Summary
Improving domain reputation with Gmail when facing blocking requires a holistic approach combining technical setup, content quality, and sender behavior. Experts and documentation emphasize the necessity of proper email authentication using SPF, DKIM, and DMARC, and highlight that simply passing authentication isn't enough; the content must be wanted by recipients and come from reputable IPs/domains. Utilizing Google Postmaster Tools is crucial for monitoring domain reputation, spam rates, and identifying deliverability issues. Reducing sending volume to engaged users, segmenting lists for targeted content, and practicing diligent list hygiene by removing inactive subscribers are key. A 'cooldown' period for the domain followed by a gradual warm-up might be necessary. Furthermore, it's important to adhere to Gmail's sender guidelines, keep spam complaints low, test email rendering, and leverage email automation to build relationships with subscribers.
Key findings
- Authentication is Necessary but not Sufficient: While SPF, DKIM, and DMARC are crucial, they alone don't guarantee deliverability; content and sender reputation matter.
- Google Postmaster Tools: Utilize Google Postmaster Tools to actively monitor reputation, spam rates, and identify issues.
- Engagement Matters: Focus on sending wanted content to engaged users; segment lists for relevant content.
- List Hygiene is Crucial: Regularly remove inactive or unengaged subscribers to improve deliverability.
- IP and Domain Reputation: Ensure emails come from reputable IPs and domains to avoid being flagged.
- Gmail Guidelines: Strictly adhere to Gmail's sender guidelines to avoid penalties.
- Cooldown and Warmup: Consider a 'cooldown' period followed by a gradual warm-up if deliverability issues persist.
Key considerations
- User Intent: Focus on sending content that users genuinely want to receive, as engagement is a key signal for Gmail.
- Spam Traps: Ensure email lists are permission-based to avoid spam traps, which can severely damage reputation.
- Monitor Feedback Loops: Check feedback loops within Postmaster Tools.
- Content Quality: Poorly designed emails, especially on mobile, will affect user engagement
- Proactive Approach: A proactive approach by testing email rendering across different email clients will improve overall user engagement.
- Subscriber Permission: Ensure subscriber permission to receive emails.
- Sender reputation: Focus on building and maintaining a positive sender reputation
What email marketers say
11 marketer opinions
To improve a domain's reputation with Gmail and overcome email blocking issues, email marketers suggest a multi-faceted approach. Key strategies include leveraging Google Postmaster Tools for insights, reducing sending volume to engaged users, improving content quality and user engagement, practicing diligent list hygiene by removing inactive subscribers, implementing email authentication protocols (SPF, DKIM, DMARC), monitoring spam complaints, and ensuring emails render correctly across devices. Additionally, a 'cooldown' period for the domain may be beneficial, followed by a gradual warm-up. Email automation and list segmentation should also be used to improve sender reputation.
Key opinions
- Google Postmaster Tools: Utilize Google Postmaster Tools to monitor domain reputation, spam rates, and identify issues affecting deliverability.
- Engagement Focus: Prioritize sending to engaged users and segment lists for targeted, relevant content.
- List Hygiene: Regularly clean email lists by removing inactive or unengaged subscribers.
- Authentication: Implement and maintain SPF, DKIM, and DMARC for proper email authentication.
- Content Quality: Ensure content is valuable, engaging, and avoids spam triggers.
- Domain Cooldown: If issues persist, consider a 'cooldown' period followed by gradual warm-up.
- Spam Complaints: Keep spam complaints as low as possible.
Key considerations
- User Engagement: Gmail's algorithms heavily weigh user engagement signals, so prioritize content that recipients find valuable and want to interact with.
- Rendering: Ensure proper email rendering across different email clients for a positive user experience.
- Dedicated IPs: Consider dedicated IPs and proper DNS settings.
- Feedback Loops: Check 'spam reports' section and 'Feedback Loop' within Google Postmaster Tools to see who is reporting.
- Automation and Segments: Use automation to personalize communications, and email list segmentation to improve sender reputation.
