Summary
Measuring IPR with Gmail dominance requires a multifaceted approach due to the lack of direct IPR data from Gmail. While eDataSource offers panel data, tools like GlockApps offer direct inbox placement testing. Indirect methods include pre-send testing via Litmus, and monitoring sender reputation using Google Postmaster Tools, Sender Score, and Cisco Talos. Feedback Loops (FBLs) help identify and remove spam complainers, improving reputation. Proper email authentication (SPF, DKIM, DMARC) is essential for building trust. Maintaining good list hygiene, analyzing bounce reasons, and using a dedicated IP (for high-volume senders) further aids in IPR improvement. Validity (formerly ReturnPath) provides IPR data for Yahoo and Hotmail. Seed lists provide a general indication of inbox placement but aren't a perfect measure.
Key findings
- Gmail Data Access: Gmail does not provide direct access to IPR data; eDataSource offers panel data.
- Direct Testing: GlockApps provides direct inbox placement testing by sending test emails.
- Sender Reputation: Google Postmaster Tools, Sender Score, and Cisco Talos monitor IP/domain reputation.
- Authentication: Proper email authentication (SPF, DKIM, DMARC) is crucial for building trust.
- List Hygiene: Maintaining a clean and engaged email list reduces spam complaints.
- Feedback Loops: FBLs allow identification and removal of users who mark messages as spam.
- Seed Lists: Seed lists offer a general indication, but aren't a guarantee of deliverability.
Key considerations
- Combined Approach: Use multiple methods to effectively understand and improve deliverability.
- Data Limitations: Acknowledge that no single tool provides a complete IPR picture in Gmail.
- Authentication: Prioritize implementing and maintaining proper email authentication protocols.
- List Maintenance: Regularly clean your email list to maintain a healthy sender reputation.
- FBL Implementation: Set up feedback loops and actively monitor and respond to complaints.
- Dedicated IP: Consider a dedicated IP address for high-volume sending to build reputation.
- Yahoo/Hotmail IPR: Validity provides IPR data for Yahoo and Hotmail if those are key audiences.
What email marketers say
10 marketer opinions
Several tools and strategies are available for measuring and improving inbox placement rates (IPR) with Gmail. These include direct inbox placement testing via tools like GlockApps and seed lists, indirect methods like pre-send testing with Litmus, and monitoring sender reputation using Google Postmaster Tools, Sender Score, and Cisco Talos. Maintaining good list hygiene, analyzing bounce reasons, and proper email authentication (SPF, DKIM, DMARC) are essential. Some services like Validity provide IPR data for Yahoo and Hotmail, and dedicated IPs can benefit high-volume senders.
Key opinions
- Direct Testing: GlockApps offers direct inbox placement testing by sending test emails and tracking placement in Gmail's inbox, spam folder, or promotions tab.
- Sender Reputation: Tools like Google Postmaster Tools, Sender Score, and Cisco Talos' services help monitor IP and domain reputation, which significantly impacts Gmail's filtering decisions.
- Authentication: Proper email authentication (SPF, DKIM, DMARC) is crucial for building trust with Gmail and improving IPR.
- List Hygiene: Maintaining a clean and engaged email list is essential for reducing spam complaints and improving sender reputation with Gmail.
- Bounce Analysis: Analyzing bounce reasons provides insights into deliverability issues and helps identify problems that may negatively affect sender reputation.
Key considerations
- Tool Selection: Choose tools based on your specific needs and budget, considering factors like accuracy, coverage, and reporting capabilities.
- Holistic Approach: IPR measurement should be part of a broader deliverability strategy that includes authentication, list hygiene, and content optimization.
- Dedicated IP: If you are a high-volume sender, consider using a dedicated IP address to build a positive sending reputation with Gmail.
- Third-Party Data: Understand the limitations of third-party data and ensure it is used in conjunction with your own data and insights.
- Yahoo/Hotmail: Validity (formerly ReturnPath) provides IPR data for Yahoo and Hotmail; consider if these platforms are a significant portion of your audience.
Marketer view
Email marketer from Talos Intelligence responds that tools from Cisco Talos can assist with checking the reputation of your sending IPs/domains, providing insights into potential deliverability issues and identifying areas for improvement with Gmail.
