How can I improve Gmail open rates for my e-commerce emails?
Michael Ko
Co-founder & CEO, Suped
Published 8 May 2025
Updated 16 Aug 2025
8 min read
For e-commerce businesses, email open rates are a crucial indicator of campaign success and audience engagement. When your Gmail open rates drop, it can feel like shouting into a void, especially given Gmail's dominant market share. Getting your messages seen by your subscribers directly impacts conversions and sales.
I often see e-commerce brands struggling to get their emails past Gmail's sophisticated filtering systems. It's not just about avoiding the spam folder; it's also about landing in the primary inbox rather than the promotions tab. Understanding how Gmail perceives your sending behavior and content is the first step toward significant improvement.
The good news is that many factors influencing Gmail open rates are within your control. By focusing on key areas like sender reputation, list health, content relevance, and technical setup, you can turn the tide and get more eyes on your e-commerce offers and updates.
Understanding Gmail's filtering and your sender reputation
Gmail's filtering algorithms are highly sophisticated, evaluating numerous signals to decide where an email should land: the primary inbox, promotions tab, or spam folder. Your sender reputation is paramount here. It’s a score Gmail assigns to your sending domain and IP address based on your sending history, spam complaint rates, bounce rates, and subscriber engagement.
If your emails frequently land in the spam folder, your open rates will plummet. The promotions tab, while not as detrimental as spam, can still result in lower open rates compared to the primary inbox, simply because users check it less frequently. You can monitor your domain's health and see where your emails are generally landing with Google Postmaster Tools. This provides valuable insights into your sending reputation.
A common issue for e-commerce brands is an unengaged list. If subscribers consistently ignore or delete your emails, Gmail interprets this as a sign that your content isn't relevant, hurting your sender reputation. This can lead to your emails being directed away from the primary inbox, reducing visibility.
For specific guidance on improving your Gmail open rates, especially for e-commerce, it's essential to understand these underlying mechanics. You can find more targeted strategies in our guide on how to improve low Gmail email open rates.
Symptoms
Low open rates: Your emails show consistently low open rates, particularly in Gmail.
Spam folder placement: Test sends frequently land in the spam folder.
Promotions tab placement: Many legitimate marketing emails end up in the Promotions tab.
Diagnosis and solutions
Test inbox placement: Send a test email to a new Gmail address to see where it lands. This provides a 'generic' filtering decision.
Segment and engage: Target engaged subscribers more frequently to improve your reputation signals.
The importance of email list health and engagement
An outdated or unengaged email list is a primary culprit for low open rates. Sending emails to inactive addresses, spam traps, or recipients who simply aren't interested anymore will severely harm your sender reputation with Gmail. Gmail's algorithms track user engagement very closely, so a high percentage of non-openers signals that your emails might not be wanted.
Implementing a double opt-in process for new subscribers is one of the most effective ways to ensure list quality. This verifies that new subscribers truly want your emails, leading to higher initial engagement and fewer spam complaints down the line. It's a fundamental best practice for improving email open rates and avoiding spam filters.
Regularly cleaning your email list is non-negotiable. This involves removing inactive subscribers who haven't opened or clicked your emails in a significant period (e.g., 3-6 months). While it might seem counterintuitive to shrink your list, it dramatically improves your overall engagement metrics and, consequently, your sender reputation. A smaller, highly engaged list is far more valuable than a large, disengaged one. For more information, see 11 Easy Ways To Improve Email Open Rates.
Consider implementing a re-engagement strategy for inactive subscribers before removing them. Send a targeted campaign asking if they still want to receive your emails. If they don't respond, it's a clear signal to remove them from your active sending list. This systematic approach ensures your list remains healthy and performs well, which is crucial for e-commerce success.
List hygiene best practices
Implement double opt-in: Confirm subscriber intent and reduce spam complaints. This ensures your list is clean from the start.
Regularly clean inactive subscribers: Remove addresses that haven't engaged in 3-6 months. Focus on quality over quantity.
Segment your audience: Send targeted content to different groups based on their interests and purchase history. This boosts relevance.
Crafting compelling content to drive engagement
Even with a healthy list and good sender reputation, your emails won't be opened if the recipient isn't compelled to click. For e-commerce, this means crafting compelling subject lines, optimizing preheader text, and personalizing your messages. These elements are the first impression your email makes in a crowded inbox.
