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All You Need To Know About Google's New 2024 Spam Guidelines

Dave Rigotti
December 13, 2023

Google's recent policy adjustments are aimed at personal Gmail accounts, and therefore you may think it’s not relevant for B2B SaaS companies, but that’s not the case.

B2B SaaS companies need to pay attention to these changes as they unfold. With Google's ongoing updates and the shifting email marketing landscape, the question becomes inevitable: how is your team adapting to the evolving landscape?

Highlights of Email Sender Guidelines

Before we get into what can be done to ensure your email marketing keeps running successfully amidst the evolving guidelines, let me give you a gist of the new Gmail sender guidelines.

A Stricter Standard for Spam

Google has further tightened its grip on spam prevention. The spam rate, once advised to be below 0.3%, must now be kept below 0.1%. The latest guidelines (updated in December 2023) suggest never reaching a 0.3% spam rate.

Email Authentication Requirements & Recommendations

For top-notch email security, make sure you've got SPF, DKIM, and DMARC set up for your domains. If your messages fail these security checks, they might end up in spam or get rejected. And for Gmail, make sure your DKIM key is at least 1024 bits – but for even better security, go for a 2048-bit key for heightened security.

One-Click Opt-Out Implementation

Align with Google's emphasis on user-friendly opt-outs. Implement a one-click opt-out and double opt-in mechanism in your emails, ensuring a seamless and transparent process for users who wish to unsubscribe.

Authenticating Outgoing Email

Authentication is the new cornerstone of email marketing success. Google now mandates the use of TLS connections for transmitting emails. This additional layer of security safeguards both the sender and the recipient, minimizing the risk of malicious activities such as spoofing and phishing.

Infrastructure Configuration: The Role of Reverse DNS

Valid forward and reverse DNS records, including PTR records, play a pivotal role in establishing the authenticity of your sending domain or IP. This ensures that your sending hostname is associated with the correct IP address, boosting your email's credibility.

Google is enforcing these guidelines starting February 2024 and Yahoo is following suit.

Next Steps for SaaS Marketers

Now that we've grasped the essentials of Google's stringent email guidelines, let's strategize the next moves for SaaS marketers.

1. Risk Assessment and Action Plan

  • Spam Rate Evaluation: Regularly check your spam rate in Postmaster Tools.
  • Authentication Protocols: Ensure SPF, DKIM, and DMARC are in place.

2. Cleaning Up Email Lists

  • Thoughtful Outreach: Remove inactive users or those who haven't engaged in a considerable time frame. Think twice before sending mass emails to dormant contacts.
  • Frequency Capping: Implement caps on email frequency to prevent overwhelming users with excessive messages. This not only aids deliverability but also enhances user experience.
  • Unsubscribe Management: Make unsubscribing easy and test the functionality of your unsubscribe button periodically.
  • Quality Over Quantity: Prioritize high-quality emails based on user activity or product engagement. Focusing on engaged audiences minimizes the risk of spam classification.

For more details on risk assessment and ideas on high-quality email campaigns to lower your spam rate, download The Ultimate Guide To Mastering Google's Spam Update.

3. Optimizing Email Platforms

Consider creating a dedicated domain solely for critical transactional emails. Password resets, billing notifications, and other mission-critical communications can reside on this separate domain.

4. Aligning with Authentication Standards

Ensure your email transmission is secured with TLS connections. This not only aligns with Google's guidelines but also fortifies your emails against potential threats.

5. Check in With the MOPs Team

  • Monitoring Spam Rates: Keep a vigilant eye on the Postmaster Tools' spam rate. Regular monitoring helps in the early detection of potential issues.
  • Implementation of Protocols: Confirm that SPF, DKIM, and DMARC protocols are in place and configured correctly for optimal security.
  • Reverse DNS Records: Verify the presence of valid reverse DNS records for your sending server IP addresses. This simple yet crucial step adds a layer of authenticity to your email infrastructure.
  • Impact Analysis: Evaluate the potential impact of these changes on outbound and BDR opportunities. Assess the repercussions on pipeline generation and overall revenue.

We made a handy list of questions you need to ask your MOPs team now to ensure compliance. Get your copy of The Ultimate Guide To Mastering Google's Spam Update.

Mastering Google's Email Guidelines

Here's the bottom line for B2B SaaS companies: it's not just Gmail's personal accounts feeling the impact—it's a call to action for all of us. The evolution in Gmail's sender guidelines demands proactive measures to ensure seamless operations and sustained success.

For B2B SaaS marketers, it's not just about understanding the guidelines; it's about making strategic moves quickly. Now is the best time, if not already, to include email communication based on your user’s product activity data. Leverage user behavior and product activity data to create personalized and timely content, contributing to higher engagement and lower spam rates. can be your ally in this transformation.

Inflection is a next-gen B2B marketing and customer communication platform that simplifies the execution of campaigns powered by real-time product activity data. We can help you adapt and empower you to thrive amid these changes. Request a demo.

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