Davey is a four-decade veteran technology journalist and contributing editor at PC Pro magazine, a position he has held since the first issue was published in 1994. You can follow Davey on Mastodon, Twitter/X and most social networks as happygeek. Davey has spent more than 30 years as a freelance technology journalist.
Starting from April 1, Google will reject emails from bulk senders unless they meet new authentication requirements. This strict rule is aimed at reducing the amount of spam that lands in Gmail inboxes and enhancing the security of Gmail users. By implementing these new requirements, Google is aiming to prevent malicious actors from using unauthenticated or compromised domains to deliver their dangerous payloads and reduce unwanted spam.
That’s why, beginning April 1, all bulk senders will be required to authenticate their email using “well-established best practices.” Best practices like Domain-based Message Authentication, Reporting & Conformance, DomainKeys Identified Mail and Sender Policy Framework. “Ultimately, this will close loopholes exploited by attackers that threaten everyone who uses email,” Kumaran says.
This type of email authentication should be a given for any professional marketer seeing as how it diminishes the risk of spoofing or hijacking by malicious or unethical senders. You will have noted I said diminish and not eradicate as, unfortunately, there are still ways around such measures including. However, a Google spokesperson told me that “Gmail has multiple layers of protections, and we’re constantly adding more to defend against this attack vector.
Starting June 1, all bulk senders will have to include a one-click unsubscribe option. Anyone who has tried to unsubscribe from a mailing list will appreciate how convoluted a process it can be. Kudos to Google for trying to make this process not only easier for Gmail account holders but also quicker. The June 1 regulations will also require those bulk senders to process unsubscribe requests within 48 hours.
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