Your subject line is perhaps the most critical element influencing open rates. It needs to be concise, engaging, and relevant. Avoid spammy phrases or excessive punctuation. Incorporate personalization where appropriate, such as the recipient's name or a product they recently viewed. Experiment with emojis, but use them sparingly to maintain professionalism.
The preheader text, often overlooked, is the snippet that appears next to or below the subject line in the inbox. Use it to expand on your subject line and provide additional incentive to open. It’s an opportunity to convey more value or curiosity. For more ideas on how to craft effective subject lines and preheader text, consider reviewing this article on 12 actionable tips to increase your email open rate.
Beyond the initial open, the content of your emails must deliver on the promise of your subject line and be relevant to the recipient. Segmenting your e-commerce audience based on purchase history, browsing behavior, or demographic data allows you to send highly targeted promotions and content. This increases the perceived value of your emails, leading to higher engagement and a better sender reputation over time.
Element
Impact on open rates
E-commerce examples
Subject line
Primary decision factor for opening; must be compelling.
"Your next favorite gadget is here! ⚡️" or "[Name], 20% off your wishlist items"
Preheader text
Secondary hook, expands on subject line, provides more context.
"Shop now and get free shipping on all orders over $50!"
Personalization
Increases relevance and connection, boosts engagement.
"Hi [Name], we think you'll love these new arrivals" or "Just for you, [Name]"
Sender name
Builds trust and recognition; should be consistent.
"Your Brand Name" or "[Name] from Your Brand Name"
Technical foundations for deliverability
Strong technical foundations are critical for deliverability, directly impacting your Gmail open rates. This involves setting up and maintaining proper email authentication records: SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance). These protocols verify that your emails are legitimate and prevent spoofing, which builds trust with Gmail.
Without proper authentication, Gmail's filters are more likely to flag your emails as suspicious or even spam, regardless of your content or list quality. Specifically, a correctly configured DMARC record, which relies on SPF and DKIM, tells Gmail how to handle emails that fail authentication. I suggest you check out our simple guide to DMARC, SPF, and DKIM for more.
Another technical aspect to consider is avoiding email blocklists (or blacklists). Being listed on a blocklist means your emails are highly likely to be rejected or sent to spam by most mail providers, including Gmail. This typically happens due to sending to spam traps, high complaint rates, or unusual sending patterns. Regularly monitoring your domain's status on common blocklists is vital.
For e-commerce, ensuring all your email sending, from transactional messages to marketing newsletters, is properly authenticated and free from blocklist issues is non-negotiable. It's the technical backbone that supports all your other efforts to improve open rates and overall deliverability. For a detailed overview of blocklists, see our in-depth guide to email blocklists.
Improving Gmail open rates for e-commerce emails is a multifaceted effort that combines technical setup, list hygiene, and content strategy. By diligently addressing each of these areas, you can significantly enhance your email deliverability and ensure your valuable e-commerce messages reach their intended audience.
Remember, consistent monitoring and adaptation are key to long-term success. Gmail's algorithms are constantly evolving, so staying proactive in your email marketing practices is essential for maintaining strong engagement and driving sales.
Views from the trenches
Best practices
Maintain a clean and engaged email list by regularly removing inactive subscribers.
Always use double opt-in to ensure new subscribers genuinely want your emails.
Segment your e-commerce audience to send highly relevant and personalized content.
Craft compelling subject lines and preheader text that encourage opens and set clear expectations.
Common pitfalls
Sending to old or unengaged email addresses, which harms sender reputation.
Ignoring Gmail's Promotions tab placement, even if not spam, impacts visibility.
Failing to monitor your domain's reputation via Google Postmaster Tools.
Using generic subject lines or neglecting the preheader text, reducing open incentives.
Expert tips
Focus on the 'why' behind low open rates, distinguishing between deliverability issues and audience disengagement.
Prioritize sending quality messages to active subscribers over sheer volume.
A/B test subject lines and content continuously to understand what resonates with your audience.
Review your email sending cadence to ensure it aligns with subscriber expectations and avoids fatigue.
Expert view
Expert from Email Geeks says that if your emails are landing in the inbox but still have low open rates, your list is likely old and stale, and Gmail members are not actively using those addresses.
March 25, 2023 - Email Geeks
Expert view
Expert from Email Geeks says that if mail is going to the promotions tab, open rates are historically lower than in the primary inbox, but generally, open rates are not correlated with revenue in this scenario.
