How to correctly filter Gmail addresses and understand Google's sending requirements for B2B email?
Michael Ko
Co-founder & CEO, Suped
Published 20 May 2025
Updated 19 Aug 2025
7 min read
When managing email campaigns, especially in a B2B context, it's crucial to correctly identify and segment your audience. A common misconception involves how to differentiate between personal Gmail addresses and business domains that simply use Google's infrastructure for their email hosting. This distinction is vital because Google's new sending requirements primarily target bulk messages sent to personal Gmail accounts, not necessarily all domains whose MX records point to Google.
Misidentifying recipients can lead to unnecessary suppression of valuable business contacts and impact your overall email deliverability. The strategy of filtering out addresses based on an MX record containing 'Google' is a broad stroke that can exclude legitimate B2B prospects.
Understanding how Google classifies email accounts and the specific guidelines for bulk senders is fundamental to maintaining a healthy sender reputation and ensuring your emails reach their intended inboxes, whether they are personal or business-related.
Correctly filtering Gmail addresses
A common mistake in email list management is using an overly broad filter to identify Gmail addresses. Some systems might be configured to flag any email address where the Mail Exchange (MX) record contains 'google', rather than simply looking for '@gmail.com' in the email address itself. This approach inadvertently sweeps in a large number of business domains that use Google Workspace for their email services.
The critical distinction lies in the type of email account. Google's bulk sender requirements, which came into effect in February 2024, are primarily aimed at protecting personal Gmail users from unwanted mail. Business accounts, even if they leverage Google's hosting, are generally treated differently by mail filters than generic '@gmail.com' addresses.
To correctly filter, your system should specifically target email addresses containing '@gmail.com'. This ensures you only suppress messages to free consumer Gmail accounts if that's your objective, while still reaching businesses that rely on Google Workspace for their professional communications. Failing to make this distinction can significantly reduce your reach to legitimate B2B contacts. Google's updated policies are critical to understand.
Filtering by MX record
Overly broad: Includes any domain that uses Google Workspace for email, regardless of whether it's an '@gmail.com' address.
Misses B2B: Suppresses legitimate B2B contacts, as many businesses host their email with Google while using their custom domain names.
Ineffective: Does not accurately target personal Gmail accounts, which are the primary focus of Gmail's bulk sender policies.
Filtering by email address domain
Accurate: Targets only free consumer '@gmail.com' addresses, which aligns with the intent of Gmail's bulk sender policies.
Preserves B2B: Allows you to continue sending to business domains using Google Workspace, maximizing your deliverability to key contacts.
Best practice: This method ensures you only filter out the specific audience segment that the Google requirements are designed to protect.
Google's sending requirements for B2B
Meeting Google's (and Yahoo's) sender requirements is non-negotiable for anyone sending bulk emails, including B2B marketers. These guidelines are not just about personal Gmail accounts; they set a new industry standard that other providers are rapidly adopting. Ignoring these requirements means risking significant deliverability issues, even for B2B communications.
The core of these requirements revolves around email authentication, maintaining low spam rates, and providing easy unsubscription options. Complying with Gmail's new rules is essential for all senders, irrespective of their target audience (B2B or B2C).
It's a proactive approach that safeguards your sending reputation and ensures your messages are not routed to spam folders or blocked entirely. The idea of sidestepping these requirements by broadly filtering out Google-hosted domains is not sustainable and will lead to long-term deliverability problems.
Key google sending requirements
Email authentication: Implement SPF, DKIM, and DMARC for all sending domains. This verifies sender identity and prevents spoofing. DMARC enforcement is particularly important.
Low spam rate: Maintain a spam complaint rate below 0.1%. Monitor this through Google Postmaster Tools. A rate above 0.3% could lead to blocks.
Easy unsubscribe: For bulk senders, implement a one-click unsubscribe mechanism in your email headers. This is a critical factor for user experience and compliance. Gmail now highlights this feature.
Valid sender addresses: Ensure your 'From:' headers are accurate and well-formatted.
For B2B emails, it's important to differentiate between an individual's personal Gmail account (e.g., johndoe@gmail.com) and a business email hosted by Google Workspace (e.g., jane.smith@yourcompany.com). While both might show MX records pointing to Google, the latter is a business account. Google's new rules differentiate between these, with stricter enforcement for bulk senders targeting personal email addresses.
This means your B2B emails to legitimate company addresses using Google Workspace should generally have good deliverability if you adhere to the sender requirements. However, if you are sending cold outreach or bulk marketing to personal Gmail accounts, you must be extremely diligent about compliance. Avoiding sending limits is critical.
