A bulk sender is any email sender that sends close to 5,000 messages or more to personal Gmail accounts within a 24-hour period. Messages sent from the same primary domain count toward the 5,000 limit.
To learn more about IP address requirements for sending to Gmail, visit the IP addresses section of our sender guidelines. To learn more about Gmail requirements for bulk email senders, visit Email sender guidelines.
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Your email has been rate limited because SPF authentication didn't pass for this message. Gmail requires all bulk email senders to authenticate their email with SPF. Authentication results: SPF domain-name with IP address: ip-address = Did not pass.
Your email has been rate limited because DKIM authentication didn't pass for this message. Gmail requires all email bulk senders to authenticate their email with DKIM. Authentication results: DKIM = Did not pass.
Spam rate is calculated daily. To help ensure messages are delivered as expected, senders should keep their spam rate below 0.1% and should prevent spam rates from ever reaching 0.3% or higher, as described in our Email sender guidelines.
No. One-click unsubscribe is required only for marketing and promotional messages. Transactional messages are excluded from this requirement. Some examples of transactional messages are password reset messages, reservation confirmations, and form submission confirmations.
The distinction between promotional and transactional messages can vary depending on industry and applicable regulations. Message recipients, not Google, determine the nature of the messages they receive. To reduce high spam rates, consider giving users an easy way to unsubscribe from marketing and promotional messages, and keep the user in mind when designing your emails.
One-click unsubscribe lets people quickly and easily opt out of your marketing or promotional messages. One-click unsubscribe also helps you maintain a low spam rate, which improves message delivery. High spam rates negatively affect message delivery for any message type that you send.
To meet RFC 8058 requirements, add List-Unsubscribe headers to all outgoing marketing and promotional messages, as described in our Email sender guidelines. If you use a third-party email provider, check to see if you have the option to add these headers to your outgoing messages.
To reduce spam reports, protect your sending reputation, and keep your email lists healthy, we recommend that you fulfill unsubscribe requests within 48 hours, a reasonable timeline for removing recipients from a mailing list.
Honoring unsubscribe requests from recipients is especially critical if you frequently send marketing messages. This results in improved email delivery and higher value for engaged people who want to get messages from you.
Senders should follow the specifications for one-click unsubscribe that are defined in RFC 8058, and add List Unsubscribe headers to all outgoing promotional messages, as described in our Email sender guidelines.
For messages sent directly to personal Gmail accounts, the organizational domain in the sender From: header must be aligned with either the SPF organizational domain or the DKIM organizational domain. Although we require bulk senders to set up both SPF and DKIM authentication, only one of these needs to be aligned to meet the sender alignment requirements.
Only bulk senders that meet all the requirements in our Email sender guidelines, including authentication requirements, user-reported spam-rate requirements, and one-click unsubscribe for relevant traffic, are eligible for mitigation.
Buckle up, email senders. Starting in February 2024, Google and Yahoo are making major changes to email-sending requirements, and at the heart of this initiative stands a key term: bulk sender.
A bulk sender is any email sender that sends close to 5,000 or more messages to personal Gmail accounts within a 24-hour period. Messages sent from the same primary domain count toward the 5,000 limit.
In Microsoft 365 organizations with mailboxes in Exchange Online or standalone Exchange Online Protection (EOP) organizations without Exchange Online mailboxes, customers sometimes ask: "What's the difference between junk email and bulk email?" This article explains the difference and describes the controls that are available in EOP.
Junk email is spam, which is an unsolicited and universally unwanted message (when identified correctly). EOP rejects spam based on the reputation of the source email server. If a message passes source IP inspection, it continues through spam filtering. If the message is classified as Spam or High confidence spam by spam filtering, what happens to the message depends on the verdict and the anti-spam policy that detected the message.
For the default actions that are taken on spam and high confidence spam messages in the default anti-spam policy and in the Standard and Strict preset security policies, see the Spam and High confidence spam entries in EOP anti-spam policy settings.
