Summary
Managing email deliverability with multiple sending domains and recovering from a spam incident can be complex. Google and other mailbox providers assess various domain reputations associated with an email, not just one. If any of these domains, including the DKIM domain, return-path, or domains in the body URLs, have a poor reputation, it can significantly impact inbox placement, often leading to messages being sent to the spam folder. Recovering from a compromised reputation, especially after a spam incident, requires consistent effort in sending only wanted mail to engaged recipients. This process emphasizes the importance of robust list hygiene and ongoing monitoring of all relevant domain reputations, as fixing deliverability issues is a prerequisite for improving reputation.
Key findings
- Multiple reputations: Email deliverability is influenced by the reputation of all domains present in an email, including the visible From domain, the DKIM signing domain, the return-path, and link domains within the email body. Google Postmaster Tools typically focuses its statistics on the DKIM domain.
- Worst signal rule: If any one of the domains associated with an email has a bad reputation, it can negatively affect the deliverability of the entire message, regardless of the good standing of other domains.
- Impact of authentication changes: Implementing or changing authentication methods like SPF and DKIM can shift how reputation is attributed. If a sender was previously 'riding the coattails' of an ESP's shared reputation, their own domain's true reputation may become apparent, potentially leading to a drop in inbox placement.
- Reputation as a trailing indicator: Domain reputation is a reflection of past sending behavior. To improve reputation, senders must first fix their underlying sending practices, which will then lead to a gradual improvement in reputation metrics.
- Spam trap hits and high complaint rates: Hitting spam traps or incurring high spam complaint rates (e.g., 2.3% for Gmail, which is exceptionally high) are clear signals to mailbox providers that the mail stream is unwanted, leading to filtering actions.
Key considerations
- Monitor all relevant domains: Pay close attention to the reputation data for all domains used in your email campaigns, not just the primary sending domain. Google Postmaster Tools is a critical resource for monitoring your DKIM domain's reputation.
- Implement double opt-in: To prevent invalid and unwanted addresses from entering your list, implement double opt-in for all new subscribers. This is crucial for maintaining a clean and engaged list.
- Audience re-engagement: After a spam incident or a significant drop in deliverability, focus on sending only to the most engaged segments of your audience. Suppress recipients who haven't opened or clicked emails recently to demonstrate positive engagement signals to mailbox providers.
- Patience and consistency: Rebuilding a compromised reputation takes time, often weeks or even months of consistent, high-quality sending. There are no shortcuts, and attempting to mail suppressed users prematurely can worsen the situation.
- Troubleshoot effectively: When diagnosing deliverability issues, look for correlations between changes in your sending practices (e.g., new ESPs, authentication setup) and drops in key metrics like open rates or spam complaints. For more detailed steps, refer to our guide on troubleshooting low Gmail deliverability.
What email marketers say
Email marketers often find themselves navigating the complexities of multiple domain reputations, especially when using different Email Service Providers (ESPs). The common perception is that while the DKIM domain is important for Google Postmaster Tools reporting, the reputation of the visible 'From' domain and other link domains within the email also significantly influence inbox placement. A sudden drop in deliverability after implementing new authentication protocols, such as SPF and DKIM for an ESP, can indicate that the sender was previously benefiting from the ESP's shared reputation, and now their own domain's specific reputation is being evaluated more directly. This highlights the ongoing challenge of maintaining high engagement and clean lists, which are crucial for email deliverability.
Key opinions
- DKIM domain for metrics: Google Postmaster Tools uses the DKIM domain (the 'd=' value in email headers) for reputation statistics. Marketers are advised to check their email headers to identify this domain and add it to their Postmaster account.
- All domains matter: Beyond the DKIM domain, the return path, the visible From domain, and any hostnames of URLs in the email body all contribute to email reputation and are scrutinized by Gmail's filtering algorithms.
- Authentication impact: Changes to DNS records or email authentication, such as adding SPF/DKIM for a new ESP, can cause reputation fluctuations because it changes how mailbox providers perceive your sending identity. This can reveal an underlying reputation that was previously masked by a shared IP pool.
