Gmail officially claims that with a regular Gmail account you can send 500 emails/day and with a G Suite account you can send 2,000 emails/day. In fact, I’ve even claimed that with GMass, if you’re a G Suite user, you can send a 10,000 recipient campaign, where GMass will evenly distribute the campaign at 2,000 emails/day for 5 consecutive days.
So if you’re using GMass, you should be able to send 60,000 emails/month (2,000/day x 30 days in a month) from a single G Suite account, right? As it turns out, that usually isn’t the case.
In working with over 700,000 accounts in our lifetime, we’ve noticed that Google often throttles the number of emails a particular account can send based on a variety of factors, including:
- How old the particular Gmail or Google apps account is (the older, the better)
- How many conversations exist in the account (may existing conversations are better)
- Whether the account has sent mass emails before (if it has, then you’re better off)
- The content of the mass emails (non-spammy content)
- The bounce rate of the overall account (the lower the better)
We don’t have exact rules on how Google decides how many emails an account can send at a particular time, but here’s what we’ve observed:
- A new Gmail account (ending in @gmail.com or @googlemail.com) with no history has very limited sending ability. Sometimes you are limited to 10 emails right when the account is created.
- A new G Suite account, where the organization itself is new to G Suite, also has very limited sending ability.
- A new G Suite account, where the organization has a history with G Suite, can send near the 2,000 emails/day limit almost right away
Campaign Data From the Last 24 Hours
Have a look at some live campaign stats from the last 24 hours. This data is updated daily.
|Campaigns Sent from Gmail Accounts:||9,084|
|Campaigns That Hit Limits Prematurely:||146|
|Campaigns That Hit Limits Prematurely that were Rerouted over SMTP:||0|
|Campaigns Sent from G Suite Accounts:||23,812|
|Campaigns That Hit Limits Prematurely:||108|
|Campaigns That Hit Limits Prematurely that were Rerouted over SMTP:||0|
6 ways we break your limits
A brief history of how we’ve overcome Gmail’s limits
For a long time, the biggest frustration amongst GMass users was hitting Gmail’s sending limits and receiving a flurry of “You have reached a limit for sending mail” bounce messages in the Inbox. To address this, we built the distributed scheduling feature, where you can send large campaigns of 10,000 recipients or more, and GMass will spread it evenly over a number of days, so as to not exceed your daily sending quota.
This technique proved to have its limitations, however, because Gmail doesn’t always allow you to send your full account limits.
To further address this, GMass added the option of being able to set an outside SMTP server with your account, such that you could still use GMass and Gmail to launch your email campaigns, but the emails would actually be sent via a third party sending service rather than by Gmail directly. From the user’s standpoint, however, everything would still look and feel the same: the emails would still show up in your Sent Mail folder, and everything from opens and clicks to bounces and replies would still be tracked.
For our non tech-savvy users, however, signing up for a third party SMTP service and connecting it to GMass was frustrating and difficult. To address that frustration, we made it possible for users to use our internal SendGrid account. We created an application process for “good” senders where we would connect their GMass account for them to our internal SendGrid account, so the user could skip the technical details and just send.
Still though, this requires “work” on behalf of the user, because the user has to
- Apply to use our SMTP server.
- Wait for approval from us.
- Remember to choose the “SendGrid” option instead of the “Gmail” option in the GMass Settings box.
The Six Ways
There are six ways we can help you get around the gmail.com limits of 500/day and the G Suite limits of 2,000/day.
- Distribution over multiple days
If your campaign hits its limits and never sends over SMTP, we will simply distribute the email volume over multiple days until all emails are sent. This is the simplest way to circumvent the limits.
- Accounts with high GMass reputations
If your account has a high reputation with us, meaning it’s long-standing and your deliverability metrics are good, we might “push” the remainder of your campaign through our internal SMTP server (SendGrid) if you hit your account’s limits. For example, if you’re sending a 5,000 person campaign, and your account sends the maximum of 2,000/day, after the first day when 2,000 emails are sent natively through Gmail, our algorithm might select your campaign to send the remaining 3,000 emails instantly over our SMTP server. (You also have the power to turn this re-routing off.)
