Why are my emails going to the promotions tab in Gmail? - Knowledge Base

Summary

For small websites sending transactional emails, implementing DMARC may be overkill and could potentially cause issues; prioritize configuring SPF and DKIM records correctly and monitoring IP reputation using online tools. If an IP block occurs, reputable third-party email sending services like SendGrid, Mailjet, Mailgun, Amazon SES, Postmark, and PostageApp provide cost-effective alternatives, often with free tiers or pay-as-you-go options, leveraging their established infrastructure and IP reputation. Gmail's SMTP server is another free alternative, but sending limits must be observed to avoid being flagged as spam. Explore cheaper SMTP relay services and DigitalOcean for setting up your own SMTP server, noting the technical expertise required. Monitoring sending reputation and avoiding OVH's IP space due to its poor reputation are also essential.

Key findings

DMARC Complexity: DMARC, while useful, can be complex and potentially problematic for small senders; focus on deliverability fundamentals first.
SPF/DKIM Paramount: Proper SPF and DKIM configuration are essential prerequisites, reducing the immediate need for DMARC.
IP Reputation Matters: A good IP reputation is crucial for email deliverability; monitor and address any blacklist issues promptly.
ESP Alternatives: Reputable ESPs like SendGrid, Mailjet, Mailgun, Amazon SES, Postmark, and PostageApp offer cost-effective alternatives to manage deliverability after IP blocks.
Free Options Exist: Gmail SMTP provides a free option but with sending limitations; Sendinblue and Mailjet offer free tiers with daily sending limits.

Key considerations

Scalability Needs: Evaluate your email volume and choose a solution that can scale with your business needs.
Technical Expertise: Setting up and maintaining your own SMTP server requires significant technical expertise and ongoing maintenance.
Third-Party Reliance: Using third-party ESPs places reliance on their infrastructure and policies; choose providers carefully.
Monitoring and Alerting: Implement robust monitoring and alerting to detect and respond to deliverability issues promptly.
Cost Analysis: Thoroughly analyze costs associated with each solution, including setup, maintenance, and usage fees.

What email marketers say

12 marketer opinions

For small websites sending transactional emails, DMARC may be overkill initially; focusing on SPF and DKIM setup and monitoring IP reputation is crucial. If IP reputation issues arise, cost-effective alternatives like Sendinblue, Mailjet, Amazon SES, SendGrid, Mailgun, and Postmark offer free or affordable plans with better deliverability. Gmail's SMTP server is another free option but has limitations. Monitoring IP reputation and exploring cheaper SMTP relay services are also recommended. Setting up your own SMTP server with DigitalOcean is an option, but requires more technical expertise.

Key opinions

DMARC Complexity: DMARC provides robust protection, but may be overkill for small businesses. Focus on SPF and DKIM initially.
IP Reputation is Key: IP reputation significantly impacts deliverability. Monitor and address any issues promptly.
Cost-Effective Alternatives: Sendinblue, Mailjet, Amazon SES, SendGrid, Mailgun, and Postmark provide affordable or free plans for transactional emails.
Free Gmail Option: Gmail SMTP server can be used for free, but has limitations on sending volume and deliverability.

Key considerations

SPF and DKIM Configuration: Ensure SPF and DKIM records are correctly set up before considering DMARC implementation.
Monitoring Needs: Assess specific security and deliverability needs before implementing DMARC.
Alternative Selection: Evaluate sending volume, features, and deliverability when choosing an alternative email service.
Technical Expertise: Setting up a custom SMTP server requires more technical knowledge and ongoing maintenance.

Marketer view

Marketer from Email Geeks recommends Postmark, PostageApp, and Amazon SES as reasonable cost-wise and good quality alternatives for sending emails.

16 May 2025 - Email Geeks

Marketer view

Email marketer from Neil Patel's Blog explains that while DMARC offers robust protection, it might be overkill for very small businesses with limited email volume, especially if they're just sending transactional emails. Focus on SPF and DKIM first.

11 May 2024 - Neil Patel's Blog

What the experts say

5 expert opinions

For small websites sending transactional emails, DMARC might be unnecessary and potentially problematic. Prioritize configuring SPF and DKIM correctly, using aligned From: headers. If your IP is blocked, consider reputable third-party email sending services like SendGrid, Mailjet, and Mailgun for their established infrastructure and IP reputation. Alternatively, Gmail can be a reasonable free option. Avoid OVH's IP space due to its poor reputation.

Key opinions

DMARC Not Always Needed: DMARC isn't always necessary for small senders and might cause issues.
SPF/DKIM First: Prioritize correct SPF and DKIM configuration.
Reputable ESPs: Consider reputable ESPs like SendGrid, Mailjet, and Mailgun if IP is blocked.
Gmail as Free Option: Gmail can be a reasonable free option.
Avoid OVH: OVH's IP space has a poor reputation.

Key considerations

Cost vs. Complexity: Weigh the cost of third-party services against the complexity of managing your own infrastructure.
Deliverability Fundamentals: Focus on deliverability fundamentals like proper authentication before implementing complex solutions.
Infrastructure & Reputation: Leverage the established infrastructure and IP reputation of reputable email sending services.
Scalability: Consider the scalability of free options like Gmail as your email volume grows.

Expert view

Expert from Email Geeks suggests that Gmail would be a reasonable free option for sending outbound emails, unlikely to be blocked for this setup.

8 May 2024 - Email Geeks

Expert view

Expert from Email Geeks explains that for a small website sending a couple hundred transactional emails, DMARC is not needed and will likely break things. Recommends using DKIM and SPF aligned From: header instead.

8 Aug 2022 - Email Geeks

What the documentation says

4 technical articles

DMARC enhances email security by building upon SPF and DKIM, allowing domain owners to define how to handle authentication failures. AWS SES provides a cost-effective, pay-as-you-go solution for transactional emails. Monitoring your sending reputation is crucial; if blocked, switch to a dedicated IP or a reputable ESP. Gmail SMTP can be used, but adhering to sending limits is essential to avoid spam flagging.

Key findings

DMARC Enhances Security: DMARC improves email security by building on SPF/DKIM, preventing spoofing and phishing.
AWS SES Cost-Effective: AWS SES offers a pay-as-you-go service for transactional emails.
Monitor Reputation: Monitoring sending reputation is crucial to avoid IP blocks.
Gmail Limits: Gmail SMTP usage requires adhering to sending limits to avoid spam flagging.

Key considerations

DMARC Setup: Properly configure SPF and DKIM before implementing DMARC for effective email authentication.
SES Integration: Consider integration with other AWS services when using AWS SES.
IP Block Response: Have a plan for switching to a dedicated IP or ESP if your IP is blocked.
Gmail Compliance: Understand and adhere to Gmail's sending limits and best practices.

Technical article

Documentation from Google Workspace explains that using Gmail SMTP for transactional emails is possible, but it is important to adhere to Google’s sending limits to avoid being flagged as spam.

12 Apr 2022 - Google Workspace Admin Help

Technical article

Documentation from AWS SES explains that Amazon SES is a cost-effective email sending service suitable for transactional emails. It offers pay-as-you-go pricing and integrates well with other AWS services.

14 Jun 2023 - AWS Documentation