Google’s New Email Requirements for Email Marketing

Google New Email Requirements 2024

Emails play a significant part in digital marketing. Newsletters, promotions, and advertisements can all be sent via scheduled mass emails to get your content directly to your customers. However, requirements for these emails are ever-changing.

Recently, Google added an alert to their email sender guidelines that specifically calls out the following actions: “Authenticate outgoing email, avoid sending unwanted or unsolicited email, and make it easy for recipients to unsubscribe.” These changes could alter the effectiveness of your email marketing, so read on to see what steps to take to keep your email campaigns successful!

Authenticate Outgoing Email

    • Switch to a domain if you haven’t yet. To avoid Google’s crackdowns, switch from a free email account to one that has your business domain in it. An email from is less likely to be flagged than one from
    • Authenticate your domain. DKIM, SPF, and DMARC records are essential for successful email sendouts. DKIM and SPF records provide a level of security, ensuring that other parties can’t send emails impersonating you, and safeguarding you against alterations hackers may try to make on emails after you’ve sent them. DMARC records tell recipients what to do with your emails if they don’t meet DKIM or SPF requirements.
  • Verify PTR records. Set up DNS records that connect to your IP address. Check here to see if you have an existing PTR record.
  • Add ARC headers when forwarding mail. If you send out mass emails by forwarding mail, you can put yourself at risk for being flagged as spam. Adding ARC headers will identify you as the sender so that your emails don’t get filtered as spam by recipients that are subscribed to you.

Avoid Sending Unwanted or Unsolicited Email

  • Remove any inactive subscribers from your mailing list. Google is taking steps to delete all inactive Google accounts, and any emails sent to invalid email addresses will result in a hard bounce. Hard bounces can have a negative impact on your email’s reputation, so be sure to clean out any and all inactive accounts to avoid hard bounces altogether!
  • Minimize spam complaints. Google keeps an eye on spam rates, and if yours are consistently over 0.3% you run the risk of getting all of your emails blocked. Google recommends keeping your spam rates, which are reported in Postmaster Tools, below 0.1%. Parse through your mailing list, look for recipients who aren’t opening your emails, and remove them to avoid getting flagged as spam.

Make It Easy for Recipients to Unsubscribe

  • Look out for an unsubscribe button in your email. Because of the CAN-SPAM Act, business emails are required to have an unsubscribe link in the email. Your email service provider should add the unsubscribe link in a header for you, so ensure that the unsubscribe button is visible and easy to find.

Google is not the only email service provider who has updated their policies, Yahoo is rolling out similar changes as well. Practicing internet safety and following the guidelines outlined above are essential to running successful email campaigns. Both Google and Yahoo have extensive FAQs and helpful articles on their websites, so if you’re in doubt, visit Google Workspace Admin Help or Yahoo Sender Hub.

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