How to fix Gmail blocking emails after users request a quote and receive marketing emails?

Key findings

• Technical compliance is often insufficient: Even with correct SPF, DKIM, and DMARC records, and no blocklist appearances, emails can still be blocked.
• Recipient expectation mismatch: Users requesting a quote may not expect frequent marketing emails, leading to higher spam complaints.
• Engagement metrics are key: Gmail heavily relies on user engagement (or lack thereof) to determine inbox placement, not just technical validation. Low engagement can lead to emails landing in spam or being blocked, even with high open rates (which can be unreliable).
• Domain and IP reputation: A history of high complaints or low engagement can severely damage your domain and IP reputation, making recovery challenging, potentially leading to long-term blocks.
• Data sharing practices: Selling or sharing PII (personally identifiable information) or email addresses with third parties can exacerbate spam issues, as recipients may receive mail from multiple, unexpected sources.

Key considerations

• Obtain bounce messages: Detailed bounce messages from your ESP (Email Service Provider) are crucial for diagnosing the exact reason for blocks. As noted by WP Mail SMTP, identifying DNS record issues can resolve problems quickly.
• Refine consent and expectations: Clearly communicate to subscribers what types of emails they will receive beyond the initial quote. Consider separate opt-ins for marketing content.
• Shift engagement metrics: Rely on clicks and conversions instead of opens, as opens are increasingly unreliable for measuring true engagement. Focus on content that users genuinely interact with.
• Review privacy policies: Ensure your privacy policy is transparent and, ideally, restricts the sharing or selling of user data for third-party marketing, which can negatively impact your sender reputation.
• Strategic domain and IP usage: If a domain or IP has been consistently blocked for an extended period, it may be necessary to move to a new IP and domain, combined with reformed sending practices, to re-establish trust with Gmail.

Key opinions

• Audience intent is primary: If users only want a quote, sending unrelated marketing content will likely lead to spam complaints.
• Volume versus quality: Sending 2.5 million emails per month to a list that might not genuinely desire ongoing marketing content exacerbates deliverability challenges.
• Burned assets: A domain or IP that has been blocked by Gmail for an extended period (e.g., two years) may be permanently burned, making recovery highly improbable without a complete reset of sending infrastructure and practices.
• List cleaning matters: Regularly cleaning email lists, including at the point of opt-in, is crucial to prevent sending to invalid or disengaged addresses, which can negatively impact deliverability.

Key considerations

• Transparent opt-in: Implement clear consent mechanisms, potentially with a separate, unchecked checkbox for marketing emails beyond the initial quote, to set accurate expectations.
• Audience segmentation: Segment your audience based on their explicit interest in marketing content versus quote-only requests. This helps tailor communication and reduce unwanted mail.
• Content relevance: Even if sending blog-style content, ensure it aligns directly with the user's initial interest (e.g., insurance-related content if they asked for an insurance quote) rather than broad marketing topics.
• Alternative engagement channels: Consider using display ads or lookalike audiences to reach people beyond the initial one or two transactional emails, rather than relying solely on email for ongoing engagement.
• Review your privacy policy: Disallow sharing email addresses with other senders in your privacy policy and adhere strictly to it to prevent your recipients from being inundated by third-party marketers. As DANAconnect emphasizes, never buy contact lists.

Key opinions

• User expectation is paramount: If a user requests a quote and receives marketing mail instead of (or in addition to) the quote, they are highly likely to mark it as spam.
• Engagement dilution: Lead generation models, especially those involving co-registration or sharing PII, inherently lead to diluted engagement and higher complaint rates, which Gmail and Yahoo are increasingly identifying.
• Opens are unreliable: Opens primarily reflect pixel requests, not genuine engagement. Relying on them to determine continued mailing is a poor strategy that can harm sender reputation.
• Irreversible IP/domain burn: Once an IP or domain has a sustained poor reputation with Gmail (e.g., two years of blocking), it may be effectively 'dead' and nearly impossible to rehabilitate, requiring new sending assets.

Key considerations

• Retrieve bounce messages: It is critical to obtain raw bounce messages from your ESP, as these contain specific error codes and diagnostics from Gmail, providing actionable insights into the blocking reasons.
• Segregate data and domains: For different types of email (transactional vs. marketing), consider using entirely separate domains and ensure data is not shared, to isolate reputation issues.
• Focus on clicks, not opens: Transition from using open rates to more reliable indicators of engagement, such as clicks within the email, to govern who continues to receive marketing communications. This is essential for improving deliverability to Gmail.
• Re-evaluate business model: A business model heavily reliant on lead generation followed by unsolicited marketing content faces an uphill battle with modern ISP filters. Alternative strategies like display ads may be more effective for continued outreach. As SendLayer advises, authenticating mail is key.

Key findings

• Authentication is mandatory: Gmail explicitly requires proper SPF, DKIM, and DMARC records for bulk senders to ensure email legitimacy and prevent impersonation, as stated by DuoCircle.
• Sender reputation impact: A sender’s reputation, built on factors like spam complaint rates, bounce rates, and user engagement, is a primary determinant of inbox placement.
• User feedback is critical: Gmail heavily weighs user feedback, including 'This is spam' reports and deletions without opening, as strong signals of unwanted mail.
• Clear unsubscribe options: Providing an easy and prominent unsubscribe mechanism is crucial to reduce spam complaints and maintain a healthy sender reputation, as emphasized by Mailgun

Key considerations

• Monitor Google Postmaster Tools: While not always immediate, Google Postmaster Tools offers crucial data on your domain’s reputation, spam rate, and authentication errors, helping diagnose persistent issues.
• Content relevance and value: Ensure that the content of your marketing emails remains highly relevant and valuable to the recipient, even after the initial quote request, to sustain engagement and avoid spam complaints.
• List hygiene: Regularly remove inactive or unengaged subscribers from your list to improve overall list quality and engagement metrics. This helps to avoid emails going to spam.
• Compliance with sender guidelines: Adhere to Gmail’s sender guidelines, which include strong authentication, low spam rates, and easy unsubscription, especially for bulk senders.