How will Gmail enforce new email authentication requirements and what should senders do?

Gmail began enforcing new email authentication requirements in February 2024 with a gradual rollout. To comply, senders must authenticate their emails using SPF, DKIM, and DMARC. Maintaining a spam complaint rate below 0.3% is crucial, as exceeding this threshold indicates underlying issues. A one-click unsubscribe option is also essential. Google may not outright block senders exceeding the spam rate but could direct messages to spam. Senders should also ensure rDNS/PTR records point to their sending domain, clean their email lists, and publish a DMARC record at `_dmarc.yourdomain.com`. Google will provide a compliance dashboard in Postmaster Tools. If sending from multiple domains, each must be authenticated individually. The rollout is data-driven and based on feedback from large senders.

Gmail's enforcement of new email authentication requirements necessitates senders to implement several key practices. These include authenticating emails using SPF, DKIM, and DMARC, maintaining spam rates below 0.3%, providing easy unsubscribe options (preferably one-click), and ensuring a good sender reputation. If sending from multiple domains, each must be authenticated individually. Additionally, rDNS/PTR records should point to the sending domain, email lists should be cleaned to remove inactive addresses, and a DMARC record must be correctly published. Google will likely not outright block senders exceeding the spam rate threshold but may direct messages to spam folders. A compliance dashboard in Postmaster Tools is expected to be available in early 2024.

Experts agree that Gmail's enforcement of new email authentication requirements necessitates adherence to best practices, with SPF, DKIM, and DMARC being crucial for authentication. Maintaining a spam complaint rate near 0.3% or lower is considered essential, indicating underlying issues if exceeded. Gmail's rollout is gradual and informed by feedback and data analysis, with a focus on senders authenticating their email. Providing one-click unsubscribe options is also recommended for compliance and improved user experience.

Google's documentation states that Gmail began enforcing new email authentication requirements in February 2024 through a gradual rollout. Senders who don't meet the requirements may experience messages being directed to spam or rejected. Email authentication, specifically using SPF or DKIM, is crucial to allow Gmail to verify the sender's identity. SPF, as defined by the RFC Editor, helps prevent forging of sender addresses.