If poor email deliverability keeps you awake at night, brace yourself – it might be about to get a whole heap worse thanks to Gmail’s latest compliance crackdown. And yes, I can hear you thinking: “Just in time for the holidays? Thanks a bunch, Google.” 

To be fair, this isn’t a last-minute curveball. Google has been warning us about these changes for nearly two years now, and reputable ESPs like Adestra have spent that time helping clients stay on the right side of email deliverability best practices. 

Gmail Sender Requirements  

Back in Q4 2023, Google and Yahoo announced near-identical sender requirements designed to improve inbox security and reduce spam. Enforcement was sporadic and staggered throughout 2024 and 2025, giving senders plenty of breathing room. But now, Google is tightening the screws and moving to full enforcement. 

Here’s what that means: 

• Non-compliant senders will see more bounces, throttling, and spam folder placement. 
• Gmail is prioritizing authentication and user experience signals like never before.

The Requirements Recap 

The rules themselves aren’t new – but the way Google enforces them is. If you are sending more than 5,000 emails per day to Gmail addresses and want to keep your emails out of the spam folder (and avoid outright rejection), Google has published a detailed list of requirements here.  

TL;DR: here’s the checklist you need to tick off: 

• SPF and DKIM: Must be implemented and one of them must be aligned for to your sending From domain. 
• DMARC: Required with at least p=none policy. 
• TLS Encryption: All mail must be transmitted over a secure connection. 
• Reverse DNS (PTR): Sending IP must match the hostname and resolve correctly. 
• One-Click Unsubscribe: Mandatory for marketing/promotional emails (RFC 8058 compliant). 
• Honor Unsubscribe Requests: Within 48 hours. 
• Spam Complaint Rate: Keep below 0.3% (aim for under 0.1%). 
• Valid Message Headers: Accurate From:, To:, Subject:, and Message-ID fields. 
• No Misleading Display Names: Sender identity must be clear and honest. 
• Opt-In Only: Send email only to recipients who have explicitly subscribed. 
• Monitor Reputation: Use Postmaster Tools to track spam rate and domain/IP reputation. 
• Gradual Volume Increases: Avoid sudden spikes in sending volume. 

Who Does This Impact?  

First, some good news. For many email marketers, particularly those outside of ecommerce, the impact may be minimal. These updates primarily target high-volume promotional senders, but compliance is still critical for maintaining deliverability and reputation. 

But we should also remember that compliance isn’t optional for anyone who cares about deliverability and reputation. Even if you’re sending newsletters, transactional updates, or audience engagement campaigns, Gmail’s filters don’t discriminate. A missing DMARC record or a broken unsubscribe link can still trigger throttling, spam folder placement, or worse – outright rejection. 

These requirements aren’t just hoops to jump through; they’re best practices that protect your brand and your audience. Authentication protocols like SPF, DKIM, and DMARC build trust. One-click unsubscribe reduces complaints and keeps your list healthy. And monitoring spam rates ensures you’re sending content people actually want. 

In short, getting compliant now means fewer headaches later – and a stronger foundation for every campaign you send. 

What to Do If Your ESP Isn’t Listening to Your Deliverability Woes? 

If your ESP seems to shrug off (or ignore) your concerns about deliverability, it’s time to take action. Here are some smart moves to consider: 

• Start with the Data: Check your own metrics – bounce rates, spam complaints, and inbox placement. If you see red flags, document them. Numbers speak louder than frustration. 
• Ask the Right Questions: Push for clarity on authentication (SPF, DKIM, DMARC), list hygiene practices, and compliance with Gmail and Yahoo requirements. If your ESP can’t give straight answers, that’s a warning sign. 
• Request a Deliverability Audit: A reputable ESP should offer this as part of their service. If they don’t, ask why – or consider alternatives. 
• Explore Dedicated IPs or Shared Pool Management: If you’re on a shared IP and suffering because of other senders’ bad behavior, ask about options to isolate your reputation. 
• Consider Switching Providers: If your ESP isn’t proactive about compliance or transparent about deliverability, it’s time to look elsewhere. Platforms like Adestra not only provide advanced deliverability monitoring but also guide you through best practices to keep your campaigns performing. 
• Invest in Education: Join webinars, read industry blogs, and stay informed. Deliverability is a moving target – knowledge is your best defense. 

Final Thoughts 

This isn’t about panic – it’s about preparation. Google’s enforcement is designed to protect inboxes and reward good senders. By staying compliant, you safeguard your deliverability and strengthen trust with your audience. 

Struggling with compliance or deliverability? Let us help. Adestra’s deliverability experts are ready to audit your setup and guide your campaigns back to the inbox – where they belong. 

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