Bulk email (also known as gray mail), is more difficult to classify. Whereas spam is a constant threat, bulk email is often one-time advertisements or marketing messages. Some users want bulk email messages (and in fact, they have deliberately signed up to receive them), while other users consider bulk email to be spam. For example, some users want to receive advertising messages from the Contoso Corporation or invitations to an upcoming conference on cybersecurity, while other users consider these same messages to be spam.
Another option that's easy to overlook: if a user complains about receiving bulk email, but the messages are from reputable senders that pass spam filtering in EOP, have the user check for an unsubscribe option in the bulk email message.
As of September 2022, Microsoft Defender for Office 365 Plan 2 customers can access BCL from advanced hunting. This feature allows admins to look at all bulk senders who sent mail to their organization, their corresponding BCL values, and the amount of email that was received. You can drill down into the bulk senders by using other columns in EmailEvents table in the Email & collaboration schema. For more information, see EmailEvents.
For example, if Contoso has set their current bulk threshold to 7 in anti-spam policies, Contoso recipients receive email from all senders in their Inbox if the BCL value is 6 or less. Admins can run the following query to get a list of all bulk senders in the organization:
This query allows admins to identify wanted and unwanted senders. If a bulk sender has a BCL score that's more than the bulk threshold, admins can report the sender's messages to Microsoft for analysis. This action also adds the sender as an allow entry in the Tenant Allow/Block List.
Organizations without Defender for Office 365 Plan 2 can try the features in Microsoft Defender XDR for Office 365 Plan 2 for free. Use the 90-day Defender for Office 365 evaluation at Learn about who can sign up and trial terms here.
Back on the Threat protection status page, select one of the bulk messages from the details table below the chart by clicking anywhere in the row other than the check box next to the first column.
In the message details flyout that opens, select Open email entity at the top of the flyout to see details about the message in the Email entity page in Microsoft Defender for Office 365.
After you identify wanted and unwanted bulk senders, adjust the bulk threshold in the default anti-spam policy and in custom anti-spam policies. If some bulk senders don't fit within your bulk threshold, report the messages to Microsoft for analysis.
Since February 1st, users may have noticed a small percentage of non-compliant traffic providing temporary errors. This is designed to allow them to self-identify that they are not meeting the sender requirements and correct issues. Specific error codes accompanying email rejections serve as direct feedback, enabling senders to identify and rectify compliance issues promptly.
Starting next week, Google will start to permanently reject a percentage of non-compliant email traffic and gradually increase the percentage of this non-compliant traffic that gets rejected. This is designed to start limiting the activity of users who are not complying with the guidelines and make it increasingly more obvious to users they need to update their sending practices.
But over half of the organizations were either not worried, or concerned but not making any changes for the time being. For those who already had a high spam rate (>0.1%), 51% were either not worried or not yet making changes to regain compliance.
Now, with two months of these changes under their belts and soft warnings from Google in the form of temporary errors to non-compliant traffic, organizations are hopefully easing into the new guidelines to make sure they stay compliant and maintain their bulk sender status.
On Feb. 1, 2024, Google and Yahoo started enforcing new requirements for bulk email senders. The guidelines largely focus on three areas: authentication of outgoing emails, reported spam rates and the ability to easily unsubscribe from email lists.
Dana Carr, director of email marketing for customer data platform vendor Optimove, recommends a couple of strategies to avoid having legitimate messages flagged as spam. First, pay attention to send times. Many bulk emails are sent at the top or bottom of the hour, which makes it easy for people to report them as spam altogether.
She also suggests using preference centers, which let users dictate the frequency of emails, as well as the categories and products included in the messages. Preference centers not only reduce email volume, but they often increase engagement with emails, Carr said.
The requirements apply at the domain level, which means they apply to all of the emails sent by the organization using the domain, not just marketing. That includes sales teams, particularly, business development representatives and sales development representatives that often rely heavily on outbound cold email tactics. 152ee80cbc
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