Gmail, one of the world’s leading email platforms, is set to implement new measures in 2024 aimed at improving email security and reducing spam. These changes will primarily affect bulk senders, individuals or entities who send over 5,000 messages to Gmail addresses in a single day.

In today’s digital age, email has become an integral part of daily communication. Gmail, renowned for its AI-powered security measures, already blocks more than 99.9% of spam, phishing, and malware, intercepting nearly 15 billion unwanted emails daily. However, the evolving landscape of email threats demands a proactive approach to safeguarding users.

Focus on Email Validation

Gmail acknowledges that many bulk senders fail to adequately secure and configure their email systems, creating opportunities for cyber attackers. To address this, Gmail is emphasising the importance of email validation. The aim is to confirm that a sender is indeed who they claim to be. Despite being a fundamental requirement, verifying the source of an email remains a challenge due to outdated and inconsistent internet systems.

To strengthen email security, Gmail will introduce the following requirements for bulk senders by February 2024:

  1. Email Authentication: Bulk senders must implement robust email authentication practices following established best practices. This step aims to close security loopholes exploited by attackers, enhancing overall email security.
  2. Easy Unsubscription: Gmail recipients should have a hassle-free experience when opting out of receiving emails from specific senders. Bulk senders will be required to offer a one-click unsubscribe option and process unsubscription requests within two days, adhering to open standards for the benefit of all email users.
  3. Spam Rate Threshold: Gmail will enforce a clear spam rate threshold for senders to ensure that recipients are not inundated with unwanted messages. This industry-first measure will result in even fewer spam emails in users’ inboxes.


Gmail’s efforts to enhance email security and reduce spam have garnered support from industry leaders. Marcel Becker, Senior Director of Product at Yahoo, stressed the importance of collaborative efforts within the email community, saying, “All users deserve the safest, most secure experience possible. In the interconnected world of email, that takes all of us working together.”

Gmail recognises that many senders already meet these basic email hygiene requirements. However, for those who need assistance in improving their email systems, Gmail will provide clear guidance before enforcing these changes in February 2024.

These changes are akin to a tune-up for the email ecosystem, addressing underlying issues to ensure smooth email functionality. However, maintaining email security, user-friendliness, and spam prevention requires ongoing collaboration and vigilance from the entire email community. Gmail remains committed to working with its partners to ensure a secure and spam-free inbox experience for users.



Editor at The B2B Marketer | Website | + posts

The B2B Marketer, the online destination for B2B marketing professionals seeking valuable insights, trends, and resources to drive their marketing strategies and achieve business success.