Summary
A retroactively changed and lowered GPT reputation, despite seemingly good metrics, can be attributed to various factors. These include: temporary glitches in Google Postmaster Tools; sensitivity of Google's algorithms to sudden changes in sending volume or content; temporary authentication issues (SPF, DKIM, DMARC); prior use of your IP address by senders with poor practices; declining subscriber engagement; improper processing of feedback loop data; being blacklisted; inconsistent sending volumes; changes in Google's tracking of reputation metrics; the impact of other senders' performance; and discrepancies between your perception of 'good' metrics and Gmail's interpretation. It's also important to watch thresholds and list testing.
Key findings
- Data Delays & Glitches: Temporary glitches or delays in data reporting within Google Postmaster Tools can lead to inaccurate reputation displays.
- Algorithm Sensitivity: Google's algorithms are sensitive to changes in sending volume, content, sudden blacklistings and other aspects irrespective of your 'good' metrics.
- Authentication Issues: Even brief or intermittent issues with SPF, DKIM, or DMARC authentication can cause reputation declines.
- Shared IP Impact: Prior use of your IP address by senders with poor practices or if you are on shared IP address can affect your reputation.
- Engagement Decline: Decreasing subscriber engagement (low opens, clicks) can lead to a reputation drop.
- FBL Processing: Failure to properly process feedback loop (FBL) data can result in unrecognized increases in complaint rates.
- System Changes: Google's internal systems for tracking reputation metrics may have changed.
- Threshold Monitoring: Google will often test senders lists without their knowledge. This can impact your senders reputation if they have low metrics.
- External Influence: Changes in the performance of other senders can indirectly affect your reputation.
- Volume inconsistencies: Inconsistent email volumes can damage your email reputation.
- Possible blacklisting: Check if you are on a blacklist.
Key considerations
- Monitor Deliverability Metrics: Regularly monitor Google Postmaster Tools and other deliverability metrics for anomalies or trends.
- Review Campaigns: Review recent email campaigns for potential triggers.
- Check Authentication: Regularly check SPF, DKIM, and DMARC configurations.
- Monitor IP Reputation: Monitor IP reputation on various blocklists (if applicable).
- Improve List Hygiene: Improve list hygiene and send relevant content to boost engagement.
- Process FBL Data: Ensure proper processing of feedback loop data.
- Align Metrics with Gmail: Align your understanding of 'good' metrics with Gmail's perspective.
- Volume Control: Maintain consistency when sending email. Do not send emails in inconsistent volumes.
- List Tests: Be aware of Google's list tests and their potential impact on your reputation
- Consider Third-party Tools: Consider using third-party GPT analytics tools.
What email marketers say
13 marketer opinions
Several factors can contribute to a retroactively changed and lowered GPT reputation, even with seemingly good metrics. These include potential glitches in Google Postmaster Tools, sensitivity of Google's algorithms to sudden changes in sending volume or content, temporary authentication issues (SPF, DKIM, DMARC), prior use of your IP address by senders with poor practices, declining subscriber engagement, improper processing of feedback loop data, being blacklisted, or using inconsistent sending volumes. It's also possible that the change reflects how Google tracks reputation metrics.
Key opinions
- Glitches: Temporary glitches or delays in data reporting within Google Postmaster Tools can cause inaccurate reputation displays.
- Algorithm Sensitivity: Google's algorithms are sensitive to fluctuations in sending volume, content changes, and sudden blacklist appearance, irrespective of overall positive metrics.
- Authentication Issues: Even temporary or intermittent problems with SPF, DKIM, or DMARC authentication can lead to reputation declines.
- Shared IP Impact: If using a shared IP, the practices of previous or concurrent users can affect your reputation, even with good metrics.
- Engagement Decline: Decreasing subscriber engagement (low opens, clicks) can signal a negative reputation, even with low spam complaints.
- FBL Processing: Failure to properly process and act upon feedback loop (FBL) data can result in unrecognized increases in complaint rates, leading to reputation damage.
- Tracked Reputation: Changes over time of other senders and their metrics being tracked can impact your reputation, even though yours have remained the same.
Key considerations
- Monitor: Continuously monitor Google Postmaster Tools and other deliverability metrics for any anomalies or trends.
- Review Campaigns: Carefully review recent email campaigns for potential triggers that might have negatively impacted reputation, such as content changes or sending volume spikes.
- Authentication: Regularly check and validate the proper configuration of SPF, DKIM, and DMARC authentication.
- IP Reputation: If using a dedicated or shared IP address, monitor its reputation on various blocklists.
- List Hygiene: Focus on improving list hygiene and sending relevant content to boost subscriber engagement (opens, clicks).
- FBL Implementation: Ensure proper implementation and processing of feedback loop (FBL) data to identify and address complaints promptly.
- Sending Volume: Maintain a consistent sending volume and gradually ramp up increases to avoid triggering algorithmic sensitivities.
