Summary
To prevent emails from a new domain with an unengaged list from going to Gmail spam folders, it's crucial to build a positive sender reputation. This involves several steps: warming up the IP address by gradually increasing sending volume to engaged users, authenticating emails using SPF, DKIM, and DMARC, cleaning the email list by removing inactive subscribers, segmenting the list to target specific demographics, sending relevant and personalized content, re-engaging unengaged subscribers, and monitoring deliverability metrics and spam complaints using tools like Gmail's Postmaster Tools. Reminding recipients of how they signed up can also help reduce spam reports. The combination of a new domain and unengaged list sends negative signals to Gmail, so a conservative approach focusing on positive engagement is key.
Key findings
- Sender Reputation is Key: A strong sender reputation is the cornerstone of email deliverability, especially for new domains and unengaged lists.
- Authentication is Essential: SPF, DKIM, and DMARC are critical for verifying sender identity and preventing spoofing.
- List Hygiene Matters: Regularly cleaning and segmenting the email list improves engagement and deliverability.
- Warming Up is Necessary: Gradually warming up the IP address and domain is essential for building trust with mailbox providers.
- Engagement is Crucial: Sending relevant and personalized content increases engagement and reduces spam reports.
- Monitoring is Important: Using postmaster tools to monitor sender reputation and deliverability is vital for identifying and addressing issues.
Key considerations
- Content Quality: Focus on creating high-quality, engaging content that is relevant to the recipients' interests.
- Sending Volume: Be cautious about sending large volumes of emails from a new domain, especially to unengaged subscribers.
- Re-engagement: Implement a re-engagement strategy to try to win back inactive subscribers before removing them from the list.
- Dedicated IP: Consider using a dedicated IP address to separate your sending reputation from shared IPs.
- Complaint Rate: Keep spam complaint rates below the recommended threshold to maintain a positive sender reputation.
- User Perception: Remind users of how they signed up to the list as they assess whether the email is spam.
What email marketers say
12 marketer opinions
To prevent emails from a new domain with an unengaged list from landing in Gmail spam folders, several strategies are recommended. Building a positive sender reputation is crucial, which includes authenticating your emails using SPF, DKIM, and DMARC, as well as gradually increasing sending volume. Segmenting your email list to target engaged subscribers and re-engaging unengaged subscribers is also important. Regularly cleaning your email list to remove inactive subscribers, sending relevant and personalized content, monitoring bounce rates and spam complaints, and considering a dedicated IP address for sending emails are also advised.
Key opinions
- Sender Reputation: Building a positive sender reputation is essential for email deliverability.
- Email Authentication: Implementing SPF, DKIM, and DMARC helps verify your identity and reduces email spoofing.
- List Segmentation: Segmenting your email list allows you to target engaged subscribers and send relevant content.
- List Cleaning: Regularly removing inactive subscribers from your email list improves deliverability.
- Gradual Increase: Slowly increase the volume of emails sent from a new domain to avoid triggering spam filters.
- Re-engagement Campaigns: Attempt to re-engage unengaged subscribers with incentives or remove them if they don't respond.
Key considerations
- Content Relevance: Ensure your email content is relevant and personalized to increase engagement and avoid spam complaints.
- Complaint Monitoring: Regularly monitor bounce rates and spam complaints to identify and address deliverability issues.
- Dedicated IP: Consider using a dedicated IP address for sending emails from a new domain to establish a positive reputation.
- Engagement Metrics: Closely track deliverability and engagement metrics to assess the effectiveness of your email strategy.
- Unengaged Users: Sending to a list of unengaged users will harm your sender reputation.
- New Domain Warmup: A new domain needs to be 'warmed up' with positive signals to the inbox provider.
Marketer view
Email marketer from Stack Overflow recommends slowly increasing the volume of emails sent from a new domain. The marketer also advises monitoring bounce rates and spam complaints, adjusting sending practices based on feedback to avoid triggering spam filters.
28 Jul 2022 - Stack Overflow
Marketer view
Email marketer from Sendinblue advises focusing on building a strong sender reputation. Sendinblue highlights several factors: consistent sending volume, low spam complaints, and high engagement rates. They recommend segmenting your list and sending targeted emails to increase engagement and avoid spam filters.
