Why are my emails going to the promotions tab in Gmail? - Knowledge Base

Summary

A multitude of resources from various experts, marketers, and official documentation sources provide a comprehensive understanding of email deliverability and inboxing. Key themes consistently emphasize the importance of sender authentication (SPF, DKIM, DMARC), sender reputation management, email list hygiene, engaging content, and the selection of a reputable Email Service Provider (ESP). Additional best practices include avoiding unwanted mail, warming up IP addresses, segmenting lists, monitoring bounce rates, providing easy unsubscribe options, and being aware of specific spam filters. A tiered learning approach, starting with ESP resources and progressing to more specialized areas, is suggested for quickly grasping the fundamentals.

Key findings

Authentication is Paramount: Sender authentication via SPF, DKIM, and DMARC is consistently highlighted as a critical step for verifying sending domains and improving deliverability.
Reputation Matters: Maintaining a positive sender reputation is essential for ensuring emails reach the inbox, and tools like Google Postmaster Tools are recommended for monitoring.
List Hygiene is Crucial: Regularly cleaning email lists by removing inactive or unengaged subscribers significantly improves deliverability rates.
ESP Selection is Key: Choosing an ESP with a proven track record for deliverability and robust infrastructure is a vital decision.
Content Engagement Impacts Deliverability: Engaging content and personalized messaging increase positive engagement metrics, which in turn improves deliverability.

Key considerations

Start with ESP Resources: Begin learning with the resources and guides provided by your ESP (e.g., Mailchimp, SendGrid) before diving into more advanced topics.
Implement DMARC Carefully: Start with a DMARC policy of 'p=none' to monitor email flows before moving to stricter policies like 'p=quarantine' or 'p=reject'.
Monitor Spam Filters: Be aware of the different types of spam filters and how they might affect your emails.
Segment and Personalize: Segment your audience and personalize email content to increase engagement and reduce the likelihood of being marked as spam.
Continuously Optimize: Email deliverability is an ongoing process; continuously monitor your results, adjust your strategies, and stay updated on best practices.

What email marketers say

13 marketer opinions

Numerous resources and strategies exist for learning about and improving email deliverability and inboxing. These include leveraging guides and checklists from ESPs like Mailchimp, SendGrid, GMass, and Litmus, focusing on key areas such as sender authentication (SPF, DKIM, DMARC), list management, sender reputation, and engagement. Segmenting audiences, personalizing content, choosing a reliable ESP, and monitoring metrics are also crucial. A tiered approach to learning is suggested, beginning with ESP resources and progressing to specialized areas.

Key opinions

ESP Resources: Email Service Providers (ESPs) like Mailchimp, SendGrid, and GMass offer comprehensive guides and resources on email deliverability.
Authentication: Implementing SPF, DKIM, and DMARC authentication is crucial for verifying sending domains and improving deliverability.
List Management: Maintaining a clean and engaged email list is essential for avoiding spam filters and improving sender reputation.
Sender Reputation: Monitoring and maintaining a positive sender reputation is vital for ensuring emails reach the inbox.
Engagement Metrics: Tracking and analyzing engagement metrics (opens, clicks) helps optimize email campaigns and improve deliverability.

Key considerations

Tiered Learning: Start with basic resources from ESPs and gradually delve into specific areas like authentication and list management.
ESP Selection: Carefully choose an ESP with a strong deliverability track record and robust infrastructure.
Segmentation & Personalization: Segmenting your audience and personalizing email content can significantly improve engagement and deliverability.
Deliverability Checklists: Utilize deliverability checklists to ensure all essential steps are taken before sending emails.
Ongoing Monitoring: Continuously monitor sender reputation, engagement metrics, and deliverability performance to identify and address issues proactively.

Marketer view

Email marketer from EmailGeek Forum says to segment audience, personalize content, and track engagement metrics as key strategies for improving email deliverability rates.

