What new features are in Google Postmaster Tools v2 and how are they rolling out?

Key findings

• Phased rollout: Features in GPT v2 are being released gradually, with different accounts and users observing new dashboards at varying times, sometimes appearing overnight.
• New dashboards: Users report seeing new authentication and encryption dashboards. Other expected features include improved delivery error tracking and feedback loop data, alongside the existing IP and domain reputation metrics.
• Data discrepancies: The new Feedback Loop data in V2 offers insights not present in V1, and authentication data is noted as 'totally different' from its previous iteration.
• Expanded access: The updated compliance status dashboard in V2 is designed to serve more users, including those with smaller sending volumes, offering broader monitoring capabilities.

Key considerations

• Monitoring rollout: Email senders should regularly check their GPT accounts for the activation of new features, as the rollout is not uniform. For more about accessing V2, see our guide on what is Google Postmaster Tools V2.
• Adapting to new data: The 'totally different' authentication data and new Feedback Loop insights require senders to re-evaluate their monitoring strategies.
• Understanding delivery errors: While the Spam tab has thresholds, the Delivery Error tab reports existing problems, emphasizing the need for continuous improvement to achieve as low as reasonably achievableerror rates. For more on deliverability metrics to monitor, check deliverability metrics to monitor.
• Leveraging IP data: IP data in GPT can be used to identify unknown or rogue sending services, even when DMARC reports are inaccessible.

Key opinions

• Varied access: Many marketers report seeing different sets of new features across their various accounts, confirming the gradual rollout.
• Authentication and encryption first: Several marketers noted that authentication and encryption dashboards were among the first new features to become visible for their domains.
• Feedback loop visibility: Some marketers are seeing feedback loop data in V2 that was not previously available in V1, providing new insights into subscriber complaints.
• New data perspectives: The updated authentication data is perceived as significantly different, requiring a fresh look at email authentication performance.

Key considerations

• Patient monitoring: Given the phased rollout, marketers should continue to monitor their Postmaster Tools accounts daily for new feature activations rather than expecting an immediate, complete overhaul. For insights on rollout details of new GPT dashboard, refer to our guide.
• Understanding new data: Marketers must take time to understand the nuances of the new data, particularly how it differs from V1, to make informed deliverability decisions.
• Strategic use of insights: The enhanced feedback loop and authentication data can be critical for improving sender reputation and inbox placement. Our ultimate guide to Google Postmaster Tools V2 offers more details.
• Impact on smaller senders: With the updated compliance dashboard serving more users, smaller volume senders now have better access to crucial monitoring tools, leveling the playing field for deliverability. This expanded access is part of broader industry changes, as discussed in the Google Postmaster Tools V2 update.

Key opinions

• Gradual rollout confirmed: Experts concur that Google is deploying V2 features in phases, explaining why access varies among users.
• Enhanced feedback loop data: The new feedback loop data in V2 is cited as providing unprecedented visibility into recipient complaints.
• Transformative authentication insights: The authentication data in V2 is noted as being significantly different and more informative, enabling better understanding of SPF, DKIM, and DMARC performance.
• Identifying hidden senders: IP data within GPT V2 can be effectively used to track down unauthorized email sending services (ESPs) that might be operating covertly.
• Delivery error interpretation: Unlike spam complaints, delivery errors are a report of existing problems, and the goal should be to reduce them 'as low as reasonably achievable' rather than meeting a specific benchmark.

Key considerations

• Leveraging DMARC reporting: While GPT provides valuable data, experts emphasize that DMARC reporting is often more robust for identifying all sending sources for a domain, including unauthorized ones. Suped offers comprehensive DMARC reports from Google and Yahoo.
• Proactive problem solving: The delivery error tab provides current issues, urging senders to use this data to address problems immediately, rather than waiting for reputation impact. For more information, check why your emails fail.
• Understanding reputation data: Experts highlight the continued importance of IP and domain reputation data in GPT, which is crucial for maintaining good sender health. You can learn how to improve domain reputation using GPT.
• Authentication best practices: Given the changes in authentication data, it's vital to ensure SPF, DKIM, and DMARC are properly configured and aligned. This is in line with new bulk sender requirements from Google and Yahoo.

Key findings

• Comprehensive dashboards: GPT provides distinct dashboards for spam rate, IP reputation, domain reputation, feedback loop data, and delivery errors, all crucial for monitoring email health.
• Authentication emphasis: Google's updated policies for bulk senders necessitate proper SPF, DKIM, and DMARC authentication, with GPT V2 offering enhanced insights into these protocols.
• Compliance requirements: The V2 updates are closely tied to new compliance rules, including maintaining low spam thresholds and offering easy unsubscribe options for recipients.
• Actionable insights: The data provided in GPT, especially in V2, is intended to help senders diagnose and resolve underlying sending infrastructure or content issues that impact deliverability.

Key considerations

• Adherence to new policies: Bulk senders must prioritize meeting Google's new requirements, particularly regarding authentication (SPF, DKIM, DMARC) and user experience (one-click unsubscribe). Our guide on DMARC, SPF, and DKIM can help.
• Continuous reputation management: Regular monitoring of IP and domain reputation within GPT is essential to preempt potential deliverability issues and avoid blocklists. Explore our guide to understanding your email domain reputation.
• Understanding data nuances: Senders should delve into the specifics of each V2 dashboard to fully leverage the precise metrics available for optimizing email campaigns. Comprehensive information is available through EmailLabs' deep dive into Postmaster Tools.
• Addressing delivery errors: The delivery error data should be used to troubleshoot and minimize bounces and rejections, aiming for maximum inbox placement.