September 12, 2025

New rules for bulk email: what do Google, Yahoo and Microsoft bring?

Starting in 2024, the world of email marketing is changing. Google, Yahoo, and now Microsoft are introducing stricter rules for bulk senders. If you send newsletters, sales offers, or transactional emails in large volumes, you definitely won’t want to miss this.

1. Authentication is now a given

Starting in February 2024, Google and Yahoo began requiring all bulk email senders to have SPF, DKIM, and DMARC properly configured. Microsoft followed suit with its own rules in April 2025.

What does that mean in practice?

SPF specifies which servers are allowed to send emails on behalf of your domain.
DKIM adds a digital signature to emails to verify their authenticity.
DMARC It specifies what should happen if an authentication message fails—and helps protect your reputation.

If you don't have these records set up, your emails may be rejected or end up in spam. And starting in May 2025, this will also apply to Microsoft.

2. Spam score below 0.10: % or a problem

Google now requires that the spam rate for your emails be less than 0.10 %.

If you consistently exceed 0.30 % over the long term, expect to start receiving warnings or even be blocked outright.

What should we do about it?

Get rid of inactive contacts.
Segment your audience and send relevant content to the right target audience.
Use the Preferences Center, where users can set the frequency and type of communication themselves.

3. Easy logout? A must.

Marketing emails must include a one-click unsubscribe option. Google now actively requires this, and any attempt to circumvent this requirement could harm your domain.

Starting in July 2025, Google will also be introducing a “Manage Subscriptions” feature in Gmail, where users will be able to view and manage their newsletters in bulk. This places greater emphasis on transparent and ethical communication.

4. Microsoft: A Tough Stance on Bulk Senders

Microsoft (Outlook.com, Hotmail, Live) as of May 5, 2025:

Blocks emails from unverified domains
Requires SPF, DKIM, and at least DMARC with a p=none policy
Introduces a limit of 2,000 messages per day to external addresses (for Exchange Online starting in 2025)

If you use Exchange Online and send a lot of emails, you should switch to a different infrastructure (such as Azure Communication Services).

5. Email Is No Longer Enough: Multichannel Is the Way to Go

These changes lead to one clear conclusion: email marketing cannot work on its own.

Integrate push notifications, SMS, and social media
Tailor your communication to each specific customer across all channels
Take advantage of ABM campaigns that combine personalized emails with display ads and social media

As Natalie Jackson of CBIZ says:

“Email can no longer exist in isolation. Without integration with other channels, we’re missing out on crucial insights into customer behavior and the impact of our activities.”

What to Do Now (Even If You Already “Have Everything”)

Check and update SPF, DKIM, and DMARC
Monitor your spam score (e.g., in Google Postmaster Tools)
Set up the Preferences Center
Verify that all teams (including Sales) are sending emails through the correct domain
Get Ready for Gmail's "Manage Subscriptions" Feature
Think about your overall communication strategy—don't let email be just a lone island

Conclusion

These aren’t just cosmetic changes. This is the new reality of email marketing in 2025 and beyond. Those who adapt will have an advantage—not only in deliverability, but also in brand perception and customer trust.