Photo by Kai Wenzel on Unsplash

Imagine your prospect’s inbox is a fortress…

And Google is the guardian of the fortress and the kingdom. It ensures the inbox doesn’t turn into a chaotic battlefield. Now, imagine you (an SDR) as a player armed not with swords and arrows, but with well-crafted emails.

Some are infiltrating the fortress, while others disappear in the ‘spam’ sea. This goes on for a while when suddenly Google (the guardian) decides to set a cap on the number of arrows (emails) you can shoot each day. 

It’s like putting a limit on the number of arrows a player can use; otherwise, the game becomes too easy, right?

But why did Google do that? Let’s understand what this ‘change’ is and why it’s crucial- a bit deeper.  

Cracking down on spam: Google’s October 2023 update


Yes, this is what it’s all about. 

ESPs have rolled out a hefty update targeting various reported spam types across languages. 

The focus is to eliminate various reported spam types across all languages. The ultimate goal? To deliver more valuable and relevant messages.

The rule is crystal clear: Stick to the policies or face consequences. 

Starting Q1 2024, Google will block organizations sending over 5,000 emails per day with complaint rates over 0.3%.

Facing an overflow of tools fixated on quantity, email service providers (ESPs) are reevaluating their game. 

The issue is – too many tools prioritizing email volume over quality interactions. 

And the remedy is – A shift towards emphasizing quality over quantity.

Is outbound a lost cause?


The ‘spray and pray’ approach is outdated.

Success lies in strategic moves – carefully curated prospect lists, writing concise yet impactful emails targeting to solve the prospect’s pain, and personalized interactions.

It’s not about the volume; it’s about the value of each communication.

How to keep emails away from spam?

  • Email authentication – Set up SPF and DKIM email authentication for your domain to shield against phishing attacks.
  • Honor your user’s preferences – Make it easy for recipients to opt-out by incorporating a clear and accessible unsubscribe link in your emails. Transparency and simplicity in this process not only comply with regulations but also boost trust.
  • Strategic inbox usage – Segment your emails across multiple inboxes. This helps spread the email-sending volume between inboxes and reduces the chances of any single inbox being impacted by deliverability problems.
  • Domain warmup –  Begin by sending a small volume of emails, progressively increasing over time to establish a positive sender reputation. This gradual approach allows email providers to get to know you, building trust in your sender identity.

To help you with the technical setup, we have prepared this cold email checklist. Check out the blog to understand the nitty-gritty of email outreach.

Key takeaways

  1. Google’s update
    1. Starting Q1 2024, organizations sending over 5,000 emails per day with complaint rates over 0.3%, will carry a risk of being blocked. 
  2. Move from quantity to quality
    1. To avoid getting blocked, move from a volume-focused strategy to a quality-focused strategy. 
  3. Better Deliverability
    1. Segment emails across multiple inboxes to distribute volume and reduce the risk of deliverability issues.
    2. Gradually increase email volume over time for a positive sender reputation, building trust with email providers.

Simply put- Keep yourself updated with ESP’s rules, prioritize quality, and use smart strategies to navigate challenges.