Meeting compliance and best practices
Implementing strong authentication is the first step. SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting & Conformance) records are essential. They prove that your emails are legitimate and prevent bad actors from spoofing your domain. Transitioning your DMARC policy to a strict policy (p=quarantine or p=reject) significantly enhances your domain's trustworthiness.
Example SPF record for Google WorkspaceDNS
v=spf1 include:_spf.google.com ~all
Next, focus on maintaining a low spam complaint rate. Google explicitly states that senders must keep their spam rates below 0.1% to ensure consistent deliverability to Gmail accounts. If your rate goes above 0.3%, emails will likely be blocked or sent directly to spam. Regular monitoring using tools like Google Postmaster Tools is essential to stay informed about your domain's reputation and avoid issues.
Finally, make it effortless for recipients to unsubscribe. For bulk senders, this means implementing a one-click unsubscribe header. This reduces spam complaints, as users are more likely to click an unsubscribe link than mark your email as spam if they can easily opt out. This commitment to a good user experience is highly valued by Gmail's filters. Consider how spam filters operate to improve deliverability.
Adapting to the new email landscape
Navigating the complexities of email deliverability requires ongoing attention, especially with evolving requirements from major mailbox providers like Google and Yahoo. The decision to suppress all Google-hosted email addresses due to perceived difficulties with their requirements is counterproductive. Many B2B organizations rely on Google Workspace, and completely excluding them from your outreach will limit your business opportunities.
Instead, embrace the new standards. Focus on robust email authentication (SPF, DKIM, DMARC), cultivate a healthy sender reputation by minimizing spam complaints, and provide clear, one-click unsubscribe options. These practices are not just for Gmail, but are becoming universal best practices across the email industry. By adhering to these, you ensure your B2B emails reach a wider, more engaged audience and avoid being unnecessarily blocked or blacklisted (or blocklisted).
Views from the trenches
Best practices
Always distinguish between personal @gmail.com accounts and business domains that simply use Google Workspace for hosting.
Implement and verify SPF, DKIM, and DMARC for all your sending domains to prove authenticity.
Regularly monitor your spam complaint rates using Google Postmaster Tools to stay below the 0.1% threshold.
Provide a prominent and easy-to-use one-click unsubscribe mechanism in your email headers.
Common pitfalls
Filtering out all domains with 'google' in their MX record, which excludes many legitimate B2B contacts.
Ignoring Google's sender requirements, assuming they only apply to B2C or consumer email.
Using purchased or scraped email lists, which inevitably lead to high spam rates and blocklisting.
Not having proper authentication (SPF, DKIM, DMARC) or having misconfigured records.
Expert tips
Utilize Postmaster Tools: Regularly check your domain reputation and spam rate in Google Postmaster Tools for key insights.
Segment your lists: Create segments for consumer Gmail vs. business domains, even if both are hosted by Google.
Focus on engagement: High engagement (opens, clicks) signals positive intent to mailbox providers.
Progressive DMARC policy: Start with p=none and gradually move to p=quarantine or p=reject as you gain confidence.
Expert view
Expert from Email Geeks says: Broadly blocking all Google-hosted domains is a major misstep as Google is the largest host of B2B email, and the requirements are manageable with proper authentication, permission, engagement, and easy unsubscribe options.
2024-02-01 - Email Geeks
Marketer view
Marketer from Email Geeks says: Trying to avoid Google's requirements by filtering MX records is short-sighted and will lead to significant deliverability issues across many mailbox providers, as industry standards are converging.
2024-02-02 - Email Geeks
Ensuring B2B email deliverability
Correctly filtering Gmail addresses for B2B email campaigns is more nuanced than simply checking MX records. It requires understanding Google's distinction between personal and business accounts, even when both are hosted by Google. Adhering to the updated sender requirements – especially robust authentication, low spam rates, and easy unsubscribes – is paramount for successful deliverability in the current email landscape.
By focusing on precise filtering and comprehensive compliance, B2B senders can avoid unnecessary suppression, maintain a strong sender reputation, and ensure their critical communications reach the inbox, whether the recipient uses a personal Gmail address or a Google Workspace-hosted business account.
Google Workspace for their email services.
Google's hosting, are generally treated differently by mail filters than generic '@gmail.com' addresses.
Google Workspace for email, regardless of whether it's an '@gmail.com' address.
Gmail's bulk sender policies.
Google Workspace (e.g., jane.smith@yourcompany.com). While both might show MX records pointing to Google, the latter is a business account. Google's new rules differentiate between these, with stricter enforcement for bulk senders targeting personal email addresses.
