How to comply with Gmail's new sending rules for bulk email senders?

Key findings

• Authentication standards: All bulk senders must implement SPF, DKIM, and a DMARC record. The DMARC policy should be at p=none or stronger. For a more comprehensive understanding of these protocols, refer to a simple guide to DMARC, SPF, and DKIM.
• One-click unsubscribe: Senders must provide a one-click unsubscribe option via the List-Unsubscribe header, as detailed in Google's blog post. Unsubscribe requests must be processed within two days.
• Spam rate threshold: Maintain a spam complaint rate below 0.3%. Going above this threshold can significantly impact deliverability and lead to emails being blocked or blacklisted.
• Bulk sender definition: These rules apply to senders sending 5,000 or more emails per day to Gmail accounts. This threshold includes transactional emails, not just marketing messages.
• Timeline: Enforcement began in February 2024. Senders are advised to implement changes proactively.
• Industry-wide changes: Yahoo has also introduced similar requirements, signaling a broader industry shift towards stricter email sending standards. More details can be found in our article on new email authentication and unsubscribe requirements from Gmail and Yahoo.

Key considerations

• Preference centers: While useful, preference centers should not replace the one-click unsubscribe mechanism. The one-click option must provide immediate unsubscription without further steps or logins.
• Domain reputation: Proactive monitoring of your domain reputation and consistent compliance are crucial to avoid being added to a blocklist.
• Email list hygiene: Regularly clean your email lists to remove inactive or disengaged subscribers, which helps lower your spam complaint rate and improve deliverability.
• Monitoring tools: Utilize tools like Google Postmaster Tools to monitor your spam rate, domain reputation, and DMARC failures, ensuring ongoing compliance.

Key opinions

• Unsubscribe mechanism: There's a consensus that the one-click unsubscribe refers specifically to the List-Unsubscribe header, which Gmail uses to add a prominent unsubscribe link. This is separate from, but can coexist with, traditional preference centers.
• Preference center dilemma: Marketers are concerned that preference centers might not fully comply if they require multiple steps or logins to unsubscribe, urging a primary, simpler method for immediate opt-out.
• Spam rate impact: Maintaining a spam complaint rate below 0.3% is seen as a significant challenge and requires careful audience segmentation and content relevance. Failure to meet this could lead to emails being blocked or placed on a spam blocklist.
• Transactional emails: Many question if the 5,000 email per day threshold applies to transactional messages, indicating a need for clarity on this point from Google. The common understanding is that the volume applies regardless of email type.
• Compliance urgency: There's a strong sense of urgency to implement these changes, as non-compliance will directly lead to reduced deliverability, as noted by Nylas's insights on the new guidelines.

Key considerations

• Dynamic content: Some marketers are considering dynamic content blocks to switch to a one-step unsubscribe specifically for Gmail users, while offering preference centers for other recipients.
• Easy exit strategy: Making it easy for recipients to unsubscribe is not just a compliance issue, but a best practice that prevents spam complaints and improves sender reputation. If you need to rebuild your sender reputation, read our guide on rebuilding Gmail sender reputation.
• Audience engagement: To stay below the spam threshold, focusing on sending desired emails and improving overall audience engagement is paramount. Learn how to address issues with our guide on why your emails are going to spam.
• Definition of bulk: Marketers should precisely understand what constitutes a "bulk sender" in Google's context, as this determines the applicability of the new rules.

Key opinions

• RFC 8058 importance: Experts affirm that the one-click unsubscribe should leverage List-Unsubscribe headers, ideally conforming to RFC8058 for HTTPS post support, to ensure seamless unsubscription.
• Beyond legal minimums: The new Gmail rules are seen as additional requirements that go beyond federal laws like CAN-SPAM, emphasizing a higher standard for sender responsibility.
• Processing time: Processing unsubscribe requests within two days is considered a reasonable timeframe, with longer delays viewed negatively by ISPs.
• Onerous unsubscription: Requiring recipients to log in or navigate multiple pages to unsubscribe is considered onerous and can lead to increased spam complaints, negatively affecting sender reputation and potentially leading to a blocklist listing.
• Proactive DMARC adoption: Experts from Wordtothewise suggest that a robust DMARC policy is no longer optional for bulk senders but a necessary component for email authentication and security, particularly for protecting against spoofing.
• Maintaining low spam rates: An expert from SpamResource often advises aiming for a spam complaint rate well below Google's 0.3% threshold, ideally closer to 0.1%, to ensure consistent inbox placement and prevent being added to a blocklist.

Key considerations

• Authentication alignment: Ensure that your SPF, DKIM, and DMARC records are correctly configured and aligned, as this is fundamental to passing Gmail's authentication checks. Our guide on DMARC, DKIM, and SPF updates provides further details.
• User experience: Prioritize recipient experience by making unsubscription as straightforward as possible, which helps reduce spam complaints and improve sender reputation.
• Monitoring enforcement: Keep a close eye on how Gmail and Yahoo are enforcing these new guidelines, as practices may evolve. Our article on how Yahoo and Google enforce guidelines offers insights.
• Compliance for all emails: Assume the new rules apply to all email types if you meet the bulk sender threshold, including transactional emails, to avoid unexpected deliverability issues or blacklisting.

Key findings

• Core requirements: Bulk senders must authenticate their emails with SPF and DKIM, publish a DMARC record, provide an easy one-click unsubscribe mechanism, and maintain a spam rate below 0.3%.
• One-click specification: Google's documentation explicitly refers to the List-Unsubscribe and List-Unsubscribe-Post headers as the preferred method for immediate unsubscription, processing requests within two days. More on this can be found at Google's support documentation on subscriptions.
• Domain and IP reputation: Documentation implies that consistent compliance positively impacts sender reputation, reducing the likelihood of emails being sent to spam or blocked entirely. To understand more, check our guide on what happens when your domain is on a blacklist.
• Message formatting: Some documentation suggests adherence to RFC 5322 for message formatting, ensuring proper email headers and content structure for optimal deliverability.
• DMARC policy details: For bulk senders, specific DMARC tags and their meanings become critical, enabling enforcement of authentication policies. Our resource on DMARC tags can assist here.

Key considerations

• Unified authentication: Ensure that the 'From:' email address aligns with the authenticated domain or a subdomain, providing a consistent and trustworthy sending identity.
• DNS records: Proper forward and reverse DNS records for sending domains are fundamental for passing authenticity checks by receiving mail servers.
• Content best practices: Avoid impersonating other senders or mixing different content types in a single message to maintain a positive sending reputation and reduce the likelihood of spam classification.
• Consistent monitoring: Regularly review Google's official documentation and best practices to stay updated on any changes or refinements to the sending rules.