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

Summary

To avoid spam filters and maintain good email deliverability with Gmail and Google Groups, it is crucial to adhere to sending limits, which vary by account type (Gmail vs. Google Workspace), the specific Google service used (Gmail, Google Groups, Gmail API), and sender reputation. Strategies include cleaning email lists, increasing engagement, segmenting lists for personalized content, gradually warming up IP addresses, implementing email authentication (SPF, DKIM, DMARC), using a dedicated IP, and avoiding spam trigger words. For new accounts, sending limits are lower and increase as a positive reputation is built. Google documentation outlines these specific sending limits and suggests monitoring API usage.

Key findings

Varying Sending Limits: Gmail and Google Groups have different sending limits depending on the account type, Google service (Gmail, Google Groups), and the sending platform (API or standard).
Importance of Sender Reputation: Sender reputation plays a key role; newer accounts have lower limits which increase with good sending behavior. Gradual IP warming is crucial.
Proactive List Management: Email list hygiene is critical. Cleaning inactive subscribers and promoting engagement are vital for avoiding spam filters.
Content Relevance Matters: Personalizing content and segmenting lists increases engagement and reduces the likelihood of being marked as spam.
Authentication is Key: Employing email authentication protocols like SPF, DKIM, and DMARC is essential for verifying your sending identity and improving deliverability.

Key considerations

Account Type Limits: Be fully aware of the sending limits associated with your specific Gmail or Google Workspace account type and adjust sending practices accordingly.
Regular List Cleaning: Implement a system for regularly cleaning your email list to remove unengaged or inactive subscribers.
Content Targeting: Segment your email lists and tailor your content to specific audiences to increase relevance and engagement.
Monitor IP Reputation: Actively monitor your IP address and domain reputation to identify and address any deliverability issues promptly.
Implement Authentication: Make sure to implement SPF, DKIM, and DMARC records for your sending domains to authenticate your emails and improve deliverability rates.

What email marketers say

9 marketer opinions

To avoid spam filters and maintain good email deliverability with Gmail and Google Groups, it's important to adhere to sending limits, which vary based on account type (Gmail vs. Google Workspace) and the platform (Gmail vs. Google Groups alias). Strategies for improving deliverability include cleaning email lists of inactive subscribers, encouraging engagement, segmenting lists for personalized content, gradually warming up IP addresses, implementing email authentication (SPF, DKIM, DMARC), using a dedicated IP address, and avoiding spam trigger words. New Gmail accounts have lower sending limits, which increase over time as the sender's reputation is established.

Key opinions

Sending Limits: Gmail and Google Groups have specific sending limits to prevent spam, and exceeding these limits can harm deliverability.
List Quality: Maintaining a clean and engaged email list is crucial for avoiding spam filters.
Personalization & Segmentation: Sending personalized and segmented content improves engagement and deliverability.
IP Warm-up: Gradually increasing email volume helps establish a positive sending reputation.
Authentication: Implementing SPF, DKIM, and DMARC authenticates email servers and enhances deliverability.
Account Reputation: New accounts need to gradually establish a positive sending reputation to increase sending limits.

Key considerations

Account Type: Gmail and Google Workspace accounts have different sending limits.
List Maintenance: Regularly clean your email list to remove inactive subscribers.
Content Relevance: Ensure your email content is relevant and engaging to avoid being marked as spam.
IP Reputation: Monitor your IP address reputation to identify and address any deliverability issues.
New Accounts: Be cautious with sending volumes when using new email accounts to avoid triggering spam filters.

Marketer view

Email marketer from Mailchimp recommends staying within Gmail's sending limits to maintain good deliverability. Sending too many emails at once can trigger spam filters and damage your sender reputation. They also advise warming up new IPs slowly before sending bulk emails.

28 Jun 2021 - Mailchimp

Marketer view

Email marketer from SendPulse recommends warming up IP addresses to avoid spam filters by gradually increasing email volume.

29 Jun 2023 - SendPulse

What the experts say

2 expert opinions

Experts emphasize the importance of adhering to Gmail's daily sending limits, as these are in place to prevent spam and exceeding them can lead to restrictions. A gradual 'warm-up' of IP addresses is advised to align with email sending limits and build a positive sending reputation.

Key opinions

Sending Limits: Adhering to Gmail's daily sending limits is crucial for avoiding spam filters.
IP Warm-up: Gradually warming up IP addresses helps build a positive sending reputation and avoid being marked as spam.

Key considerations

Consequences of Exceeding Limits: Exceeding Gmail's sending limits can result in temporary or permanent account restrictions.
IP Reputation Building: Take the time to gradually warm up new IPs by slowly increasing email volume and engagement.

Expert view

Expert from Spam Resource highlights the importance of adhering to Gmail's daily sending limits, which are designed to prevent spam. Exceeding these limits can lead to temporary or permanent restrictions on your account.

15 May 2023 - Spam Resource

Expert view

Expert from Word to the Wise advises on the gradual 'warm-up' of IP addresses to align with email sending limits, and gradually build a reputation for sending legitimate email traffic rather than being marked as spam.

6 Feb 2022 - Word to the Wise

What the documentation says

3 technical articles

Google documentation outlines specific sending limits for Gmail, Google Groups, and the Gmail API. These limits are in place to prevent spam and abuse, and exceeding them can result in temporary restrictions, message delays, or rejection. The limits vary based on account type (personal Gmail vs. Google Workspace) and the specific service being used. When using the Gmail API, it is important to monitor usage and implement error handling for rate limits.

Key findings

Varying Limits: Sending limits differ depending on the type of Google account (Gmail vs. Google Workspace) and the service used (Gmail, Google Groups, Gmail API).
Spam Prevention: These limits are primarily implemented to prevent spam and abuse.
Consequences of Exceeding Limits: Exceeding sending limits can lead to temporary restrictions, message delays, or rejections.

Key considerations

Account Type Awareness: Be aware of the specific sending limits associated with your Google account type.
Group Usage: Pay attention to sending volumes when using Google Groups.
API Implementation: When using the Gmail API, monitor usage and implement error handling to manage rate limits effectively.

Technical article

Documentation from Google Developers outlines sending limits when using the Gmail API, including per-user and per-project limits. They recommend monitoring API usage and implementing exponential backoff for handling rate limits.

7 Nov 2023 - Google Developers

Technical article

Documentation from Google Workspace Admin Help explains that Gmail has daily sending limits which vary depending on the type of account. Google Workspace accounts generally have higher sending limits than personal Gmail accounts. Exceeding these limits can result in temporary restrictions.

25 Jul 2024 - Google Workspace Admin Help