Summary
To improve Gmail deliverability for a gambling/fantasy league newsletter with a history of issues, a multifaceted approach is needed. This includes addressing domain and IP reputation, prioritizing engagement through segmentation and list hygiene, creating high-quality content, adhering to Gmail's bulk sender guidelines (including authentication), using Google Postmaster Tools for monitoring, and carefully managing content related to gambling. Consider warming up IPs, using a dedicated IP, maintaining consistent email volume, avoiding URL shorteners, and proactively reporting deliverability issues to Google.
Key findings
- Reputation is Key: Both domain and IP reputation play a crucial role in Gmail deliverability.
- Engagement Matters: Focusing on engaged subscribers and removing inactive ones significantly improves deliverability.
- Authentication is Essential: Implementing SPF, DKIM, and DMARC is a fundamental requirement for building trust with Gmail.
- Content Quality Counts: Avoiding spam triggers, using clean design, and providing valuable content reduce the likelihood of being flagged as spam.
- Gambling Content is Sensitive: Content related to gambling requires extra caution due to regulatory concerns and increased scrutiny from Gmail.
- List Hygiene is Critical: Regularly cleaning the email list is paramount to reducing bounce rates and improving sender reputation.
- Monitoring is Crucial: Utilizing Google Postmaster Tools allows for continuous monitoring of sender reputation and deliverability metrics.
Key considerations
- Segmentation Strategy: Implement a robust segmentation strategy to target specific audiences and improve engagement.
- Content Compliance: Ensure all content adheres to gambling regulations and is transparent about the nature of the newsletter.
- Dedicated IP Investment: Consider using a dedicated IP address to establish a unique sending reputation.
- Warm-Up Process: Thoroughly warm up new IP addresses to avoid being immediately flagged as spam.
- Domain Change (Last Resort): Changing sending domains should only be considered as a last resort to reset a severely damaged reputation.
- Feedback Loops: Encourage recipients to move emails from the spam folder and provide feedback on content.
- Volume Control: Maintain a consistent email volume to establish a predictable sending pattern.
What email marketers say
9 marketer opinions
To improve Gmail deliverability for a gambling/fantasy league newsletter with a history of issues, focus on engagement-based segmentation, clean and professional content, sender reputation management, list hygiene, using a dedicated IP, consistent sending volume, avoiding URL shorteners, monitoring bounce rates, and being extra cautious with gambling-related content.
Key opinions
- Segmentation: Segmenting email lists by engagement and sending only to active subscribers reduces bounce rates and spam complaints.
- Content: Avoiding spam triggers, using clean design, and providing valuable content lowers the chances of being flagged as spam.
- Sender Reputation: Maintaining a good sender reputation through consistent practices and avoiding blacklists is essential.
- Gambling Content: Be cautious with gambling-related content, focusing on value, transparency, and avoiding overly promotional language.
- List Hygiene: Regularly cleaning the email list by removing inactive addresses reduces bounce rates and improves sender reputation.
- Dedicated IP: A dedicated IP helps establish a specific sending reputation for the newsletter.
- Consistent Volume: Maintaining consistent sending volume and frequency helps establish a predictable pattern with Gmail.
- URL Shorteners: Avoid using URL shorteners, opting for full, transparent URLs.
- Bounce Rates: Regularly monitoring and addressing high bounce rates is crucial for sender reputation.
Key considerations
- Industry: The gambling/fantasy league industry faces stricter scrutiny from email providers.
- Engagement: Prioritize engaged subscribers and remove inactive ones to improve deliverability.
- Transparency: Be transparent about the newsletter's content and purpose to build trust with Gmail and subscribers.
- Technical Setup: Implement SPF, DKIM, and DMARC authentication to verify email authenticity.
- Monitoring: Continuously monitor sender reputation and deliverability metrics to identify and address potential issues promptly.
Marketer view
Email marketer from Sender explains avoiding spam trigger words, using a clean and professional email design, and providing valuable content to reduce the likelihood of emails being flagged as spam.
