Summary
Troubleshooting Gmail deliverability requires a comprehensive approach addressing infrastructure, authentication, sender reputation, email content, and technical configurations. Initial steps involve determining if emails are blocked or delivered to spam and considering a full infrastructure review. Proper authentication with SPF, DKIM, and DMARC is crucial, including regular review and updates. Maintaining a good sender reputation through consistent volume, low spam complaints, and high engagement is essential. Avoiding spam trigger words and providing an easy unsubscribe option helps prevent emails from landing in spam. Checking IP addresses against blocklists, verifying server connections, and analyzing email headers are important technical checks. Tools like SPF/DKIM checkers and techniques like IP warming, list segmentation, and inbox placement monitoring using seed lists also aid in identifying and resolving deliverability issues. DMARC's 'p=none' policy allows monitoring without impacting deliverability during initial setup.
Key findings
- Authentication: Proper SPF, DKIM, and DMARC setup, along with regular review, is critical for Gmail deliverability.
- Sender Reputation: Maintaining a positive sender reputation through consistent sending practices and good engagement improves deliverability.
- Content Optimization: Avoiding spam triggers and providing clear unsubscribe options reduces the likelihood of emails landing in spam.
- Technical Configuration: Checking IP blocklists, server connections, and analyzing email headers helps identify technical issues impacting deliverability.
- Monitoring and Analysis: Monitoring inbox placement and using tools like SPF/DKIM checkers helps in identifying and resolving deliverability issues.
Key considerations
- Blocked vs. Junk: Identify whether emails are being blocked or delivered to junk, as this will inform the troubleshooting steps.
- Infrastructure Review: Consider a full infrastructure review if emails are not being delivered at all.
- Regular Updates: Regularly review and update authentication records (SPF, DKIM, DMARC) and keep email lists clean.
- Gradual Implementation: Implement DMARC gradually using the 'p=none' policy for monitoring before enforcement.
- Inbox Monitoring: Monitor inbox placement using seed lists to have insight into what is happening.
What email marketers say
10 marketer opinions
Troubleshooting Gmail deliverability issues involves a multi-faceted approach focusing on authentication, sender reputation, and email content. Experts recommend a full infrastructure review if emails are not delivered. Checking if emails are blocked or going to junk is a key first step. Implementing SPF, DKIM, and DMARC for authentication is crucial. Maintaining a clean email list, monitoring sender reputation, and avoiding spam triggers are essential. Regular use of email testing tools and gradually warming up IP addresses can improve deliverability. Segmenting email lists and providing an easy unsubscribe option also play significant roles.
Key opinions
- Authentication: SPF, DKIM, and DMARC implementation is critical for Gmail deliverability.
- Sender Reputation: Maintaining a positive sender reputation through consistent sending volume, low spam complaints, and high engagement is key.
- Email Content: Avoiding spam trigger words and providing easy unsubscribe options help prevent emails from landing in the spam folder.
- Infrastructure: A full infrastructure review might be necessary if emails are not being delivered at all.
- IP Warming: Gradually warming up IP addresses builds sender reputation and prevents being flagged as spam.
- Email Testing: Using email testing tools is crucial for ensuring deliverability and user experience across different email clients.
Key considerations
- Blocked vs. Junk: Determine if emails are being blocked or delivered to junk, as different issues require different solutions.
- Monitoring: Continuously monitor sender reputation, spam traps, and engagement rates to proactively address deliverability issues.
- List Hygiene: Regularly clean your email list to remove inactive subscribers and improve engagement rates.
- Segmentation: Segmenting email lists allows for targeted content and improved engagement.
Marketer view
Email marketer from SendPulse explains that using a dedicated IP address, avoiding spam trigger words in your email content, and providing an easy unsubscribe option are crucial steps to prevent emails from landing in the spam folder.
26 May 2024 - SendPulse
Marketer view
Email marketer from Neil Patel Blog explains that you should authenticate your email with SPF, DKIM, and DMARC to improve deliverability. He also advises cleaning your email list regularly to remove inactive subscribers.
24 Apr 2023 - Neil Patel Blog
What the experts say
2 expert opinions
Troubleshooting Gmail deliverability involves ensuring proper email authentication and actively monitoring inbox placement. Experts recommend setting up and regularly reviewing SPF, DKIM, and DMARC records to ensure accuracy. Additionally, monitoring inbox placement using seed lists and third-party tools provides valuable insights into how Gmail and other ISPs are treating your emails, enabling the identification of deliverability issues and optimization of sending practices.
Key opinions
- Authentication: Proper setup and regular review of SPF, DKIM, and DMARC records are crucial for Gmail deliverability.
- Inbox Placement Monitoring: Monitoring inbox placement using seed lists and third-party tools offers insights into how ISPs are treating emails.
Key considerations
- Record Accuracy: Regularly update SPF, DKIM, and DMARC records to ensure they accurately reflect your sending practices.
- Data Analysis: Analyze inbox placement data to identify deliverability issues and optimize sending strategies.
Expert view
Expert from Word to the Wise explains that monitoring inbox placement using seed lists and third-party tools provides valuable insights into how Gmail and other ISPs are treating your emails. Analyzing placement data can help identify deliverability issues and optimize sending practices.
17 Dec 2023 - Word to the Wise
Expert view
Expert from SpamResource explains that properly setting up SPF, DKIM, and DMARC is crucial for Gmail deliverability. They recommend regularly reviewing and updating these records to ensure accuracy and effectiveness in authenticating your emails.
26 Nov 2021 - SpamResource
What the documentation says
5 technical articles
Troubleshooting Gmail deliverability involves adhering to bulk sender guidelines, performing technical checks, and properly implementing authentication protocols. It's crucial to follow Gmail's guidelines, including proper authentication, list management, and spam complaint handling. Technical steps include checking the sender's IP against blocklists, verifying server connections, and reviewing email headers. SPF records should be tested using online checkers and nslookup. Implementing DMARC with a 'p=none' policy allows for monitoring email streams without impacting deliverability. DKIM record validity can be checked using `dig` or online DKIM checkers.
Key findings
- Gmail Guidelines: Adhering to Gmail's bulk sender guidelines is essential for proper delivery.
- Technical Checks: Checking IP blocklists, server connections, and email headers helps identify deliverability issues.
- SPF Testing: Online SPF checkers and nslookup can identify syntax errors and verification problems in SPF records.
- DMARC Monitoring: Implementing DMARC with a 'p=none' policy allows for monitoring email streams without affecting deliverability.
- DKIM Validation: `dig` and online DKIM checkers can validate DKIM record syntax and signature.
Key considerations
- Compliance: Ensure compliance with Gmail's bulk sender guidelines for authentication, list management, and spam complaints.
- Proactive Monitoring: Implement DMARC monitoring to gain insights into authentication practices.
- Regular Testing: Regularly test SPF and DKIM records to ensure proper configuration and functionality.
Technical article
Documentation from RFC Editor answers that SPF records can be tested by using online SPF record checkers and nslookup. These tools can help identify syntax errors and verification problems.
3 Jun 2023 - RFC Editor
Technical article
Documentation from Microsoft Support answers that to troubleshoot email delivery issues, check the sender's IP address against blocklists, verify that the recipient server is accepting connections, and review the email headers for error codes.
27 Jun 2024 - Microsoft Support
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