Summary
Correctly identifying and segmenting Gmail addresses for B2B email campaigns is crucial, especially with Google's evolving sender requirements. A common misconception is to filter based on MX records containing 'google', which incorrectly includes numerous B2B domains using Google Workspace, alongside personal @gmail.com accounts. Google's bulk sender guidelines primarily target personal Gmail accounts, but many core requirements apply universally to all mail sent to Google-hosted inboxes.
Key findings
- Filtering method: Filtering email addresses by whether their MX record contains 'google' is an imprecise method for identifying personal Gmail accounts. This approach will inadvertently block or flag a significant number of legitimate B2B email addresses that use Google Workspace for their custom domains.
- Target audience: Google's strictest bulk sending requirements, particularly those concerning spam rates and one-click unsubscribe, are specifically aimed at senders who send 5,000 or more messages per day to @gmail.com addresses.
- B2B vs. personal: Email addresses with custom business domains, even if hosted by Google Workspace, are generally considered business accounts and are not subject to the same personal Gmail-specific bulk sending rules as @gmail.com accounts.
- Universal requirements: Fundamental deliverability practices like email authentication (SPF, DKIM, DMARC), maintaining a low spam complaint rate, and clear consent are crucial for all email sent to any Google-hosted domain, whether personal or business.
Key considerations
- Accurate segmentation: To correctly identify personal Gmail users, filter explicitly for @gmail.com addresses rather than relying on MX record checks.
- Compliance for all: While specific bulk sender rules target consumer Gmail, it is still vital for B2B senders to adhere to general Google guidelines for all recipients. You can review the recent changes to Google's bulk sender guidelines for a comprehensive understanding.
- Future-proofing: The email industry is moving towards stricter authentication and engagement requirements across the board, not just for Google. Avoiding these trends by blocking segments of your audience is not a sustainable long-term strategy.
- Email authentication: Ensure your domain has correctly configured SPF, DKIM, and DMARC records. These are foundational for deliverability to all inboxes, including Google. Learn how DMARC, SPF, and DKIM work.
- Review Google's guidance: Consult official Google documentation for the most accurate and up-to-date information on their spam filters and sender requirements. A good starting point is the overview of Gmail's spam filters.
What email marketers say
Email marketers often face the challenge of adapting to evolving email sending requirements, especially when dealing with Google and its vast user base. The discussion among marketers highlights the critical need for precise segmentation and adherence to best practices, rather than employing broad, potentially damaging filtering strategies.
Key opinions
- Flawed filtering: Many marketers recognize that filtering based on MX records containing 'google' is a flawed approach because it includes many legitimate B2B domains, causing unnecessary deliverability issues.
- Ineffective evasion: Attempts to completely avoid Google's sending requirements are seen as counterproductive, given Google's pervasive presence in both personal and business email hosting.
- Industry trend: Marketers acknowledge that other major email providers (like Yahoo and Microsoft) are implementing similar, stricter requirements, making compliance a universal necessity.
- Importance of B2B deliverability: Missing a significant portion of B2B contacts who use Google Workspace due to incorrect filtering negatively impacts outreach and engagement. For more on this, see strategies for improving B2B sales email deliverability.
Key considerations
- Audit existing filters: Regularly audit email filtering rules in marketing platforms to ensure they align with current industry standards and avoid over-suppression.
- Focus on compliance: Instead of trying to circumvent requirements, prioritize implementing authentication, managing spam rates, and providing clear unsubscribe options. Read MarTech's overview of new rules for more.
- Educate stakeholders: Inform internal teams about the implications of broad filtering rules and the importance of adapting to sender requirements for overall deliverability.
- Gradual improvements: Implement changes incrementally, starting with correcting filtering logic and then moving to broader compliance improvements.
Marketer view
An email marketer from Email Geeks explains that the incorrect filter identifies 'gmail' email addresses using 'MX record contains google' instead of 'email address contains @gmail.com.' This leads to many non-@gmail.com addresses being incorrectly included in the suppressed segment. The marketer questioned if filtering @gmail.com would suffice to avoid Google's personal email sending requirements, suggesting the requirements apply to personal accounts, not MX records.
Marketer view
A marketer from Email Geeks confirms that excluding just @gmail.com will suppress consumer Gmail, but targeting the MX record suppresses businesses that pay Google to manage their mail. They clarify that some of Google’s new 2024 sender requirements apply to both account types, while others only apply to bulk senders targeting @gmail.com accounts.
What the experts say
Email deliverability experts unanimously agree that broad, unrefined filtering strategies, especially those that misinterpret Google's requirements, are detrimental. They emphasize that Google (and other major mailbox providers) are central to the email ecosystem, and compliance with their guidelines is non-negotiable for effective communication.
