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Google has made a major announcement regarding email authentication requirements. If you send emails through third-party applications like ConvertKit, Active Campaign, Keap, or Mailer Lite, you need to pay close attention.
Directly from Google:
“Starting February 1, 2024, senders who send more than 5,000 messages per day to Gmail accounts must meet the requirements:
- Authenticate their email: You shouldn’t need to worry about the intricacies of email security standards, but you should be able to confidently rely on an email’s source. So we’re requiring those who send significant volumes to strongly authenticate their emails following well-established best practices. Ultimately, this will close loopholes exploited by attackers that threaten everyone who uses email.
- Enable easy unsubscription: You shouldn’t have to jump through hoops to stop receiving unwanted messages from a particular email sender. It should take one click. So we’re requiring that large senders give Gmail recipients the ability to unsubscribe from commercial email in one click, and that they process unsubscription requests within two days. We’ve built these requirements on open standards so that once senders implement them, everyone who uses email benefits.
- Ensure they’re sending wanted email: Nobody likes spam, and Gmail already includes many tools that keep unwanted messages out of your inbox. To add yet another protection, moving forward, we’ll enforce a clear spam rate threshold that senders must stay under to ensure Gmail recipients aren’t bombarded with unwanted messages. This is an industry first, and as a result, you should see even less spam in your inbox.
We aren’t the only ones pushing for these changes. Our industry partners also see the pressing need to institute them: “No matter who their email provider is, all users deserve the safest, most secure experience possible,” says Marcel Becker, Sr. Dir. Product at Yahoo. “In the interconnected world of email, that takes all of us working together. Yahoo looks forward to working with Google and the rest of the email community to make these common sense, high-impact changes the new industry standard.”
And when do these requirements kick in? February 2024.
But why the push for these changes? In two words: Email Abuse. Mailbox providers, despite their efforts, face challenges in distinguishing legitimate senders from spam and phishing attempts. It’s time for senders to share in this responsibility.
You can view Google’s sender guidelines here.
What do you need to have in place to meet these new requirements? You’ll need the following:
#1 – A Verified Sending Domain. Look in your email service provider’s help documentation / knowledge base to learn how to do this.
- Verify your domain with Convertkit
- Verify your domain with Active Campaign
- Verify your domain with Mailchimp
- Verify your domain with MailerLite
- If you use a different ESP, consult the help documentation / knowledge base
#3 – Keep spam complaints below 0.3%
So, if you’re among those sending over 5,000 emails per day, don’t delay—ensure compliance before February 2024 to maintain optimal email delivery. Your recipients—and your business—will thank you for it.