Impact Gmail Protection policy on bulk sending sales emails

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Curious to understand the impact of the Gmail Protection Policy on bulk sending emails for sales? And looking for an answer on what you can do today to enable your sales organization to still reach their clients and leads?

You came to the right address.

Google will introduce its Gmail Protection Policy in February 2024. The most disruptive rule in this policy is limiting the amount of daily emails an organization can send out to no more than 5,000 emails to the Google or Yahoo network.

When you do not adhere to the policy, Google will automatically block all emails coming from your domain once you reach a complaint rate of 0.3%. This means you can’t reach your clients or leads anymore.

In this expert article for sales leaders, founders, COOs and Revenue Operations Managers we look at:

  • What is the new Gmail Protection Policy
  • What can we do to prevent getting our emails blocked
  • What are other strategies to reach your clients effectively

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About Megan

Megan Foster is a sales leader and revenue operations manager with 5+ years of experience in high tech SaaS. She has experience in both regional and global sales and marketing teams. She is the co-founder of SlideFill.

What is the new Gmail Protection Policy

From February 2024 onwards Gmail will require bulk senders (e.g. people bulk sending sales emails or marketing content) to adhere to three policies:

Authenticate their email: protecting their email address from spoofing & phishing, which can be easily done via DKIM and DMARC on your server side.

Enable easy unsubscription: this is already a requirement in many countries but will now be enforced in order to prevent getting complaints.

Ensure they’re sending wanted emails: enforcing a clear spam rate of 0.3% and a limitation that organizations can only send 5,000 sales emails daily to the Google or Yahoo network.

If you now think ‘this doesn’t apply to me, I use another tool to bulk send sales emails’, you are in for a surprise. The new policy of Google will also impact users of SEPs (Sales Engagement Platforms) such as Outreach, Salesloft, Hubspot Sales Hub, Groove, and many others.

The new policy will start rolling out at the beginning of 2024 (after its announcement in October 2023) and will be in full effect from the start of February 2024.

Under the motto ‘A warned man counts as two’ you should start taking precautions today in order to prevent your sellers becoming unable to reach out to their clients – or worse: your whole organization becoming unable to reach out to anyone.

What can we do to prevent getting our emails blocked

The basics: DKIM, DMARC and Unsubscribe Options

The first two things you can already do today, is making sure you adhere to the first two new rules.

Authenticate their email

Your IT service or Workplace administrator, should be able to install the necessary records (DKIM and DMARC) to prevent spoofing, phishing and spam from your domain. 

By installing these DNS records, organizations with bad intent will not be able to forge emails coming from your email address. This should already be a basic setting in your setup given it’s important for the credibility of your organization and your search engine optimization.

That said, if you have never heard of DKIM and DMARC – this help article from Google can help you set it up.

The basics DKIM, DMARC and Unsubscribe Options

1. Example of DKIM Authentication DNS Record
© Google 2023

Unsubscribe button and options

The second quick win is installing unsubscribe options in all your email communications. Most Sales Engagement Platforms already offer default options to install this.

If you are not using a SEP, you could opt to include an unsubscribe link in the footer of every email that’s being sent by your orgainzation. You can either do this centrally or ask every individual in your organization to add this link in their signature. There are also plenty of tools that can help you achieve this result at scale.

Outreach Adding Unsubscribe Link to Sales Emails

2. Example of Unsubscribe Links in SEP emails
© Outreach 2023

Bulk sending sales emails

What remains a blocker is the limitation of 5,000 emails from your organization to the Google or Yahoo network. If you are keen to keep on using email, you can think about the following best practices.

In the next chapter, we also cover alternatives, which will allow you to have similar or even better conversion rates than just sending plain emails.

Company domains

To keep on sending sales emails, you need to prioritize gathering business or company domains from your leads or clients. You should make this a hard requirement in your sign-up form.

While you might lose some of your leads doing so, especially when engaging with small or medium sized businesses, the long term benefits outweigh this:

  • You will collect emails that are reachable
  • You can send emails outside the Google network (no limit)
  • You get more qualified leads (more serious companies)

It’s important to set restrictions when people sign up or fill in a lead form on your website. On the other hand, you should identify all existing clients to which you are bulk sending sales emails that are using a Gmail email address.

Reach out proactively to these clients before 2024 and ask them to update their email address with a corporate one in order to prevent them from not receiving emails in the future.

This is also a good opportunity to clean up your CRM and remove email addresses from (potential) clients that no longer have intent to do business with you.

