CategoryBest Practices

No, Google doesn’t hate reactive design

I’ve seen a bunch of folks panic about some phrasing in Google’s Email sender guidelines. Buried deep in the Message formatting section Google say: Don’t use HTML and CSS to hide content in your messages. Hiding content might cause messages to be marked as spam. Read literally that might cause you to wonder about your use of CSS display:none to switch between different content on...

One-click unsubscribe

The worst thing about the yahoogle requirements has been their use of the term “one-click unsubscribe”. It’s an overloaded term that’s being used here to mean RFC 8058 in-app unsubscription. That’s a completely different thing to what one-click unsubscription has been used to mean for decades, often in the context of complying with legal requirements around...

Are you a grown-up sender?

Yes, it’s another yahoogle best practices post. Google divide their requirements for senders into those sending more than 5,000 messages a day, and those sending less. Yahoo divide their requirements into “All Senders” and “Bulk Senders”, and explicitly don’t define that via a volume threshold: “A bulk sender is classified as an email sender sending a...

Yahoogle FAQs

Just a very, very short post with links to the Yahoo and Google requirements FAQs. Given I can’t ever remember them I’m guessing lots of y’all can’t either.

Yahoo: and :

About My Email

Happy 2024, everyone! We’ve released a shiny new tool to let folks self-check a lot of common questions we see about email requirements. Go to and send an email to the email address it gives you. Once it receives that email it will go through it and do many of the basic checks we’d usually do to check the technical health of a client’s is a...

Tis the Season


I apparently gave an email address in 2007 – probably due to a client engagement? I don’t know. I unsubscribed from their mail at some point as there has only been one email from them between 2010 and 2021. Maybe this time they’ll actually unsubscribe me.

Yahoogle Requirements Update

Since I wrote about it last month the requirements for bulk senders to Yahoo and Google have changed a little.

The big change is that bulk senders need to authenticate with both SPF and DKIM, rather than SPF or DKIM. Only one of those has to align with the 822 From: header.

New Requirements for Bulk Senders

UPDATE: You need to authenticate with both DKIM and SPF. Google are circulating a new set of requirements for bulk senders on their blog. So are Yahoo. It’s almost like postmasters talk to each other or something. If you dig through the links in the Gmail blog post you can find this summary of what they’ll be requiring from bulk senders by February: Set up SPF or DKIM email...

Unsubscribe vs Suppress

When someone sends a complaint to your compliance desk there are a range of things you want to do, but one thing you always want to do is ensure that the recipient doesn’t receive any more unwanted email from your customer. Or, at least, not from your network. There are usually several different ways you can make sure that happens. There are big hammers a compliance desk can use in...

Want a link on WttW?

There is an ever increasing amount of spam I am getting from various companies asking for links here on WttW. The Answer is No. We do not have paid links. We do not have sponsored posts. Any links on the site are done at our whim and because we have something to say about your company. The only place we offer links is on the ESPs and Purchased Lists post. And, I gotta tell you, if you buy my...

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