Suped

How do spam traps and user engagement impact Gmail deliverability, and what list cleaning practices are recommended?

Summary

The interplay between spam traps, user engagement, and list cleaning practices is critical for maintaining strong Gmail deliverability. While some mistakenly believe engagement is the sole metric Google considers, the presence of spam traps and an unhygienic list can significantly degrade your sender reputation, ultimately impacting inbox placement.

What email marketers say

Email marketers often face a balancing act between maximizing reach and maintaining list hygiene. There's a common misconception that major inbox providers like Gmail focus exclusively on engagement metrics, leading some to downplay the importance of proactively cleaning their lists. However, seasoned marketers emphasize that neglecting list quality can have severe consequences, including blocklistings and diminished sender reputation, regardless of perceived overall campaign engagement.

Marketer view

Email marketer from Email Geeks warns that a dirty list with many spam trap hits and bounces will inevitably lead to emails landing in the spam folder, even if engagement is otherwise high. It's fundamental to start with a clean foundation.

10 Feb 2020 - Email Geeks

Marketer view

Email marketer from Email Geeks emphasizes that hitting recycled spam traps will result in blocklisting. They advise either ceasing emails to old contacts or using a reliable list cleaner to maintain a healthy sender reputation.

10 Feb 2020 - Email Geeks

What the experts say

Experts in email deliverability consistently highlight that while user engagement is a strong signal for Gmail, it does not operate in isolation. Spam traps and poor list hygiene are fundamental issues that undermine any positive engagement metrics. They emphasize that deliverability is a multi-faceted problem requiring a comprehensive approach, where cleaning your list is a critical, foundational step rather than an optional add-on.

Expert view

Deliverability expert from Email Geeks states that Google explicitly does not trust or rely on spam traps. This perspective suggests that while list hygiene is important, the impact of spam traps specifically on Google's filtering might be overstated by some.

10 Feb 2020 - Email Geeks

Expert view

Deliverability expert from Email Geeks asserts that mail is not blocked or junked solely because of spam traps. They suggest that using the 'threat' of spam traps can be a tool to encourage clients to adopt better sending practices, which will yield significant benefits.

10 Feb 2020 - Email Geeks

What the documentation says

Official documentation from major mailbox providers like Gmail clearly outlines sender guidelines that prioritize responsible email practices. While they may not explicitly detail the exact weight of every factor, the overarching message emphasizes sending wanted, relevant mail. This inherently includes managing list quality, as sending to invalid or disengaged recipients is contrary to delivering valued content.

Technical article

Google documentation on preventing mail from being blocked or sent to spam states that the guidelines provided help ensure your messages are delivered to Gmail's inbox. They suggest using the tips to reduce issues, emphasizing responsible sending.

10 Feb 2020 - Google Help

Technical article

The Klaviyo blog on Gmail & Outlook deliverability best practices highlights that maintaining list hygiene is crucial for keeping your negative engagement rate low. They reiterate that a clean list is a key general best practice.

18 Dec 2024 - Klaviyo

10 resources

Start improving your email deliverability today

Get started