Double opt-in

Double opt-in requires people signing up for your service to give their email address, press a button and subsequently press a link in their email inbox. Double opt-in allows you to check the real intent of potential leads.

They also have a positive effect on your overall email delivery stats:

  • 114% increase in click rates compared to single opt-ins
  • 48.3% lower bounce rate compared to single opt-ins
  • 7% lower unsubscribe rate compared to single opt-ins

The only disadvantage of using double opt-in is that it will take longer to grow your email list, but the email list you will build will be more robust, qualitative and sustainable over time.

Refrain from bulk sending

You shouldn’t stop using your SEP such as Outreach, but you should be more considerate when it comes to bulk mailing.

You can drive consideration by adopting best practices:

Segmenting your audience: identify common parameters between your audience in order to categorize them. When you want to send out bulk sales emails, limit them to certain categories.

Capping email frequency: set a maximum amount of emails a certain individual can expect to receive from you in a given time frame (for example: 5 bulk sales emails per quarter)

Understanding potential email value: give a value to every email communication in terms of potential outcomes and impact. Prioritize emails with higher value.

Monitoring bounce rates and no-replies: have rigid planning to remove email addresses that frequently result in bounces and delete contacts that haven’t replied in a certain timeframe.

Improving your email content quality: improve the content and quality of your emails to decrease the likelihood of them getting flagged as spam. Focus on the contact’s needs instead of pushing your product or service.

Batching different bulk emails: when you still decide to send out bulk sales email, make sure to batch them. Instead of sending 10,000 emails in one go, send 2,000 emails per day in a work week.

What are other strategies to reach your clients effectively

Pick up the phone

How cliché it may sound, picking up the phone is never a bad idea. Spam blockers on phone lines are less advanced compared to emails. If you really want to prevent getting flagged as spam and sending too many emails while providing a better experience to your clients the solution is simple: pick up the phone.

Customization of sales pitch decks and material

One of the key reasons Sales Engagement Platforms are so popular is their ability to customize at scale. You can send hundreds of emails while still giving more or less the impression they were written by a human – while in reality all the content is coming from a template.

When you are unable to send bulk emails, you also lose your ability to customize at scale.

A solution here is to create personalized and customized sales material at scale based on unique attributes of your clients or leads. This personalized is important given it will lead to 35% more conversions and 40% more revenue.

You can either choose to do this personalization manually, or use a free tool like SlideFill to create thousands of decks in just 3 clicks.

By doing so you will still get the positive effects while not being fully reliant on emails as we will see in the last section.

3. Example of Creating Sales Pitch Decks and Material at scale
© SlideFill 2023

Sharing data-driven content and documents

The benefit of creating personalized content, similar to custom emails, is that you can share it directly with leads or existing clients without the need to send an email. 

When you share a document, your clients will receive an email but this email is not coming from your domain. It’s coming from Google directly – leading to lower bounce rates, higher open rates and no additional spam complaints. 

It’s an easy trick to keep engaging with your clients ‘over email’ while not sending emails directly from your website. You can either use it to provide clients with personalized insights, tips, recommendations, invitations or to inform them about new products – e.g. all communication for which you normally use an email. 

SlideFill allows you to directly share with multiple users from the tool itself.

Frequently Asked Questions

Before you head to the conclusion of this article, you can find answers on frequently asked questions related to the new Gmail Protection Policy and Revenue Operations.

What can I do with SlideFill?2024-03-27T05:35:13+00:00

What can I do with SlideFill? You can save hours creating data-driven content at scale!

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• 𝗥𝗲𝘃𝗲𝗻𝘂𝗲 𝗢𝗽𝗲𝗿𝗮𝘁𝗶𝗼𝗻𝘀: Refresh data-driven weekly business reviews decks with up to date metrics and reduce the cost of your reporting team.

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Find more answers related to what SlideFill is

Discover all frequently asked questions and answers about What SlideFill Is.

What is bulk sender from Google or Yahoo?2023-12-14T14:39:50+00:00

Google and Yahoo are implementing a new protection policy in order to reduce spam and cold emails from organizations. Organizations will need to adhere to the new protection policy in order to prevent being blocked by Google or Yahoo. The new rules will restrict the ‘bulk sender’ capabilities for both commercial and free users of the email providers.

bulk sender is defined as an organization sending 5,000 or more messages and emails each days to email addresses in the Google and Yahoo network – which means any email send to addresses managed by Google or Yahoo.

  • The limitation of 5,000 emails will apply for your whole organization (e.g. all emails send by your domain).
  • The limitation is enforced regardless the platform you use (e.g. Outreach, Groove, Salesloft, …)
  • The limitation is applicable regardless of the type of emails
    • Normal emails
    • Marketing emails (newsletter, product updates etc.)
    • System emails (password resets, welcome emails etc.)