- Engagement as a key driver: If open rates drop after authentication changes, it may indicate that the brand's own reputation is not strong enough to maintain previous inboxing levels. This points to the critical need for recipients to actively want and engage with the emails.
Key considerations
- Diagnose root causes: Focus on identifying the exact changes that occurred just before a drop in open rates or deliverability. This correlation can help pinpoint the problem, whether it's related to list quality, content, or technical setup. Our guide on email sending practices provides further insights.
- Monitor beyond reputation scores: While Postmaster Tools offers reputation scores, remember these are arbitrary and should not be the sole focus. Prioritize accurate metrics like open rates, click-through rates, and spam complaints from your ESPs. A low sender reputation can cause emails to go directly to spam, impacting engagement metrics, as outlined by Kinsta's insights on domain reputation.
- Proactive list hygiene: The presence of recycled spam traps or a high number of invalid addresses indicates poor list hygiene. Implementing strong verification processes, such as double opt-in, is essential to prevent these issues and ensure you are sending to legitimate, engaged subscribers.
- Segment based on engagement: To recover reputation, prioritize sending emails to segments of your audience that consistently open and click. This strategy helps demonstrate positive engagement signals to mailbox providers and can gradually improve your standing.
Marketer view
An Email Geeks marketer asks about the primary domain reputation for Gmail filtering, noting they use a main domain A for FROM addresses and links, a dedicated sending domain B with one ESP, and Mailchimp's shared domain with their main domain A in the FROM. They are unsure which domain’s statistics in Google Postmaster are most critical for reputation assessment.
Marketer view
An Email Geeks marketer expresses concern about significant drops in domain reputation and open rates after adding SPF and DKIM for Mailchimp, despite having high reputation and splendid open rates for four years prior. They question if this change could have directly caused the negative fluctuations.
What the experts say
Email deliverability experts concur that understanding how multiple domain reputations impact inbox placement is crucial. They emphasize that every domain present in an email, from the DKIM signing domain to the visible From domain and link domains, holds its own reputation. Deliverability is often determined by the 'worst signal' among these domains. Experts strongly advise that reputation is a lagging indicator, meaning that actively improving sending practices and ensuring emails are wanted by recipients are the only true paths to recovery after a spam incident. There are no quick fixes, and consistent, clean sending over weeks or months is required to rebuild trust with mailbox providers, especially Google.
Key opinions
- Comprehensive domain reputation: All domains involved in an email, including the return path, the visible From domain, the DKIM signing domain, and the hostnames of URLs in the body, contribute to its overall reputation. They are all relevant for determining inbox placement.
- The lowest common denominator: Emails are filtered based on the worst reputation signal in the email. Even if most domains have a good reputation, a single domain with a bad reputation can cause mail to be bulk-foldered or blocked.
- Reputation reflects behavior: If a sender's reputation fluctuates after authenticating their own domain, it suggests their reputation may not have been strong to begin with. They might have previously benefited from the shared reputation of their ESP, and now their true sending quality is being assessed directly.
- Fix sending to fix reputation: Reputation is a trailing indicator. The only way to improve reputation is to first fix underlying deliverability issues by sending mail that recipients truly want. You cannot simply fix reputation and expect deliverability to improve.
- Spam indicates unwanted mail: High spam trap hits or complaint rates (e.g., 2.3% at Google) are strong indicators that mail is being sent to recipients who do not want it or to invalid addresses. Mailbox providers like Google will punish senders for such behavior.
Key considerations
- Long-term recovery: There is no shortcut to recovering a bad reputation. It requires consistent and regular sending of wanted mail for weeks, possibly months. Google will not give the benefit of the doubt after a significant spam incident. Our article on reputation recovery timelines offers more detail.
