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

Summary

A decrease in Gmail open and click rates after fixing DKIM, despite passing SPF, is a multifaceted issue with causes extending beyond basic authentication. Key factors include a potentially damaged sender reputation (possibly predating the DKIM fix), content quality, list hygiene, user engagement, and changes in how mailbox providers perceive your email stream. Mailbox providers like Google use various data points, including AdWords and Search Console data, to assess domain reputation. Sudden changes in sending patterns, spam trigger words, and overall user engagement can also negatively impact deliverability. Gradual warming of IP addresses and domains after significant changes is essential, as is A/B testing to optimize email content and engagement. Furthermore, it may be due to Google's GPT reporting less data due to the low sender reputation.

Key findings

Multifactorial Deliverability: Deliverability relies on a combination of factors: sender reputation, content quality, list hygiene, user engagement, and proper authentication.
Reputation's Importance: Sender reputation, which can be damaged by previous issues, significantly influences deliverability. It takes time to rebuild a tarnished reputation.
Content Matters: Low-quality, spammy, or unengaging content negatively affects open and click rates, irrespective of authentication protocols.
List Hygiene Effects: Poor list quality, marked by inactive or invalid addresses, can drastically reduce engagement metrics.
Algorithm Perception: Fixing DKIM may lead to a change in how mailbox providers assess your emails, potentially triggering spam filters or altered placement.
GPT Reporting: GPT may provide less data due to low sender reputation.

Key considerations

Monitor Sender Reputation: Actively monitor sender reputation metrics to assess and address any potential issues.
Analyze Sending Patterns: Evaluate sending patterns and practices for anomalies that might affect deliverability.
Review Content Quality: Ensure email content is engaging, relevant, and free of spam triggers.
Practice List Hygiene: Regularly clean and maintain your email list to remove inactive or invalid addresses.
Test and Optimize: Implement A/B testing to refine email elements, improving engagement and performance.
Warming IP: Gradually warm up your IP after making any significant changes to authentication practices.
Check Google Data: Use Google's data on domain reputation including AdWords and Search Console

What email marketers say

11 marketer opinions

Despite passing SPF, a decrease in Gmail open and click rates after fixing DKIM can stem from several factors beyond authentication. These include underlying sender reputation issues, content quality, list hygiene, and changes in how mailbox providers perceive the email stream. Issues such as poor sending practices, spam trigger words, damaged sender reputation from before fixing the DKIM, or shifts in user engagement can all contribute to this decline. Google's data on domain reputation, including AdWords and Search Console data, and changes in sending patterns should also be evaluated.

Key opinions

Sender Reputation: The domain's reputation may have been negatively impacted before DKIM was fixed, and it takes time to recover. Reputation is based on more than just DKIM verification.
Content Quality: Poor content quality, spammy content, or spam trigger words can negatively impact open and click rates, even with proper authentication.
List Hygiene: A high percentage of inactive or invalid addresses can significantly lower open and click rates.
Perception Changes: Fixing DKIM might alter how mailbox providers perceive the emails, potentially triggering spam filters or affecting placement.
DMARC alignment: GPT bases it's DMARC metrics on DMARC alignment, regardless of if a record is present.

Key considerations

Monitor Google's Data: Check Google's aggregate reporting, Search Console, and AdWords for alerts, suspensions, or evidence of spoofing.
Review Sending Patterns: Analyze sending patterns for unusual changes that might affect deliverability.
Implement A/B Testing: Test different elements (from name, subject lines, content) to identify what resonates with the audience and improves engagement.
Analyze Email Content: Analyse content for the use of spammy trigger words.
Warm up IP: When significant changes are made gradually warm up your IP address and domain.

Marketer view

Email marketer from EmailOnAcid explains that list quality and hygiene can significantly impact deliverability. If the email list contains a high percentage of inactive or invalid addresses, even authenticated emails may experience low open and click rates.

10 Jun 2021 - EmailOnAcid

Marketer view

Email marketer from GMass responds that the drop in open and click rate can be caused by spam trigger words being detected by the email client.

9 Nov 2022 - GMass

What the experts say

3 expert opinions

Decreased Gmail engagement after fixing DKIM, despite passing SPF, suggests that deliverability is multifaceted. It points to potential issues beyond just authentication. A damaged sender reputation, impacted before the fix, takes time to recover. Furthermore, changes in authentication temporarily affect reputation metrics, and a new reputation baseline needs to be established with Gmail. Additionally, bad reputation may mean you are getting less data in GPT.

Key opinions

Holistic Deliverability: Deliverability involves reputation, list quality, content, and user engagement; fixing DKIM is only one part.
Reputation Impact: The initial deliverability issue may have already damaged sender reputation, hindering recovery despite authentication fixes.
Authentication Shifts: Changes to authentication methods can temporarily affect reputation metrics, requiring time for a new baseline to form.
GPT Data: Bad reputation can result in you getting less data reported in GPT.

Key considerations

Monitor Reputation: Track sender reputation closely after authentication changes to gauge the impact and recovery.
Review Deliverability Factors: Assess list quality, content, and user engagement alongside authentication to identify areas for improvement.
Allow Time for Adjustment: Understand that reputation recovery takes time, and performance may fluctuate during the transition.

Expert view

Expert from Spam Resource explains that changes to authentication can temporarily impact reputation metrics. Fixing DKIM may change how Gmail views your mail stream, and until a new reputation baseline is established, performance might fluctuate.

31 Jan 2023 - Spam Resource

Expert view

Expert from Word to the Wise explains that deliverability isn't a simple on/off switch. Fixing DKIM addresses one aspect, but deliverability depends on overall reputation, list quality, content, and user engagement. The initial issue might have already damaged the reputation, and it takes time to recover.

4 Oct 2021 - Word to the Wise

What the documentation says

5 technical articles

Despite passing SPF and fixing DKIM, a drop in Gmail open and click rates indicates that email deliverability is influenced by a multitude of factors beyond basic authentication. Content quality, sender reputation, user engagement, and changes in sending practices play critical roles. While authentication helps verify the sender, it doesn't guarantee engagement or address issues related to content, spam flagging, or overall sender reputation. Gradual warming of the IP address and domain after changes is crucial for maintaining deliverability.

Key findings

Holistic Approach: Deliverability depends on factors like sender reputation, content quality, user engagement, and authentication working together.
Authentication Limitations: SPF and DKIM verify the sender but don't ensure delivery or engagement if content or reputation issues exist.
Content Impact: Email content flagged as spam can negatively impact open and click rates, even with proper authentication.
Warming Importance: Gradually warming up IP addresses and domains after changes is crucial for maintaining deliverability.

Key considerations

Monitor Factors: Continuously monitor and manage sender reputation, content quality, user engagement, and authentication settings.
Address Content Issues: Ensure email content is not flagged as spam by adhering to best practices and avoiding spam triggers.
Implement Warming: Gradually increase sending volume after making significant changes to sending practices to maintain a positive reputation.

Technical article

Documentation from RFC 6376 explains that while DKIM helps verify the sender's domain, it doesn't guarantee delivery or engagement. Other factors, such as content and sender reputation, play a significant role in whether emails are opened and clicked.

21 Jul 2021 - RFC 6376

Technical article

Documentation from SparkPost recommends that after making significant changes to your sending practices (like fixing DKIM), it's crucial to gradually warm up your IP address and domain. Warming is the process of slowly increasing your sending volume over time, following a set schedule.

13 Jun 2024 - SparkPost