Marketer view
Email marketer from Reddit shares insights on why Gmail might block emails even with DKIM, SPF, and DMARC in place. He stresses the importance of content quality, sender reputation, and user engagement signals for Gmail's filtering algorithms.
28 Mar 2023 - Reddit
Marketer view
Email marketer from Mailjet shares tips on boosting sender reputation by focusing on subscriber engagement, segmenting audiences based on activity, and sending targeted content that resonates with each segment.
29 Jun 2022 - Mailjet
What the experts say
3 expert opinions
Experts emphasize that improving domain reputation with Gmail involves more than just technical compliance. Emails must be desired by recipients and originate from reputable IPs and domains. Essential steps include authenticating emails with SPF, DKIM, and DMARC, maintaining low spam complaint rates, adhering to Gmail's sender guidelines, and practicing rigorous list hygiene by removing invalid and unengaged addresses while ensuring all subscribers have given explicit permission.
Key opinions
- Desired Mail: Emails must be wanted by the recipients to avoid being blocked by Gmail's filters.
- Authentication: Properly configure SPF, DKIM, and DMARC to authenticate emails and establish trust.
- Spam Complaints: Maintain a low spam complaint rate by sending relevant and engaging content.
- Sender Guidelines: Adhere to Gmail's sender guidelines to ensure compliance and avoid penalties.
- List Hygiene: Regularly clean email lists by removing invalid and unengaged addresses.
- Reputable IPs and domains: Emails must come from IPs and domains that don't have a bad reputation.
Key considerations
- Permission: Ensure all subscribers have explicitly given permission to receive emails to avoid being marked as spam.
- Reputation is Key: Focus on building and maintaining a positive sender reputation through consistent delivery of valuable content.
- Technical Compliance: While necessary, technical compliance (SPF, DKIM, DMARC) alone is not sufficient; user perception and engagement are crucial.
Expert view
Expert from Spam Resource, John Levine, explains that avoiding Gmail spam filters involves sending mail that recipients want, authenticating email with SPF, DKIM, and DMARC, keeping spam complaints low, and following Gmail's sender guidelines.
31 Jan 2023 - Spam Resource
Expert view
Expert from Email Geeks explains that passing authentication isn't enough to avoid Gmail blocking. Mail must be wanted and come from IPs/domains without a bad reputation.
11 Aug 2022 - Email Geeks
What the documentation says
4 technical articles
Improving domain reputation with Gmail, according to documentation, involves email authentication using SPF, DKIM, and DMARC. It also requires maintaining a low spam rate, following Gmail's sender guidelines, and gradually warming up an IP address by increasing sending volume while monitoring deliverability rates. Proper setup of SPF records and DMARC configuration are crucial for email authentication, preventing spoofing, and building trust with ISPs.
Key findings
- Email Authentication: Implementing SPF, DKIM, and DMARC is essential for verifying email authenticity.
- Low Spam Rate: Maintaining a low spam rate is crucial for a positive sender reputation.
- Sender Guidelines: Adhering to Gmail's sender guidelines helps improve deliverability.
- IP Warm-up: Gradually increasing sending volume during IP warm-up is recommended for establishing trust.
- DMARC Protection: Implementing DMARC protects domains from email spoofing and phishing attacks.
Key considerations
- Accurate SPF: Ensuring SPF records are correctly set up is vital for authentication.
- Monitoring: Regularly monitor deliverability rates during IP warm-up and adjust sending practices.
- Trust with ISPs: Proper email authentication and following best practices build trust with ISPs.
- Gradual Warm-Up: Rushing the warm-up process can negatively impact deliverability.
Technical article
Documentation from Postmark explains that warming up an IP address involves gradually increasing sending volume over time, monitoring deliverability rates, and adjusting sending practices based on feedback from ISPs to establish a positive sending reputation.
6 Feb 2022 - Postmark
Technical article
Documentation from Google Workspace Admin Help advises to ensure that mail is authenticated using SPF, DKIM, and DMARC. They also emphasize maintaining a low spam rate and following Gmail's sender guidelines to improve sender reputation.
21 Nov 2021 - Google Workspace Admin Help
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