How do Gmail's new bulk sender requirements affect SFMC users?

Gmail's new bulk sender guidelines, enforced since early 2024, require stronger email authentication (SPF, DKIM, DMARC), a clear one-click unsubscribe option, and maintaining a spam rate below 0.3%. Failure to meet these, even when sending via Salesforce Marketing Cloud, can lead to emails being rejected or sent to spam. Your DMARC monitoring should show passing authentication.

What role does sender reputation play in Gmail deliverability?

Sender reputation, which includes both your IP and domain reputation, is crucial. Gmail's filters heavily rely on this to decide if your emails are delivered to the inbox or spam. A poor reputation, often indicated by high spam complaints or bounces, will significantly hinder deliverability, regardless of whether you're using a dedicated IP or shared IP in SFMC.

Can shared IPs in SFMC cause deliverability issues with Gmail?

Yes, shared IPs in SFMC can contribute to Gmail deliverability issues. Your sending reputation can be negatively impacted by the poor sending practices of other users sharing the same IP. If you experience unexpected drops in deliverability without changes to your own sending habits, investigating the shared IP's reputation is a logical step.

How often should I check Google Postmaster Tools for SFMC sends?

You should check Google Postmaster Tools daily, especially if you are a bulk sender. Consistent monitoring allows you to quickly identify any drops in IP or domain reputation, spikes in spam complaints, or authentication issues, enabling you to take corrective action before problems escalate.

What could be causing Gmail deliverability issues for a bulk sender using Salesforce Marketing Cloud? - Troubleshooting - Email deliverability - Knowledge base

Dealing with Gmail deliverability issues as a bulk sender, especially when using a robust platform like Salesforce Marketing Cloud (SFMC), can be incredibly frustrating. It often feels like you're navigating a complex maze with constantly shifting walls. Many of us experienced significant challenges in early 2024, with issues appearing suddenly and impacting our ability to reach the inbox, despite seemingly taking all the right steps.

The core of the problem usually boils down to a blend of technical configurations, sender reputation, and recipient engagement. While SFMC offers powerful tools for email marketing, it's essential to understand how your practices interact with Gmail's sophisticated filtering algorithms. Ignoring any one aspect can lead to your legitimate emails being routed to the spam folder or even blocked entirely.

I'll delve into the primary reasons behind Gmail deliverability issues for bulk senders on Salesforce Marketing Cloud and offer practical advice on how to identify and address them. The goal is to help you restore and maintain healthy inbox placement for your campaigns.

Sender reputation and authentication

Sender reputation is the cornerstone of email deliverability. Both your sending IP address and domain contribute to this reputation, which internet service providers (ISPs) like Gmail use to determine if your emails are trustworthy. A poor reputation, whether due to past sending behavior or issues with authentication, is a common reason for deliverability problems.

Proper email authentication protocols—Sender Policy Framework (SPF), DomainKeys Identified Mail (DKIM), and Domain-based Message Authentication, Reporting, and Conformance (DMARC)—are non-negotiable for bulk senders. Gmail, along with Yahoo, introduced stricter requirements for bulk senders in early 2024, mandating DMARC alignment and a low spam complaint rate (below 0.3%). If these aren't configured correctly through your Salesforce Marketing Cloud Sender Authentication Package (SAP), your emails will likely face rejection or be filtered to spam. For a fundamental understanding, consult a simple guide to DMARC, SPF, and DKIM.

It's also crucial to monitor your sender reputation closely using tools like Google Postmaster Tools. This provides valuable insights into your domain and IP reputation, spam rate, feedback loop data, and authentication status specifically for Gmail. A sudden drop in reputation here is a clear indicator of underlying deliverability issues that need immediate attention.

Authentication requirements

SPF and DKIM: Ensure both are properly configured and aligned with your sending domain in Salesforce Marketing Cloud.
DMARC: Implement a DMARC policy, even if starting with p=none, to receive reports and monitor your email flow.
Consistent sender: Use a consistent 'From' address and domain across all your campaigns to build a reliable sending history.

The critical role of list hygiene and engagement

Even with perfect technical setup, poor list hygiene and low subscriber engagement can torpedo your deliverability. Sending emails to invalid, inactive, or unengaged addresses signals to Gmail that your emails are not valued, leading to increased spam classifications or even being placed on a blocklist (or blacklist).

Spam traps are a significant threat. These are email addresses designed to catch spammers. Hitting a spam trap, especially a pristine spam trap, can severely damage your sender reputation and lead to immediate blacklisting (or blocklisting). Salesforce Marketing Cloud can help manage bounces, but relying solely on its automated bounce management might not be enough to prevent hitting traps, especially if the underlying list quality is poor. You need to proactively clean your lists and implement strict opt-in processes.

Beyond hygiene, consistent engagement from your recipients is vital. Gmail's algorithms track how users interact with your emails, including opens, clicks, replies, and whether they move your email out of the spam folder or mark it as spam. Low engagement combined with high complaint rates will quickly erode your sender reputation. Consider segmenting your lists by engagement level and sending more personalized content to active subscribers.

