DKIM, and a DMARC record at minimum p=none with aligned From domain.
- Add List-Unsubscribe headers and honor requests within two days.
- Use a valid forward and reverse DNS (PTR) for sending IPs.
- Monitor spam rate in Postmaster Tools and keep it under 0.1%.
- Send from a subdomain with its own reputation for marketing.
Common mistakes#
- Thinking the rules only apply above 5,000; Gmail applies most of them to all senders.
- Using a gmail.com From address for bulk mail, which fails DMARC alignment.
Frequently asked questions#
What happens if I do not comply with Gmail bulk sender rules?
Temporary failures (4xx) escalating to rejections, and reduced inbox placement. Gmail announced enforcement in stages through 2024 and beyond.
Does Klaviyo set up bulk sender requirements automatically?
Klaviyo provides the values and some checks, but publishing DNS, aligning domains, and monitoring results remain your responsibility.