Summary
When using Amazon SES to send emails and adhering to Gmail's upcoming sender requirements, direct manipulation of the Feedback-ID header is not possible as SES automatically adds it. The focus should shift to ensuring proper email authentication (SPF, DKIM, DMARC), maintaining a positive sender reputation, actively monitoring and addressing feedback loop (FBL) reports, segmenting email lists based on engagement, and maintaining consistent sending volumes. While a second DKIM signature has been suggested, its impact on Feedback-ID management is unclear. Documentation from Amazon Web Services, ietf.org, and Google Postmaster Tools provides context on SES's automatic assignment, the tracking purpose of the header, and using Postmaster Tools for monitoring.
Key findings
- SES Feedback-ID: Amazon SES automatically adds the Feedback-ID header, and you cannot override it.
- Authentication: Proper SPF, DKIM, and DMARC configuration is essential for trust and compliance with Gmail's requirements.
- Sender Reputation: Maintaining a positive sender reputation is critical, including sending relevant content and avoiding spam traps.
- List Management: Engaged email lists, proper bounce handling, and double opt-in processes improve deliverability.
- Engagement Metrics: Monitoring open rates, click-through rates, and unsubscribe rates helps identify deliverability issues.
- FBL Monitoring: Actively monitoring Feedback Loop reports is crucial.
Key considerations
- Impact Assessment: Understand the expected impact of the SES-assigned Feedback-ID.
- Second DKIM: Consider a second DKIM signature to possibly separate data in Google Postmaster Tools, though its benefit to Feedback-ID management is uncertain.
- Consistent Sending: Maintain consistent sending volumes.
- Dedicated IP: Consider a dedicated IP (with careful warming) for greater reputation control.
- Content Quality: Ensure content quality to prevent spam filters and promote engagement.
What email marketers say
10 marketer opinions
Managing Feedback-ID headers with Amazon SES and Gmail's new requirements involves understanding that SES automatically assigns these headers and overriding them is generally not possible. Focus should shift to ensuring proper email authentication (SPF, DKIM, DMARC), maintaining a positive sender reputation through engaged lists and consistent sending habits, and monitoring engagement metrics to comply with Gmail's updated standards.
Key opinions
- SES Feedback-ID Override: Directly overriding the Feedback-ID header assigned by Amazon SES is typically not feasible.
- Authentication Importance: Properly configured SPF, DKIM, and DMARC records are crucial for establishing trust with mailbox providers and complying with Gmail's requirements.
- Sender Reputation: Maintaining a positive sender reputation is essential. This includes sending relevant content, avoiding spam traps, and promptly processing unsubscribes.
- List Management: A clean and engaged email list is vital for deliverability. Regularly remove inactive subscribers, suppress hard bounces, and use a double opt-in process.
- Engagement Metrics: Monitoring engagement metrics like open rates, click-through rates, and unsubscribe rates is critical for identifying and addressing deliverability issues.
Key considerations
- FBL Monitoring: Although you can't control the Feedback-ID, monitor feedback loop (FBL) reports and address flagged issues promptly.
- Dedicated IP: Consider using a dedicated IP address to build and maintain your own sender reputation, especially if you send a high volume of emails consistently. However, ensure the IP address is warmed up correctly.
- Consistent Sending: Maintain a consistent sending volume rather than sporadic bursts to establish a predictable sender profile.
- Content Quality: Ensure your email content is relevant and engaging to avoid spam filters and encourage positive engagement from recipients.
- Testing: Test your emails before sending them to your entire list to identify potential issues with spam filters or rendering problems.
Marketer view
Email marketer from Email Geeks explains that a second DKIM signature gives the domain owner access to Gmail Feedback IDs, but if the IDs are set by the infrastructure vendor, they may not be meaningful to the sender. He does not see controlling the Feedback-ID as critical for complying with upcoming sender changes.
5 Mar 2022 - Email Geeks
Marketer view
Email marketer from SparkPost emphasizes the importance of monitoring engagement metrics, such as open rates, click-through rates, and unsubscribe rates. Low engagement can signal to mailbox providers that your emails are not relevant, which can negatively impact your sender reputation and deliverability.