13 Dec 2023 - Sender
Marketer view
Email marketer from Reddit recommends being extra cautious with gambling-related content, as Gmail may be more likely to filter it. Focusing on providing value, being transparent, and avoiding overly promotional language is key.
10 Jul 2024 - Reddit
What the experts say
7 expert opinions
Improving Gmail deliverability for a gambling/fantasy league newsletter with past issues requires addressing domain and IP reputation, engagement, content, and list hygiene. Focus on sending to engaged users, consider changing sending domains as a last resort, warm up new IPs, encourage users to move mail from the bulk folder, comply with gambling regulations, and maintain a clean email list. Submitting a deliverability issue report to Google may also help.
Key opinions
- Domain Reputation: Low engagement can lead to domain reputation issues, impacting deliverability.
- Engagement Focus: Prioritizing engaged users or newest users can improve deliverability.
- IP Warmup: Warming up new IP/domain combinations is crucial as Gmail is wary of unseen IPs.
- Bulking Impact: Being placed in the bulk/spam folder negatively affects sender reputation.
- Content Filtering: Gambling-related content is prone to triggering spam filters due to regulatory concerns.
- List Hygiene: Maintaining a clean email list by removing inactive addresses is essential.
Key considerations
- Domain Reset: Changing sending and bounce domains should be a last resort to reset Gmail reputation.
- User Action: Encourage users to move emails from the bulk folder to the inbox.
- Regulatory Compliance: Ensure compliance with all gambling regulations and be transparent about content.
- Proactive Reporting: Submitting a "help why are you bulking this mail" request to Google might provide insights.
- Shared Domain Reputation: Shared domain reputation can impact deliverability.
Expert view
Expert from Email Geeks suggests changing the sending and bounce domains as a last resort to reset the client’s Gmail reputation.
1 May 2025 - Email Geeks
Expert view
Expert from Email Geeks explains that bulking impacts reputation. Recommends sending only to users who have opened mail since the new IP. Suggests using other communication channels to ask users to move mail from the bulk folder.
14 Jul 2023 - Email Geeks
What the documentation says
6 technical articles
Improving Gmail deliverability requires adherence to Gmail's bulk sender guidelines, including proper email authentication (SPF, DKIM, DMARC), avoidance of unwanted mail, easy unsubscription options, and utilization of Google Postmaster Tools for monitoring. Gradual IP warming and robust email authentication frameworks are crucial for establishing and maintaining a positive sender reputation and preventing spoofing.
Key findings
- Bulk Sender Guidelines: Gmail has specific guidelines for bulk email senders that must be followed to ensure deliverability.
- Postmaster Tools: Google Postmaster Tools provide valuable insights into sending reputation, spam rates, and other metrics.
- IP Warming: Gradually warming up IP addresses builds a positive sending reputation with Gmail.
- SPF Authentication: SPF records authorize sending email servers and prevent spoofing.
- DKIM Signatures: DKIM signatures verify the integrity of emails and ensure they haven't been altered.
- DMARC Policy: DMARC specifies how email receivers should handle emails that fail authentication checks, protecting against spoofing.
Key considerations
- Authentication: Implementing SPF, DKIM, and DMARC is essential for establishing trust with Gmail.
- Monitoring: Regularly monitor sending reputation and spam rates using Postmaster Tools.
- Sender Reputation: Proactively manage sender reputation by adhering to best practices and avoiding practices that lead to blacklisting.
- Email Volume: Gradually increase email volume during IP warming to establish a stable sending pattern.
- Unwanted Mail: Minimize sending unwanted mail and provide easy unsubscription options to reduce spam complaints.
Technical article
Documentation from Gmail Help explains Gmail has guidelines for bulk email senders, including authentication (SPF, DKIM, DMARC), avoiding sending unwanted mail, and making it easy for users to unsubscribe.
27 Jul 2024 - Gmail Help
Technical article
Documentation from Gmail Help explains how to use Google Postmaster Tools to monitor sending reputation, spam rate, and other metrics to diagnose and fix deliverability issues.
22 May 2023 - Gmail Help
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