Email Bulk Sending Rules Leave Half of European Businesses Concerned About Deliverability

The Sinch Mailjet Report reviews new sender requirements and what you can do to improve your brand's email strategy

STOCKHOLM, SWEDEN - April 10, 2025 - Sinch (Sinch AB (publ) – XSTO: SINCH), which is pioneering the way the world communicates through its digital Customer Communications Cloud, today published its Sinch Mailjet Report “Navigating email deliverability in 2025”. Based on Sinch Mailjet - Sinch’s globally trusted email marketing solution for smart, distributed teams - the report shows that  37% of 1,100 global participants said they were still unaware of the bulk email senders requirement from email service providers even a year after they came into force. And, over half (52%) of European respondents are also concerned about their ability to meet these requirements and reach customers’ inboxes successfully. 

The Sinch Mailjet report highlights the preparedness level of European businesses to adapt to new requirements set by email providers like Yahoo Mail and Google Gmail. These include maintaining a spam complaint rate below 0.3%, enabling one-click unsubscribe functionality, and implementing email authentication protocols including SPF, DKIM, and DMARC.

Prioritising a healthy contact list is no longer optional

The survey reveals that most businesses identify staying out of spam folders, avoiding email block lists, and reducing bounce rates as the top three challenges in email marketing. 

Despite this pressure, nearly half (47%) of European businesses are not using a double opt-in process to confirm consent when adding new contacts to their marketing and transactional distribution lists. This lack of verification increases the risk of customer frustration, potentially leading to higher spam complaints and higher unsubscribe rates. 

The report also reveals that 67% of European respondents do not implement a sunset policy to periodically remove or segment unengaged email subscribers. Additionally, over 62% of businesses are either unsure or unaware of the reasons behind email bouncebacks, meaning they cannot maximise their email marketing potential. 

The issue is further exacerbated by the fact that 80% of European businesses do not use any tools to monitor their sender reputation with major mailbox providers. This leaves them blind to opportunities to enhance their email strategies, improve deliverability, and optimise the customer experience. More importantly, it puts their brands at risk of being flagged as spam, undermining trust and engagement with their audience.

“Email remains the backbone of digital communication between brands and consumers, with over 347 billion emails sent and received daily worldwide,” said Andrea Topping, Vice President of Product Management for Sinch Mailjet. “The gaps identified in our report are not roadblocks—they’re clear calls to action. With the right tools and a few straightforward practices, it’s entirely possible to meet quality standards, improve deliverability, and strengthen audience trust—while unlocking better engagement and conversion  along the way.” 

To learn more about the new sender requirements and what you can do to improve your brand's email strategy, download the Sinch Mailjet report.

About Sinch:   

Sinch is pioneering the way the world communicates. More than 175,000 businesses – including many of the world’s largest tech companies – rely on Sinch’s Customer Communications Cloud to improve customer experience through mobile messaging, voice, and email. Sinch has been profitable and fast-growing since it was founded in 2008. It is headquartered in Stockholm, Sweden, with shares traded at NASDAQ Stockholm: XSTO:  Sinch. Learn more at www.sinch.com.

About Andrea:

Andrea Topping is Vice President of Product at Sinch Mailjet, based in Boston, Massachusetts. With over 20 years of experience across SaaS, marketing, and management, she builds tools that facilitate effective communication through email, the highest ROI channel.

At Mailjet, Andrea leads product strategy and development for one of the most widely used email platforms in Europe. She specializes in translating market insights and user needs into accessible, scalable solutions that enable smart teams to create and deliver impactful communications. Andrea has led cross-functional teams to improve business outcomes at Sinch, Kantar, Innovative Interfaces, Cengage, Elsevier, and Kaplan.