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

Summary

Comcast email throttling is primarily caused by high sending volume, particularly from new IPs and subdomains, and poor sender reputation stemming from spam complaints and negative engagement signals. The Comcast postmaster explains that these issues can trigger rate limiting reflected in 421 error codes. Microsoft and other providers leverage sender reputation as a key filtering criterion. Improving open rates and overall deliverability requires a multifaceted approach. This includes warming up new IPs gradually, practicing strict list hygiene by removing unengaged subscribers and implementing double opt-in, and ensuring proper email authentication through SPF, DKIM, and DMARC. In addition, crafting compelling and relevant subject lines and preheader text, segmenting email lists for personalized content, optimizing send times, and maintaining consistent sending schedules are essential for boosting engagement and open rates. Monitoring feedback loops and proactively managing sender reputation are also crucial for mitigating throttling issues.

Key findings

Root Causes: Comcast email throttling is primarily caused by high sending volume, new IPs/subdomains, and poor sender reputation.
Reputation Matters: Sender reputation, significantly influenced by spam complaints and engagement metrics, is a critical factor for deliverability and avoiding throttling.
Authentication Is Key: Proper email authentication (SPF, DKIM, DMARC) is essential for establishing trust with ISPs and improving deliverability.
Engagement Drivers: Compelling content, personalized messaging, and strategic send times are key drivers of higher email open rates.
List Hygiene: Maintaining a clean, engaged email list is crucial for both deliverability and maximizing open rates.

Key considerations

IP Warmup: Gradually warm up new IP addresses to build a positive sending history and avoid triggering throttling mechanisms.
List Management: Implement rigorous list hygiene practices to remove unengaged subscribers, minimize spam complaints, and improve sender reputation.
Email Authentication: Ensure proper email authentication with SPF, DKIM, and DMARC records to verify sender identity and enhance deliverability.
Content Optimization: Craft compelling subject lines and preheader text that accurately reflect email content and entice recipients to open.
Segmentation and Personalization: Segment email lists to deliver personalized content that resonates with specific audience segments and improves engagement.
Send Time Optimization: Experiment with different send times to identify optimal engagement windows and maximize open rates.
Consistent Cadence: Maintain a consistent sending schedule to build trust with ISPs and improve deliverability.
Feedback Loop Monitoring: Actively monitor feedback loops and blocklists to identify and address potential deliverability issues promptly.

What email marketers say

12 marketer opinions

Comcast email throttling is primarily caused by sending emails too quickly, especially from new IPs, and by poor sender reputation, often resulting from spam complaints. Improving open rates involves enhancing sender reputation through list cleaning (removing unengaged subscribers, using double opt-in), properly authenticating email (SPF, DKIM, DMARC), and monitoring blocklists. Additionally, crafting compelling subject lines and preheader text, segmenting email lists, personalizing emails, testing send times, and maintaining a consistent sending schedule are crucial for increasing open rates.

Key opinions

Throttling Cause: Comcast throttling is often triggered by sending too many emails too quickly or from new IP addresses.
Reputation Impact: Poor sender reputation, largely influenced by spam complaints, significantly contributes to Comcast email throttling.
Open Rate Factors: Compelling subject lines, relevant content, and personalized emails are vital for improving email open rates.
Authentication Importance: Proper email authentication (SPF, DKIM, DMARC) is crucial for establishing trust with ISPs and preventing throttling.
List Management: Maintaining a clean and engaged email list is essential for both deliverability and open rates.

Key considerations

IP Warm-up: Gradually warm up new IP addresses to avoid triggering throttling mechanisms.
List Hygiene: Regularly clean your email list to remove inactive subscribers and reduce spam complaints.
Authentication: Ensure your email is properly authenticated with SPF, DKIM, and DMARC records to improve sender reputation.
Content Relevance: Focus on creating relevant, personalized content that resonates with your audience to increase open rates.
Monitoring: Actively monitor sender reputation, blocklists, and feedback loops to identify and address potential deliverability issues promptly.
Engagement Strategies: Experiment with different subject lines, send times, and personalization techniques to optimize email engagement.