19 Jun 2022 - Sendinblue
What the experts say
6 expert opinions
Preventing emails from a new domain with an unengaged list from going to Gmail spam folders requires warming up the IP/domain by sending to engaged users first. Emphasize how recipients signed up, reminding them of their initial interaction with your company. Monitor complaints using Postmaster Tools to understand your domain and IP reputation. Building a sending reputation involves consistent sending, email authentication, and subscriber engagement. Gradual volume increases also help establish trust with mailbox providers.
Key opinions
- Domain/IP Warm-up: Warming up a new domain and IP address is essential for establishing trust with email providers.
- Engaged Users First: Start by sending emails to users who are most likely to engage with your content.
- Sign-up Reminder: Remind recipients how they signed up to your email list to increase recognition and reduce spam reports.
- Monitor Complaints: Use Postmaster Tools to monitor complaints and assess your sender reputation.
- Reputation Building: Consistently send authenticated emails and engage with subscribers to build a positive sending reputation.
- Gradual Volume Increase: Gradually increase the volume of emails you send over time to avoid triggering spam filters.
Key considerations
- Contact History: Avoid sending to recipients who have never been contacted before from a brand new domain, as this can be flagged as spam.
- Recent Sign-ups: Prioritize sending emails to addresses that have recently signed up to your list.
- Authentication Methods: Implement email authentication methods like SPF, DKIM, and DMARC to verify your identity and improve deliverability.
- Deliverability Monitoring: Pay close attention to deliverability metrics to identify and address any issues that may arise.
- Consistent Sending: Maintain a consistent sending schedule to build a predictable sending pattern.
Expert view
Expert from Email Geeks suggests that if it's the first send from a new domain, it might be necessary to warm up that IP/domain pair.
1 Aug 2022 - Email Geeks
Expert view
Expert from Email Geeks explains that sending to recipients who haven’t been contacted before from a brand new domain is the underlying problem, as this looks like spam to Google. She suggests starting by sending to people who know you and expect your mail, as they’re more likely to get it in their inbox. If they don’t, they’re more likely to pull it out of spam, warming up your domain/IP. Addresses that recently signed up to the list should be prioritised.
9 Mar 2025 - Email Geeks
What the documentation says
4 technical articles
To avoid Gmail spam filters with a new domain and unengaged list, authenticate your emails using SPF, DKIM, and DMARC. Warm up your IP address by gradually increasing email volume to engaged users. Keep spam rates low and avoid sending unwanted mail. Monitor your sender reputation and deliverability issues using postmaster tools from email providers. Remove or re-engage unengaged users.
Key findings
- Email Authentication: SPF, DKIM, and DMARC are crucial for authenticating your email.
- IP Warm-up: Gradually increasing email volume to engaged users is essential for IP warm-up.
- Spam Rate: Maintain a low spam rate to avoid being flagged as spam.
- Postmaster Tools: Use postmaster tools to monitor sender reputation and identify deliverability issues.
- Unengaged Users: Address unengaged users by either removing them or attempting re-engagement.
Key considerations
- Reputation Monitoring: Regularly monitor your sender reputation to ensure emails are being delivered.
- Sender Verification: Verify your identity to reduce the risk of email spoofing and phishing attacks.
- Engagement: Prioritize sending emails to engaged users to build a positive reputation.
- Volume Increase: Increase email volume gradually to avoid triggering spam filters.
Technical article
Documentation from Microsoft explains the use of Outlook.com's postmaster tools to monitor your sender reputation and identify potential deliverability issues. They share that these tools provide insights into spam complaint rates, authentication status, and other factors that can impact email delivery.
19 Oct 2021 - Microsoft
Technical article
Documentation from Gmail Help explains that senders should authenticate their email using SPF, DKIM, and DMARC. They also recommend keeping spam rates low (below 0.10%) and avoiding sending unwanted mail. For unengaged users, they suggest removing them from the mailing list or re-engaging them.
17 Dec 2024 - Gmail Help
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