Sending Emails Daily? All You Need To Know About Gmail’s New Bulk Sender Guidelines For 2024


The spam folder—a dreaded place for many email marketers. It’s where all your carefully crafted emails end up, unnoticed and unread.

As an entrepreneur running your own business and creating connections with your clients and customers via email, this can be a real nightmare.

And here’s the rub: even if you’re not sending spam emails, your emails can still end up in the spam folder.

Why? Gmail recently announced stricter rules for anyone sending 5,000 or more emails per day to users. 

So, what are these new guidelines and how can you ensure your emails stay out of the spam folder? With some simple tweaks to your emails, you can avoid the spam folder and keep your emails landing in your customers’ inboxes.

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Who Needs To Comply With Gmail’s New Bulk Sender Rules?

A laptop with mail icons popping out of the screen.

You need to pay attention if you send marketing emails, newsletters or any bulk communication to Gmail users. Gmail’s new guidelines target anyone dispatching messages to and inboxes, regardless of their email service.

These rules apply whether you’re a small business owner, an enterprise or work for an agency. If your daily volume exceeds 5,000 emails, Gmail considers you a “bulk sender” and must follow additional specifications.

Not complying can lead to poor email deliverability, blocked messages or even your domain being marked as spam. 

Key Requirements For Sending 5,000+ Emails Per Day

A man is typing an email message on his laptop.

This year, Gmail’s new bulk sender guidelines aim to improve inboxing rates and the overall email experience. While the changes seem reasonable, neglecting to comply could damage your sending reputation and hurt revenue.

To continue reaching inboxes, Google recommends that you must:

Build A Good Domain Reputation

Your email domain has a reputation, just like you do. Internet service providers and email providers like Gmail judge its trustworthiness based on your email habits. 

High open rates, low spam complaints, and using proper authentication protocols build a great reputation, meaning your emails land in inboxes like VIP guests.

But send too often, get lots of complaints, or skip the security steps, and you’ll be stuck in the email equivalent of the spam alley. 

So treat your email domain right, and your messages will have the red carpet rolled out.

Format Messages Properly

This means writing your emails in a standard way that all email systems can understand, like following proper letter-writing etiquette.

Be Honest

Don’t pretend you’re from Gmail or another service when sending emails. Gmail is cracking down on this to prevent fraud, similar to how a postal service might stop counterfeit postage stamps.

Create Relevant And Interesting Emails

Only send emails with information that your customers want and will find useful. Make the emails more personal and avoid using too many sales words. This will keep your customers interested and less likely to think of your emails as spam. It’s important to keep the spam rate very low (below 0.10%) to avoid being blocked.

Make Unsubscribing Easy With One Click

 It’s very important to let your customers choose easily if they no longer want to receive emails from you. You respect their choice by including a simple, one-click option to unsubscribe in your emails and avoid annoying them. This practice not only keeps your customers happy but also helps maintain a good reputation for your email campaigns, making it less likely for your emails to be marked as spam.

Read more about the guidelines here >

The new guidelines are the start of major changes to email. Adapt now and maintain good standing with providers to avoid issues as further updates roll out. Although focused on security and spam reduction, compliant bulk senders will benefit from improved inbox rates and open doors to new opportunities. The work required is worthwhile for long-term gain.

Consequences Of Breaking Gmail’s Bulk Sender Guidelines

An index finger tapping onto a tab with an email icon popping out of the screen.

If you’re planning to send bulk emails to Gmail users, it’s critical to understand the consequences of breaking Google’s guidelines. Failure to comply can have major impacts on your email marketing and business.

Emails Marked as Spam

If Gmail frequently flags your emails as spam, all future emails from your domain are more prone to the same fate. Ongoing spam reports severely damage your domain’s reputation and hurt inbox delivery rates. You’ll also lose the ability to dispute delivery issues with Gmail.

Sending Limits and Blocks

Gmail may limit how many emails you can send if you continue breaking the rules. They may cap your daily sending limit or temporarily block all emails from your domain. Restricted sending abilities disrupt your email campaigns and outreach. Total blocks prevent any emails from reaching Gmail users, cutting off an entire communication channel.

Long-Term Impacts

Repeated spam offences and blocks can have lasting impacts even after you correct the issues. Gmail may continue monitoring your domain closely, and your history of non-compliance weighs heavily on all future emails. It can take consistent, long-term adherence to Gmail’s guidelines to regain a good reputation and unrestricted sending privileges fully.

The consequences of disregarding Gmail’s requirements are severe. However, the good news is that compliance is straightforward. You’ll only need to follow best practices for quality, permission-based email exchanges.

Tried-And-Tested Best Practices For Better Gmail Deliverability

 A hand tapping on a smartphone with an email notification on the screen.

To avoid landing in the spam folder under Gmail’s new bulk sender rules, follow these best practices:

Use Email Tools

Consider using email services like Mailchimp, Klaviyo, or SendGrid. They help you design good-looking emails, organize your email lists, decide when to send emails, and see how well your emails are doing. They also make sure you have a way for people to unsubscribe easily, which is important to keep your emails respectful and legal.

Organize Your Email List

Imagine your email list like a bustling party, filled with diverse guests. Email segmentation helps you divide them into smaller groups with shared interests, allowing you to cater your message to each. 

This personalized approach is like whispering secrets in each guest’s ear, making your emails relevant, engaging, and more likely to be opened. As a result, internet service providers see you as a considerate host, not a spammy party crasher, boosting your deliverability and ensuring your messages reach the right ears.

Start Slowly And Build Gradually

Begin by sending to only your most engaged subscribers, then gradually increase your volume over time as Gmail learns your sending patterns. This helps establish a good reputation and avoids sudden spikes that could trigger spam filters.

Mix Up Your Content

Use various content types like blog posts, videos, surveys, and promotions. This keeps your emails interesting to subscribers and avoids the appearance of spam. However, avoid over-promoting, as too many sales emails may hurt your reputation.

Watch Your Language

Be cautious of frequently flagged spam trigger words and phrases. Some terms are more likely to get caught in spam filters, especially when used excessively. Review your email copy to ensure a good balance.

Diversify Your Risk

Spread your sending across multiple domains and inboxes in case Gmail blocks one. But never send bulk emails from your primary business domain, as this could damage your company’s reputation if flagged as spam.

By prioritizing deliverability, sending valuable content to engaged subscribers, starting slowly, and following recommended best practices, you can establish a good sender reputation with Gmail and keep your emails out of the spam folder. Stay up-to-date with any further changes to Gmail’s bulk sender guidelines to maintain strong email deliverability into the future.

Avoid The Spam Folder

A man in corporate attire is typing on his laptop and receives an email notification.

So, what does all this mean for your email marketing efforts? The key takeaway is that Gmail’s new bulk sender rules aim to benefit you and your recipients. 

By following the guidelines and maintaining high permission standards, transparency and relevancy, you’ll build a trusted sender reputation and loyal subscriber base. You’ll avoid spam folders, blocks, and complaints while achieving higher open and click rates. 

The requirements may seem strict, but they encourage you to rethink your messaging and connect with subscribers in a meaningful way. See this as an opportunity to strengthen your email marketing practices and better serve your audience. 

With the right mindset, you can turn these rules into a competitive advantage and make the most of this communication channel. The rewards of being a responsible bulk sender far outweigh the risks of being labelled a spammer.

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