Bulk Sender Guidelines for Marketing Cloud Next

Domain Authentication

To protect end users, emails must be properly signed and authenticated. Emails must meet these authentication standards: Sender Policy Framework (SPF), DomainKeys Identified Mail (DKIM), and Domain Message Authentication Reporting & Conformation (DMARC).

To meet this expectation, set up authenticated domain for sending email in Marketing Cloud Next (this is a requirement before emails can be sent). More information on email authentication can be found here. To verify that your domain is properly authenticated, you can use a third-party site, such as aboutmy.email, mail-tester.com, or mailgenius.com.

One-Click Unsubscribe

All promotional emails must offer a one-click unsubscribe workflow. Additionally, you must process all unsubscribe requests within 2 days.

All Marketing Cloud Next emails with a promotional classification contain a list-unsubscribe header, which provides a one-click unsubscribe option for the recipient server and helps fulfill this requirement.

Limited Spam Complaint Rates

As a bulk sender, keep your effective spam rate at or below 0.3%. To help meet this requirement, consider these steps.

• Send relevant content to only engaged segments.
• Only send promotional emails to recipients who have explicitly opted-in and given consent.
• Remove inactive Google accounts from your subscriber list. Messaging an inactive account increases your bounce rate.

For more guidance on deliverability best practices, see Email Deliverability and Email Deliverability Concepts (Trailhead).