Summary
Improving email deliverability to avoid the Gmail spam folder requires a comprehensive strategy encompassing technical setup, list management, content optimization, and reputation monitoring. Email authentication using SPF, DKIM, and DMARC is paramount to verify sender legitimacy. Maintaining a clean, engaged email list with explicit opt-in and regular removal of inactive subscribers is critical. Compelling content avoids spam trigger words and adheres to accessibility standards. Continuously monitor sender and IP reputation via tools like Google Postmaster Tools and Sender Score. Implementing feedback loops enables prompt removal of subscribers marking emails as spam. Additionally, list segmentation and email placement testing allow for targeted and optimized sending practices. A focus on legitimate list acquisition, consistent sending practices, and respecting unsubscribe requests further strengthens sender reputation.
Key findings
- Email Authentication: SPF, DKIM, and DMARC are crucial for verifying sender identity and preventing spoofing.
- List Hygiene: Maintaining a clean and engaged list through opt-in practices and regular cleaning improves deliverability.
- Sender Reputation: Monitoring and maintaining a positive sender reputation is vital for inbox placement.
- Content Optimization: Avoiding spam trigger words and adhering to accessibility guidelines reduces the likelihood of emails being flagged as spam.
- User Engagement: Engaged subscribers are less likely to mark emails as spam, improving sender reputation.
- Monitoring Tools: Google Postmaster Tools, Sender Score, and other tools provide valuable insights into deliverability performance.
- Feedback Loops: Implementing feedback loops allows for quick removal of subscribers who mark emails as spam.
Key considerations
- Proactive Approach: Focus on proactive measures to build trust and engagement, rather than relying solely on reactive measures.
- List Segmentation: Segmenting email lists allows for more targeted and relevant messaging, improving engagement.
- Email Placement Testing: Testing email placement across different providers helps identify potential issues before sending to the entire list.
- Permission Practices: Emphasize double opt-in and ensure subscribers remember subscribing to your emails.
- Consistent Sending: Maintain consistent sending practices to avoid triggering spam filters.
What email marketers say
13 marketer opinions
To fix emails landing in Gmail's spam folder, a multifaceted approach is necessary. This includes implementing email authentication (SPF, DKIM, DMARC), maintaining a clean and engaged email list, monitoring sender and IP reputation, avoiding spam trigger words, utilizing email placement testing, and setting up feedback loops with ISPs. Actively monitoring Google Postmaster Tools and addressing issues identified there can also be beneficial. Some marketers fill out Google's bulk sender form after making changes to their audience to potentially expedite reputation recovery, but its effectiveness is debated.
Key opinions
- Email Authentication: SPF, DKIM, and DMARC are crucial for proving email legitimacy and preventing spoofing.
- List Hygiene: Cleaning email lists, removing unengaged subscribers, and ensuring opt-in consent are essential for maintaining a good sender reputation.
- Reputation Monitoring: Regularly check sender and IP reputation using tools like Sender Score and online reputation services.
- Content Optimization: Avoid spam trigger words and ensure emails meet accessibility standards to prevent filtering.
- Engagement Matters: High open rates and click-through rates signal positive engagement, which improves deliverability.
- Feedback Loops: Setting up feedback loops helps identify and remove subscribers who mark emails as spam.
- Google Postmaster Tools: Monitor domain reputation and deliverability metrics within Gmail using Google Postmaster Tools.
Key considerations
- List Segmentation: Segment your audience based on engagement levels to send more targeted emails.
- Email Placement Testing: Use email placement testing tools to identify where emails are landing across different providers.
- IP Warming: Gradually increase sending volume from new IP addresses to establish a positive reputation.
- Google Form: Submitting Google's bulk sender form after making changes to improve deliverability is potentially beneficial, although results may vary.
- Bounce and Unsubscribe Rates: Monitor bounce and unsubscribe rates to identify potential issues with your email list or sending practices.
