Summary
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.
Key findings
- Email Authentication is Critical: Implementing SPF, DKIM, and DMARC is non-negotiable to prove email legitimacy, prevent spoofing, and signal trustworthiness to email providers.
- List Hygiene is Essential: Regularly prune inactive or unengaged subscribers. SendPulse highlights the importance of cleaning the email list to improve engagement rates and reduce spam complaints. Actively managed lists show your domain has good quality emails.
- Engagement Matters: Actively encourage recipients to interact. Mailjet points out how asking recipients to mark emails as 'not spam,' add the sender to their address book, and actively engage with the content demonstrably and positively influences sender reputation and helps recover from deliverability issues.
- Continuous Monitoring is Key: Constant evaluation through metrics is valuable. Litmus advises closely monitoring email deliverability metrics like bounce rates, spam complaints, and placement rates to proactively identify and address any issues quickly, allowing for faster recovery from a spam attack's repercussions.
- Blacklist Monitoring is Required: Regular checks and proper removal processes are paramount. As one Reddit marketer highlights, verifying if your domain or IP address has been placed on any email blacklists and then taking steps to delist demonstrates to email providers you are acting responsibly.
- New IP Option: For some, moving to a new IP is best. One marketer in the Email Marketing Forum explained, that the best approach is to migrate all sending to a brand new IP address and set up email correctly. The new IP should be warmed up slowly, and old IP retired.
Key considerations
- SPF Verification is vital: Laura Atkins (she/her) highlights the need for independent verification. Before reporting an SPF fix, a knowledgeable third party should verify the record before contacting Google or other email providers.
- Communication tone is important: Maintain professional behavior when approaching ISPs. When engaging with postmasters, clear and willing communication will give them confidence you have resolved the issue.
- Sending Practices Influence Reputation: Good sending reputation demonstrates a commitment. As Word to the Wise explains, implementing a strong reputation management strategy with consistent, positive sending behavior is crucial for rebuilding trust and preventing future spam attacks.
- Escalation Process: The effectiveness of the official reporting methods is sometimes debated. While several sources suggest using Google's bulk sender escalation form, others note its limited effectiveness, suggesting alternative strategies may yield better results.
What email marketers say
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.
Key opinions
- Email Authentication: Implementing SPF, DKIM, and DMARC is crucial to prove email legitimacy and prevent spoofing.
- List Hygiene: Regularly remove inactive or unengaged subscribers to improve engagement rates and reduce spam complaints.
- IP Warm-up: Gradually increase sending volume to re-establish trust with Gmail and other email providers, especially after using a new IP.
- Engagement: Encourage recipients to mark emails as 'not spam,' add the sender to their address book, and actively engage with the content.
- Monitoring: Closely track deliverability metrics like bounce rates, spam complaints, and placement rates to identify and address issues promptly.
- Blacklist Checks: Verify if your domain or IP address has been placed on any email blacklists and take steps to delist.
- Valuable Content: Sending valuable content that recipients are interested in helps improve open and click rates which improves email reputation.
Key considerations
- Escalation Form: While Google's bulk sender escalation form exists, its effectiveness can be limited, and alternative strategies may yield better results.
- New IP: Migrating to a new IP address might be the most effective solution in some cases but requires careful planning and execution, including a proper warm-up strategy.
- Whitelisting: Consider getting whitelisted by major email providers to improve email deliverability.
- Sending Volume: Maintain a consistent sending schedule and volume to avoid triggering spam filters and negatively impacting sender reputation.
- Permission: Always obtain explicit permission from subscribers before sending emails to avoid spam complaints and reputation damage.
- Segmentation: Segmenting your audience allows you to send more targeted emails, and reduce spam complaints. It also allows you to experiment more safely.
- Feedback Loops: Check if you are set up on all feedback loops.
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.
27 Mar 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.
7 May 2023 - SendPulse
What the experts say
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.
Key opinions
- SPF Fix & Reporting: Correcting SPF records and reporting 'SPF upgrade attacks' to Google can expedite reputation reset.
- Volume Monitoring: Monitoring outbound email volume helps identify ongoing issues or new compromises after the initial attack.
- Postmaster Engagement: Communicating with postmasters provides insights and helps restore trust.
- Reputation Management: Consistent positive sending behavior is crucial for rebuilding trust and requires a strong reputation management strategy.
Key considerations
- Third-Party Verification: Before reporting an SPF fix, a knowledgeable third party should verify the record.
- Communication Tone: When engaging with postmasters, clear and willing communication is required.
- Reputation Services: Utilize reputation monitoring services to proactively address issues before they escalate.
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 Feb 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.
4 Oct 2024 - SpamResource
What the documentation says
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.
Key findings
- Gmail Guidelines: Adhering to Gmail's bulk sending guidelines is essential for deliverability.
- Microsoft JMRP: Participating in the Junk Email Reporting Program provides feedback on user complaints.
- DMARC Policy: Implementing a strict DMARC policy prevents spoofing and phishing attempts.
- Feedback Loops: Utilizing feedback loops helps identify and remove spam complainers from your list.
Key considerations
- Email Authentication: Authentication is not optional to recover reputation and is required by Gmail.
- Deliverability Focus: Microsoft JMRP primarily affects deliverability to Microsoft email services.
- Implementation: Effective DMARC implementation requires proper SPF and DKIM setup.
- List Management: Continuously improve your email list to enhance your domain's 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.
3 Dec 2023 - 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.
2 May 2024 - SparkPost
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