Next month, Google will enforce stricter rules for companies and groups that send large volumes of email to Gmail accounts.
initially announced in October, these new policies aim to reduce spam and make email more secure.
New standards for mass email
Any entity that sends more than 5,000 emails per day to Gmail addresses must now follow specific guidelines.
First, bulk email senders must authenticate their messages using protocols such as SPF, DKIM, or DMARC. This validates that emails are from the claimed sender and establishes trustworthiness.
Additionally, Gmail now requires high-volume emails to provide recipients with an easy, one-click option to unsubscribe. Senders must honor unsubscribe requests within two business days.
Finally, bulk senders must stay below a clear spam threshold set by Google to prevent their emails from being flagged as spam. Those who exceed the limit risk having their emails filtered as spam.
Preparing for the February deadline
Google believes that most reputable companies already follow good email practices or “email hygiene.” But for any business that needs help getting them up and running, here are some guidelines:
Use a trusted email sending service. Keep your email list up to date by removing inactive or unengaged people. Separate your list into different segments so that your emails can be more targeted and relevant. Personalize email content to improve engagement and reduce spam reports. Allows easy cancellation of emails.
Businesses with more than 5,000 subscribers on their email list must follow the new requirements and make the necessary changes before February. However, those with smaller email lists may benefit from following the new standards as it can improve email deliverability.
looking ahead
Google’s new requirements aren’t a perfect solution, but the company believes they will help reduce spam and abuse.
The bottom line is that email marketers who follow the new rules can still reach their subscribers.
Featured Image: Cherdchai101/Shutterstock
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