Summary
Gmail's updated spam rate calculation places a greater emphasis on recipient engagement, calculating it as the number of spam complaints divided by the number of active recipients. This shift necessitates a heightened focus on list management and hygiene. Senders are urged to acquire permission-based lists, implement double opt-in, and regularly clean their lists by removing unengaged subscribers through sunset policies and re-engagement campaigns. Actively monitoring engagement signals like opens, clicks, and replies is crucial, alongside segmenting lists for targeted messaging and personalizing content to boost relevance. Furthermore, adhering to email standards, implementing proper authentication (SPF, DKIM, DMARC), and protecting domains against spoofing and phishing attacks are vital for maintaining a positive sender reputation and improving deliverability. Automation can streamline these processes, but ultimately, prioritizing recipient engagement and responsible sending practices is key to navigating Gmail's new spam rate calculation effectively.
Key findings
- Spam Rate Calculation: Gmail now calculates spam rate as # of spam complaints / # of active recipients.
- Engagement Emphasis: Sending to unengaged audiences carries more weight, impacting inboxing rates.
- List Hygiene Imperative: Regular list cleaning and validation are essential to maintain a healthy list.
- Segmentation Benefits: Segmenting lists enhances targeting and improves overall deliverability.
- Personalization Impact: Personalizing emails increases engagement and reduces spam complaints.
- Authentication Necessity: Proper email authentication (SPF, DKIM, DMARC) is crucial for deliverability.
- DMARC Importance: Implementing DMARC protects against spoofing and phishing.
Key considerations
- Permission-Based Acquisition: Focus on acquiring subscribers with explicit consent.
- Double Opt-in Implementation: Utilize double opt-in to ensure genuine interest.
- Engagement Monitoring: Actively track engagement signals for informed decision-making.
- Sunset Policy Enforcement: Implement sunset policies to remove inactive subscribers.
- Re-engagement Efforts: Attempt re-engagement before removing subscribers.
- Automation for Efficiency: Leverage automation to streamline list management.
- Content Relevance: Prioritize sending valuable, relevant content to maintain engagement.
- Easy Opt-out Options: Provide easy and accessible unsubscribe mechanisms.
What email marketers say
13 marketer opinions
Gmail's updated spam rate calculation places a greater emphasis on recipient engagement. This means senders need to focus on building permission-based email lists, improving list hygiene, and actively monitoring engagement metrics (opens, clicks, unsubscribes). Strategies such as double opt-in, segmentation, re-engagement campaigns, and sunset policies are essential for identifying and removing unengaged subscribers. Personalization and relevant content are also crucial for maintaining a healthy sender reputation and improving deliverability. Failing to address engagement issues can lead to increased spam complaints and decreased inbox placement.
Key opinions
- New Calculation: Gmail now calculates spam rate as the number of spam complaints divided by the number of active recipients.
- Engagement Matters: Sending to unengaged audiences carries significantly more weight, especially if your emails are currently inboxing.
- List Hygiene: Good list hygiene practices are crucial, including removing inactive users, and using re-engagement campaigns.
- Segmentation: Segmenting email lists based on subscriber behavior allows for more targeted messaging and improves engagement.
- Personalization: Personalizing emails increases relevance and reduces spam complaints.
Key considerations
- Permission-Based Lists: Focus on acquiring subscribers who have explicitly opted in to receive your emails.
- Double Opt-in: Implement double opt-in to ensure subscribers genuinely want to receive your emails.
- Monitor Engagement: Actively track opens, clicks, and unsubscribes to identify unengaged subscribers.
- Sunset Policies: Implement a sunset policy to automatically remove inactive subscribers after a certain period.
- Re-engagement Campaigns: Use re-engagement campaigns to try and revive interest from inactive subscribers before removing them.
- Automation: Utilize automation to streamline list management processes, such as re-engagement campaigns and list cleaning.
Marketer view
Email marketer from the forum suggests implementing a sunset policy for unengaged subscribers. After a period of inactivity (e.g., 6 months), send a re-engagement campaign and remove those who still don't respond. This improves list quality and deliverability.
