Gmail permanent traffic/reputation error
Fix Gmail 550 5.7.28 unsolicited email blocking
Gmail uses 550 5.7.28 when it detects an unusual rate of unsolicited email from the sending IP. This is a traffic, consent, security, and reputation incident—not a single DNS record to replace.
Gmail reports:
550 5.7.28 There is an unusual rate of unsolicited email originating from your IP address.
The 550 result is permanent for this message. Do not resend unchanged traffic.
Immediate containment
- Pause the affected stream.
- Check for compromised accounts, forms, API keys, or open relay.
- Separate transactional and marketing traffic.
- Suppress hard bounces, complaints, and unsubscribed recipients.
- Review recent volume and content changes.
Recovery
- Establish a legitimate opt-in source for every recipient.
- Fix the compromise or acquisition problem.
- Keep authentication and one-click unsubscribe compliant.
- Resume only wanted traffic gradually.
- Use Postmaster Tools and provider support evidence where available.
Frequently asked questions
What does Gmail 550 5.7.28 mean?
Gmail detected an unusual rate of unsolicited email from the sending IP and blocked the message.
Should I resend the same campaign?
No. Stop and investigate consent, complaints, list hygiene, compromise, traffic changes, and sender reputation first.
Will a DNS Fix Pack clear the block?
No. Authentication hygiene is important, but it does not remove a receiver reputation or unsolicited-volume block.
Related email diagnostics
Primary sources: Gmail SMTP errors and codes and Google email sender guidelines.