Since February 2024, Gmail and Yahoo require senders of 5,000+ daily messages to authenticate with SPF, DKIM, and DMARC, support one-click unsubscribe, and keep spam complaint rates under 0.3%.
What good looks like#
- Done: Publish SPF and DKIM, and a DMARC record at minimum p=none with aligned From domain.
- Done: Add List-Unsubscribe headers and honor requests within two days.
- Done: Use a valid forward and reverse DNS (PTR) for sending IPs.
- Done: Monitor spam rate in Postmaster Tools and keep it under 0.1%.
- Done: Send from a subdomain with its own reputation for marketing.
What bad looks like#
- Seen in audits: Thinking the rules only apply above 5,000; Gmail applies most of them to all senders.
- Seen in audits: Using a gmail.com From address for bulk mail, which fails DMARC alignment.
How to move from bad to good#
Work through the good list in order and re-verify after each change. Most teams find one or two items from the bad list already present; fixing those usually produces the largest improvement.
Frequently asked questions#
What happens if I do not comply with Gmail bulk sender rules?
Temporary failures (4xx) escalating to rejections, and reduced inbox placement. Gmail announced enforcement in stages through 2024 and beyond.