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New Gmail Requirements: Ensure Your Email Deliverability

By Vince Mancari, Digital Strategist

Google has announced that by February 2024, new Gmail requirements targeting bulk email senders — those who send over 5,000 messages to Gmail accounts each day — will be enforced. 

These measures are aimed at 1) reducing spam, 2) enhancing email security, and 3) simplifying the process of unsubscribing from commercial emailers. 

Here are the key changes you can expect, as well as their potential impact on your email marketing campaign:

  1. Spam Rate Threshold:
    • Current State: Gmail’s suggested bulk sender guidelines advise senders to maintain their spam rates under 0.3%. 
    • Future State: Google will actively enforce this threshold to curtail spam, which could result in your emails being flagged or penalized if you don’t comply.
    • Impact: This mandates that your campaigns remain engaging and relevant to avoid being labeled as spam.
  1. One-Click Unsubscribe:
    • Future State: Gmail users should be able to opt out from your emails with just one click.
    • Implementation: Any unsubscribe requests must be acknowledged and executed within two days.
    • Impact: While this offers a better user experience, it could lead to higher unsubscribe rates. It’s essential we prioritize the value and frequency of your content to avoid unsubscribes.
  1. Email Authentication:
    • Future State: All bulk email senders must follow Google’s best practices to “strongly authenticate” their emails.
    • Reason: Neil Kumaran, from Gmail’s security and trust division, indicated that many bulk senders aren’t securing their systems aptly, which creates vulnerabilities and opportunities for malicious actors.
    • Impact: This ensures your emails remain credible in the eyes of subscribers and Gmail … and that your email systems and processes are up-to-date and secure.

Now, here are five important action steps our team at BBS recommends you take in light of Google’s new Gmail requirements:

  1. Review Current Campaigns: Analyze your current email campaigns to ensure the spam rate is below the 0.3% threshold.
  2. Update Unsubscribe Process: Implement the one-click unsubscribe feature and ensure timely processing.
  3. Strengthen Email Authentication: Collaborate with your IT team to confirm you are following Google’s email authentication best practices.
  4. Create Engagement Opportunities: Incorporate opportunities for people to click through or reply to your emails to increase evidence that they want them. 
  5. Clean Your Email List: Identify inactive subscribers and create a specific campaign aiming to re-engage them. If they don’t respond, email them less frequently.

If you have questions about how to implement these changes while maintaining strong engagement with your email recipients, please don’t hesitate to contact me at

Thanks — it’s a pleasure to serve alongside you!