Google’s Bulk Sender Requirements: A Positive Turn for Cart Abandonment Recovery

January 5, 2024

We understand that recent announcements regarding Google’s new bulk sender requirements may have sparked concerns about the future of your cart abandonment recovery campaigns. As your trusted cart abandonment email solution provider, we want to assure you that these changes are not obstacles but rather opportunities to enhance the effectiveness and security of your campaigns. 

Bulk Sender Updates: A Brief Overview


Google has introduced stringent requirements for bulk senders, with a focus on strengthening email security and reducing the prevalence of spam. Key elements include the implementation of Domain-based Message Authentication, Reporting, and Conformance (DMARC) protocols, which require senders to authenticate their domains to prevent unauthorized parties from sending emails on their behalf. Additionally, Google encourages the use of Transport Layer Security (TLS) encryption for added protection during email transmission.


Similar to Google, Yahoo has implemented updates to enhance email security. Bulk senders are urged to adopt DMARC authentication to validate their domains and prevent unauthorized email activities. These changes aim to create a more secure email environment and reduce the risk of spam, ensuring a safer and more reliable experience for users.

Essentially, this means that both of these providers will be looking at three main components, when determining bulk sender status:

1. Email Authentication 

What does it mean? 

Google and Yahoo want to see authenticated emails, with any links going back to the same domain the email was sent from.

What do I need to do?

By default, CartStack emails are sent from our domain servers. If you have not yet set up a custom domain, you’ll just need to select a domain to send from (i.e., and update a few records on your end to ensure emails are authenticated through your domain servers. Just navigate to the “Custom Domain” tab of your settings page, and follow the instructions to set this up.

2. Easy Unsubscribe 

What does it mean?

Recipients of your emails need to be able to unsubscribe with one click. 

What do I need to do?

All CartStack emails automatically include an unsubscribe link, and one-click unsubscribe will be implemented before February 1, 2024.

No action is required.

3. Low SPAM Rates

What does it mean?

Google wants you to maintain an unsubscribe (or spam) rate of less than .1%.

What do I need to do?

CartStack emails automatically get high engagement rates, and low unsubscribe rates, due to the transactional nature of the reminders. If you notice your unsubscribe rate is higher than you’d like, it may be time to do a campaign audit to determine what it is about your emails that your customers find spammy. Otherwise…

No action is required.

So, How Is This A Good Thing?

Now, let’s delve into why these updates can be viewed as positive developments for your cart abandonment recovery campaigns.

1. Improved Deliverability and Inbox Placement

Google’s emphasis on Domain-based Message Authentication, Reporting, and Conformance (DMARC) protocols is a game-changer for the email marketing landscape. By configuring your domains to authenticate emails, you not only comply with Google’s requirements but also significantly improve your email deliverability. Authenticated emails are less likely to be marked as spam, ensuring that your cart abandonment emails reach the intended recipients’ inboxes promptly. This means more eyes on your recovery messages and a higher chance of converting potential customers.

2. Enhanced Trust and Brand Credibility

In the era of online transactions, trust is paramount. Google’s bulk sender requirements aim to create a more secure email environment by preventing unauthorized parties from sending messages on behalf of legitimate businesses. By embracing these changes, you signal to both email service providers and your customers that your cart abandonment recovery emails are not only effective but also secure and trustworthy. This increased credibility can positively impact customer perception, leading to higher engagement and a more loyal customer base.

3. Strengthened Data Security with TLS Encryption

Another positive aspect of Google’s requirements is the encouragement of Transport Layer Security (TLS) encryption. This additional layer of security ensures that the content of your cart abandonment emails remains confidential during transmission. With the rising importance of data privacy, especially in e-commerce transactions, incorporating TLS encryption not only aligns with industry best practices but also enhances the overall security of your recovery campaigns. This added security measure reinforces your commitment to safeguarding sensitive customer information, fostering a sense of confidence among your audience.

So how do you ensure your CartStack campaigns remain active?

We’re making it as simple as possible to keep your campaigns compliant & active. Just navigate to the “Custom Domain” tab of your account, select the domain you want to send from, and our system will automatically generate your unique DNS records. Once authenticated, you can be confident that your emails have the highest deliverability rate possible!

Read More on Google’s Bulk Sender Updates

In conclusion, while change can be daunting, we encourage you to view Google’s new bulk sender requirements as an opportunity to elevate your cart abandonment recovery campaigns. Improved deliverability, enhanced trust and credibility, and strengthened data security are just a few of the benefits awaiting those who embrace these changes. Rest assured, our team is dedicated to supporting you throughout this transition, ensuring that your cart abandonment recovery efforts continue to thrive in this evolving email marketing landscape.

Thank you for your trust and partnership.