Gmail’s new sender requirements: What you need to know

If you send marketing or transactional emails at scale, you’ve probably heard about Google’s sender requirements for Gmail. They’ve just recently announced stricter enforcement after originally announcing requirements in early 2024. These rules apply to bulk senders who send 5,000 or more messages per day to personal Gmail addresses.

The good news is that most reputable email programs already meet these standards. But if you haven’t checked lately, now’s the time to review your setup and make sure you’re aligned with Google’s specifications.

Why this matters

Gmail’s goal is simple: reduce spam and improve trust in email. The requirements focus on authentication, clear unsubscribe options, and maintaining a low spam rate.

For marketers, this is less about reinventing your email program and more about tightening up the details that protect your deliverability and reputation. Ignoring them won’t necessarily mean immediate disaster, but being noncompliant will make it harder to reach inboxes reliably.

The key requirements

Here are the main areas Gmail now checks for bulk senders:

1. Authentication

Emails must be properly authenticated with SPF, DKIM, and DMARC. If any of these are missing or misconfigured, your messages may be filtered or rejected.

• SPF tells Gmail which servers are allowed to send on your behalf.

• DKIM verifies that your content wasn’t altered after it was sent.

• DMARC enforces alignment between your “from” domain and authentication records.

Take five minutes to review these records with your Email Service Provider (ESP) or IT team. Most email platforms have guides for setting them up correctly.

2. Unsubscribe clarity

Marketing and promotional emails must include a one-click unsubscribe link that works immediately and removes users within 48 hours.

Transactional messages, like receipts or password resets, are exempt. But for newsletters, announcements, or campaigns, make sure your unsubscribe link is functional and easy to find.

3. Spam rate

Gmail monitors how many recipients mark your messages as spam. The ideal rate is under 0.1% and should never reach 0.3% or higher.

To stay safe:

• Send to engaged lists

• Remove inactive subscribers

• Avoid misleading subject lines or “spammy” copy

• Don’t buy or rent email lists

Keeping your list clean and relevant is the simplest way to protect your deliverability.

4. Secure delivery

Messages should be sent over TLS, with a valid reverse DNS (PTR) record for your sending IP. These details are mostly handled by your ESP or IT team, but it’s worth confirming they’re in place.

What you should do now

If you’re sending through a major platform like Klaviyo, Mailchimp, or Braze, most of these requirements are already covered. Still, you should:

1. Verify your authentication
   Check SPF, DKIM, and DMARC using tools like MXToolbox or your ESP’s diagnostics.

2. Review your unsubscribe process
   Make sure it’s one click and works properly.

3. Monitor your spam rates
   Use Google Postmaster Tools for insight into deliverability and user feedback.

4. Audit your sending domains
   Keep your “from” address consistent and properly aligned with your authentication setup.

The bottom line

If you’re already following email best practices, you’re in good shape. But Gmail’s enforcement is tightening over time, so now is the moment to make sure you’re fully compliant.

Think of it as an inbox hygiene check. A little attention today will save you a lot of deliverability headaches tomorrow. Be sure to check out our deliverability series for more thoughts and best practices on email inboxing.