Summary
Fixing IP warming strategies amidst Gmail blocks and deliverability issues with low sending volume requires a comprehensive approach. This involves ensuring proper domain reputation, implementing sender authentication (SPF, DKIM, DMARC), closely monitoring sending volumes and adjusting gradually, creating relevant and engaging content, maintaining list hygiene, focusing on re-engagement campaigns, conducting thorough deliverability testing, personalizing emails, actively monitoring key metrics, establishing feedback loops with ISPs, avoiding spam trigger words, vigilantly monitoring blocklist status, and addressing shared IP concerns. Technical investigation via raw bounce analysis and adherence to SMTP standards are also vital.
Key findings
- Domain Reputation & Authentication: Gmail blocks often relate to domain reputation, emphasizing the need for proper sender authentication (SPF, DKIM, DMARC) and fully implementing SAP in Marketing Cloud.
- Volume Management: Gradual increase in sending volumes is essential, with significant reduction and slow rebuilding advised when issues arise. Consistent sending cadence is key.
- Content Relevance & Engagement: Sending valuable and engaging content is crucial for improving engagement metrics and reducing complaints.
- List Hygiene & Re-engagement: Regularly removing inactive subscribers and focusing on re-engagement campaigns improves sending reputation and reduces bounce rates.
- Monitoring & Testing: Thorough deliverability testing, monitoring key metrics (open rates, CTR, bounce rates), and setting up feedback loops with ISPs are critical for identifying and addressing issues.
- Blocklist Awareness: Vigilant monitoring of IP addresses on blocklists is essential, with immediate action required upon detection.
- Shared IP Consideration: If on a shared IP, monitor other senders and report any offenders to Gmail or the mailing platform.
Key considerations
- Authentication Protocol Implementation: Ensure accurate and complete implementation of SPF, DKIM, and DMARC records to maximize deliverability benefits.
- Content Strategy: Develop a content strategy that focuses on delivering valuable and engaging content to the intended audience.
- Gradual Volume Adjustment: Incrementally increase sending volumes while continuously monitoring deliverability metrics after encountering blocks.
- Technical Investigation: Use SFMC support to retrieve and analyze raw bounce data from Gmail to diagnose deliverability issues.
- Compliance with Standards: Maintain compliance with SMTP standards, including proper formatting of email headers and adherence to established sending limits.
- ISP Feedback Loops: Implement and monitor ISP feedback loops to proactively manage subscriber complaints
- Low Frequency Issue: A regular sending cadence post IP warm-up should be maintained, pointing out that warming with low send frequency can be challenging as ISPs need an accurate picture of future sending patterns.
What email marketers say
11 marketer opinions
When facing Gmail blocks and deliverability issues with low sending volume during IP warming, a multi-faceted approach is necessary. This includes closely monitoring and adjusting sending volumes, ensuring relevant and engaging content, maintaining list hygiene, focusing on re-engagement campaigns, conducting deliverability testing, personalizing emails, monitoring key metrics, setting up feedback loops with ISPs, and avoiding spam trigger words. For shared IPs ensure checking and contacting Gmail about offenders.
Key opinions
- Volume Control: Gradually increasing sending volumes is essential; if issues arise, drastically reduce volume and increase it very slowly while monitoring metrics.
- Content Relevance: Sending relevant and valuable content improves engagement and reduces complaints, positively impacting deliverability.
- List Hygiene: Regularly removing inactive subscribers enhances sending reputation and reduces bounce rates, avoiding blocks.
- Re-engagement: Focusing on re-engagement campaigns for inactive users can revitalize engagement and reduce churn.
- Deliverability Testing: Thorough testing helps identify and address deliverability issues before large-scale sends, including checking sender score and content.
- Personalization: Personalizing emails improves engagement and reduces the likelihood of being marked as spam.
- Metric Monitoring: Monitoring open rates, click-through rates, and bounce rates helps identify deliverability problems quickly.
- Feedback Loops: Setting up feedback loops with ISPs provides valuable complaint data for identifying and resolving deliverability issues.
- Shared IP Considerations: When using shared IPs, it's crucial to monitor other senders on the IP and report offenders.
Key considerations
- Content Quality: Ensure email content is valuable and engaging to reduce complaints and improve engagement metrics.
- Sending Cadence: Establish a consistent sending cadence that aligns with user engagement to avoid sudden volume increases that trigger blocks.
- Authentication: Ensure proper email authentication (SPF, DKIM, DMARC) is in place to establish credibility with ISPs.
- Spam Triggers: Avoid using spam trigger words in email content and subject lines to prevent being flagged as spam.
- Relevance of Content: Review email content and ensure that emails provide value to recipients, which can improve engagement and reduce complaints.
- Segmentation: Consider segmenting your list and starting with highly engaged users.