Bad list practices

Purchased lists: Often contain invalid addresses and spam traps, harming your sender reputation.
No re-engagement strategy: Continually emailing inactive subscribers, leading to low engagement metrics.
Lack of segmentation: Sending generic content to a broad audience, increasing unsubscribe and complaint rates.

Good list practices

Double opt-in: Ensures subscribers genuinely want your emails, reducing complaints and improving engagement.
Regular list cleaning: Remove unengaged subscribers to protect your sender reputation and avoid spam traps.
Segmentation and personalization: Deliver relevant content to specific audience segments, boosting engagement and reducing spam complaints.

Salesforce Marketing Cloud configurations and nuances

Salesforce Marketing Cloud is a powerful platform, but its configuration directly impacts your Gmail deliverability. The Sender Authentication Package (SAP) is foundational, providing a dedicated IP address (or addresses), private domain for links and images, and custom return-path domain. If your organization has multiple business units, ensuring each one has SAP properly assigned and is using its custom domain is vital. We have a dedicated guide on diagnosing deliverability issues in SFMC.

Using shared IP addresses in SFMC can be a double-edged sword. While it can reduce the burden of IP warming, your deliverability becomes susceptible to the sending practices of other users on that shared IP. If other senders on your shared IP have poor reputations, your emails could suffer even if your own practices are stellar. If you're on a shared IP, this could be a reason for your Gmail deliverability issues.

Another area to scrutinize is SFMC's bounce management. While SFMC typically handles soft and hard bounces, sometimes the system's thresholds or reporting can fall short, leading to excessive bounces hitting your reputation. If you observe unusually high bounce rates for Gmail specifically, you may need to investigate whether SFMC's bounce processing is effectively removing problematic addresses from your active lists. Additionally, be cautious about reactively introducing new subdomains for transactional sends during a deliverability crisis, as these will require their own IP warming and reputation building, potentially exacerbating the problem.

The display name (or From name) used in your emails also influences deliverability, especially when sending to personal Gmail accounts. Misuse or inconsistency can affect how your emails are perceived by recipients and filtered by Gmail's systems. Always use a clear, consistent, and recognizable display name that aligns with your brand identity.

Continuous monitoring and proactive adjustments

Effective troubleshooting begins with consistent monitoring. As mentioned, Google Postmaster Tools (GPT) is an invaluable resource for gaining insights into your Gmail-specific performance. Pay close attention to your IP reputation, domain reputation, spam rate, and authentication dashboards. A sudden dip in any of these metrics warrants immediate investigation. If your spam rate is above 0.3%, you'll likely face deliverability challenges.

Beyond GPT, consider implementing a regular email deliverability test. This involves sending test emails to a variety of inbox providers and monitoring their placement. Such tests can alert you to issues before they impact your entire audience. If you find your emails landing in the spam folder, a deep dive into your content, list practices, and technical setup is necessary. Regular blocklist monitoring is also a must, as being on a major blocklist or blacklist can severely impact your reach.

Key monitoring checklist

Google Postmaster Tools: Daily check of IP/domain reputation, spam rate, and authentication status.
Feedback loops: Monitor complaint rates and identify campaigns leading to high spam reports.
List health: Regularly remove unengaged subscribers and bounced addresses to maintain list quality.
Volume and cadence: Maintain consistent sending patterns and avoid sudden spikes in volume, which can trigger spam filters.

Views from the trenches

Best practices

Ensure Sender Authentication Package (SAP) is fully implemented and correctly configured across all business units.

Consistently monitor your IP and domain reputation using Google Postmaster Tools and other deliverability dashboards.

Implement a strict double opt-in process and regularly clean your email lists of inactive subscribers and hard bounces.

Common pitfalls

Relying solely on shared IPs without understanding the impact of other senders' reputations on your deliverability.

Neglecting to monitor spam complaint rates, leading to high thresholds that trigger Gmail's filters.

Sending to outdated or purchased lists, which are often riddled with spam traps and invalid addresses.

Expert tips

Proactively engage with SFMC support for any observed bounce handling issues or unexpected technical glitches.

Consider a phased rollout or an IP warming-like approach when launching new subdomains, especially for transactional sends.

Beyond technical checks, focus on content quality and personalization to foster stronger recipient engagement.

Marketer view

Marketer from Email Geeks says they started experiencing Gmail deliverability issues in late January, which worsened significantly in early February, even after implementing measures like slowing sends and segmentation. Their IP reputation also declined in Postmaster Tools, prompting further adjustments, though the primary ESP seemed unaware of a global issue.

Feb 25, 2022 - Email Geeks

Expert view

Expert from Email Geeks says that if the sends are from Salesforce Marketing Cloud and use shared IPs or shared domains, the problem could stem from a shared reputation or platform issue, rather than a broad Gmail problem.

Feb 25, 2022 - Email Geeks

Summary of insights

Resolving Gmail deliverability issues for bulk senders using Salesforce Marketing Cloud requires a holistic and proactive approach. It's rarely a single culprit, but rather a combination of technical configurations, sending practices, and list quality. By ensuring strong authentication, maintaining clean and engaged lists, optimizing your SFMC setup, and diligently monitoring your sender reputation, you can significantly improve your inbox placement and ensure your messages reach their intended audience.