If you send marketing emails, newsletters, or even client updates, there’s a big change you need to know about. Starting in early 2024 and continuing into 2025, both Microsoft and Google (including Gmail and Gsuite) began rolling out stricter rules to prevent spam—and that means even your legitimate emails might land in spam folders if you’re not set up properly.
These changes impact everyone from small business owners to large marketing teams. If you’ve noticed your email open rates dropping or clients saying they didn’t receive your messages, this may be why.
Let’s break down what’s happening, why it matters, and how to fix it.
What’s Changing (and Why)
Email providers like Microsoft (Outlook.com, Hotmail, Live.com) and Google (Gmail and Gsuite) are cracking down on spam. They’re requiring senders to prove their emails are safe and authentic.
This isn’t just about spammers or mass email marketers anymore. Even legitimate businesses and nonprofits are getting caught in the crossfire if they haven’t set up their email properly.
These new rules include:
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Authentication protocols (SPF, DKIM, DMARC) must be in place
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Easy unsubscribe options in every email
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Clean email lists (i.e., no sending to inactive or fake addresses)
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Clear sender identities (no “noreply@” trickery or shady domains)
If your emails don’t meet these new standards, they might be sent straight to spam—or blocked entirely.
Who Needs to Pay Attention?
Are you sending marketing emails through platforms like Mailchimp, Constant Contact, or HubSpot?
Do you email a lot of clients or leads using your domain (like info@yourcompany.com)?
Then yes—this applies to you.
If you’re sending more than 5,000 emails a day, Microsoft now requires these protocols. But here’s the thing: even if you’re sending fewer emails, Gmail and Outlook may still flag or filter your messages if they’re not properly authenticated.
So don’t wait until there’s a problem. It’s smart to fix this now.
What Are SPF, DKIM, and DMARC? (No Jargon, Promise)
Okay, so these terms sound like a jumble of alphabet soup. Here’s what they actually mean—without the tech-speak:
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SPF: A digital guest list. It tells email providers which servers are allowed to send email from your domain (like yourcompany.com).
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DKIM: A security seal. It signs your emails like a wax seal to prove they haven’t been tampered with during delivery.
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DMARC: Your instructions. It tells Gmail or Outlook what to do if a message fails the SPF or DKIM checks (like send it to spam or reject it).
Think of it like this: Without these in place, your emails are showing up to someone’s inbox with no ID. With them, they’re showing a passport.
Why Gmail and Outlook Are Doing This
According to Google, Gmail blocks nearly 15 billion unwanted emails every day. Microsoft has similar numbers.
To keep inboxes safe and reduce phishing scams, both companies are now demanding that businesses prove their messages are legit.
Starting February 2024, Gmail began enforcing these rules. Microsoft followed suit in May 2025. If your emails don’t pass their security checks, they won’t be treated kindly.
What Could Go Wrong?
If you don’t update your email settings:
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Your emails may start landing in junk or spam folders.
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Email campaigns may have lower open rates, and you won’t know why.
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Important messages to leads or customers might never be delivered.
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Your domain could get flagged as suspicious, hurting your overall deliverability.
How to Fix It
Even if this sounds complicated, the fix is pretty straightforward—especially with help from your domain registrar, website host, or marketing team.
1. Set up SPF, DKIM, and DMARC
Talk to your IT provider, web developer, or email platform (like Mailchimp). These records are added through your domain settings (like GoDaddy, Google Domains, etc.).
2. Make sure people can unsubscribe
It’s not just polite—it’s legally required. All marketing emails should have a working unsubscribe link.
3. Use a real email address
Avoid “noreply@” addresses. Use a real inbox that someone can reply to.
4. Clean up your email list
If someone hasn’t opened your emails in months, remove them. Fewer, more engaged contacts are better than more who never click.
5. Check your email platform
Most platforms (like Mailchimp, ConvertKit, etc.) now include built-in tools or alerts if you’re not in compliance. Use them.
Need Help?
If you’re unsure whether your domain is set up correctly, tools like Google Postmaster Tools or MXToolbox can help check your authentication.
Or, if you’d rather not deal with the tech headaches, we can help audit your setup and make sure your emails land where they belong: the inbox.
Final Thoughts
This isn’t a glitch or a phase—it’s the new standard. Microsoft and Google are pushing hard to make email safer for everyone. If your business relies on email for leads, sales, or support, it’s time to adapt.
Email deliverability is just like SEO—it doesn’t matter how great your content is if no one sees it.
Let’s make sure your messages get delivered, seen, and opened.
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