Additionally, if your campaign hits your Gmail limits earlier than expected and starts generating bounces, as is often the case with new Gmail accounts with little history with Google, we might also select your campaign to be pushed through our internal SMTP server.
- Accounts connected to their own SMTP servers
You can connect your own SMTP server to your GMass account, and then using your Gmail account with the GMass Chrome extension, you can send virtually unlimited emails this way, using the Gmail interface. This feature allows you to send an unlimited number of emails from your Gmail account.If you connect an SMTP server to your account, you can then choose which campaigns are sent natively vs which are sent via the SMTP server. You can also set your account so that when you send natively over Gmail, if you hit a limit, the remainder get rerouted to the SMTP server you connected.
- Campaigns can be hand selected to be rerouted
If you don’t connect an SMTP server and your campaign hits its limits and it’s not automatically selected by our algorithm to push the remainder over SMTP, our support personnel might hand pick your campaign to finish sending over SMTP if it’s of a non-commercial nature.
- Request that your campaign be rerouted over SMTP (new as of February 2021)
If your campaign hits a sending limit, you can click a link to request that our staff review your campaign to see if it’s eligible to be pushed out over one of our internal SMTP providers like SendGrid or Mailgun.
- Break Gmail’s limits naturally
Finally, sometimes you can break your own account limits just by trying. The 500/day and 2,000/day for Gmail and Google Workspace accounts, respectively, doesn’t always hold true. Sometimes Google will give you more than the standard limits. If your campaign is close to finishing but GMass stops it from finishing because of the limit, we’ll also give you a link to click to ignore Gmail’s limit and send it anyway, naturally through your Gmail account, and not through an external SMTP server. For example, if you’re a Google Workspace user and you send a campaign to 2,100 people, and we stop sending at 2,000 to respect your limits, you can try sending the remaining 100 right now. You can also choose to permanently ignore Gmail’s limits and in that case, for all of your campaigns, we’ll never stop them when they hit limits, unless we detect that Google is bouncing your emails because of the this.
Configure your settings for Gmail limits
In the Dashboard, you’ll find a section of the Settings called “Gmail Limits”.
Ignore Gmail limit: When enabled, GMass won’t stop your campaign at 500 emails/day (@gmail.com accounts) or 2,000 emails/day (Google Workspace accounts). If you haven’t specified a set number of emails to send per day in your campaign-level settings, meaning you want the maximum sent, GMass will keep sending natively through Gmail, unless it encounters “You have reached a limit” bounce at which point it will stop. Note that this is an account-level setting and applies to all campaigns. You can also leave this unchecked and decide to ignore Gmail limits only on certain campaigns.
Never reroute to the GMass SMTP server: When enabled, GMass will never reroute your campaign to our internal SMTP server (SendGrid) even if you bump up against your sending limits and you qualify to use our SMTP server. Instead we’ll simply push your campaign out 24 hours into the future when your account limits reset.
Reroute to my SMTP server: This setting only applies if you’ve connected an SMTP server to your GMass account. When enabled, if you send a campaign natively through Gmail instead of your SMTP server, and then you hit a sending limit, the remaining emails will be sent over your own SMTP server. A “sending limit” is defined as either a) starting to receive “You have reached a limit” bounces from Gmail or b) sending what your account naturally allows (500/day for Gmail or 2,000/day for Google Workspace). Note that this is an account-level setting and applies to all campaigns. You can also leave this unchecked and decide to reroute only certain campaigns to your SMTP server.
Pause campaign indefinitely if bouncing: If your campaign starts bouncing with over-limit bounces from Gmail, this setting will force the campaign to pause and stay paused until you manually resume it. This setting will prevent GMass from trying to send it again a few hours later.
Force multi-day campaigns to start at same time: Normally, campaigns that run into sending limits would be staggered so that a full 24 hour of space is provided between sends, in order to reset the sending quota. But if the goal is to send batches of emails at the same start time very day, this setting will override the default behavior. For more details, see the article on timing.
