New email sender guidelines are going into effect. If you are a Gmail user with an email list, this is what you need to know.

Starting February 1st, Gmail will require bulk email senders—those who send more than 5,000 messages to Gmail addresses in one day—to validate their email. Why?

Bulk senders tend to poorly configure their systems, exposing themselves to potential attackers. So, Gmail is strengthening email security by requiring email validation. 

Please note, this policy change does not yet apply to Google Workspace users—only personal Gmail account users with email addresses ending in @gmail.com or @googlemail.com. 

New Gmail Requirements for Email List Senders

What does this mean for you as a bulk email or email list sender? 

• Authenticate your email. This will help you build trust with your audience by preventing attackers from taking advantage of your audience’s email.
• Allow for easy unsubscribing. Provide your recipients with a quick and accessible means of unsubscribing from your commercial email.
• Stay below the reported spam limit. Gmail is enforcing a spam rate limit of 0.30% which will prevent your audience from being flooded with unwanted messages.

Ensure that your emails are delivered properly by following these guidelines today. 

Read Gmail’s overview of their email protections and email sender guidelines for more information.