How to troubleshoot low Gmail open rates for specific locations on shared email domains?
Michael Ko
Co-founder & CEO, Suped
Published 1 Jul 2025
Updated 18 Aug 2025
9 min read
When facing low Gmail open rates, especially for specific locations on shared email domains, it can be a particularly puzzling issue. The challenge is amplified when other locations, even sister stores, perform well using the same shared infrastructure. This scenario points to nuances beyond general deliverability best practices, often rooted in local data collection or content specific to those underperforming areas. I've seen this many times, where the problem isn't the shared IP or domain itself, but how individual entities within that shared ecosystem operate.
The typical troubleshooting approach usually starts with checking sender reputation, authentication records like SPF, DKIM, and DMARC, and general content quality. However, when the issue is localized despite shared resources, it requires a deeper, more granular investigation. This is where standard solutions often fall short, and you need to dig into the operational specifics of the underperforming locations.
Identifying the root cause involves a blend of technical analysis and a keen understanding of each location's unique processes. We need to go beyond surface-level metrics and consider factors like how email addresses are acquired, the specific content being sent, and even potential differences in local recipient behavior. This guide will walk you through a systematic approach to pinpoint and resolve these localized Gmail deliverability challenges.
Localized data practices and list quality
When open rates for specific locations are low, the first area to scrutinize is the quality of the email list for those particular stores. Even if the overall shared domain reputation is healthy, individual store practices can introduce issues that Gmail detects.
For example, if staff at certain dealerships are incentivized to collect email addresses, there's a risk of them acquiring low-quality, invalid, or even fake addresses, which can lead to spam traps or high bounce rates. This directly impacts engagement metrics and can signal to Gmail that the sender is not adhering to best practices, regardless of a good overall domain reputation. It's crucial to understand the nuances of how these specific locations are growing their lists.
Another often-overlooked factor is subscriber engagement. While the overall domain might have good engagement, specific regional or local lists might have different engagement patterns. If users in those locations are less likely to open or click emails, this signals to Gmail a lack of interest, leading to lower inbox placement and, consequently, lower open rates. You might even find that some areas have higher spam complaint rates if the content isn't relevant to their specific needs or expectations. You should regularly diagnose and improve deliverability for these locations.
Suspect data practices
Staff may be incentivized to collect email addresses, leading to poor quality or fake addresses. Gmail may penalize the sending domain for these localized behaviors, even if the overall domain reputation is strong.
Technical and localized content factors
Even with shared domains and IP addresses, localized factors can influence deliverability. Content, web presence, and even SEO abuse associated with a specific dealership or location can indirectly affect how Gmail perceives emails originating from that specific sender, even if the main domain is shared. It is worth investigating if any particular local marketing efforts or content strategies might be seen as spammy or low-quality by Gmail's filters.
Another subtle but impactful issue can be email size. If the email content for the underperforming stores is significantly larger than 100KB, Gmail might clip the message. When an email is clipped, the open tracking pixel, usually placed at the bottom, might not load, leading to inaccurately low open rates. You should investigate if the specific templates or content used by these five stores are exceeding this size threshold. This could be a technical oversight rather than a reputation issue.
While your domain and IP reputation might be healthy overall, the localized actions can still affect how Gmail treats your emails for those specific recipients. It's like having a clean driving record, but getting speeding tickets in certain neighborhoods. Gmail's algorithms are sophisticated enough to detect these localized anomalies. It's worth looking at shared IP reputation issues for specific locations.
Factor
Impact on Gmail Deliverability
Potential Troubleshooting Step
Email content size
Emails over 100KB might be clipped, preventing the open pixel from loading correctly. This results in artificially low open rates.
Poor quality content or SEO abuse on a local dealership's website can negatively influence sender reputation associated with that location.
Review content and SEO practices for underperforming locations. Ensure all online assets maintain a high standard.
Leveraging Postmaster Tools and engagement metrics
To gain deeper insights, leveraging Google Postmaster Tools is essential. While you're on shared domains, Postmaster Tools provides data at the domain level. However, if you've set up separate identifiers or subdomains for each dealership, you might be able to get more granular data. Check your spam rates and reputation for the shared domain and see if there are any specific spikes corresponding to the periods of low open rates in those problem locations. This can give you a clue if it's indeed a deliverability issue to the spam folder, as opposed to an email clipping problem or a general engagement issue.
If spam rates are elevated for the shared domain, it strongly suggests that the emails are landing in the spam folder rather than the inbox. This could be triggered by recipient complaints or poor engagement from users associated with those particular stores. Even if the content is segmented and personalized, the quality of the audience receiving it plays a huge role in inbox placement.
Consider the frequency and volume of emails sent to each problematic store's list. An unusually high sending volume or frequency to a less engaged segment could also trigger Gmail's spam filters, even if the overall sending practices for the shared domain are fine. Analyzing the specific sending patterns for these five stores and comparing them to well-performing ones can reveal discrepancies. Consistent monitoring of email domain reputation is critical.
