Google Introduces New Guidelines for Bulk Email Senders, Effective February 2024
Google is set to roll out new guidelines that will impose stricter rules on users who send out large volumes of marketing emails. Starting from the beginning of February 2024, bulk senders will need to adhere to these guidelines to ensure their messages are not rejected or sent to spam folders.
According to Google, a bulk sender is defined as a user who sends "close to" 5,000 emails or more within 24 hours from the same primary domain to personal Gmail accounts. This classification applies even if it happens just once.
To prevent errors and message rejections, Google now requires bulk senders to follow specific rules. These guidelines include limits on spam rates, authentication requirements, and the inclusion of unsubscribe options in all commercial and promotional emails.
To ease the transition for users, Google will be implementing these guidelines gradually over the coming months. By February 2024, temporary errors will start appearing for a small percentage of non-compliant messages. By April 2024, Google will begin rejecting non-compliant email traffic. And by June 2024, all commercial and promotional emails must include a one-click unsubscribe option.
It's important to note that these guidelines only apply to messages sent to personal Gmail accounts and do not include Google Workspace accounts or intra-domain messages. However, all senders, regardless of their email volume, are encouraged to comply with the new rules to avoid the risk of having their emails marked as spam or rejected.
Bulk senders can check their compliance status in the Postmaster Tools dashboard, a useful resource for monitoring and managing email deliverability.
In conclusion, Google's new guidelines for bulk email senders aim to improve the email experience for users by reducing the amount of unwanted mass emails. By implementing stricter rules, Google intends to ensure that promotional and commercial emails are relevant and desirable for recipients, while minimizing the risk of spam.
Analyst comment
Positive news: Google is introducing new guidelines for bulk senders of marketing emails, aiming to reduce unwanted mass emails. The changes will gradually be implemented until June 2024, giving users time to comply. Compliance will help prevent messages from being marked as spam or rejected. Market impact: Increased email quality and reduced spam could improve user experience and engagement, benefiting businesses that rely on email marketing. However, bulk senders will need to adjust their strategies to meet the new guidelines.
