Summary
Gmail calculates compliance on its dashboard using a complex algorithm considering multiple factors. A key metric is the user-reported spam rate, ideally below 0.10% and not exceeding 0.30%. Sender reputation, heavily influenced by user complaints, engagement rates, spam trap hits, and authentication practices (SPF, DKIM, DMARC), is critical. Reverse engineering the dashboard is difficult due to unavailable data. Maintaining proper authentication, following Gmail's bulk sending guidelines (including list management and complaint monitoring), warming up IP addresses, segmenting lists, and monitoring feedback loops are essential for improving deliverability and compliance.
Key findings
- Spam Rate Threshold: User-reported spam rate should be kept below 0.10% and never exceed 0.30%.
- Sender Reputation Dominance: Gmail heavily relies on sender reputation for compliance assessment.
- Multifactorial Assessment: Compliance depends on multiple factors: engagement, spam complaints, and authentication.
- Authentication's Role: SPF, DKIM, and DMARC are essential for verifying email legitimacy.
- Bulk Sending Guidelines: Adherence to Gmail's bulk sending guidelines ensures deliverability.
- Domain scope: Spam scores are calculated across the domain not subdomain
Key considerations
- Monitor Spam Rate: Actively monitor and maintain a low user-reported spam rate.
- Authentication Implementation: Correctly implement and configure SPF, DKIM, and DMARC.
- Reputation Management: Proactively manage and improve sender reputation.
- Guideline Compliance: Comply with Gmail's bulk sending guidelines.
- Feedback Loop Monitoring: Monitor and address spam complaints through feedback loops.
- List Management: Practice good list hygiene, removing unengaged users, and warming new IPs.
- Proactive monitoring: Actively monitor deliverability using tools to track inbox placement, spam folder placement, and authentication results
What email marketers say
8 marketer opinions
Gmail's compliance dashboard calculation is complex and multifactorial. While a spam rate threshold of 0.3% is often cited, the calculation isn't simply a daily average. Factors like sender reputation, user engagement, authentication (SPF, DKIM, DMARC), sending volume, and spam complaint rates all contribute. Reverse engineering the dashboard is challenging due to unavailable data, with spam rates calculated across whole domains, not subdomains. Continuous monitoring of deliverability using tools, focusing on list hygiene, segmentation, and content relevance, are crucial to maintaining compliance and good deliverability.
Key opinions
- Spam Rate Threshold: Gmail uses a spam rate threshold, around 0.3%, but it's not the only factor determining compliance.
- Multifactorial Calculation: Compliance calculation is not based on any single metric, it takes into account many factors.
- Sender Reputation: Sender reputation is a significant element in Gmail's assessment.
- User Engagement: User engagement (open rates, clicks) plays a vital role in deliverability.
- Authentication: Proper email authentication (SPF, DKIM, DMARC) is crucial.
- Domain-wide Assessment: Spam rates are calculated for the entire domain, not just subdomains.
Key considerations
- Continuous Monitoring: Actively monitor deliverability metrics and sender reputation.
- List Hygiene: Maintain a clean email list by removing inactive subscribers.
- Segmentation & Personalization: Segment email lists and personalize content to improve engagement.
- Content Relevance: Ensure email content is relevant and engaging to recipients.
- Sending Volume: Implement consistent sending volumes
- Tool Usage: Employ tools to monitor inbox placement, spam folder placement and authentication results.
Marketer view
Marketer from Email Geeks suggests that reverse engineering the dashboard might not be the best use of time, because the calculation includes data we don't have access to and rates are for the whole domain and not subdomains. She adds that the spam rate is calculated daily, but the overall number considers activity over a period between a day and a year.
28 Jun 2023 - Email Geeks
Marketer view
Email marketer from Mailjet explains that factors such as sender authentication (SPF, DKIM, DMARC), consistent sending volume, low spam complaint rates, and engaged subscribers all influence Gmail's deliverability assessment.
3 Jun 2024 - Mailjet
What the experts say
2 expert opinions
Gmail's compliance, as reflected in their dashboard, is significantly influenced by sender reputation. This reputation is built upon factors like spam complaints, engagement rates, and authentication practices. Keeping spam complaint rates low and actively monitoring feedback loops are crucial for maintaining good deliverability and adhering to Gmail's guidelines.
Key opinions
- Sender Reputation: Gmail heavily relies on sender reputation for determining compliance.
- Spam Complaints Impact: Spam complaints have a significant, negative impact on Gmail compliance.
- Feedback Loops: Monitoring feedback loops is essential for identifying and addressing spam complaints.
Key considerations
- Reputation Management: Focus on building and maintaining a positive sender reputation.
- Complaint Monitoring: Actively monitor feedback loops to identify and address spam complaints promptly.
- Low Complaint Rates: Implement strategies to minimize spam complaint rates, such as list hygiene and relevant content.
Expert view
Expert from Spam Resource explains that Gmail heavily relies on sender reputation when determining compliance. Factors such as spam complaints, engagement rates, and authentication practices contribute to the overall sender reputation, directly impacting deliverability to Gmail inboxes and compliance with their guidelines.
18 Feb 2024 - Spam Resource
Expert view
Expert from Word to the Wise shares that spam complaints significantly impact Gmail compliance, and that it’s important to monitor feedback loops. She adds that maintaining low complaint rates is crucial for ensuring deliverability to Gmail and compliance with their sender guidelines.
25 Jan 2024 - Word to the Wise
What the documentation says
7 technical articles
Gmail's compliance calculation relies on multiple factors detailed in their documentation. A key metric is the user-reported spam rate, which should ideally stay below 0.10% and must not exceed 0.30%. Sender reputation, determined by user complaints, spam trap hits, authentication (SPF, DKIM, DMARC), and adherence to Gmail's guidelines, is paramount. SPF, DKIM, and DMARC authenticate email sources, confirm legitimacy, and instruct Gmail on handling emails that fail authentication. Adhering to Google's bulk sending guidelines, including managing email lists and monitoring complaints, is crucial.
Key findings
- Spam Rate Threshold: User-reported spam rate should be below 0.10% and never exceed 0.30%.
- Sender Reputation Factors: Sender reputation depends on user complaints, spam trap hits, authentication, and adherence to guidelines.
- Authentication Importance: SPF, DKIM, and DMARC are crucial for authenticating email sources.
- Bulk Sending Guidelines: Following Gmail's bulk sending guidelines is essential for deliverability.
Key considerations
- Spam Rate Monitoring: Monitor and maintain a low user-reported spam rate.
- Authentication Setup: Implement and properly configure SPF, DKIM, and DMARC.
- Guideline Adherence: Comply with Gmail's bulk sending guidelines, including list management and complaint monitoring.
- Reputation Management: Prioritize building and safeguarding sender reputation.
Technical article
Documentation from DMARC.org clarifies that DMARC policies give guidelines on how receiving mail servers (like Gmail) should deal with emails that fail SPF or DKIM checks, and DMARC reports offer vital insight into authentication results and prospective deliverability issues.
13 Nov 2024 - DMARC.org
Technical article
Documentation from Gmail Help details Google's bulk sending guidelines including authentication requirements, list management best practices, and spam complaint monitoring. Adhering to these guidelines is essential for maintaining a positive sender reputation and ensuring reliable deliverability to Gmail users.
24 Oct 2022 - Gmail Help
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