Marketer view
Marketer from Email Geeks advises that if using a shared IP, it's important to check who else is on the IP address and consider contacting Gmail and/or MC about any offenders.
21 Oct 2021 - Email Geeks
Marketer view
Email marketer from Litmus Blog responds that closely monitoring key metrics such as open rates, click-through rates, and bounce rates is crucial for identifying deliverability issues. They suggest setting up alerts to detect any sudden changes in these metrics.
7 Aug 2022 - Litmus Blog
What the experts say
4 expert opinions
When resolving Gmail blocks and deliverability issues amid low sending volume, domain reputation, sender authentication, and blocklist monitoring are crucial. It's advised to implement Sender Authentication Package (SAP) fully, verify DKIM settings, contact SFMC support for raw bounce analysis, vigilantly monitor blocklist status, and ensure proper SPF, DKIM, and DMARC implementation.
Key opinions
- Domain Reputation: Gmail blocks often stem from domain reputation issues, highlighting the importance of maintaining a positive sending reputation.
- Sender Authentication: Proper implementation of SPF, DKIM, and DMARC is essential for establishing credibility with ISPs and improving deliverability.
- Blocklist Monitoring: Regular monitoring of IP address status on blocklists is critical, and immediate action is required upon detection of a listing.
- Bounce Analysis: Analyzing raw bounce data from Gmail, potentially with support from SFMC, can reveal specific technical problems affecting deliverability.
Key considerations
- SAP Implementation: Ensure Sender Authentication Package (SAP) is fully implemented in Marketing Cloud to manage domain reputation effectively.
- DKIM Verification: Verify that DKIM settings are correctly configured, with the DKIM d= parameter reflecting your domain.
- SFMC Support: Utilize SFMC support to retrieve and analyze raw bounce data from Gmail to diagnose deliverability issues.
- Proactive Monitoring: Implement a proactive monitoring system for blocklist status and address any listings promptly.
- Authentication Protocol Compliance: Ensure strict compliance with SPF, DKIM, and DMARC protocols to maximize deliverability and protect against spoofing.
Expert view
Expert from Spam Resource explains that monitoring your IP address on various blocklists during the IP warming process is critical. If you encounter a blocklist listing, immediately investigate the cause and take steps to resolve it before continuing the warming process.
18 Sep 2024 - Spam Resource
Expert view
Expert from Email Geeks explains that a Gmail block is often domain reputation related and suggests ensuring Sender Authentication Package (SAP) is fully implemented with Marketing Cloud, checking the DKIM d= on sends to ensure it's your domain and enabled. He also suggests contacting SFMC support to pull raw bounces from Gmail to check for specific technical problems.
19 Aug 2022 - Email Geeks
What the documentation says
4 technical articles
Addressing Gmail blocks and deliverability issues with low sending volume requires strong adherence to established email protocols and guidelines. Critical factors include proper sender authentication (SPF, DKIM, DMARC), consistent sending volume, monitoring sender reputation, and protecting against spoofing and phishing attacks through DMARC implementation. Compliance with SMTP standards is also essential for reliable delivery.
Key findings
- Sender Authentication: Authenticating emails with SPF, DKIM, and DMARC is crucial for establishing trust with ISPs and improving deliverability.
- Consistent Volume: Maintaining a consistent sending volume and gradually increasing it after a spike helps avoid triggering deliverability issues.
- Sender Reputation: Sender reputation is a key determinant of deliverability, and drops in reputation can lead to blocks.
- SMTP Compliance: Adhering to SMTP standards ensures proper email formatting and delivery, minimizing technical issues.
- DMARC Protection: Implementing DMARC protects against spoofing and phishing attacks, improving domain reputation and deliverability.
Key considerations
- Authentication Protocol Implementation: Ensure accurate and complete implementation of SPF, DKIM, and DMARC records to maximize deliverability benefits.
- Volume Control Strategy: Develop a volume control strategy that balances the need for consistent sending with the ability to gradually increase volume when required.
- Reputation Monitoring Tools: Utilize tools like Sender Score to monitor sender reputation and promptly address any negative feedback.
- SMTP Standards Compliance: Maintain compliance with SMTP standards, including proper formatting of email headers and adherence to established sending limits.
- DMARC Policy Enforcement: Establish a DMARC policy that protects your domain from unauthorized use and signals to ISPs that you are taking security seriously.
Technical article
Documentation from Microsoft Postmaster highlights that sender reputation is critical for deliverability. Sudden drops in reputation can lead to blocks. They suggest monitoring your sender reputation using tools like Sender Score and addressing any negative feedback promptly.
9 Aug 2022 - Microsoft Postmaster
Technical article
Documentation from RFC details the standards for SMTP, emphasizing the importance of adhering to protocol specifications to ensure proper email delivery. This includes proper formatting of email headers and adhering to established sending limits.
12 Aug 2024 - RFC 5321
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