Summary
Gmail's deliverability is undergoing changes with increased focus on sender reputation, user engagement, and stricter spam filtering. Senders must prioritize email authentication (SPF, DKIM, DMARC), maintain clean email lists, monitor deliverability metrics, and personalize emails to avoid being flagged as spam. There's also potential scrutiny towards specific industries like dating/gambling, finance, and healthcare. Gmail continuously refines its algorithms based on user feedback, making a proactive approach to deliverability essential.
Key findings
- Engagement Matters: Gmail heavily prioritizes user engagement. Low engagement leads to deliverability issues.
- Authentication is Key: Email authentication (SPF, DKIM, DMARC) is crucial for verifying your identity.
- Reputation Counts: Sender reputation greatly impacts deliverability. Poor reputation increases spam flagging.
- Industry Targeting: Possible targeting towards specific industries such as finance, dating/gambling, and healthcare.
- Spam Filtering is Evolving: Gmail's spam filters are becoming more sophisticated at detecting spam and phishing.
- Personalization Helps: Personalizing emails improves deliverability.
Key considerations
- Monitor Deliverability: Regularly monitor deliverability using metrics like bounce rates and complaint rates.
- Maintain Clean Lists: Keep email lists clean by removing inactive subscribers.
- Implement Authentication: Ensure SPF, DKIM, and DMARC are properly implemented.
- Avoid Spam Words: Avoid using spam trigger words in your email content.
- Build Trust: Establish trust by being transparent and adhering to regulations.
- Segment Audience: Segment your audience for more targeted emails.
- Monitor Blacklists: Regularly check IP addresses against email blacklists.
- Provide Easy Opt-Out: Ensure subscribers can easily opt-out.
What email marketers say
11 marketer opinions
Gmail's deliverability is evolving, with increased scrutiny of sender reputation, engagement metrics, and potentially, specific industries like dating/gambling, finance, and healthcare. To combat spam and enhance user experience, Gmail is refining its spam filters, placing a greater emphasis on user engagement, email authentication (SPF, DKIM, DMARC), personalization, and sender best practices. Senders should focus on building trust, using clean email lists, avoiding spam trigger words, and monitoring deliverability metrics.
Key opinions
- Engagement Focus: Gmail prioritizes user engagement (opens, clicks). Low engagement may lead to deliverability issues.
- Authentication is Key: Proper email authentication (SPF, DKIM, DMARC) is crucial for proving legitimacy.
- Reputation Matters: Sender reputation significantly impacts deliverability. Monitor and maintain a positive reputation.
- Industry Targeting: Some evidence suggests Gmail is scrutinizing emails from certain industries (dating/gambling, finance, healthcare) more closely.
- Spam Filtering Evolving: Gmail's spam filters are becoming more sophisticated at detecting spam and phishing attempts.
- Personalization Helps: Personalizing emails with recipient-specific information can improve deliverability.
Key considerations
- Monitor Deliverability: Consistently monitor deliverability metrics like bounce rates, complaint rates, and inbox placement.
- Segment Your Audience: Segment your audience to send more relevant and targeted emails.
- Clean Email Lists: Maintain a clean email list by removing inactive subscribers.
- Avoid Spam Triggers: Avoid using spam trigger words and phrases in your emails.
- Build Trust: Focus on building trust with your recipients by providing transparent information and adhering to industry regulations.
- Double Opt-in: Consider using a double opt-in process to ensure that recipients genuinely want to receive your emails.
Marketer view
Email marketer from EmailToolTester explains that certain words and phrases can trigger Gmail's spam filters. They provide a list of common spam trigger words to avoid, such as "free," "guarantee," and "urgent." They recommend using a spam checker tool to identify and remove potential spam triggers from your emails.
13 Apr 2022 - EmailToolTester
Marketer view
Marketer from Email Geeks asks if others are noticing new things with Gmail deliverability, specifically if Gmail seems quicker to block and route to spam.
15 Aug 2022 - Email Geeks
What the experts say
2 expert opinions
Experts agree that Gmail is increasingly prioritizing sender reputation and engagement metrics for deliverability. Proper email authentication (SPF, DKIM, DMARC) and managing subscriber lists are essential. Senders should maintain low complaint rates and monitor deliverability issues, regardless of industry, as Gmail continuously refines its algorithms based on user feedback.
Key opinions
- Reputation & Engagement: Gmail prioritizes sender reputation and engagement metrics. Low engagement and high complaint rates cause deliverability issues.
- Authentication is Critical: Proper email authentication (SPF, DKIM, DMARC) is critical for Gmail deliverability.
- Best Practices Matter: Following best practices, such as managing subscriber lists and maintaining low complaint rates, is essential.
Key considerations
- Monitor Deliverability: Regularly monitor your deliverability and look for any issues.
- Improve Engagement: Work to improve engagement with your emails, like increasing open and click rates.
- Maintain Clean Lists: Manage your subscriber lists to ensure subscribers are engaged and want to receive your email.
Expert view
Expert from Word to the Wise (Laura Atkins) explains that Gmail is increasingly focusing on sender reputation and engagement metrics. Senders with low engagement and high complaint rates are more likely to experience deliverability issues, regardless of industry. Gmail continuously refines its algorithms based on user feedback and behavioral data, so maintaining a positive sender reputation is critical.
21 Jul 2022 - Word to the Wise
Expert view
Expert from Spamresource emphasizes that proper email authentication (SPF, DKIM, DMARC) is critical to Gmail deliverability. They also outline the importance of following best practices such as managing subscriber lists, maintaining low complaint rates and monitoring deliverability issues.
10 Jul 2021 - Spamresource
What the documentation says
5 technical articles
Technical documentation emphasizes email authentication as a critical component of Gmail deliverability. Senders must implement SPF, DKIM, and DMARC to verify their identity and prevent spoofing. Additionally, monitoring sender reputation, providing easy unsubscription options, and ensuring your IP isn't blacklisted are crucial for maintaining deliverability and avoiding spam filters. Gmail utilizes user feedback to continuously improve its spam filtering algorithms.
Key findings
- Authentication is Paramount: SPF, DKIM, and DMARC are essential for authenticating your emails and preventing spoofing.
- Monitor Reputation: Monitoring sender reputation is crucial for identifying and addressing deliverability issues.
- Blacklist Awareness: Being listed on an email blacklist can severely harm deliverability.
- Unsubscribe Options: Providing easy unsubscription options is a best practice and helps maintain a clean email list.
Key considerations
- Implement SPF, DKIM, DMARC: Ensure you have properly configured SPF, DKIM, and DMARC records for your sending domains.
- Monitor Blacklists: Regularly check your IP address and domain against email blacklists.
- Provide Easy Opt-Out: Make it easy for recipients to unsubscribe from your emails.
- Monitor Feedback Loops: Set up and monitor feedback loops to identify and address spam complaints.
Technical article
Documentation from Litmus explains the importance of implementing email authentication protocols such as SPF, DKIM, and DMARC to improve deliverability. It states that these protocols help to verify the authenticity of emails and prevent spoofing. Litmus provides resources and tools to help senders implement these protocols correctly.
13 Dec 2023 - Litmus
Technical article
Documentation from DMARC.org explains that Domain-based Message Authentication, Reporting & Conformance (DMARC) is an email authentication protocol that builds upon SPF and DKIM. It allows senders to specify how email receivers should handle messages that fail authentication checks. Implementing DMARC can significantly improve email deliverability and prevent phishing attacks.
17 Jul 2022 - DMARC.org
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