Recovering a domain's email reputation after a spam attack and subsequent block, especially on Gmail, requires a comprehensive strategy that combines technical remediation, proactive engagement, and ongoing monitoring. Immediately address any security vulnerabilities that led to the attack and ensure that compromised systems are secured. Implement robust email authentication (SPF, DKIM, DMARC) and strictly adhere to email sending best practices and Gmail's guidelines. Proactive measures include list hygiene (removing inactive subscribers), warming up IP addresses or migrating to a new one, and segmenting audiences for targeted messaging. Monitor key deliverability metrics like bounce rates and spam complaints and engage with postmasters, ISPs, and potentially Google through their escalation form (although its effectiveness is debated). Consider blacklists and whitelisting opportunities. Ongoing positive sending behavior and a commitment to responsible email practices are crucial for rebuilding trust and long-term deliverability.
13 marketer opinions
Recovering a domain's reputation after a spam attack and subsequent Gmail block involves a multi-faceted approach focused on rebuilding trust and demonstrating responsible email practices. This includes technical aspects like email authentication (SPF, DKIM, DMARC), proactive list hygiene (removing inactive subscribers), and infrastructure adjustments (warming up IP addresses or migrating to new ones). Equally important are engagement strategies, such as sending valuable content, encouraging recipient interaction, and segmenting audiences for more targeted messaging. Monitoring deliverability metrics and maintaining open communication with email providers are crucial for identifying and resolving issues promptly. Some suggest directly engaging Google through their escalation form, while others emphasize the importance of proactive reputation management and adhering to best practices to prevent future incidents.
Marketer view
Email marketer from StackExchange suggests getting your domain whitelisted, if possible, by major email providers. They explain whitelisting will assure email providers that your email is from a trusted source and help restore your domain’s reputation.
25 Apr 2025 - StackExchange
Marketer view
Email marketer from SendPulse recommends cleaning the email list to remove inactive or unengaged subscribers and gradually warming up the IP address by slowly increasing sending volume to rebuild trust with Gmail after a spam incident.
5 Jun 2023 - SendPulse
4 expert opinions
Recovering domain reputation after a spam attack involves immediate action, continuous monitoring, and proactive communication. Ensuring that offending messages no longer pass SPF and informing Google can help reset reputation. Monitoring outbound email volume is essential to detect ongoing or new compromises. Engaging with postmasters for insights into specific issues and implementing a strong reputation management strategy with consistent, positive sending behavior are also vital for rebuilding trust.
Expert view
Expert from Word to the Wise explains that a strong reputation management strategy is crucial, emphasizing consistent, positive sending behavior to rebuild trust. This may include working with reputation monitoring services and proactively addressing issues before they escalate, demonstrating a commitment to responsible email practices.
2 Mar 2024 - Word to the Wise
Expert view
Expert from SpamResource explains that after fixing the vulnerability that allowed a spam attack, closely monitoring outbound email volume is essential. Sudden drops or spikes can indicate ongoing issues or new compromises, requiring immediate investigation and corrective action to protect your reputation.
2 Nov 2024 - SpamResource
4 technical articles
Recovering domain reputation after a spam attack involves adhering to established guidelines and leveraging available tools. This includes strictly following Gmail's bulk sending rules by authenticating emails, avoiding spam triggers, and providing easy unsubscribe options. Participating in Microsoft's JMRP helps understand and address user complaints. Implementing a strict DMARC policy is crucial to protect the domain from spoofing. Utilizing feedback loops to identify and remove subscribers marking emails as spam aids in cleaning the email list and improving reputation.
Technical article
Documentation from Microsoft explains the Junk Email Reporting Program (JMRP) allows participating users to report unwanted email, providing senders with feedback to improve their email practices and potentially restore their reputation after a spam attack. This primarily impacts deliverability to Microsoft email services.
1 Jan 2024 - Microsoft
Technical article
Documentation from SparkPost recommends utilizing feedback loops (FBLs) offered by ISPs to identify and remove subscribers who are marking emails as spam, helping to clean the email list and improve sender reputation following a spam attack.
31 May 2024 - SparkPost
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