25 Jun 2023 - Email Marketing Forum
Marketer view
Email marketer from Email on Acid Blog shares that Gmail's spam rate calculation highlights the need for better list hygiene practices. Implement double opt-in, segment lists based on engagement, and remove inactive subscribers. Monitoring engagement metrics and acting on them proactively are crucial for avoiding spam complaints.
19 Jun 2024 - Email on Acid Blog
What the experts say
2 expert opinions
Gmail's updated spam rate calculation emphasizes the importance of engagement signals and list hygiene. Senders must actively monitor engagement signals like opens, clicks, and replies to ensure only engaged subscribers receive emails. List hygiene practices, such as sunset policies and re-engagement campaigns, are crucial for removing unengaged subscribers and maintaining a healthy sender reputation.
Key opinions
- Engagement Signals: Engagement signals (opens, clicks, replies) are crucial for Gmail deliverability.
- List Hygiene: List hygiene is more important than ever with Gmail's new spam rate calculation.
Key considerations
- Monitor Engagement: Actively monitor engagement signals and adjust list management practices accordingly.
- Implement Strategies: Implement strategies to remove unengaged subscribers, such as sunset policies and re-engagement campaigns.
- Maintain Reputation: Focus on maintaining a healthy sender reputation by ensuring only engaged subscribers receive emails.
Expert view
Expert from Spam Resource responds by explaining that list hygiene is more important than ever with Gmail's new spam rate calculation. Senders should implement strategies to remove unengaged subscribers, such as sunset policies and re-engagement campaigns, to maintain a healthy sender reputation.
22 Jun 2022 - Spam Resource
Expert view
Expert from Word to the Wise explains that engagement signals, such as opens, clicks, and replies, are crucial for Gmail deliverability. Senders must actively monitor these signals and adjust their list management practices to ensure that only engaged subscribers receive emails. Ignoring engagement can lead to increased spam complaints and decreased inbox placement.
30 Mar 2022 - Word to the Wise
What the documentation says
5 technical articles
Gmail's spam filters heavily weigh user engagement. High bounce rates and spam complaints negatively impact sender reputation and deliverability, emphasizing the importance of regular list cleaning and validation. Adhering to email standards, including obtaining consent, providing easy opt-out mechanisms, proper authentication (SPF, DKIM, DMARC), and avoiding spam trigger words, are essential for responsible sending and maintaining a positive reputation. Implementing DMARC authentication is also crucial for protecting your domain from spoofing and phishing, enhancing trust with email providers and improving deliverability.
Key findings
- User Engagement: Gmail's spam filters consider user engagement as a significant factor.
- Bounce Rates & Complaints: High bounce rates and spam complaints negatively impact sender reputation and deliverability.
- Email Standards: Responsible sending practices are crucial, including consent and easy opt-out mechanisms.
- Authentication: Proper authentication (SPF, DKIM, DMARC) is necessary for legitimate email sending.
- DMARC: Implementing DMARC protects against spoofing and phishing attacks.
Key considerations
- Relevant Content: Prioritize sending relevant and valuable content to keep recipients engaged.
- List Cleaning: Regularly clean and validate your email list to maintain a healthy list.
- Obtain Consent: Obtain consent before sending emails and provide easy opt-out mechanisms.
- Avoid Triggers: Avoid using spam trigger words in your emails.
- Implement DMARC: Implement DMARC authentication to protect your domain.
Technical article
Documentation from SparkPost explains that high bounce rates and spam complaints can negatively impact sender reputation and deliverability. Regular list cleaning and validation are essential to maintain a healthy list and avoid being flagged as a spammer.
4 Aug 2021 - SparkPost
Technical article
Documentation from Google Support explains that Gmail's spam filters consider user engagement as a significant factor. If users frequently mark emails from a sender as spam, Gmail is more likely to filter subsequent emails from that sender into the spam folder. Therefore, senders should prioritize sending relevant and valuable content to keep recipients engaged.
31 Oct 2021 - Google Support
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