Summary
To comply with Gmail's new (February 2024) sending rules for bulk email senders (those sending 5,000+ emails/day), authentication via SPF, DKIM, and DMARC is mandatory. Senders must implement a one-click unsubscribe option using the List-Unsubscribe header (RFC8058), ensuring it's easy and adheres to federal law, avoiding complex processes like logins. Spam complaint rates must be kept below 0.3% (ideally lower, like 0.1%), achieved by monitoring feedback loops, promptly removing complainers, and providing relevant, engaging content. While ESPs often handle authentication, verifying one-click unsubscribe implementation is crucial to prevent rejection. Adhering to these rules not only prevents blocking but aligns with broader industry efforts to improve email security and reduce spam.
Key findings
- Authentication: SPF, DKIM, and DMARC authentication are mandatory for all bulk senders.
- One-Click Unsubscribe: Implementation of a one-click unsubscribe using the List-Unsubscribe header is essential.
- Spam Rate Threshold: Maintain a spam complaint rate below 0.3%, with an ideal target below 0.1%.
- Volume-Based Rules: The rules apply to senders sending 5,000 or more emails per day.
- ESPs Role: While ESPs handle authentication, ensure proper one-click unsubscribe implementation
Key considerations
- User Experience: Ensure unsubscribing is easy and avoids unnecessary barriers like logins.
- Proactive Monitoring: Monitor feedback loops and promptly remove subscribers who complain.
- Content Relevance: Focus on relevant, engaging content to reduce spam complaints.
- Legal compliance: Comply with Federal laws regarding unsubscribing processes.
- Holistic Approach: Address all requirements (authentication, unsubscription, spam) holistically for better deliverability.
What email marketers say
13 marketer opinions
To comply with Gmail's new sending rules for bulk email senders, it is essential to authenticate emails using SPF, DKIM, and DMARC. Senders must also implement a one-click unsubscribe option, keeping spam rates below 0.3% (or even lower, ideally below 0.1%), and use a recognized sending domain. Furthermore, ensure unsubscribing is easy and adheres to federal law, avoiding onerous processes like logins. Monitoring feedback loops, quickly removing subscribers who mark emails as spam, and providing relevant and engaging content are crucial for maintaining a low spam rate. The number of emails sent per day (over 5,000) triggers these requirements, regardless of email type.
Key opinions
- Authentication: SPF, DKIM, and DMARC authentication are mandatory for bulk email senders.
- Unsubscribe: A one-click unsubscribe option via the List-Unsubscribe header is crucial and must be easy for users, adhering to federal law.
- Spam Rate: Maintaining a spam complaint rate below 0.3% (ideally lower, such as below 0.1%) is necessary.
- Volume Threshold: These rules apply to senders who send 5,000 or more emails per day.
Key considerations
- User Experience: Make unsubscribing easy and avoid barriers like logins to prevent user frustration and spam complaints.
- Monitoring: Actively monitor feedback loops and promptly remove subscribers who mark emails as spam.
- Content Relevance: Ensure content is relevant and engaging to minimize spam complaints.
- Legal Compliance: Comply with federal laws regarding unsubscribing processes.
Marketer view
Marketer from Email Geeks emphasizes the importance of making unsubscribing easy for users and says requiring log in to unsubscribe is too onerous.
16 Nov 2022 - Email Geeks
Marketer view
Email marketer from SendLayer shares to meet the new requirements, bulk senders need to authenticate their emails with SPF, DKIM, and DMARC, implement a one-click unsubscribe option, keep spam rates below 0.3%, and use a recognized sending domain.
5 Feb 2025 - SendLayer
What the experts say
3 expert opinions
To comply with Gmail's new sending rules, and Yahoo as they have similar rules, bulk senders must authenticate their emails using SPF, DKIM, and DMARC. Furthermore, a one-click unsubscribe option, implemented via the List-Unsubscribe header, is essential. If you are using an Email Service Provider (ESP), authentication is likely handled, but ensuring the one-click unsubscribe is properly implemented is crucial to avoid rejection of your emails by Gmail.
Key opinions
- Authentication: SPF, DKIM, and DMARC are mandatory authentication methods.
- One-Click Unsubscribe: Implementation of one-click unsubscribe is critical, particularly through the List-Unsubscribe header.
- ESP Reliance: While ESPs often handle authentication, you must verify correct implementation of the one-click unsubscribe feature.
Key considerations
- Implementation: Focus on the practical implementation of the one-click unsubscribe feature, especially ensuring the List-Unsubscribe header is correctly configured.
- Email Security: Recognize that these changes aim to increase email security and reduce spam, aligning with broader industry trends.
- Email Authentication: Ensure that you are meeting the new requirements to allow easy unsubscribe and to authenticate all your mail.
Expert view
Expert from Word to the Wise explains that Gmail's new requirements mean that everyone sending mail to Gmail recipients must authenticate using SPF, DKIM, and DMARC, and implement one-click unsubscribe options.
8 Jun 2025 - Word to the Wise
Expert view
Expert from Spam Resource highlights that, come February 2024, if you are using an ESP, then they are probably taking care of the authentication. However, you will need to implement the one-click unsubscribe functionality in the list-unsubscribe header or your mail is likely to be rejected by Gmail.
19 Feb 2022 - Spam Resource
What the documentation says
3 technical articles
According to Google's official documentation, complying with Gmail's new sending rules for bulk email senders involves three core requirements. First, email authentication is mandatory, achieved through implementing SPF, DKIM, and DMARC. Second, easy unsubscription mechanisms must be in place to ensure recipients can readily opt-out. Third, maintaining low spam rates is crucial to avoid being blocked. These rules particularly apply to senders sending over 5,000 emails daily.
Key findings
- Authentication: Authentication via SPF, DKIM, and DMARC is a fundamental requirement.
- Easy Unsubscription: Providing an accessible and straightforward unsubscribe process is essential.
- Low Spam Rates: Maintaining a low spam rate is critical for deliverability.
- Volume Threshold: The rules apply to senders sending more than 5,000 messages daily.
Key considerations
- Implementation Details: Pay careful attention to the specific technical requirements for setting up SPF, DKIM, and DMARC to ensure proper authentication.
- User Experience: Design the unsubscription process to be seamless and user-friendly, minimizing friction for recipients.
- Content Quality: Focus on delivering relevant and engaging content to reduce spam complaints and improve overall email reputation.
- DMARC Enforcement: Understand DMARC reporting and enforcement policies to effectively protect both senders and recipients from spam and phishing.
Technical article
Documentation from Gmail Help highlights that to prevent mail to Gmail users from being blocked, you must authenticate your email, ensure you don't send unwanted mail, and make it easy to unsubscribe. It also emphasizes that senders who send more than 5,000 messages in one day need to set up SPF, DKIM, and DMARC authentication for their domains.
13 Sep 2022 - Gmail Help
Technical article
Documentation from Google Workspace Updates explains that starting February 2024, senders must authenticate email, enable easy unsubscription, and keep spam rates low to comply with Gmail's new requirements.
7 Mar 2025 - Google Workspace Updates
Are Gmail and Yahoo bulk sender limits per mailbox or per domain?
Do subscription based emails require a list unsubscribe option according to Gmail and Yahoo's new sending requirements?
Do Yahoo and Gmail require DMARC authentication for senders?
How are Gmail and Yahoo enforcing unsubscribe requests, and what factors do they consider for compliance?
How do Gmail and Yahoo's new one-click unsubscribe requirements work?