Marketer view

Email marketer from EmailToolTester suggests that volume limits depend on your sender reputation, and whether your IP address is new. Start by warming up your IP and keep the volume low to help.

13 Nov 2022 - EmailToolTester

Marketer view

Email marketer from Litmus explains the importance of A/B testing subject lines to determine which ones resonate most with your audience. They suggest testing different wording, emojis, and personalization techniques to maximize open rates.

18 Jan 2025 - Litmus

What the experts say

4 expert opinions

Experts agree that Comcast email throttling is primarily caused by sending too fast and/or having a poor sender reputation. Addressing this requires slowing down sending speeds, especially from new subdomains, and focusing on improving sender reputation through authentication and monitoring feedback loops. To improve open rates and engagement, it's crucial to prioritize list management by ensuring clean lists and proper opt-in processes, as well as creating relevant, personalized content that encourages recipients to open and interact with emails.

Key opinions

Throttling Causes: Sending too fast and/or poor sender reputation are the primary causes of Comcast email throttling.
Sender Reputation: Improving sender reputation is crucial for avoiding throttling.
Engagement Factors: List management and relevant, personalized content are key to improving email opens and engagement.

Key considerations

Sending Speed: Reduce sending speeds, particularly from new subdomains or IPs.
Authentication: Implement proper email authentication (SPF, DKIM, DMARC) to improve sender reputation.
List Management: Maintain clean and properly opted-in email lists.
Content Relevance: Create relevant and personalized content to encourage opens and clicks.
Feedback Monitoring: Monitor feedback loops to identify and address deliverability issues.

Expert view

Expert from Word to the Wise shares that improving engagement, particularly email opens and clicks, depends on list management (clean lists, opt-in processes) and relevant, personalized content to make sure people are opening and clicking your emails.

26 Jan 2025 - Word to the Wise

Expert view

Expert from Spam Resource explains that throttling usually means you are sending too fast or have a poor reputation. Laura Atkins recommends focusing on sender reputation and authentication.

28 Jul 2022 - Spam Resource

What the documentation says

3 technical articles

Email throttling, as indicated by 421 and other 4xx SMTP error codes, stems from temporary server overload or sender practices triggering rate limits. High sending volume, especially from new IPs/domains, poor sender reputation (influenced by spam complaints), and general email practices can contribute. Sender reputation is a critical factor used by major providers like Microsoft to filter email.

Key findings

Throttling Indicator: 421 error codes typically signal throttling due to temporary server conditions or sender-triggered rate limiting.
Common Causes: High sending volume from new IPs/domains, poor sender reputation, and spam complaints are common causes of throttling.
Reputation Importance: Sender reputation is a major factor in email filtering, influencing deliverability.
SMTP Error Codes: 4xx SMTP codes indicate transient failures, meaning retrying the message later may succeed.

Key considerations

Sending Volume: Manage sending volume, especially from new IPs/domains, to avoid triggering rate limits.
Sender Reputation: Prioritize building and maintaining a positive sender reputation through best practices.
Spam Complaints: Minimize spam complaints by ensuring proper opt-in procedures and relevant content.
Transient Errors: Understand that 4xx SMTP errors may be temporary and retrying the message later could be successful.

Technical article

Documentation from RFC Editor explains that 4xx SMTP codes indicate a transient failure. It could be a temporary issue or the server is declining to send the message. If the client retries later, they might succeed.

25 Aug 2022 - RFC Editor

Technical article

Documentation from Comcast Postmaster Site explains that throttling (421 error codes) typically indicates a temporary condition where Comcast's servers are too busy or the sender's email practices trigger rate limiting. Possible causes include high sending volume from a new IP/domain, poor sender reputation, or spam complaints.

6 Feb 2025 - Comcast Postmaster Site