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New Rules for Your Inbox! Important Update for Email Marketers

Hey there, email marketers! There’s been a big update from Google that you need to know about. They’ve rolled out new guidelines specifically for bulk email senders, and that could be you! We’ll break down what you need to do to stay compliant and keep your emails landing safely in inboxes.


Are You a Bulk Sender? It Depends on Your Volume

Anyone who sends more than 5,000 emails a day to Gmail addresses is considered a bulk sender under Google’s new guidelines.

This applies to both marketing and sales teams that rely on high-volume email outreach.

Not everyone is a bulk sender according to Google’s definition. But if you’re reading this and cranking out thousands of emails daily, then this applies to you. It’s important to note that this isn’t just for marketing teams. Sales teams that do a lot of cold email outreach can also be considered bulk senders.


The New Must-Haves for Bulk Senders Building Trust and Reducing Spam

  • Authentication (SPF, DKIM, DMARC): These technical measures help verify that you’re the legitimate sender of the email and not someone trying to spoof your identity. Think of it like showing ID when you pick up a package.
  • Low Spam Rates: Google wants to keep spam out of inboxes, so they require bulk senders to maintain a low reported spam rate (ideally below 0.1%). This means sending relevant emails that people want to receive.
  • Easy Unsubscribe: People should be able to easily opt-out of your email list with a simple one-click unsubscribe option. It’s all about respecting your audience’s choices.


These requirements are all about building trust with email recipients and reducing spam. By implementing authentication protocols, you’re showing Google and users that you’re a reputable sender. Keeping spam rates low ensures you’re sending valuable content and not just filling inboxes with junk. Finally, offering a clear unsubscribe option shows you respect your audience’s time and preferences.


Why the Inbox Makeover? Keeping Users Happy and Google in Business

  • Reduce Spam and Protect Users: Spam is a major annoyance for email users, and Google wants to keep inboxes clean and safe. After all, a happy user is more likely to keep using Gmail and see those ads.
  • Improve Email Deliverability and User Experience: By weeding out spammers, Google can ensure legitimate emails from businesses like yours actually reach their intended targets. This creates a better overall experience for everyone.


There are a couple of reasons behind these new guidelines from Google. First and foremost, they want to keep spam out of inboxes. Nobody likes sifting through junk mail, and Google wants to keep its users happy. Second, by eliminating shady email practices, they can ensure that important emails from businesses like yours actually get delivered. It’s a win-win for everyone involved.


The Challenges of B2B Email Marketing and How to Adapt

These new guidelines might hit you a little harder. Traditional B2B marketing often leans heavily on cold email outreach. The problem is, studies have shown that spam rates in B2B marketing can be way higher than what Google recommends. We’re talking rates above 2%, even exceeding 3% in some industries!


Adapting Your B2B Strategy Moving Beyond the Mass Blast

What can B2B marketers do to adapt?

  • Multi-Channel Approach: Don’t put all your eggs in one basket! Explore other marketing channels like account-based marketing (ABM), social media outreach, and targeted advertising to reach your audience.
  • Segmentation and Personalization: Personalize your email content and segment your audience lists to send highly relevant messages that resonate with recipients. This can dramatically reduce spam complaints.


The Future of B2B Marketing A Brighter Inbox for All

By following these steps, B2B marketers can navigate the new email landscape and continue to thrive. Remember, it’s all about building trust and providing value. When you do that, your emails will land where they belong, and everyone wins! Want to learn more? Our email marketing experts can help you navigate the new guidelines. Click here to contact us.


Taran Brach

Taran Brach

Taran Brach has an extensive knowledge of Digital Marketing, having successfully pioneered the growth of social media accounts on platforms such as Instagram, TikTok, and YouTube from the ground up.

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