17 Mar 2024 - EmailGeek Forum

Marketer view

Email marketer from Litmus shares a guide focusing on key factors that impact email deliverability, including sender reputation, authentication, engagement, and spam filters, with actionable tips for improving each area.

30 Nov 2021 - Litmus

What the experts say

5 expert opinions

Experts emphasize the importance of understanding sender authentication (SPF, DKIM, DMARC), sender reputation, list management, and engaging content for improved email deliverability and inboxing. Resources include training session notes, comprehensive lists, and specific advice on DMARC policy and awareness of spam filters.

Key opinions

Authentication & Reputation: Sender authentication (SPF, DKIM, DMARC) and a positive sender reputation are critical for deliverability.
List Management & Engagement: Proper list management and engaging content are necessary for improved inbox placement.
Spam Filter Awareness: Senders should be aware of the specific spam filters they may encounter.
DMARC Policy: A starting DMARC policy of 'p=none' is recommended during initial implementation.
Training Resources: In-depth training notes and resource lists are available for comprehensive learning.

Key considerations

Technical Implementation: Properly implement SPF, DKIM, and DMARC to authenticate your sending domain.
Content Quality: Create engaging and relevant content to encourage interaction and avoid spam triggers.
List Hygiene: Maintain a clean email list by removing inactive or unengaged subscribers.
Policy Adjustment: Monitor DMARC reports and adjust the policy (e.g., to 'p=quarantine' or 'p=reject') over time as you gain confidence in your authentication setup.
Continuous Learning: Stay updated on the latest deliverability best practices and spam filter techniques through available resources.

Expert view

Expert from Word to the Wise answers that senders should be aware of the specific spam filters they might be encountering.

28 Jun 2023 - Word to the Wise

Expert view

Expert from Email Geeks shares a Google Drive folder containing notes from training sessions that cover various email deliverability topics in-depth.

17 Sep 2023 - Email Geeks

What the documentation says

4 technical articles

Official documentation from Google, Microsoft, SparkPost, and RFC emphasizes authentication (SPF, DKIM, DMARC), sender reputation management, and email list hygiene as crucial elements for ensuring email deliverability and inboxing. Additional best practices include avoiding unwanted mail, warming up IP addresses, segmenting lists, monitoring bounce rates, and providing easy unsubscribe options.

Key findings

Authentication is Key: Implementing SPF, DKIM, and DMARC is essential for authenticating your sending domain and preventing email spoofing.
Sender Reputation Matters: Monitoring and maintaining a good sender reputation is critical for ensuring emails reach the inbox.
List Hygiene is Important: Practicing good email list hygiene, including regular cleaning and engagement monitoring, helps improve deliverability.
Unwanted Mail Avoidance: Avoiding sending unwanted or unsolicited emails is crucial for avoiding spam filters.
Bulk Email Best Practices: Following best practices for sending bulk emails, such as warming up IP addresses and providing easy unsubscribe options, is important.

Key considerations

Implement Authentication: Configure SPF, DKIM, and DMARC records for your sending domain to authenticate your emails.
Monitor Sender Reputation: Use tools like Google Postmaster Tools to monitor your sender reputation and identify any issues.
Maintain Clean List: Regularly remove inactive or unengaged subscribers from your email list.
Provide Unsubscribe Options: Ensure it's easy for recipients to unsubscribe from your emails.
Warm Up IP Addresses: Gradually increase sending volume when using new IP addresses to establish a positive sending reputation.

Technical article

Documentation from RFC answers details regarding technical specifications of SPF and how it helps prevent email spoofing by verifying sending domains.

3 Mar 2024 - RFC

Technical article

Documentation from Microsoft explains that when sending bulk emails, it's crucial to follow best practices like warming up IP addresses, segmenting lists, monitoring bounce rates, and providing easy unsubscribe options to maintain a good sender reputation and avoid being flagged as spam.

25 May 2022 - Microsoft