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Does Gmail prioritize domain or IP reputation, and how does IP warming apply?
Summary
The consensus from experts, marketers, and documentation is that Gmail considers both domain and IP reputation for email deliverability, though domain reputation is increasingly prioritized, especially with proper authentication (SPF, DKIM, DMARC). IP warming is crucial for new IPs to establish a positive sender reputation by gradually increasing sending volume, starting with engaged subscribers while carefully monitoring deliverability metrics. Sender reputation, assessed by ISPs based on sending behavior, directly affects inbox placement. Maintaining consistent sending practices, implementing email authentication protocols, and practicing list hygiene are critical for optimizing deliverability and protecting against spam filters and email-based attacks.

Key findings

  • Reputation Matters: Gmail uses sender reputation to identify spam; good reputation = inbox, poor reputation = spam/block.
  • Domain Preference: Gmail increasingly prioritizes domain reputation, particularly with authentication.
  • IP Warming Critical: IP warming is essential for new IPs to build trust and avoid spam flags.
  • Authentication is Key: SPF, DKIM, and DMARC are crucial for authentication and preventing spoofing.

Key considerations

  • Gradual Warm-up: Gradually increase sending volume during IP warming to establish a positive reputation.
  • Engaged Subscribers: Start IP warming with highly engaged subscribers to maximize positive signals.
  • Monitor Deliverability: Closely monitor deliverability metrics (bounce rates, engagement) throughout the warming process.
  • Consistent Practices: Maintain consistent and reputable sending practices, including list hygiene.
  • Proactive Monitoring: Regularly monitor domain reputation and adjust strategies as needed.
What email marketers say
9 marketer opinions
The provided answers indicate that Gmail considers both domain and IP reputation for email deliverability, although domain reputation is increasingly prioritized, especially for authenticated senders. IP warming is essential for new IPs to establish trust with ISPs by gradually increasing sending volume, starting with engaged users and monitoring bounce rates. Sender reputation, a score assigned by ISPs based on sending behavior, influences inbox placement. Factors impacting deliverability include sender authentication (SPF, DKIM, DMARC), engagement metrics, and list hygiene.

Key opinions

  • Domain vs IP: Gmail prioritizes domain reputation, but IP reputation still matters, especially for new senders.
  • IP Warming: IP warming is crucial for new IPs to establish trust.
  • Sender Reputation: Sender reputation impacts inbox placement (inbox, spam, or block).
  • Authentication: Proper email authentication (SPF, DKIM, DMARC) is important.

Key considerations

  • Gradual Warm-up: Gradually increase sending volume during IP warming.
  • Engaged Users: Start IP warming with highly engaged subscribers.
  • Monitor Metrics: Monitor bounce rates and deliverability during IP warming.
  • Domain Monitoring: Regularly monitor domain reputation.
  • List Hygiene: Maintain good list hygiene to improve deliverability.
Marketer view
Email marketer from GlockApps explains that domain reputation is a critical factor for email deliverability. A good domain reputation helps ensure that your emails reach the inbox, while a poor domain reputation can lead to emails being marked as spam or blocked. Monitoring your domain reputation regularly is essential.
30 Oct 2022 - GlockApps
Marketer view
Email marketer from ActiveCampaign answers that email deliverability is influenced by various factors including sender reputation, email authentication (SPF, DKIM, DMARC), engagement metrics (opens, clicks), and list hygiene. Improving these factors increases the likelihood of emails reaching the inbox.
5 Sep 2021 - ActiveCampaign
What the experts say
5 expert opinions
The provided answers from Email Geeks and Word to the Wise emphasize that Gmail considers both domain and IP reputation, although the specific weight of each is not definitively known. IP warming is crucial when introducing new IPs, requiring a gradual increase in sending volume to establish legitimacy and avoid spam filters. This process involves monitoring deliverability metrics and adhering to best practices, including proper authentication, to build a positive sender reputation with mailbox providers. Consistency in following best practices ensures long-term success.

Key opinions

  • Dual Reputation: Gmail evaluates both domain and IP reputation.
  • IP Warming Necessity: Warming up new IPs is crucial for deliverability.
  • Google Statements: Google emphasizes 'warming up' all resources including domain, SPF, and IP.
  • Gradual Increase: IP warming requires a gradual increase in sending volume.

Key considerations

  • Authentication: Implement and maintain proper email authentication (SPF, DKIM, DMARC).
  • Deliverability Monitoring: Closely monitor deliverability metrics during IP warming.
  • Consistent Best Practices: Consistently adhere to email best practices for sustained deliverability.
  • Starting point: Treat new IPs as starting from zero reputation.
Expert view
Expert from Email Geeks explains that Google considers both domain and IP reputation. Migrating to new IPs requires warming up the new domain/IP combo to establish legitimacy.
20 Mar 2024 - Email Geeks
Expert view
Expert from Email Geeks shares that there isn't controlled lab evidence available, but Google employees have stated clearly that transitioning to new IPs necessitates "warming up" resources, including the d= domain, SPF domain, 5322.from domain, and the sending IP (and its rDNS domain).
8 Oct 2024 - Email Geeks
What the documentation says
5 technical articles
The documentation highlights that Gmail, along with other mailbox providers, uses sender reputation to filter spam and abusive emails. Building a good sending reputation, especially when using new IP addresses, involves IP warming - gradually increasing email volume while monitoring deliverability. Key to achieving good reputation is consistent sending practices, proper email authentication (SPF, DKIM, DMARC), and maintaining list hygiene. SPF and DMARC are crucial protocols for authenticating emails and preventing spoofing.

Key findings

  • Sender Reputation: Gmail and other providers use sender reputation to filter spam.
  • IP Warm-up: IP warm-up is essential for establishing a positive reputation with new IPs.
  • Authentication: SPF, DKIM, and DMARC are critical for email authentication.

Key considerations

  • Gradual Increase: Gradually increase sending volume during IP warming.
  • Monitor Deliverability: Continuously monitor deliverability rates.
  • List Hygiene: Maintain clean and engaged email lists.
  • Consistent Practices: Adhere to consistent and reputable sending practices.
Technical article
Documentation from Gmail Help explains that Gmail uses sender reputation to identify spam and abusive email. A good reputation leads to messages landing in the inbox, while a poor reputation results in messages being marked as spam or blocked.
9 Sep 2024 - Gmail Help
Technical article
Documentation from RFC details the Sender Policy Framework (SPF) which is used to prevent sender address forgery. SPF allows domain owners to specify which mail servers are authorized to send email on behalf of their domain. Recipient mail servers can then check the SPF record to verify the message originated from an authorized server.
22 Feb 2024 - RFC
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