Google is taking steps to combat spam and reduce unwanted emails with changes to its email handling system. Bulk senders, who send more than 5,000 emails to Gmail addresses in one day, will now need to authenticate their emails and provide an easy way to unsubscribe. They must also stay below a reported spam threshold. These changes will impact a variety of businesses, including large retailers, tech companies, startups, B2C companies, and newsletter writers.
According to Google, they already block an impressive 99.9% of spam, phishing, and malware, successfully blocking a staggering 15 billion unwanted emails every day. In a bid to further enhance email security, Gmail introduced a policy last year that required authentication for emails sent to Gmail addresses. As a result, the number of unauthenticated messages was reduced by 75%.
However, Google is not stopping there. Starting from February 2024, bulk senders will be obligated to strongly authenticate their emails based on industry best practices. Additionally, they must ensure that users have the ability to unsubscribe in a single click and process those requests within two days. To maintain email deliverability, Google will implement a spam rate threshold. If a bulk sender’s emails are marked as spam by a significant number of users, they risk losing access to recipients’ inboxes.
To make these new policies an industry standard, Google is collaborating with industry partners, including Yahoo. This collaborative effort aims to enhance email security across the board and create a safer and more reliable email experience for users.
To assist businesses and individuals affected by these changes, Google will provide clear guidance and instructions before the implementation takes place in 2024. By doing so, they hope to ensure a smooth transition and enable users to adjust their email practices accordingly.
With their ongoing efforts to combat spam and enhance email security, Google is signaling its commitment to keeping users’ inboxes clean and protected. Through these changes, they aim to create a safer online environment and promote responsible email communication practices.
“Prone to fits of apathy. Devoted music geek. Troublemaker. Typical analyst. Alcohol practitioner. Food junkie. Passionate tv fan. Web expert.”