Google aims to deliver the best search experience and email products possible. Google regularly updates algorithms and security protocols to facilitate this mission of excellence. The latest update released by Google impacts all Gmail users; Google released news of a Gmail update designed to minimize unwanted spam in late 2023. The updates took effect in February, and businesses must take action to avoid sending emails filed as spam.
GROW Marketing Agency’s Web Product Specialist, Mic Schut, works to prepare every GROW client for the update through domain validation and other necessary steps. Here’s what every business needs to know about the latest Gmail update.
Table of Contents:
About the Gmail Update
How to Update Gmail
Why Google is Updating Spam Email Protocols
What is Domain Validation?
How Much Is Domain Validation?
What Happens to Noncompliant Gmail Bulk Senders?
Synopsis:
Google’s update to Gmail now penalizes bulk email senders who do not authenticate their domain. This update is in effect now, and businesses or organizations that send 5K+ emails each day must comply with the new rules.
About the Gmail Update
In October 2023, Google released a statement explaining the update and the reasons behind it. As many threats are now sent via email (through spam), Google needed to provide recipients with another level of protection. Gmail users who are “bulk senders”—defined by sending 5K or more emails daily—must now authenticate their accounts to prove their identity.
Google explained that two decades after Gmail’s debut, email threats “...are more complex and pressing than ever.” The new updates mitigate the risk of spam that attacks recipients with malware and spyware. To successfully distribute thousands of bulk emails, Google requires senders to adhere to three security demands:
Bulk senders must authenticate their email
Recipients must be able to easily opt out of bulk emails
Emails must only be sent to recipients who approve the bulk content
Authentication: Step One in Avoiding the Spam Black Hole
All bulk users (again, defined as individuals who send 5K+ emails per day) must authenticate their email. Authentication ensures that the account belongs to the company or entity related to the email’s content; authentication helps Google crack down on nefarious users who send bulk emails for phishing purposes or to engage in malware/spyware attacks.
GROW helps all clients authenticate their accounts. The process is a bit complicated for the average user, but Schut is GROW’s authentication master; he can finish the process in a few minutes.
Let Recipients Opt Out
Some individuals might sign up for bulk emails from companies but later decide they don’t want the extra email. If the company or organization follows email best practices, an “opt-out” or unsubscribe link exists on every bulk email.
If companies do not provide an easy opt-out link or functionality, now is the time to do this. Per Google’s latest Gmail updates, all bulk emails must easily enable recipients to unsubscribe. Failure to adhere to this rule will lead to the email being categorized as spam, meaning no recipients will see the message because that message will be sent to the spam folder.
Consent Is Crucial
All bulk email recipients must approve of receiving the email. Consent from recipients is vital to the email aligning with Google’s new updates.
How to Update Gmail
Authenticating an email and its domain requires users to access their site via their domain provider to initiate DKIM. GROW’s clients should not worry about mitigating this issue. We can handle authentication in minutes.
If your company will be affected by the new updates, reach out to GROW for an estimate on how we can help you comply with the new Gmail protocols.
Why Google Is Updating Spam Email Protocols
Google is acting on Gmail security because spam and malware/spyware attacks are out of control. Spammers are getting brazen with their tactics; today’s phishing and spam attacks now present emails that look nearly identical to the companies they are impersonating. Recipients may assume they are clicking a link to their bank, credit card company, or lender only to discover that they entered personal information on a spoofed website.
Google wants to curb these scams and protect users; this is why authentication is a crucial component of Google’s demands.
What Is Domain Validation?
Domain validation requires users to log into their domain and enter data that allows Google to verify the site. Users must enter DKIM information; DKIM stands for DomainKeys Identified Mail. The DKIM code or information places a digital watermark on the domain’s outgoing emails. This watermark or signature is only visible to Google.
Domain validation takes less than a half hour. However, this step is priceless for companies that rely on bulk emails for marketing to new and existing customers.
How Much Is Domain Validation?
GROW provides every client with an estimate of domain validation. Reach out to the team for a quote today.
What Happens to Noncompliant Gmail Bulk Senders?
Companies may not need to make any updates to their domain. After all, what could happen?
Any bulk sender who does not comply with Google’s new terms and conditions will find their bulk emails dropping into Google’s most notorious black hole–the spam folder. Customers and clients will not receive any bulk email that does not comply with the new terms.
Complying with the new terms is not difficult. Again, GROW can ensure a company is in full compliance and authentication is completed in minutes.
Do not delay in initiating these important Gmail updates. Contact GROW today and ensure your email marketing campaigns are not penalized for noncompliance.
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