What Gmail and Yahoo's sender rules mean for a store with 20,000 subscribers
Authentication, one-click unsubscribe and a spam rate under 0.3 percent. What to check before your next big send.
Owen Pratt
Deliverability
8 min read
Since 2024, Gmail and Yahoo ask anyone who sends more than 5,000 messages a day to authenticate their domain, offer one-click unsubscribe and keep spam complaints under 0.3 percent.
Most stores cross 5,000 a day during a sale, even if they send less the rest of the year. The rules still apply on those days.
Here is the checklist we run for every store that moves to Wren.
The checklist
SPF, DKIM and DMARC on your own sending domain
List-Unsubscribe headers on every campaign
A sunset flow for people who have not opened in 120 days
Bring your list over this afternoon
Free up to 500 contacts. Moving from Klaviyo or Mailchimp? We bring your lists, templates and flows across, and your old account keeps sending until you switch.
Most stores are sending from Wren before the afternoon pick-up.
Email and SMS for Shopify and WooCommerce stores. Named after the Carolina wren, the bird that nests in mailboxes.
King Street, Charleston, South Carolina
Wren