Get ready for an inbox refresh! Google announced key changes to Gmail in October 2023, taking effect in February 2024. These updates focus on security and user experience, impacting both individual senders and bulk senders. Worry not, this guide will equip you with the knowledge and resources needed to adapt seamlessly.

Understanding the Changes:

1. Security Requirements: Starting February 2024, all emails sent to Gmail accounts must comply with stricter security measures.

This includes:

Email Authentication: Using SPF, DKIM, DMARC, and ARC protocols to verify sender identity and prevent email spoofing. Mainly focus on SPF, SMARC, and DKIM!Unsolicited Email Control: Avoiding spam practices and offering clear unsubscribe options.Secure Transmission: Utilizing secure connections like TLS/SSL.Spam-Free Reputation: Maintaining a low spam complaint rate.Proper Formatting: Adhering to email formatting and header standards.

2. Layout Changes: Gmail users will automatically transition from Basic HTML view to Standard view in February. This shift aims to offer a more consistent and user-friendly experience.

3. Bulk Sender Requirements: Senders exceeding 5,000 emails per day to Gmail accounts face additional regulations:

Mandatory Authentication: Enforcing SPF, DKIM, and DMARC for all outgoing emails.Aggressive Filtering: Implementing measures to block and filter incoming emails that don't comply with authentication and procedural requirements.Failure Handling: Specifying how emails failing SPF or DKIM checks should be handled (quarantine, reject, etc.).Preparing for the Future:

For Senders:

Authenticate Your Email: Implement SPF, DKIM, and DMARC using your email provider's tools or consult these resources:

SPF: https://snov.io/blog/how-to-set-up-spf-dkim-dmarc/

DKIM: https://www.techtarget.com/searchsecurity/answer/Email-authentication-How-SPF-DKIM-and-DMARC-work-together

DMARC: https://support.google.com/a/answer/2466563?hl=en

Offer Unsubscribe Options: Make it easy for recipients to opt out of your emails.Familiarize with Bulk Sending Rules: If you send high-volume emails, study the specific requirements for bulk senders: https://www.libraesva.com/blog-sender-authentication-and-dmarc-what-you-need-to-know/Check Your Email Reputation: Monitor your sender score and address any spam complaints: https://senderscore.org/

Additional Resources:

Google's Blog Announcement: https://support.google.com/blogger/answer/1623800?hl=en

Gmail Help Center: https://support.google.com/mail/?hl=en

DMARC.org: https://dmarc.org/

Sending guidelines

These guidelines will  minimize the risk of your messages being sent to spam or blocked by Gmail.

Recommended sending practices

1. Make sure that your email is authenticated with SPF and DKIM that are aligned. And then verify that your email provider supports this security.

2. Use one IP address in sending messages. If you will use another IP address, use that to send a different type of message. For example, promotional messages must be sent through just one IP address consistently and introduction messages should be sent through one IP address different from the other one. 

3. Categorize your messages and make sure that each category is sent from one From email address. For example, use sales@domain.com for all sales receipt emails. And then use into@domain.com for all welcome emails. 

4. Increasing the email recipients affects email deliverability. So slowly increase the volume of the emails you’re sending to and use Postmaster tools to monitor email performance.

Sending practices to avoid:

1.Be consistent in your content based on the type of message you are sending.

2. Avoid spoofing. Spoofing is the practice of impersonating senders and domains without permission. Gmail marks these message as spam.

3. Avoid marking internal messages as spam because it negatively affects the reputation of your domain. 

4. Have your own lead generation process and do not buy email addresses from other companies.

5. To avoid being marked as spam, do not send messages fo people who didn’t opt in to get messages from you.

6. Because some regions restrict automatic sign in, do not use opt-in forms that automatically sign in subscribers. You may violate laws in your region.

If you send large amounts of email, Google recommends you:

Start small and monitor performance with Postmaster Tools.Sending limits apply across Google Workspace domains, even for different domains.Maintain a consistent sending rate and avoid sudden bursts.For large volumes, start with engaged users and slowly increase.Regularly monitor server responses, spam rates, and domain reputation.Avoid sudden spikes in volume if you don't have a history of high sending.Incrementally introduce changes to email format or infrastructure.Reduce sending if messages bounce or defer, then slowly increase again.

Monitoring Email Deliverability

Use these tools to give you accurate insights that will help you maintain the health of your email  messages.

Postmaster Tools

Use it to track spam rates, authentication status, and domain reputation.

Spam rate

Maintain it below 0.10% and avoid exceeding 0.30%. Low spam rates make deliveries more resilient.

Open rate

Google doesn't track it and third-party data may be inaccurate. Low open rates might not indicate deliverability issues.

Warning banners

Check if your domain is listed as unsafe in Google Safe Browsing.

Troubleshooting: 

Google Admin Toolbox and error messages (e.g., 421, 550) can help diagnose issues.

Troubleshooting Email Delivery Issues

Check for Google Safe Browsing Warnings:

Regularly search your domain and any linked domains on the Safe Browsing site status page. If they're listed as unsafe, address the issue immediately.

Detect trouble with your email service provider.

Ensure they follow recommended sending practices outlined in this guide.

Fix Rejected Emails:

If you receive error messages (e.g., 421, 550), understand the meaning and take corrective action based on the error code. Learn more about SMTP error references and fixing bounced/rejected emails.

Resolve IPv6 Authorization Errors:

If using an email service provider, confirm they're using an IPv6 PTR record (error example: 550-5.7.1).

Still facing issues?

Use the Google Admin Toolbox to check and fix your domain settings.

Utilize the "Troubleshooting for senders with email delivery issues" tool for further assistance.

How to set up DKIM to stop email spoofing?

Protect your domain and reputation by setting up DKIM. What is DKIM? It's like a digital fingerprint that verifies your emails are truly from you, preventing spoofing and protecting recipients from phishing attacks.

Benefits:

Reduced spam: Gmail is less likely to mark your emails as spam.Increased trust: Recipients know your emails are genuine.

Get Started:

Check your domain provider: Do they support 2048-bit DKIM keys?Get your DKIM key: It's easy, follow the steps in your Admin console.Add the key to your domain provider: Update your DNS settings with the provided key.Activate DKIM: Turn it on in your Admin console.

Troubleshooting:

Verify setup: Ensure DKIM is configured correctly.Check message forwarding: Make sure it doesn't interfere with DKIM.Contact server admins: If servers reject authenticated messages, ask them to fix it.Review sending practices: Follow best practices for email deliverability.

Further Resources:

Learn more about email authentication and preventing spam.Review recommended sending practices.

By using DKIM and following these guidelines, you'll ensure your emails reach the right inboxes and build trust with your recipients.

Now, let's talk infrastructure:

Your sending IP address needs a PTR record to match the sending hostname.If you are using shared IP, watch out for blocklists. Monitor its reputation if you're using an email service provider as well.

Remember, these changes prioritize a safer and more reliable email experience for everyone. By staying informed and taking action, you can ensure smooth communication and navigate the new Gmail landscape with confidence.