New Gmail requirements for bulk senders

Modified on Thu, 11 Jan 2024 at 09:08 AM

Starting from February 2024, if you send 5,000 or more messages per day to Gmail accounts, you'll need to authenticate your outgoing emails, avoid sending unwanted or unsolicited emails, and make it easy for recipients to unsubscribe.

Senders who aren’t in compliance with the new requirements risk having major email deliverability issues from early 2024. 


Requirements before sending an email

Before sending an email, please ensure you have set up these specific components:
  • Set up domain authentication including DMARC Record
  • Ensure that sending domains or IPs have valid forward and reverse DNS records, also referred to as PTR records. 
    PTR records verify that the sending hostname is associated with the sending IP address. Every IP address must map to a hostname in the PTR record. The hostname specified in the PTR record must have a forward DNS that refers to the sending IP address. 
  • Keep spam rates reported in Postmaster Tools below 0.3%.
  • Please note that we can only use the postmaster tools for domains that we control. We can’t check the spam rate for customer domains. Audience Republic can monitor overall spam rates (currently below 0.01%) via our message monitoring dashboard.
  • Format messages according to the Internet Message Format standard (RFC 5322).
  • Don’t impersonate Gmail From: headers. Gmail will begin using a DMARC quarantine enforcement policy, and impersonating Gmail From: headers might impact your email delivery.
  • If you regularly forward email, including using mailing lists or inbound gateways, add ARC headers to outgoing email. ARC headers indicate the message was forwarded and identify you as the forwarder. Mailing list senders should also add a List-id: header, which specifies the mailing list, to outgoing messages.
  • Set up DMARC email authentication for your sending domain. Your DMARC enforcement policy can be set to none. Learn more
  • Please note that you should only send email addresses that match the authenticated domains. Check out: Domain Authentication and Best tips for email marketing best practices
  • For direct mail, the domain in the sender’s From: header must be aligned with either the SPF domain or the DKIM domain. This is required to pass DMARC alignment.
  • For subscribed messages, enable one-click unsubscribe with a clearly visible unsubscribe link in the message body. Learn more

Check out our blog post HERE

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