- Third-party Tools: Consider leveraging third-party GPT analytics tools for more in-depth insights and historical data.
- Blacklists: Check for blacklistings.
Marketer view
Marketer from Email Geeks recommends checking DKIM, SPF, and other settings, referencing Google's enforcement of sender guidelines.
13 Oct 2024 - Email Geeks
Marketer view
Email marketer from Email Marketing Advice Blog suggests that declining subscriber engagement (opens, clicks) can lead to a reputation drop, even if spam complaints are low. Focus on improving list hygiene and sending relevant content.
23 Feb 2023 - Email Marketing Advice Blog
What the experts say
3 expert opinions
Experts at Word to the Wise suggest that a retroactively changed and dropped GPT reputation, despite seemingly good metrics, can stem from several factors. These include changes in Google's tracking of reputation metrics, the impact of other senders' performance on your reputation, and discrepancies between your perception of 'good' metrics and Gmail's interpretation, particularly concerning user engagement (open rates). Monitoring GPT metrics and the deliverability of lists that may be being tested is also critical.
Key opinions
- System Changes: Google's internal systems for tracking reputation metrics may have changed, resulting in altered scores even with consistent sender behavior.
- External Influence: Changes in the performance and metrics of other senders within Google's ecosystem can indirectly affect your reputation, irrespective of your own practices.
- Engagement Discrepancy: What senders perceive as 'good' metrics (e.g., low spam complaints) may not align with Gmail's interpretation, particularly regarding user engagement signals like open rates.
- Threshold Monitoring: Google tests the senders list often. Monitoring the metrics of these and other related deliverability actions by Google are useful.
Key considerations
- Metric Alignment: Ensure your understanding of 'good' metrics aligns with Gmail's perspective, focusing on engagement signals beyond just spam complaints.
- Continuous Monitoring: Continuously monitor Google Postmaster Tools and other deliverability metrics for any anomalies or trends.
- List Testing: Ensure you are aware of Google's potential testing of your lists and have appropriate practices in place
Expert view
Expert from Word to the Wise explains that sometimes, what looks like 'good' metrics to a sender may not align with Gmail's interpretation. Low open rates, even with low spam complaints, can signal disengagement and negatively impact reputation, and could come from a change in how Google measures user engagement, leading to the drop in reputation.
3 Sep 2023 - Word to the Wise
Expert view
Expert from Word to the Wise shares to keep a careful watch on the thresholds in the GPT metrics. Often Google will test a senders list without the sender knowing about it. The list is tested for deliverability, complaints, spam traps, etc. If the list metrics are low this can have an impact on the senders reputation.
30 Mar 2022 - Word to the Wise
What the documentation says
5 technical articles
Google's official documentation indicates that several factors can lead to a drop in GPT reputation even with seemingly good metrics. Delays in data reporting within Google Postmaster Tools can cause inaccurate or outdated reputation displays. Exceeding spam rate thresholds, even briefly, negatively impacts sender reputation. DMARC failures due to domain misalignment with SPF and DKIM can also hurt reputation. Proper setup of SPF, DKIM, and DMARC is essential, and sending excessive amounts of email can trigger throttling, affecting reputation metrics.
Key findings
- Data Delays: Google Postmaster Tools data may be delayed, presenting an inaccurate or outdated view of your current reputation.
- Spam Thresholds: Even brief exceedances of spam rate thresholds (ideally below 0.10%, never above 0.30%) can negatively impact sender reputation.
- DMARC Failure: DMARC failures, often caused by domain misalignment in SPF and DKIM, can damage reputation, despite other positive metrics.
- Authentication Importance: Proper setup and consistent functioning of SPF, DKIM, and DMARC are crucial for maintaining a positive reputation.
- Throttling Impact: Sending excessive amounts of email can trigger throttling by Gmail, which can negatively affect your reputation metrics.
Key considerations
- Patience with Data: Allow sufficient time for Google Postmaster Tools data to stabilize before drawing conclusions about your reputation.
- Spam Monitoring: Closely monitor spam rates and take immediate action to address any spikes, ensuring rates remain well below the recommended thresholds.
- DMARC Alignment: Carefully configure SPF and DKIM to ensure proper domain alignment for DMARC compliance.
- Authentication Checks: Regularly verify the functionality and validity of your SPF, DKIM, and DMARC records.
- Volume Control: Manage sending volumes to avoid triggering Gmail throttling, especially when sending large campaigns.
Technical article
Documentation from RFC documentation indicates that if the domain in your 'From' address doesn't align with the domains used for SPF and DKIM, DMARC can fail. This can hurt your sender reputation even with good overall metrics.
10 Nov 2022 - RFC Documentation
Technical article
Documentation from Google Postmaster Tools Help explains that there might be delays in data reporting, and the displayed data might not reflect the current situation immediately. It advises allowing some time for the data to stabilize.
7 Sep 2022 - Google Postmaster Tools Help
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