Key opinions
- Bad strategy: Experts deem avoiding Google's requirements by broadly blocking domains as an exceptionally poor and unsustainable strategy, highlighting widespread negative impacts.
- Google's reach: Google hosts email for hundreds of thousands of B2B domains, making it an unavoidable and dominant player in the email landscape. Any strategy that tries to bypass Google will significantly limit reach.
- Simple requirements: The core Google requirements are straightforward and involve fundamental email best practices: authentication, permission, engagement, and easy unsubscribe options.
- Industry-wide shift: The entire email industry is moving towards stricter standards mirroring Google's, meaning evasion tactics are increasingly ineffective and outdated. This is a critical point for how Yahoo and Google updates impact B2B senders.
Key considerations
- Embrace compliance: Instead of avoidance, focus on comprehensive compliance with Google's sender guidelines as a foundational aspect of your email program. For detailed advice, consider how to comply with Gmail's new rules.
- Prioritize authentication: Ensure proper SPF, DKIM, and DMARC implementation and alignment. These protocols are critical for establishing sender trust with Google.
- Monitor reputation: Continuously monitor your sender reputation and spam complaint rates, especially through tools like Google Postmaster Tools. High spam rates can lead to emails being blocklisted or sent to spam.
- Subscriber management: Maintain healthy mailing lists through opt-in processes and easy unsubscribe options to ensure engaged recipients.
Expert view
An expert from Email Geeks states that the current approach of trying to avoid Google's sending requirements is fundamentally flawed. They point out that these requirements are not exclusive to Gmail and Google-hosted domains, as the rest of the industry is moving in the same direction. They argue that Google is the largest host of B2B email, making it indispensable, and its requirements are simple, focusing on authentication, permission, engagement, and easy unsubscribes.
Expert view
A deliverability expert from SpamResource emphasizes the critical importance of proper email authentication, including SPF, DKIM, and DMARC, for ensuring emails reach the inbox. They state that these protocols are foundational requirements for trust with major mailbox providers like Google and neglecting them severely impacts deliverability.
What the documentation says
Official documentation from Google and other authoritative sources clarifies the technical and policy requirements for email senders. This documentation is the definitive guide for ensuring deliverability, emphasizing authentication, reputation management, and user experience. Understanding these guidelines directly from the source is paramount.
Key findings
- Distinction of accounts: Google's documentation distinguishes between personal @gmail.com accounts and Google Workspace accounts (custom domains), with specific rules applying to bulk senders targeting @gmail.com.
- Core requirements: The primary focus of Google's guidelines includes robust email authentication (SPF, DKIM, DMARC), maintaining a spam rate below 0.1%, and providing a one-click unsubscribe mechanism for bulk senders.
- Technical standards: Documentation emphasizes adherence to internet standards like RFC 5322 for message formatting and the use of TLS for secure transmission.
- Sender reputation: Consistent low spam rates and high sender reputation are explicitly stated as critical factors for reliable email delivery to Gmail inboxes.
Key considerations
- Accurate email authentication: Ensure your sending domain has correctly configured SPF, DKIM, and DMARC records as per Google's specifications. Learn about RFC 5322 compliance for Gmail.
- Spam rate monitoring: Actively monitor your spam complaint rate using Google Postmaster Tools, aiming to keep it well below the 0.1% threshold.
- Unsubscribe mechanism: For bulk senders, implement the one-click unsubscribe header (List-Unsubscribe), ensuring it functions correctly and immediately removes subscribers.
- Domain and IP reputation: Maintain a positive sending reputation by sending desired mail, avoiding spam traps, and promptly addressing any blocklistings. Understanding Gmail deliverability changes is key.
Technical article
Google's documentation on email sender guidelines states that for senders sending 5,000 or more messages per day to Gmail addresses, email authentication (SPF, DKIM, DMARC), maintaining a spam rate below 0.1%, and offering an easy one-click unsubscribe are mandatory requirements.
Technical article
The Google Workspace Blog explains that Gmail's spam filters work to protect user inboxes by evaluating various signals, including sender reputation, content, and authentication status. Senders should take steps to maximize delivery by aligning with these filter mechanisms.
Related resources
6 resources
Related pages
What are the recent changes to Google's bulk sender guidelines?
How to comply with Gmail's new sending rules for bulk email senders?
How will Google's new spam rate threshold impact email deliverability, especially for B2B senders?
What are the updated Google bulk sender guidelines and TLS requirements for email senders?
Strategies for improving B2B sales email deliverability and managing sales rep email sending
A simple guide to DMARC, SPF, and DKIM
Why Your Emails Are Going to Spam in 2024 and How to Fix It
How do the Yahoo and Google updates impact B2B email senders?
How to format messages according to RFC 5322 for Gmail sender guidelines?
What changes are happening with Gmail deliverability, especially regarding spam filtering and industry targeting?
