How can I prevent emails from a new domain with an unengaged list from going to Gmail spam folders?
Michael Ko
Co-founder & CEO, Suped
Published 22 Jun 2025
Updated 15 Aug 2025
7 min read
Sending emails from a brand new domain to an unengaged list can be one of the trickiest challenges in email deliverability. Mailbox providers, especially Gmail, are highly sensitive to sudden spikes in volume or sending to recipients who show no prior interaction. When you combine a new domain, which lacks any established sending history, with a list of subscribers who haven't received emails before, it creates a scenario ripe for spam folder placement.
I've seen many senders struggle with this exact situation. It often starts with emails landing in the inbox for a few initial tests, then quickly diverting to spam as more volume is sent. This happens because Gmail, and other providers, look for positive engagement signals. Without them, and with the added variable of a new domain, your emails can quickly be flagged as suspicious.
Understanding Gmail's spam filters and domain reputation
When you send from a new domain, mailbox providers don't have a history with your sender reputation. They rely on other cues to decide where to place your email. This makes initial sending highly critical.
An unengaged list compounds this problem. If recipients don't open, click, or actively interact with your emails, or worse, mark them as spam, it sends strong negative signals. Unlike some other mailbox providers, Gmail doesn't provide a direct feedback loop for spam complaints like Comcast does. This means you might not see the full picture of user dissatisfaction directly in your email service provider's reports.
When your emails are flagged as "similar to messages identified as spam in the past," it indicates that Google's algorithms have seen similar content or behavior associated with spam, or users have actively reported such messages. This can be a content issue, or simply a lack of positive engagement for your new domain. Gmail and Yahoo's 2024 updates further emphasize the need for domain authentication and positive user signals.
Essential authentication and technical setup
Before you even consider sending, ensure your technical foundation is rock solid. Proper email authentication is non-negotiable for Outlook, Yahoo, and Gmail. I highly recommend setting up SPF, DKIM, and DMARC. These records verify that your emails are legitimately coming from your domain, which is crucial for building trust.
Consider using a subdomain for your marketing emails instead of your primary domain, like `email.yourdomain.com`. This helps protect your main domain's reputation in case of deliverability issues. Additionally, immediately set up and verify your new domain with Google Postmaster Tools. This tool provides invaluable insights into your domain and IP reputation with Google, including spam rates and authentication errors.
Here's a quick overview of what you should aim for with your authentication records:
Must-have email authentication records
SPF (Sender Policy Framework): Authorizes specific IP addresses or domains to send emails on behalf of your domain. Only include your email service provider's sending servers.
DKIM (DomainKeys Identified Mail): Adds a digital signature to your outgoing emails, allowing the receiving server to verify that the email was not altered in transit.
DMARC (Domain-based Message Authentication, Reporting, and Conformance): Builds on SPF and DKIM, telling receiving servers how to handle emails that fail authentication and providing valuable reports. Start with a p=none policy and gradually enforce it.
Example SPF record
TXT Record for SPFDNS
v=spf1 include:spf.your-esp.com ~all
Gradual sending and list segmentation
The core problem when sending from a new domain to an unengaged list is the lack of positive signals. You need to earn the trust of mailbox providers. This means implementing a meticulous warm-up strategy and segmenting your list effectively.
Start by sending to your most engaged subscribers, even if this is a small segment. These are the people who explicitly signed up and expect your emails. Their positive interactions (opens, clicks, replies, moving emails from spam to inbox) will help build your domain's reputation. Once you see consistent positive engagement, gradually increase your sending volume and expand to slightly less engaged segments. This gradual approach is key to rebuilding sender reputation. Warming up your new domain is critical.
For your unengaged list, do not send to everyone at once. Instead, consider a re-engagement campaign for the most recent sign-ups. Remind them when and how they signed up. This helps manage expectations and reduces the likelihood of spam complaints. For older, completely unengaged subscribers, it's often better to remove them from your active sending list to protect your sender reputation (or blacklist status). You can always try to re-engage them through other channels.
