Summary
The majority of sources, including marketers, experts, and documentation, agree that being on a blocklist negatively affects Gmail deliverability, primarily because it damages sender reputation. While Gmail's specific use of blocklists isn't explicitly detailed, a poor sending reputation (influenced by blocklist status) impacts inbox placement. The severity varies depending on the blocklist's reputation (e.g., Spamhaus vs. minor lists) and Gmail's policies. Crucially, blocklist inclusion is often a symptom of underlying sending practice issues like high complaint rates or spam-like content, making remediation of these issues paramount.
Key findings
- Negative Impact on Deliverability: Being on a blocklist generally decreases Gmail deliverability, leading to spam filtering or blocking.
- Damaged Sender Reputation: Blocklist inclusion harms sender reputation, a key factor in Gmail's filtering decisions.
- Severity Varies: The impact differs based on the blocklist's authority and Gmail's assessment criteria.
- Symptom of Underlying Issues: Blocklisting is often a consequence of problematic sending practices (e.g., spam complaints, poor list hygiene).
Key considerations
- Prioritize Sending Practices: Address and rectify any issues in your email sending practices that could lead to blocklisting (e.g., list cleaning, permission practices).
- Monitor Blocklist Status Regularly: Proactively monitor IP and domain reputation on key blocklists to identify potential issues early.
- Focus on Root Cause Resolution: If blocklisted, prioritize identifying and resolving the underlying issues that caused the listing, not just removing the listing itself.
- Optimize for Sender Reputation: Implement best practices to build and maintain a positive sender reputation, improving overall deliverability.
What email marketers say
10 marketer opinions
The consensus is that being on a blocklist generally negatively impacts Gmail deliverability, though the severity varies. While Gmail doesn't solely rely on blocklists, they contribute to a poor sender reputation, which directly affects inbox placement. Major blocklists have a more significant impact than minor ones. Addressing underlying sending practices that lead to blocklist inclusion is crucial for improving deliverability.
Key opinions
- Negative Impact: Being on a blocklist negatively affects email deliverability to Gmail users.
- Sender Reputation: Blocklists contribute to a poor sender reputation, influencing how Gmail filters emails.
- Variable Severity: The impact varies depending on the blocklist's reputation and Gmail's specific filtering algorithms.
- Underlying Issues: Blocklist inclusion is often a symptom of poor sending practices, such as high complaint rates.
Key considerations
- Monitor Sending Practices: Regularly review and optimize sending practices to avoid triggering blocklist inclusion.
- Monitor Blocklist Status: Actively monitor your IP address and domain on reputable blocklists.
- Address Root Cause: If listed, focus on identifying and resolving the underlying issues that led to the listing, not just removing the listing itself.
- Focus on Reputation: Focus on improving your sender reputation by sending quality emails to engaged users.
Marketer view
Email marketer from Litmus says that ISPs use your sender reputation to decide whether to deliver your messages, block them, or send them to the spam folder. Blocklists contribute to a poor sending reputation, making it less likely your email will land in the inbox.
29 Jul 2022 - Litmus
Marketer view
Email marketer from EmailToolTester explains that a good sender reputation is vital for deliverability, and being on blocklists damages this reputation, leading to emails being filtered as spam. Maintaining a clean sending reputation is key to avoiding blocklists and ensuring email delivery.
13 Aug 2021 - EmailToolTester
What the experts say
3 expert opinions
Experts generally agree that while blocklists can influence Gmail deliverability, the primary driver is sender reputation. Being on a blocklist is often a symptom of underlying issues with sending practices rather than the cause of deliverability problems. The impact of a blocklist depends on its reputation and Gmail's policies, but addressing the root cause of the listing is paramount for improving deliverability.
Key opinions
- Sender Reputation First: Sender reputation is the most significant factor in Gmail deliverability.
- Symptom, Not Cause: Blocklist inclusion is typically a symptom of poor sending practices.
- Blocklist Impact Varies: The impact of a blocklist depends on its reputation and Gmail's policies.
- Address Underlying Issues: Fixing the underlying problems that led to blocklist inclusion is crucial.
Key considerations
- Prioritize Sender Reputation: Focus on building and maintaining a positive sender reputation.
- Investigate Blocklist Reasons: If listed on a blocklist, investigate the reasons for the listing.
- Remediate Sending Practices: Address any issues with sending practices, such as high complaint rates or sending unsolicited emails.
- Holistic Approach: Take a holistic approach to deliverability, considering all factors that contribute to sender reputation.
Expert view
Expert from Word to the Wise responds that the real problem with blocklists is not the listing itself, but the fact that it is a symptom of a deliverability issue. You should review why your IP address has been listed as a problem in the first place. Getting off the blocklist should be a focus, but fixing the issue that got you there should be your main goal.
30 Jun 2024 - Word to the Wise
Expert view
Expert from Spamresource explains that the impact of a blocklist listing on Gmail deliverability depends on the blocklist's reputation and Gmail's policies. Getting listed on a reputable blocklist like Spamhaus can significantly affect deliverability, while lesser-known blocklists might have minimal impact. Gmail considers various factors, including sender reputation and user engagement, alongside blocklist data.
12 Feb 2025 - Spamresource
What the documentation says
5 technical articles
Documentation from various sources indicates that being on a blocklist can negatively impact email deliverability, including to Gmail. While Google's documentation doesn't explicitly state the use of blocklists, it implies that a poor sending reputation, which can be affected by blocklist status, influences deliverability. Blocklists are used by ISPs and email providers to filter spam, and being listed can lead to emails being blocked or sent to the spam folder. Maintaining a positive reputation and avoiding blocklists are crucial for ensuring email delivery.
Key findings
- Blocklists Filter Spam: Blocklists are used by ISPs and email providers to identify and filter spam.
- Negative Impact on Deliverability: Being listed on a blocklist can lead to emails being blocked or sent to the spam folder, reducing deliverability.
- Importance of Sending Reputation: Maintaining a positive sending reputation is essential for avoiding blocklists and ensuring email delivery.
- Blocklists as a Symptom: Getting listed on a blocklist can be a sign of underlying issues with sending practices.
Key considerations
- Monitor Blocklist Status: Actively monitor your IP address and domain for blocklist listings.
- Maintain Positive Reputation: Implement best practices for email sending to maintain a positive sending reputation.
- Avoid Spam Practices: Avoid sending unsolicited emails and ensure compliance with email marketing regulations.
- Configure Authentication: Configure reverse DNS records, SPF, and DKIM records to improve email authentication.
Technical article
Documentation from DigitalOcean shares that getting added to a blocklist is not good for your domain or server. Blocklists can cause massive deliverability issues with your applications and email. They note to always configure reverse DNS records, set up SPF and DKIM records, avoid sending unsolicited emails, and actively monitor your domains status.
9 Dec 2021 - DigitalOcean
Technical article
Documentation from Google explains that Gmail uses various signals to determine if an email should be delivered to the inbox, spam folder, or blocked. While it doesn't explicitly mention blocklists, it implies that a poor sending reputation, which can be influenced by blocklist status, will affect deliverability.
19 Nov 2024 - Google Workspace Admin Help
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