- Engagement is paramount: To exit the spam folder, senders must prove that their emails are wanted by recipients. This means focusing on sending to users who are actively engaging (opening and clicking) with the mail in their inbox. This is outlined further in Word to the Wise's troubleshooting guide.
- Audience verification: If spam traps are being hit, it is highly likely that there is no proper verification that email addresses belong to the intended recipients (e.g., through double opt-in). This lack of verification allows invalid or unwanted addresses to enter the mailing list.
- Identify and suppress unengaged users: A critical step for recovery is to stop mailing anyone who isn’t showing opens. These recipients are likely either not receiving the mail in their inbox or are not engaging, both of which send negative signals to mailbox providers. This proactive suppression is key to rebuilding Gmail sender reputation.
Expert view
An Email Geeks expert from Gmail explains that Google Postmaster Tools provides statistics based on the DKIM domain. They advise checking email headers for the d= value, which is the domain to add to Postmaster Tools for accurate data.
Expert view
An Email Geeks expert emphasizes that reputation is a crucial component of email delivery, but it is not the sole factor. They highlight that other elements also play a role, and a holistic approach is necessary.
What the documentation says
Official documentation from major mailbox providers, such as Google Postmaster Tools, highlights that domain reputation is a critical factor in determining email deliverability. They monitor various signals, including spam complaint rates, IP reputation, and user engagement, to build a sender’s profile. While Postmaster Tools specifically links reputation data to the DKIM signing domain, it is understood that the collective reputation of all domains associated with an email contributes to its filtering decisions. Documentation consistently emphasizes that maintaining high-quality sending practices, ensuring consent-based lists, and minimizing negative user feedback (like spam reports) are fundamental to achieving and maintaining a good sender reputation.
Key findings
- Google Postmaster Tools focus: Google Postmaster Tools provides specific metrics for domain reputation, primarily tied to the DKIM-authenticated domain used in emails. This tool is essential for senders to monitor their performance with Gmail.
- Impact on deliverability: Documentation consistently states that a good domain reputation increases the likelihood of emails reaching the inbox, while a poor reputation can result in emails being routed to spam or even rejected.
- Spam rate is crucial: Mailbox providers, including Google, closely monitor the spam complaint rate. High spam rates are a strong negative signal that can severely damage domain reputation and subsequent deliverability.
- User engagement metrics: Beyond explicit spam complaints, user engagement (opens, clicks, replies versus deletions, unsubscribes) is a key factor. Mailbox providers interpret positive engagement as a signal that mail is wanted.
- Authentication standards: Proper implementation of email authentication protocols like SPF, DKIM, and DMARC is fundamental for building and maintaining sender trust and positively influencing domain reputation. This ensures that emails are verified and legitimate. Read our guide on DMARC benefits.
Key considerations
- Adhere to best practices: Mailbox providers, including Google and Yahoo, outline clear best practices for bulk senders. Adherence to these guidelines, which include consent, list hygiene, and proper authentication, is non-negotiable for good deliverability. Learn how domain reputation works.
- Monitor Postmaster Tools: Regularly check Google Postmaster Tools for data on spam rate, IP reputation, domain reputation, feedback loop (if applicable), and authentication errors. This data is crucial for diagnosing and addressing deliverability issues.
- Promptly address issues: Any sudden spikes in spam complaints or drops in reputation should be investigated immediately. Prompt action to address the root cause, such as cleaning lists or adjusting sending practices, is essential for recovery.
- Focus on recipient value: Documentation emphasizes that the ultimate goal is to send mail that users want to receive and engage with. Content relevance and audience segmentation play a significant role in fostering positive engagement and thus improving reputation.
Technical article
Google Postmaster Tools documentation states that your domain's reputation is a primary factor in how Gmail perceives your emails. A strong reputation significantly improves the chances of your emails reaching the recipient's inbox rather than the spam folder.
Technical article
Google's documentation on email deliverability emphasizes the importance of a low spam complaint rate. If your spam complaint rate is high, it is a strong negative signal that will adversely affect your domain and IP reputation, leading to poor inbox placement.
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