Google 2024 sender requirements
As of February 2024 Google enforces a tightened set of sender requirements for anyone delivering more than 5,000 messages a day to Gmail addresses. Fall out of compliance and your delivery rate craters. Here's what's required and how to verify each item.
1. SPF or DKIM must pass
Every message must have a valid SPF or DKIM signature. SPF alone breaks on forwarding, so the safer move is both. Verify with the SPF Checker and a DKIM probe.
2. DMARC must exist
A DMARC record at _dmarc.<your-domain>. Even p=none satisfies the requirement — the goal is making sure you can be reached for reports. Verify with the DMARC Checker.
3. DMARC alignment
For bulk senders the From: domain must align with the SPF or DKIM authenticated domain. If you send from marketing.example.com but your SPF/DKIM authenticates example.com, that's an alignment failure. Use a dedicated subdomain for bulk sending and configure SPF/DKIM there.
4. One-click unsubscribe (RFC 8058)
Add a List-Unsubscribe header with both a mailto: AND an HTTPS URL, plus List-Unsubscribe-Post: List-Unsubscribe=One-Click. Gmail then renders an actual "Unsubscribe" button in the inbox. Your ESP almost certainly supports this — you just need to flip it on.
5. Spam complaint rate under 0.3%
Monitored via Google's Postmaster Tools. Above 0.3% sustained, delivery degrades. Above 0.5%, you're effectively blocked.
6. Reverse DNS (PTR) on your sending IPs
The sending IP must have a PTR record that resolves back to a hostname that itself forward-resolves to the IP. Your ESP handles this for shared IPs. For dedicated IPs, your provider can usually set it up — otherwise mail to Gmail gets junked.
Check everything in one shot
Run the Domain Audit to score SPF, DKIM, DMARC, MX, and BIMI in one click and see exactly which items need fixing.