27 Sep 2021 - Talosintelligence.com
Marketer view
Email marketer from Mailjet.com shares that using a dedicated IP address can improve IPR with Gmail, especially for high-volume senders. It allows you to build a positive reputation specifically for your sending practices.
1 Nov 2022 - Mailjet.com
What the experts say
5 expert opinions
Measuring IPR in Gmail requires a multifaceted approach. While Gmail doesn't directly share IPR data, eDataSource offers panel data. Seed lists provide a general indication, but are not a guarantee. Feedback Loops (FBLs) identify and remove spam complainers, improving reputation. Authentication (SPF, DKIM, DMARC) is critical for building trust. Regular list cleaning is essential, removing unengaged users to protect sender reputation.
Key opinions
- Gmail Data Access: Gmail does not provide direct access to IPR data.
- eDataSource: eDataSource offers panel data related to Google, potentially useful for IPR insights.
- Seed Lists: Seed lists give a general indication of inbox placement but aren't a perfect measure.
- Feedback Loops: FBLs allow senders to identify and remove users who mark messages as spam.
- Authentication Importance: Proper email authentication (SPF, DKIM, DMARC) is essential for building trust with Gmail.
- List Hygiene: Regular list cleaning, including the removal of unengaged subscribers, is crucial.
Key considerations
- Data Limitations: Acknowledge that no single tool provides a complete picture of IPR in Gmail.
- Comprehensive Approach: Combine multiple methods to understand and improve deliverability effectively.
- Authentication: Prioritize implementing and maintaining proper email authentication protocols.
- List Maintenance: Regularly clean your email list to maintain a healthy sender reputation.
- FBL Implementation: Ensure you have feedback loops set up and actively monitor and respond to complaints.
Expert view
Expert from Word to the Wise explains that proper authentication (SPF, DKIM, DMARC) is critical for IPR, especially with Gmail. Ensuring that your emails are properly authenticated helps build trust with Gmail's spam filters.
12 Jan 2025 - Word to the Wise
Expert view
Expert from Word to the Wise recommends regular list cleaning and suppression of unengaged subscribers to improve sender reputation, which directly impacts IPR at Gmail. This involves removing invalid email addresses and those who haven't interacted with your emails in a while.
29 Nov 2022 - Word to the Wise
What the documentation says
4 technical articles
Google Postmaster Tools provides valuable insights into email traffic, spam rates, feedback loop data, and authentication status, aiding in understanding Gmail's perception of sending practices. Implementing SPF, DKIM, and DMARC, as outlined in relevant RFCs and explained by EasyDMARC, is critical for email authentication, reducing the risk of being marked as spam, protecting against spoofing, and improving deliverability with Gmail.
Key findings
- Google Postmaster Tools: Provides insights into spam rates, feedback loops, and authentication status.
- SPF Implementation: Implementing SPF records helps authenticate emails and reduces spam likelihood.
- DKIM Implementation: DKIM adds digital signatures for email verification and protects against spoofing.
- DMARC Implementation: DMARC instructs mail servers on handling messages failing SPF or DKIM, protecting against spoofing.
- Authentication benefits: Improved email deliverability with Gmail and understanding Gmail's perception of sending practices.
Key considerations
- Regular Monitoring: Continuously monitor Google Postmaster Tools for insights and potential issues.
- Technical Expertise: Implementing SPF, DKIM, and DMARC requires technical understanding and configuration.
- Ongoing Maintenance: Regularly review and update SPF, DKIM, and DMARC records to ensure accuracy and effectiveness.
- Combined Approach: Use authentication in conjunction with other deliverability best practices.
- Compliance: DMARC set-up requires decisions that are best handled by people who understand organisational email policy.
Technical article
Documentation from RFC-Editor.org reflects that implementing SPF (Sender Policy Framework) records helps authenticate your emails, reducing the likelihood of being marked as spam by Gmail. It allows you to specify which mail servers are authorized to send emails on behalf of your domain.
15 Oct 2024 - RFC-Editor.org
Technical article
Documentation from Google explains Google Postmaster Tools offers insights into your email traffic, including spam rates, feedback loop data, and authentication status. This data is crucial for understanding how Gmail perceives your sending practices and identifying areas for improvement.
7 May 2022 - Google
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