New Gmail Requirements for Sending Mass Emails by Google

Google's crackdown on spammers and new email regulations put deliverability at risk. Learn the crucial steps to ensure seamless sending and collaboration for a safer email environment.
Google is cracking down on spammers, but you might get caught in the crossfire. The tech giant is now requiring all users who send more than 5,000 emails per day to comply with its new rules or risk their email deliverability.
It's crucial that you act on this to ensure seamless deliverability.

Trust us, we know. Whether you're a solo creator, running a newsletter, or you're a brand sending cold email blasts to prospects, make sure your channel doesn't get jammed.

Marcel Becker, senior director of Product at Yahoo, emphasized the importance of collaboration in ensuring the safety and security of the email experience for all users, regardless of their email provider. He expressed Yahoo's commitment to working with Google and the broader email community to make these sensible and impactful changes to the new industry standard. These changes ultimately help to create a safer and more efficient email environment for users worldwide.

When it all starts: Google will start enforcing the new policy in February 2024, so you have pretty much an entire quarter to set everything up if you haven't already.

Here’s what businesses and email marketers need to know about the changes. Read on!

New Requirements for Bulk Senders

Authenticate Email

Gmail is taking steps to strengthen email authentication. As a bulk sender, it's important that you authenticate your emails properly. While you don't need to explore the complexities of email security standards, you should be aware of the significance of this step.

Start by familiarizing yourself with email authentication best practices. This will involve implementing well-established protocols such as SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance). Doing so will help close the loopholes that attackers often manipulate, making the email ecosystem safer for everyone.

When you authenticate your emails, it not only safeguards your recipients from phishing and spoofing attacks but also improves your email deliverability. This means your emails are less likely to end up in spam folders, ensuring they reach their intended audience.

Make Unsubscribing Easy

Gmail believes that unsubscribing from unwanted emails should be a straightforward process, not an unmanageable one. Therefore, large senders like you will be required to provide Gmail recipients with the ability to unsubscribe from commercial emails with just one click.

This simplifies the process for recipients and respects their preferences.
Make sure your email campaigns include a clear and easily accessible "Unsubscribe" or "Opt-Out" link in each commercial email you send. This link should take recipients directly to a one-click unsubscription process.

In addition to one-click unsubscription, Gmail requires large senders to process unsubscription requests quickly. You should seek to fulfill these requests within two days.

These requirements are built on open standards, meaning that once senders like you implement them, it benefits everyone who uses email. This not only improves the Gmail experience but also promotes industry-wide best practices.
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Send Wanted Email

Gmail already employs a variety of tools and algorithms to filter out spam and protect your inbox. However, to provide an even higher level of protection against unwanted messages, Gmail is introducing a clear spam rate threshold that senders must adhere to.

This new requirement aims to minimize the chances of your inbox being flooded with unsolicited and irrelevant emails. By enforcing this threshold, Gmail is proactively reducing spam and ensuring that your inbox remains clutter-free.

Gmail's implementation of a clear spam rate threshold is an industry-first initiative. This means that Gmail is at the forefront of email providers' combating spam. As a result, you can expect to experience even fewer spam emails in your inbox.


In conclusion, Google is introducing significant changes to email practices, some of which have generated discussion.

Notably, Google will require bulk senders to adhere to a clear spam rate threshold, an industry-first initiative to reduce unwanted emails in users' inboxes. If senders consistently receive spam reports from users, they may risk losing access to these inboxes.

While Google is proactively announcing these changes well in advance of their implementation in 2024, it's also collaborating with industry partners to establish these new policies.

One such partner, Yahoo, is already on board with these initiatives.

Also, be mindful of the email compliance regulations.

Also, email warm-up tools like can help you maintain a healthy email domain, and comply with Google's new requirements!
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