Get Ready: Key 2024 Gmail Policy Changes for Bulk Email Senders
Tom Sather • 2023-10-03
2024 brings major change for bulk Gmail senders: understand how email authentication, spam thresholds, unsubscribe options, and reporting requirements will impact inbox placement and deliverability.
In 2024, Gmail is rolling out expanded requirements for bulk senders who email Gmail accounts. Bulk senders include those sending 5,000+ emails per day or who have previously sent close to 5,000 in a 24 hour period.
If you fall into this category, be aware of these key changes coming in 2024 and make sure you're prepared:
- Authenticate Outbound Email
You'll need to authenticate outbound mail using DMARC alignment with either SPF or DKIM. Full alignment with both is recommended. This confirms you as a legitimate sender.
2. Keep Spam Complaints Under Control
A user-reported spam rate above 0.3% means you won't qualify for inbox delivery support. Staying under 0.3% is critical.
3. Implement One-Click Unsubscribe
By June 2024, all commercial mail must include a one-click unsubscribe header giving recipients more control.
4. Maintain Reliable Reputation
Review all metrics in Gmail's Postmaster Tools to ensure your standing based on complaint rates, authentications issues and more remain strong.
5. Seek Timely Technical Support
If you meet all requirements yet still have delivery issues, request support and escalations. However, access to mitigations can be limited if you fail to meet guidelines.
Stay Ahead of Requirements to Keep Emails In Inboxes
With the stakes increasing, being aware and prepared for Gmail's 2024 policy changes is key to maintaining your sending reputation and inbox placement. Ensure you have a plan to meet authentication, spam threshold and unsubscribe requirements well in advance.
