Google will set stringent requirements for bulk senders, defined as anyone dispatching more than 5,000 messages to Gmail accounts daily. These new mandates, aimed to enhance user experience and security, will roll out by February 2024.

Previously, Google advised bulk senders to maintain a spam rate below 0.3%. This guidance will soon become a requirement as Google aims to reduce the influx of unwanted emails in users’ inboxes. Additionally, Gmail will introduce a one-click unsubscribe feature for marketing emails, which bulk senders will be obligated to honor within a 48-hour timeframe.

On the security front, bulk senders will be required to “strongly authenticate” their emails in line with Google’s best practices. This initiative is designed to close security loopholes, ensuring that incoming emails are from verified sources.

These new rules should reduce spam and make unsubscribing easier for Gmail users. Hopefully, Microsoft’s Outlook and other big email clients will follow suit.

Author’s note: This is not a sponsored post. I am the author of this article and it expresses my own opinions. I am not, nor is my company, receiving compensation for it. This work was created with the assistance of various AI models, including but not limited to: GPT-4, Bard, Claude, Midjourney, Stable Diffusion, and others.

About Shelly Palmer

Shelly Palmer is the Professor of Advanced Media in Residence at Syracuse University’s S.I. Newhouse School of Public Communications and CEO of The Palmer Group, a consulting practice that helps Fortune 500 companies with technology, media and marketing. Named LinkedIn’s “Top Voice in Technology,” he covers tech and business for Good Day New York, is a regular commentator on CNN and writes a popular daily business blog. He's a bestselling author, and the creator of the popular, free online course, Generative AI for Execs. Follow @shellypalmer or visit



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