Positive indicators
High engagement: Consistent opens and clicks from recipients.
Low complaints: Minimal spam reports or unsubscribe requests.
Stable Postmaster Tools data: Google Postmaster Tools shows good domain and IP reputation.
Negative indicators
Decreased engagement: Sudden drop in opens and clicks for specific segments.
Increased complaints: Higher spam complaints or blocklist entries, even if only temporary.
Fluctuating Postmaster Tools data: Gmail reputation showing low reputation or increased spam rates for particular sending patterns.
Content, engagement, and geo-specific factors
When troubleshooting, it's easy to focus solely on open rates. However, open rates can be misleading due to privacy features like Apple Mail Privacy Protection. Therefore, always pair open rates with other engagement metrics like click-through rates, conversion rates, and unsubscribe rates. If clicks and conversions are also low for those specific locations, it reinforces the idea that emails are not reaching the inbox or are not resonating with the audience.
A key step is to perform a detailed audit of the list acquisition methods at the problematic dealerships. Are they using double opt-in? Are they clearly communicating what recipients will receive? Any deviation from best practices here can lead to a less engaged list, which Gmail will quickly detect. It's not just about getting an email address, but getting a quality, engaged email address. You must investigate sudden drops in specific geographic regions.
Finally, review the content strategy for these specific locations. Even with personalization and segmentation, the tone, offers, or imagery used might not be optimized for the local audience, or might trigger spam filters due to certain keywords or layouts. Compare the content of well-performing stores with the underperforming ones for subtle differences that could be causing issues. Sometimes, a simple change in the from/reply-to address prefix or subject line can make a significant impact.
Checking email content
Review email content for spammy keywords, excessive imagery, or broken links that could trigger spam filters. Ensure consistency with well-performing campaigns.
Strategic adjustments and segmentation
While shared domains and IPs offer efficiencies, they also mean that the negative actions of one entity can affect the entire sending reputation. To mitigate this, consider implementing more granular segmentation not just by consumer activity, but also by dealership. This means closely monitoring metrics for each individual dealership, rather than just the overall shared pool. If a particular dealership’s list shows declining engagement or rising complaints, you can quarantine or re-engage that segment without affecting others.
Regularly cleaning email lists to remove inactive subscribers is vital, especially for segments related to underperforming locations. Inactive subscribers, or those who haven't opened emails in a long time, can signal a lack of engagement to Gmail, harming your sender reputation. A re-engagement campaign can help identify genuinely interested subscribers, while those who don't respond should be suppressed. This is a critical step to improve low Gmail open rates.
If, after all troubleshooting, the problem persists for those specific locations, it might be worth considering a dedicated subdomain or IP address for those particular senders. While this adds complexity, it isolates their sending reputation and prevents their issues from impacting the rest of your programs. This is a more drastic step but can be necessary for persistent localized deliverability challenges, especially when dealing with a large number of disparate sending entities under a single umbrella.
Views from the trenches
Best practices
Actively monitor specific list acquisition practices at each location.
Regularly clean email lists by removing unengaged subscribers from problem segments.
Utilize Google Postmaster Tools for granular domain reputation data.
Segment email campaigns by location to isolate and address specific issues.
Maintain consistent and relevant content across all campaigns.
Common pitfalls
Relying solely on open rates, ignoring other engagement metrics.
Assuming consistent data practices across all shared domain users.
Sending emails larger than 100KB which can lead to clipping.
Failing to address localized spam complaints or low engagement quickly.
Ignoring list growth spikes that indicate poor acquisition quality.
Expert tips
Analyze localized spam rates using a Postmaster feedback loop per dealership.
Investigate the specific content, web presence, and SEO for underperforming stores.
Cross-reference metrics across different inbox providers beyond Gmail.
Evaluate list growth trends for unusual spikes that might indicate bad acquisition practices.
If all else fails, consider dedicated sending infrastructure for problematic locations.
Expert view
Expert from Email Geeks says that open rates alone are an unreliable metric; it is better to measure conversions or pair opens with other indicators.
2024-05-28 - Email Geeks
Expert view
Expert from Email Geeks says that if incentives are given for collecting email addresses, the staff may be overly pushy or create fake emails.
2024-05-28 - Email Geeks
Wrapping up
Troubleshooting low Gmail open rates for specific locations on shared email domains requires a multi-faceted approach. It's not just about technical configurations, but also about understanding the unique operational dynamics and audience engagement at each individual location. By diligently auditing data collection, analyzing content specifics, leveraging Postmaster Tools, and considering geographical and list hygiene factors, you can systematically diagnose and address the root causes of these localized deliverability challenges, ultimately improving your overall email program's performance.
Gmail may penalize the sending domain for these localized behaviors, even if the overall domain reputation is strong.
Google Postmaster Tools shows good domain and IP reputation.