FAQ on rerouting emails to our SMTP server
What’s the secret formula to getting pushed through SendGrid?
We have a sophisticated and accurate way of determining whether a campaign is opt-in and should be rerouted through SendGrid.
What about the deliverability advantage of Gmail?
When GMass automatically pushes a campaign via SendGrid rather than Gmail, the email is no longer going through Gmail’s high deliverability servers, but our recent data shows that the IP of the sending server is less relevant than it used to be for email deliverability purposes.
Inbox placement has more to do with the actual sender, the domain’s reputation, and the content of the email, rather than the sending IP. Meaning, we’ve been noticing that if half of a 5,000 recipient campaign sends through Gmail, and the other half sends through SendGrid, the open rates for each batch of 2,500 are around the same.
However, to ensure that we’re not compromising your campaign’s deliverability by re-routing it through SendGrid, we’ll show you your campaign’s open rates, broken out into TWO groups — the chunk of emails sent natively via Gmail, and the the batch sent via SendGrid.
Here’s an example of what you’ll see in a campaign report:
I don’t want my email campaigns automatically pushed to SendGrid. How do I stop it?
You can set this in your Settings, and we’ll set your account to never use this new capability.
What happens when you try to send but you are over limit?
Using GMass, you’ll notice that Gmail will start bouncing the emails and the bounce notification will look like this:
What does GMass do when it detects that your account is over limit?
GMass looks for bounce notifications like the one shown above to determine if your account is over limit. In fact, while it’s sending your campaign, it’s also simultaneously monitoring for these bounces. If the bounces start to appear, and you are technically under the 500 or 2,000 limit, and your campaign isn’t being rerouted over an SMTP service, then GMass pauses your campaign for a few hours and tries to continue sending later. Learn more about timing.
Does GMass resend the emails that bounce due to limits?
Yes, GMass automatically resend the emails that have bounced with an over-limit message. In case this doesn’t work though, you can easily resend these emails after you determine that your account has more sending ability.
Special Privilege for G Suite Users
If you have a G Suite account, and you’ve reached your limit and are unable to send emails, you have the option of having your G Suite administrator “reset” your account. This is done through the G Suite Admin console. By resetting your account, your daily quota is immediately reset. This option, however, can only be used 5 times per year per account, so use this sparingly…only in situations where you’ve hit your limit and you absolutely need to send more email, whether it’s through GMass or person-to-person email with the regular Send button.
Does subscribing to GMass improve my ability to send?
Subscribing to GMass allows you to send more than 50 emails/day with GMass, but it doesn’t have any impact on your account’s reputation with Google and your sending limits with Google. It only has bearing on what you can do with GMass. If Google allows your G Suite account the full 2,000 emails/day, but you’re using a free GMass account, then you’re still limited to sending 50 emails/day with GMass. You could still, however, send 2,000 individual emails with the regular Gmail Send button though. Whether you have a free or a paid GMass account, your overall sending limit per day is the same and is determined by Gmail, not by GMass.
How many emails can I natively send with GMass and Gmail?
If you have a Gmail account with an excellent reputation, you’ll usually get your 500 email limit for the first 24 hours but only a subset of that for the second 24-hour period. Meaning, if you send 750 emails, where GMass sends the first batch of 450 now (so you have a buffer of 50), and the remaining 300 24 hours later, that usually works. Avoid sending 900 though, because then you would need your full sending ability during the second 24-hour period.
If you have a G Suite account with an excellent reputation, you’ll usually get the full 2,000 email limit for the first 24 hours but only a subset of that for the second 24-hour period. So, you can probably send 3,500 emails, where 1,950 go out the first day, and the remaining go out on the second day, but if you were to send 4,000 emails, you might get some bounces on the second day.
Breaking Gmail’s sending limits
We offer you the capability to “break” Gmail’s sending limits and send an unlimited number of emails through your Gmail account. It works by connecting your account to a third-party SMTP service like SendGrid. You still launch your email outreach campaigns from Gmail, just like normal, but your emails bypass Google’s servers and are sent via the third-party SMTP service instead. See the “six different ways” section above to learn how to circumvent limits.