What you can do when Gmail changes the rules

Over the past year, Gmail has introduced several important updates to how it evaluates and filters bulk email. Most of these changes happen behind the scenes — until suddenly open rates drop, inbox placement weakens or emails start bouncing. Here we explain what has changed and how you can adjust your strategy to maintain strong deliverability.

Gmail updates the rules

Gmail has tightened its bulk-sender requirements and now categorizes anyone sending 5,000+ emails per day to Gmail addresses as a bulk sender. This is not a sending limit. You can still send high volumes, the difference is that Gmail now has higher expectations when you do.

This includes:

proper authentication (SPF, DKIM, DMARC)

strong list hygiene

good engagement over time

predictable, stable sending behavior

If these areas are not maintained, high-volume senders may experience poorer inbox placement or blocks.

For smaller senders, the impact is lower, but inconsistent or low-quality sending can still gradually harm Gmail deliverability. These changes exist to reduce spam and improve inbox quality, meaning senders who provide value and follow best practices are rewarded more clearly than before.

So what can you do?

Segment smarter
Separate Gmail recipients from others and adjust volume, frequency and messaging when needed.

Send less, but better
Focus on recipients who are actually interested in your content. High engagement builds a stronger sender reputation than large passive lists.

Be consistent
Gmail favors stable patterns. Avoid sudden spikes or irregular sending volumes.

Test and optimize continuously
Subject lines, content and timing should be reviewed regularly. What worked six months ago may not be optimal today.

Gmail’s updated rules don’t make email harder, but they do require more intention. Senders who adapt, test and prioritize recipient experience will continue to reach the inbox. Those who rely on outdated habits risk losing visibility over time.