If you are a bulk email sender who sends more than 5,000 messages per day to Gmail accounts, you need to be aware of the new requirements that Google announced on October 3, 20231. These requirements will take effect from February 1, 2024, and aim to make Gmail more secure, less spammy, and more user-friendly.
The new requirements are:
- Authenticate your email: You must set up SPF and DKIM email authentication for your domain, which are standard protocols that verify your identity and prevent spoofing. Gmail already requires some form of authentication for all senders, but starting from 2024, it will enforce a stricter DMARC quarantine policy that will reject unauthenticated messages2.
- Enable easy unsubscription: You must provide a one-click unsubscribe button in your messages, and process unsubscription requests within two days. This will give Gmail users more control over their inbox and reduce unwanted emails1.
- Ensure you’re sending wanted email: You must keep your spam rate reported in Postmaster Tools below 0.3%. This means that less than 0.3% of your recipients should mark your messages as spam or report them as abuse. Gmail already has advanced AI-powered defenses that block most spam, phishing, and malware, but this new requirement will add another layer of protection1.
These requirements are based on open standards, so they will benefit not only Gmail users, but also other email providers and recipients. However, if you fail to comply with these requirements, your email delivery to Gmail accounts may be impacted. You may face lower deliverability rates, higher bounce rates, or even blacklisting by Gmail34.
Therefore, it is important that you start preparing for these changes as soon as possible. Here are some steps that you can take to ensure a smooth transition:
- Check your email authentication status: You can use tools like [Google Admin Toolbox] or [MX Toolbox] to check if your domain has SPF and DKIM records, and if they are configured correctly. You can also use Postmaster Tools to monitor your authentication performance and troubleshoot any issues2.
- Update your email templates: You can use tools like [Litmus] or [Email on Acid] to test and optimize your email design and code, and make sure that you include a clear and prominent unsubscribe button in your messages. You can also use Postmaster Tools to check your feedback loop reports and see how many users are unsubscribing from your emails2.
- Review your email practices: You can use tools like [Mailchimp] or [SendGrid] to manage your email campaigns and lists, and ensure that you are following the best practices for email marketing. You should also use Postmaster Tools to monitor your spam rate and domain reputation, and take action if you notice any spikes or drops2.
By following these steps, you can prepare for Google’s new email security requirements and ensure that your email communication with Gmail users is effective, safe, and respectful.