How will Gmail enforce new email authentication requirements and what should senders do?
Summary
What email marketers say8Marketer opinions
Email marketer from Reddit explains that if you are sending from multiple domains, it is important to authenticate all of them individually.
Email marketer from MailerLite shares that senders should authenticate emails using SPF, DKIM, and DMARC, keep spam rates below 0.3%, and provide easy unsubscribe options to comply with Gmail's requirements.
Email marketer from Gmass recommends senders clean their email list and remove inactive emails to improve deliverability.
Email marketer from SparkPost explains that senders need to make sure the rDNS/PTR record for the IP address is set to point to sending domain.
Email marketer from Sendinblue emphasizes the importance of setting up SPF, DKIM, and DMARC records. It also highlights the need for a one-click unsubscribe option to allow users to easily opt-out.
Email marketer from EmailToolTester explains that Gmail's enforcement means marketers need to focus on email deliverability by properly authenticating their emails and maintaining a good sender reputation, otherwise, emails may end up in spam folders.
Marketer from Email Geeks shares that Google updated its spam language, suggesting they won't outright block senders exceeding 0.3% spam rate. They also mentions the addition of a compliance status dashboard in Postmaster Tools in early 2024.
Email marketer from Stack Overflow explains that a DMARC record needs to be published at `_dmarc.yourdomain.com` to enforce policies on unauthenticated mail.
What the experts say5Expert opinions
Expert from Word to the Wise explains that Gmail's enforcement requires senders to authenticate with SPF, DKIM, and DMARC. She also mentions that maintaining a low spam complaint rate is critical to avoid deliverability issues.
Expert from Email Geeks advises to stay the course with email authentication, even with Gmail's gradual rollout, to avoid potential issues.
Expert from Email Geeks explains that Gmail's enforcement rollout is slow and based on feedback from large senders. She states they are testing and using data to inform their decisions, including assessing how much legitimate email lacks authentication.
Expert from Spam Resource explains that the sender must set up SPF, DKIM, and DMARC, the most important for authentication. Also, they should enable the list-unsubscribe header with one-click unsubscribe enabled.
Expert from Email Geeks explains that a spam complaint rate near 0.3% indicates significant existing problems.
What the documentation says3Technical articles
Documentation from Google Support details that senders must authenticate their email using SPF or DKIM. This ensures Gmail can verify the sender's identity.
Documentation from Google Workspace Updates explains that enforcement began in February 2024, with gradual rollout impacting senders who don't meet requirements. Some messages might go to spam, or be rejected.
Documentation from RFC Editor specifies that SPF (Sender Policy Framework) is an email authentication method designed to detect forging sender addresses during the delivery of email.