Marketer view
Email marketer from Email Geeks shares their experience of filling Google's form ~10 days after making audience changes (sending to most engaged users only, decreasing send frequency) and suggests it might help resolve reputation issues faster, although without quantifiable data.
28 Jan 2023 - Email Geeks
Marketer view
Email marketer from Mailchimp recommends authenticating your email with SPF, DKIM, and DMARC to prove your emails aren't forged, as well as segmenting your audience to send targeted emails to engaged subscribers.
7 May 2023 - Mailchimp
What the experts say
4 expert opinions
To improve email deliverability and prevent emails from landing in Gmail's spam folder, experts emphasize a focus on ethical list building and maintenance. This includes acquiring subscribers through legitimate means, obtaining explicit consent (preferably double opt-in), and sending compelling content that keeps subscribers engaged. Maintaining a positive sender reputation is crucial, achieved through consistent sending practices, honoring unsubscribe requests, and practicing good list hygiene by removing inactive or unengaged subscribers. Avoid relying solely on Google's form for remediation, and instead, focus on proactive measures that build trust and engagement with your audience.
Key opinions
- Ethical List Building: Focus on acquiring subscribers who genuinely want to receive your emails.
- Explicit Consent: Obtain explicit consent from subscribers, ideally through a double opt-in process.
- Compelling Content: Send engaging content that keeps subscribers interested and active.
- Sender Reputation: Maintain a positive sender reputation through consistent sending practices and honoring unsubscribe requests.
- List Hygiene: Regularly remove inactive or unengaged subscribers to improve deliverability.
- Engagement is Key: Focus on engaged users and compelling content.
Key considerations
- Google's Form: Avoid solely relying on Google's form as a quick fix; prioritize proactive measures.
- Consistent Practices: Maintain consistent sending practices to avoid triggering spam filters.
- Permission: Make sure your subscribers remember signing up for your emails.
Expert view
Expert from Email Geeks suggests focusing on list acquisition and sending compelling content to engaged users to improve inbox placement, rather than relying on Google's form.
20 Feb 2025 - Email Geeks
Expert view
Expert from Word to the Wise explains focusing on permission practices, double opt-in is preferrable. Also make sure your subscribers remember subscribing to you.
27 Nov 2024 - Word to the Wise
What the documentation says
4 technical articles
To prevent emails from landing in Gmail's spam folder, technical documentation emphasizes email authentication using SPF and DKIM records to verify sender identity and prevent spoofing. Google advises users to mark legitimate emails as 'Not spam' if they are incorrectly filtered. Additionally, it's important to avoid spam triggers like excessive capitalization and bright colors, and to maintain an up-to-date, opt-in email list.
Key findings
- SPF Authentication: SPF records specify authorized mail servers to prevent email spoofing.
- DKIM Authentication: DKIM uses digital signatures to verify sender identity and message integrity.
- User Feedback: Google relies on user feedback to improve spam filtering accuracy; mark legitimate emails as 'Not spam'.
- Content Formatting: Avoid using spam triggers like excessive capitalization, exclamation points, and bright colors.
- List Maintenance: Ensure your email list is up-to-date and that recipients have opted in to receive your emails.
Key considerations
- Implementation: Properly configure SPF and DKIM records for your sending domain.
- User Education: Encourage recipients to mark legitimate emails as 'Not spam' if they are incorrectly filtered.
- Cleanliness: Maintain a clean and opted-in email list.
Technical article
Documentation from Google Support explains that Gmail filters messages to protect users from spam, and if legitimate mail is marked as spam, users should mark it as 'Not spam'.
13 Aug 2024 - Google Support
Technical article
Documentation from Microsoft Support advises senders to avoid using all caps, excessive exclamation points, or bright colors, as these can trigger spam filters. They also recommend ensuring your email list is up-to-date and that recipients have opted in to receive your emails.
24 May 2022 - Microsoft Support
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