Email communications are essential to many businesses, but this channel can be vulnerable to bad actors who send spam or even impersonate other brands to attempt to steal customer data. To prevent this, Gmail recently announced new requirements for email senders in 2024. These requirements are considered best practices across inboxes, but Gmail will start enforcing them on February 1, 2024 to ensure compliance. In this blog post, we will discuss these changes and how to be compliant with OneSignal email.

What’s changing in 2024?

Starting February 1, 2024, Gmail will enforce new requirements for bulk senders: email domain authentication, easy unsubscribing, and staying under a reported spam threshold. A bulk sender is defined as someone who sends more than 5,000 emails in one day to Gmail addresses. For senders under this threshold, you will still need to authenticate your email and keep spam reported spam rates under 0.3%.

How to Comply with Gmail’s New Bulk Sender Guidelines

To comply with Gmail’s guidelines, bulk senders must follow email-sending best practices, including:

1. Authenticate Your Email Domain

Bulk senders must authenticate their emails using established protocols SPF, DKIM, and DMARC. If you use OneSignal email and need help setting this up, please consult our documentation.

2. Offer an Easy Way to Unsubscribe From Marketing Emails

Gmail will require bulk senders sending marketing messages and subscribed messages to provide recipients with a one-click unsubscribe option that is clearly visible in the message body. For Gmail, this means supporting their native list-unsubscribe functionality. All unsubscribe requests must be processed within two days. Check out our guide on how to manage email unsubscribed for more best practices and advice.

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3. Only Send Wanted Emails

Gmail will enforce a clear spam rate threshold of 0.3%, which all senders must stay below. You can monitor your spam rates in the OneSignal app dashboard under your email Reputation page.

If you don’t meet these requirements, your emails may not be delivered or may be marked as spam. Again, these are generally considered best practices and should be implemented as soon as possible if they haven’t been already. For detailed information about these requirements, please visit Gmail’s help center.

It should be noted that Yahoo has announced similar requirements. These requirements by Gmail and Yahoo will help ensure that legitimate brands and domains are less likely to be spoofed, providing a more secure email ecosystem.

To make sure you’re ready for this change, start by ensuring you’ve authenticated DMARC. If you’re a OneSignal email customer, you can check out our guide on how to do that.

Get Prepared with OneSignal Email

OneSignal makes it easy to comply with these standards. Review the following steps below to ensure you’re compliant, or reach out to us with any questions.

  • Ensure you’ve authenticated your authenticating DMARC. If not, check out our guide.
  • Ensure you’ve set up an easy email unsubscription. Stay tuned for upcoming one-click unsubscribe functionality coming soon.
  • Monitor email complaints under your email sender reputation page to stay below thresholds.

Don’t yet have an email provider? Find out why we’re the top omnichannel engagement solution and learn about the many benefits of adding email to your engagement toolkit.

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