It’s highly recommended to follow the best practices as outlined in our Gmail Protection Policy Guide.

What is the new Gmail Protection Policy?2023-12-26T10:21:23+00:00

The new Gmail Protection Policy is a measure implemented by Google to prevent spam and ensure that organizations send only relevant and wanted emails. It limits the daily email sending capacity of organizations to 5,000 emails to the Google or Yahoo network. This policy is designed to improve email communication by reducing the volume of unsolicited or irrelevant emails that recipients receive, ultimately enhancing the overall email experience for users.

On the flip side of the coin, the new policy will negatively impact organizations using email as their primary way to communicate with clients. Businesses will be forced to find alternatives such as sharing presentations directly, using alternative ways to connect with clients or going back to calling customers in virtual or phone meetings.

Want to know more about: Impact Gmail Protection policy on bulk sending sales emails

Understand how to prevent your sales organization getting impacted by the new policy from Yahoo and Google. Read the “Impact Gmail Protection policy on bulk sending sales emails?” guide.

Find more answers related to the Gmail Protection Policy

Discover all frequently asked questions and answers about the Gmail Protection Policy.

How to prevent being blocked by the new Gmail Policy?2023-12-26T10:21:15+00:00

To prevent their emails from being blocked under the new Gmail and Yahoo Protection Policy, organizations can take several proactive measures. Firstly, they should authenticate their emails to verify their legitimacy and improve deliverability. You can do this by leveraging DKIM and DMARC in order to signal that emails are coming from your organization.

Additionally, enabling easy unsubscribe options in their emails can help maintain a positive sender reputation and reduce the likelihood of emails being marked as spam. Furthermore, ensuring that the emails being sent are relevant and wanted by the recipients is crucial to compliance with the policy and maintaining a positive sender reputation. Options such as double opt-in can help your organization to build a list of subscribers that is willing to receive your newsletters or sales emails.

Want to know more about: Impact Gmail Protection policy on bulk sending sales emails

Understand how to prevent your sales organization getting impacted by the new policy from Yahoo and Google. Read the “Impact Gmail Protection policy on bulk sending sales emails?” guide.

Find more answers related to the Gmail Protection Policy

Discover all frequently asked questions and answers about the Gmail Protection Policy.

What are effective strategies for Gmail policy email limitations?2023-12-26T10:21:08+00:00

Despite the email limitations imposed by the new Gmail Protection Policy, there are several effective strategies that organizations can employ to reach clients. One approach is to pick up the phone and engage in direct communication with clients, which can be more personal and impactful than email. Customizing sales pitch decks and material to resonate with the specific needs and preferences of clients can also enhance the effectiveness of outreach efforts.

Sharing data-driven content and documents can provide valuable insights and information to clients, demonstrating expertise and adding value beyond traditional email communication.

Want to know more about: Impact Gmail Protection policy on bulk sending sales emails

Understand how to prevent your sales organization getting impacted by the new policy from Yahoo and Google. Read the “Impact Gmail Protection policy on bulk sending sales emails?” guide.

Find more answers related to the Gmail Protection Policy

Discover all frequently asked questions and answers about the Gmail Protection Policy.

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What’s next for you

If you are worried about the new Gmail Protection Policy and your ability to bulk send sales emails, you should start working today to lay the foundation allowing you to keep engagement up with your clients.

You will want to focus on these three key areas:

1. Get the basic rights: authority and unsubscribe

Make sure your domain is authorized via DKIM and DMARC and add these as DNS records on your server. Ask IT to help if necessary. Allow clients to unsubscribe from your email communications in every single email.

2. Understand best practices to keep on using emails

When you want to keep on using email as your main engagement source, try to gather company emails instead of personal emails. Focus on double opt-in to get the highest engagement rate and retain from bulk sending emails through segmentation, frequency capping, batching and monitoring.

3. Use better performant alternatives to email

Start using alternatives to email. Go back to old school by picking up the phone and calling your clients. Create personalized content at scale and share documents directly with clients in order to drive marketing, sales, attendance and client actions driving profit for your business.

Looking for more ways to increase profitability?

Download our free eBook:

Revenue Operations Explained: 7 Proven RevOps Strategies to Decrease Cost and Increase Revenue

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This article does not contain any promotional or paid placements.
Views are personal and not affiliated to employers.
No generative AI was used to write the article.
All examples are illustrative and fictional.

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