With more than 1.8 billion active users worldwide and nearly 30% market share, the efficiency and simplicity of Gmail for everyday communication is undeniable. It’s a good option for sending emails to individuals or small groups of contacts. However, if you’re thinking of sending bulk emails to a relatively large recipient list or launching digital marketing campaigns, it’s important to consider other options.
Although it may initially seem like a cost-effective alternative, relying on Gmail for mass mailings can present limitations that affect the development of your communications in the medium and long term, due to the following limitations:
Limit of 500 shipments per day Disadvantages of sending mass
With a standard Gmail account, you can only send and receive a maximum of 500 emails in a 24-hour period. The number of recipients for a b2b email list mass email is also limited to 500. Small businesses with a growing contact list will quickly reach this 500-subscriber threshold. If this happens unexpectedly, you may have to separate lists and spread email campaigns over several days, which is tedious and time-consuming.
Those who need to exceed this limit can subscribe to the paid Google Workspace service (formerly known as G Suite), which increases the limit to 2,000 recipients and 2,000 emails per day. This expansion can make it easier to manage larger email marketing campaigns, but it still imposes restrictions that could be limiting for companies with large communication volumes.
Limited deliverability Disadvantages of sending mass
Sending bulk emails from a Gmail account can jeopardize the deliverability of your campaigns—that is, the receipt of your emails in your recipients’ inboxes. Since free email providers are designed for personal use, attempts to send bulk emails 5 ecommerce trends to increase your site’s revenue in 2025 are often interpreted as suspicious activity. Therefore, with Gmail’s new sender requirements, all bulk emails from a
Additionally, using a free email address for business communications can negatively impact your brand’s professionalism and credibility. In email marketing campaigns, a dedicated domain (such as [email protected]) strengthens your sender reputation and increases the chances of your messages successfully reaching your contact list, avoiding spam filters.
Less intuitive customization
Gmail offers a mail merge feature , which allows you to send personalized bulk emails with labels like @firstname, @lastname, etc. This feature, available on Google Workspace plans, allows you to link Google spreadsheets to variables in Gmail. However, this process can be less intuitive and more limited than with other specialized tools.
Specific email marketing platforms integrate brazil data personalization with the contact database, without the need to create ad hoc mail merge tables. This allows for a wider variety of customizable variables and makes it more intuitive, making it easier to create even more relevant messages for each recipient.
There is hardly any automation
The only automation option Gmail offers is the “Schedule Send” button, which allows you to send a pre-written email at a specific date and time.