What should I do when Google blocks my emails?

Key findings

• Resting strategy: Pausing email sends to Google properties is a widely accepted initial step to mitigate blocks and prevent further damage to your sender reputation.
• Scope of blocks: Blocks often affect both consumer Gmail accounts and business-oriented Gsuite domains, requiring a comprehensive pause.
• Duration of recovery: Recovery can take significant time, ranging from weeks to several months, especially if the underlying issues persist.
• Identifying root cause: Simply stopping emails is insufficient if the root cause of the block (e.g., bad mailing lists, content, or authentication issues) is not addressed. Reviewing Google Postmaster Tools and server logs is crucial.
• IP vs. domain reputation: While an IP might be blocked, the domain reputation (which Google heavily weights) is often the primary driver of persistent issues. Changing IPs without fixing domain issues is rarely effective.

Key considerations

• Understanding the block: Distinguish between emails being rejected outright during the SMTP session (hard block) versus being filtered to the spam folder. SMTP rejections are a more severe signal of a block.
• Comprehensive auditing: Conduct a thorough internal audit to ensure all teams and divisions adhere to best practices and that no unauthorized sending is occurring from your domain. DMARC reports can help verify all sending sources.
• Content and list quality: If email sends resume and blocks return, it's a strong indicator of issues with the email content, recipient list quality (e.g., purchased lists), or sending practices that trigger spam filters.
• Phased re-engagement: After a period of rest and corrective action, restart sending slowly, targeting your most engaged subscribers first. Monitor results closely.
• Authentication checks: Ensure your email authentication records (SPF, DKIM, DMARC) are correctly configured and aligned, as these are fundamental to Google's trust in your sending domain.

Key opinions

• Initial pause is critical: Many marketers agree that pausing sending to Gmail and Gsuite addresses is a necessary first step when facing significant blocks, but note that it is often not a complete solution on its own.
• Persistent blocks: A common frustration is that blocks can persist even after weeks of no sending, suggesting that the initial problem (e.g., list quality, content) has not been resolved.
• Impact on B2B: For B2B senders, Google blocks can be particularly disruptive since a large portion of their audience may use Gsuite, making a full pause more impactful but potentially necessary.
• Beware of quick fixes: Marketers frequently warn against simply changing IP addresses or domains without addressing the core issues, as Google is adept at detecting such workarounds, leading to rapid re-blocking.
• Internal coordination challenges: A significant hurdle can be ensuring all departments or divisions within a company are aware of and comply with deliverability best practices, as unknown sending sources can easily derail recovery efforts.

Key considerations

• Monitoring bounce messages: Closely examining SMTP bounce messages and server logs is crucial for understanding the specific reasons behind Google's rejections. This helps in tailoring the fix.
• Re-engagement strategy: When re-starting sends, begin with highly engaged segments of your audience to rebuild positive sending signals with Google.
• List hygiene: Implement rigorous list cleaning processes to remove invalid or unengaged addresses, which are common triggers for blocks. This is especially important if you suspect a purchased list issue.
• Content review: Evaluate your email content for elements that might trigger spam filters, such as excessive links, suspicious phrasing, or poor formatting.
• Compliance with new requirements: Stay updated with Google’s evolving sender requirements, especially for bulk senders, as non-compliance is a major cause of blocks. Reviewing their guidelines is important.

Key opinions

• Context-dependent pausing: Stopping sending is often recommended for significant blocks, particularly for Google, but the exact approach depends on whether the sender can segment traffic and if the issue is global or specific to Gmail/Gsuite.
• Underlying issues are key: Experts agree that merely pausing sending is ineffective if the fundamental 'bad practices' are not addressed. These practices are the real culprits behind persistent blocks and poor Google Postmaster Tools reputation.
• IP change fallacy: Changing IPs is generally seen as a temporary band-aid that doesn't resolve the core problem, with new IPs often becoming blocked quickly if sending behavior remains unchanged.
• Long recovery times: Regaining a good reputation with Google (e.g., in Postmaster Tools) can take a significant amount of time, potentially up to six months, for senders with a history of bad practices.
• Data-driven approach: Analyzing server logs for specific bounce messages and using tools like Google Postmaster Tools and DMARC reports is essential to diagnose and verify the cessation of problematic sending.

Key considerations

• B2B vs. B2C segmentation: Sophisticated senders should segment their traffic to stop sending specifically to @gmail.com for B2C issues, but may need to pause all sending if B2B Gsuite accounts are predominantly affected.
• Gradual re-introduction: Once core issues are addressed, emails should be gradually re-introduced, starting with the most engaged users, to carefully rebuild sender reputation.
• Verifying internal compliance: It is crucial to verify that all internal teams have indeed stopped sending. DMARC reports can provide objective data to confirm this.
• Holistic deliverability view: Problems with Google often indicate broader deliverability issues, suggesting a need for a comprehensive audit of all sending practices, not just those impacting Google.
• Investigate link reputation: Check if links or image links within emails are being flagged by honeypots, which can negatively impact domain and content reputation. Using tools like urlscan.io is recommended.
• Authentication health: Review and potentially change signing domains or keys (DKIM) if there are issues, as authentication failures contribute to blocks.

Key findings

• Authentication is mandatory: Google's guidelines, particularly for bulk senders, make strong email authentication (SPF, DKIM, DMARC) a fundamental requirement for emails to be delivered. Lack of proper authentication is a common reason for rejection.
• Reputation is key: Documentation stresses that sender reputation, built on factors like spam rate, IP reputation, and domain reputation, heavily influences delivery decisions. Tools like Google Postmaster Tools are provided to monitor these metrics.
• Content and user engagement: The content of emails and how recipients interact with them (opens, clicks, complaints, unsubscribes) are significant factors. High spam complaint rates lead directly to blocks.
• Clear unsubscribe options: Providing an easy, one-click unsubscribe option is a mandatory requirement for bulk senders, designed to reduce spam complaints and improve user experience.
• Compliance updates: Google regularly updates its sender requirements (e.g., February 2024 changes), and non-compliance with these new rules can immediately result in blocked emails.

Key considerations

• Review error messages: Documentation advises closely analyzing SMTP bounce codes and messages returned by Google, as these provide specific reasons for rejection and guide troubleshooting efforts.
• Dedicated IP vs. shared: While not directly a solution for blocks, documentation implies that senders with consistent volume and good practices benefit from dedicated IPs, allowing for clearer reputation management.
• Proactive monitoring: Regularly monitor your domain and IP health through Google Postmaster Tools and other blocklist monitoring tools to detect issues early.
• List source and hygiene: Google's guidelines indirectly point to the importance of sending to legitimately acquired and engaged lists, as purchased or old lists are prone to spam trap hits and complaints, leading to blocks.
• DMARC policy enforcement: Moving your DMARC policy to 'quarantine' or 'reject' helps protect your domain from unauthorized sending, which in turn preserves your sender reputation with ISPs like Google.