10 Jan 2024 - SparkPost
What the experts say
7 expert opinions
When using Amazon SES, managing Feedback-ID headers in light of Gmail's requirements involves accepting SES's automatic assignment of the Feedback-ID as likely compliant. Although direct manipulation of the Feedback-ID is not possible, experts recommend focusing on actively monitoring Feedback Loop reports, ensuring proper email authentication (SPF, DKIM, DMARC), segmenting email lists based on engagement, and maintaining a consistent sending volume to improve deliverability and sender reputation. One expert also suggested using a second DKIM signature to help separate results in Google Postmaster Tools.
Key opinions
- SES Compliance: Amazon SES setting the Feedback-ID is likely acceptable for compliance monitoring.
- FBL Monitoring: Actively monitoring and addressing Feedback Loop (FBL) reports is crucial for identifying problematic campaigns and improving deliverability.
- Email Authentication: Properly configured SPF, DKIM, and DMARC records are essential for establishing trust and complying with Gmail's requirements.
- List Segmentation: Segmenting email lists based on engagement improves deliverability by focusing on active subscribers.
- Sending Volume Consistency: Maintaining a consistent sending volume helps establish a predictable sender profile and prevents emails from being flagged as suspicious.
Key considerations
- Second DKIM Signature: Consider using a second DKIM signature to help separate results in Google Postmaster Tools, although its impact on Feedback-ID management is unclear.
- Impact Assessment: Understand the expected impact of the SES-assigned Feedback-ID on your email campaigns and deliverability.
Expert view
Expert from Email Geeks suggests using a second DKIM signature, which would help separate results in GPT (presumably Google Postmaster Tools).
13 Jan 2024 - Email Geeks
Expert view
Expert from Spam Resource explains that while you can't directly manipulate the Feedback-ID assigned by SES, actively monitoring and addressing feedback loop (FBL) reports is crucial. These reports flag problematic campaigns and users, enabling prompt action to improve deliverability and sender reputation.
5 Jul 2024 - Spam Resource
What the documentation says
3 technical articles
When using Amazon SES to send emails, the Feedback-ID header is automatically added and cannot be overridden. The purpose of this header is to track email campaign performance by correlating feedback data with specific messages. Google Postmaster Tools can be used to monitor email performance metrics and address deliverability issues, especially with Gmail's new sender requirements.
Key findings
- Automatic Feedback-ID: Amazon SES automatically adds the Feedback-ID header.
- Cannot Override: You cannot override the Feedback-ID provided by SES.
- Tracking Purpose: The Feedback-ID header is used to track email deliverability and identify potential issues by correlating feedback with specific messages.
- Google Postmaster Tools: Google Postmaster Tools is used to monitor email performance with Gmail.
Key considerations
- Monitor Performance: Use Google Postmaster Tools to monitor your email performance metrics, such as spam rate, reputation, and feedback loop data.
- Address Issues: Identify and address deliverability issues based on the data provided by Google Postmaster Tools.
Technical article
Documentation from Amazon Web Services explains that Amazon SES automatically adds a Feedback-ID header to emails sent through its service. This header is used to track email deliverability and identify potential issues. You cannot override the Feedback-ID provided by SES.
23 Nov 2023 - Amazon Web Services
Technical article
Documentation from Google Postmaster Tools details how to use Postmaster Tools to monitor your email performance with Gmail. This involves tracking metrics like spam rate, reputation, and feedback loop (FBL) data, which can help you identify and address deliverability issues, especially with the new sender requirements.
27 Dec 2023 - Google
Do subscription based emails require a list unsubscribe option according to Gmail and Yahoo's new sending requirements?
Do Yahoo and Gmail require DMARC authentication for senders?
How are Gmail and Yahoo enforcing unsubscribe requests, and what factors do they consider for compliance?
How can I accurately monitor complaint rates for email marketing using Google Postmaster Tools, Yahoo FBL, and my ESP?
How can I ensure email compliance with Yahoo/Google rules including DMARC, SPF, and FcrDNS?
How do Gmail and Yahoo's new one-click unsubscribe requirements work?
How do Yahoogle (Yahoo and Google) distinguish between bulk marketing and transactional emails, and what are the requirements for unsubscribe links?
How should I format Feedback-ID for Gmail?
What are the new email authentication and unsubscribe requirements from Gmail and Yahoo for 2024?
