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Google has announced changes to email sender guidelines (previously called Bulk sender guidelines) to better regulate such senders from bulk emailing spam.
A bulk sender is any email sender that sends close to 5,000 messages or more to personal Gmail accounts within a 24-hour period. Messages sent from the same primary domain count toward the 5,000 limit.
Starting from this month, Gmail will require the following for senders who send 5,000 or more messages a day to Gmail accounts:
- Authenticate outgoing email. To verify messages are authenticated, Google performs checks on messages sent to Gmail accounts.
- Avoid sending unwanted or unsolicited email.
- Make it easy for recipients to one-click unsubscribe. Senders that already include an unsubscribe link in their messages have until June 1, 2024 to implement one-click unsubscribe in all commercial, promotional messages
- Keep spam rates reported in Postmaster Tools below 0.10% and avoid ever reaching a spam rate of 0.30% or higher
According to Google, any failure to meet these requirements could see messages get rejected or delivered to the recipients’ spam folders.
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