Maintaining a clean email list is an ongoing process. Regularly remove inactive subscribers and hard bounces. This not only improves your deliverability but also ensures you're investing your efforts in an audience that genuinely wants to hear from you.
New domain sending approach
Start small: Begin with a very small segment of highly engaged users or internal test accounts.
Beyond technical setup and list management, the content of your emails and the overall sender experience play a huge role. Gmail's spam algorithm heavily weighs user engagement and content quality.
Ensure your email content is relevant, valuable, and free of spam trigger words or excessive punctuation. Craft compelling subject lines that encourage opens without being misleading. Crucially, make your unsubscribe process clear and easy. A difficult unsubscribe experience often leads to spam complaints, which are far more damaging to your domain reputation than an unsubscribe.
Actively encourage your subscribers to add your sending address to their contacts or mark your emails as "Not Spam" if they find it in their junk folder. This positive feedback directly tells mailbox providers that your mail is wanted. You can also monitor for signs of a blocklist (or blacklist) listing, as this can severely impact your deliverability. If you find yourself on a blocklist, it's crucial to address the underlying issue and request delisting promptly. Fixing emails landing in spam often requires a multi-faceted approach.
Remember, building a good sender reputation on a new domain with an unengaged list is a marathon, not a sprint. Consistency, patience, and careful monitoring will be your best allies in ensuring your emails consistently reach the inbox.
Views from the trenches
Best practices
Start by sending only to your most engaged and recently acquired subscribers on the new domain. Build positive engagement signals gradually.
Implement a strict re-engagement process for older unengaged segments; consider removing those who don't respond.
Set up SPF, DKIM, and DMARC correctly from day one. These are foundational for domain trust.
Use a dedicated sending subdomain to protect your main domain's reputation while warming up.
Actively monitor Google Postmaster Tools for spam rates, domain reputation, and authentication status.
Common pitfalls
Sending large volumes to an entirely unengaged list from a new domain, leading to immediate spam flagging.
Ignoring Google Postmaster Tools, missing critical insights into Gmail deliverability issues.
Not having a clear unsubscribe process, which drives spam complaints instead of unsubscribes.
Assuming your email service provider handles all aspects of domain reputation and warm-up automatically.
Focusing solely on content without addressing technical authentication or list hygiene.
Expert tips
If your test emails are landing in spam, check the reason Google provides in the spam folder – it's often insightful.
Understand that Gmail doesn't have a direct spam complaint feedback loop, so you won't see these in your ESP reports like you might for other providers.
Remind long-term unengaged subscribers how and when they signed up within the email content itself.
A gradual increase in sending volume, focusing on positive engagement, is the most effective way to warm up a new domain.
Prioritize list cleaning to remove inactive users who are unlikely to engage and could harm your sender reputation.
Marketer view
Marketer from Email Geeks says a new domain and unengaged users are major factors impacting deliverability, and it's helpful to examine a message filtered to spam in a test mailbox, as Gmail provides specific filtering reasons.
2020-03-16 - Email Geeks
Marketer view
Marketer from Email Geeks says to begin by assessing the number of spam complaints, the ease of the unsubscribe process, and the proportion of sends going to unengaged subscribers.
2020-03-16 - Email Geeks
The path to better inbox placement
Navigating the complexities of sending from a new domain to an unengaged list requires a strategic, patient, and technically sound approach. It's not just about hitting send, it's about building trust with mailbox providers and your subscribers over time.
By prioritizing strong authentication, carefully warming up your sending infrastructure, diligently cleaning and segmenting your lists, and crafting engaging content, you can significantly improve your chances of reaching the Gmail inbox. Remember that consistency and attention to detail are paramount for long-term email deliverability success.
Gmail doesn't provide a direct feedback loop for spam complaints like 
Comcast does. This means you might not see the full picture of user dissatisfaction directly in your email service provider's reports.
Google's algorithms have seen similar content or behavior associated with spam, or users have actively reported such messages. This can be a content issue, or simply a lack of positive engagement for your new domain. Gmail and Yahoo's 2024 updates further emphasize the need for domain authentication and positive user signals.
Outlook, 
Yahoo, and 
