Summary
When Gmail blocks a new IP address on SFMC, the advice converges on a comprehensive approach encompassing technical configuration, reputation management, list hygiene, and proactive monitoring. Essential technical steps include rigorous authentication using SPF, DKIM, and DMARC, along with careful validation of SAP domain implementation (including matching custom return-paths). Gradual IP warming by increasing sending volume to engaged users is critical, complemented by continuous monitoring of deliverability metrics, spam rates, and user feedback using tools like Google Postmaster Tools and MXToolbox. Maintaining a clean and engaged subscriber list, including regular removal of unengaged users, processing of bounces, and the implementation of double opt-in and easy unsubscribe mechanisms, minimizes blocklisting and boosts sender reputation. Creating relevant, valuable content that avoids spam triggers, while actively engaging subscribers and adhering to permission-based marketing practices, is equally important for enhancing overall deliverability and trust.
Key findings
- Authentication is Paramount: SPF, DKIM, and DMARC are crucial for establishing trust with ISPs.
- IP Warming is Essential: A phased approach targeting engaged users builds positive reputation.
- List Hygiene is Critical: Removing unengaged subscribers and managing bounces improves deliverability.
- Content Matters: Relevant, engaging content avoids spam filters and boosts open rates.
- Monitoring is Key: Tools like Google Postmaster Tools provide insights into sender reputation.
- SAP Domain Setup: Correct SAP domain implementation, including return-path, is vital.
- Engagement Signals: Prioritizing sends to engaged users improves deliverability signals.
Key considerations
- Gradual Rollout: Avoid large initial send volumes from a new IP.
- Engagement-Based Segmentation: Start by sending to your most engaged users first.
- Bounce Management: Implement a system for handling and removing bounced email addresses.
- Feedback Loop Monitoring: Pay attention to feedback loops and address complaints quickly.
- Content Optimization: Avoid spam trigger words and personalize content.
- Tool Implementation: Set up and regularly use tools like Google Postmaster Tools and MXToolbox.
- Regular Review: Continuously monitor and adjust your sending practices based on performance.
What email marketers say
11 marketer opinions
When Gmail blocks a new IP address on SFMC, a multifaceted approach is crucial. Establishing a positive sender reputation is paramount. This begins with proper email authentication using SPF, DKIM, and DMARC to build trust with ISPs. A phased IP warming strategy, involving gradual volume increases to highly engaged subscribers, is recommended. Ongoing monitoring of deliverability metrics like bounce rates and spam complaints is essential for making necessary adjustments. Content should be relevant, engaging, and free of spam trigger words, with A/B testing of subject lines for optimization. Maintaining a clean email list by removing unengaged subscribers and processing bounce messages, combined with clear permission practices like double opt-in and easy unsubscribe options, further strengthens deliverability. Monitoring domain reputation via tools like Google Postmaster Tools is also critical for promptly addressing potential issues.
Key opinions
- Authentication: Properly implement SPF, DKIM, and DMARC to authenticate emails and build trust with ISPs.
- IP Warming: Use a phased IP warming strategy, gradually increasing volume to engaged subscribers.
- List Hygiene: Maintain a clean email list by removing unengaged subscribers, suppressing hard bounces, and using double opt-in.
- Content Relevance: Create relevant, engaging email content that provides value to subscribers and avoids spam trigger words.
- Monitoring: Continuously monitor deliverability metrics like bounce rates, spam complaints, and domain reputation using tools like Google Postmaster Tools.
- Engagement: Prioritize engagement with subscribers by sending personalized content and actively pruning inactive subscribers.
- Permission: Ensure clear permission practices like double opt-in and easy unsubscribe options build trust and consent.
Key considerations
- Gradual Rollout: Avoid sending large volumes of email from a new IP address immediately; gradually increase volume over time.
- Subscriber Engagement: Focus on sending to highly engaged subscribers first to build a positive sending reputation.
- Bounce Handling: Implement proper bounce handling procedures to remove invalid addresses and maintain list quality.
- Spam Traps: Take steps to avoid sending to spam traps, which can negatively impact sender reputation.
- Feedback Loops: Set up feedback loops with ISPs to receive and address complaints promptly.
- Compliance: Adhere to email marketing regulations and best practices to maintain deliverability.
- Authentication Review: Regularly review authentication settings (SPF, DKIM, DMARC) to ensure they are configured correctly and functioning effectively.
Marketer view
Marketer from Email Geeks advises to send to recently engaged (clickers) and suggests a starting volume of 5,000 per day for Gmail addresses, assuming a sizable amount.
25 Jun 2024 - Email Geeks
Marketer view
Email marketer from Reddit user says to ensure proper authentication (SPF, DKIM, DMARC), gradually increase sending volume to engaged subscribers, monitor bounce rates and spam complaints, and ensure content is relevant and not spammy.
9 Feb 2024 - Reddit
What the experts say
4 expert opinions
When Gmail blocks a new IP address on SFMC, experts emphasize a combination of technical setup, reputation management, and list hygiene. Ensuring proper SPF, DKIM, and DMARC configuration is critical, along with verifying SAP domain implementation, including a custom return-path matching the from domain. Monitoring feedback loops, promptly addressing complaints, and gradually increasing sending volume help establish a positive reputation. Minimizing blocklisting involves actively managing subscriber lists, removing invalid or unengaged addresses, and providing a clear unsubscribe process. Additionally, using SAP domains when configured correctly can improve deliverability compared to private domains due to better domain reputation. Regular monitoring of Google Postmaster Tools is crucial for understanding Gmail's view of your subdomain's reputation, as well as reviewing data and segmentation practices.
Key opinions
- Technical Setup: Proper configuration of SPF, DKIM, and DMARC is crucial.
- SAP Domain: Verify SAP domain implementation and usage, including custom return-path.
- Reputation Management: Monitor feedback loops, address complaints promptly, and gradually increase sending volume.
- List Hygiene: Actively manage subscriber lists by removing invalid and unengaged addresses.
- Monitoring Tools: Utilize Google Postmaster Tools to monitor subdomain reputation.
- Domain Choice: Deliverability can vary between SAP and private domains based on configuration and reputation.
Key considerations
- SAP vs. Private Domains: Carefully consider the configuration and reputation of both SAP and private domains when sending.
- Authentication Alignment: Ensure that SPF is aligned when using private domains, avoiding mixed domain reputation issues.
- Blocklisting: Proactively work to minimize blocklisting through list hygiene and engagement strategies.
- Data Review: Regularly review data and sending practices to ensure cleanliness and proper segmentation.
- Domain Reputation: Understand that domain reputation can vary greatly between SAP domains, private domains, and subdomains.
- Feedback Loops: Actively monitor and respond to feedback loops and complaints to maintain a good sender reputation.
Expert view
Expert from Email Geeks explains that better deliverability with an SAP domain compared to private domains is due to different domain reputations if all domains are configured correctly. If not configured the same, it is likely SPF isn't aligned and still using the SAP domain.
2 Feb 2025 - Email Geeks
Expert view
Expert from Email Geeks shares a checklist of steps to address a Gmail block: verifying SAP domain implementation (custom return-path matching from domain), ensuring sending with the SAP domain, confirming DKIM signatures are passing, setting up Google Postmaster Tools to monitor subdomain reputation, reviewing data and sending practices for cleanliness and proper segmentation.
24 Aug 2022 - Email Geeks
What the documentation says
5 technical articles
When Gmail blocks a new IP address on SFMC, documentation emphasizes several key actions. Authenticating email with SPF, DKIM, and DMARC is paramount, ensuring consistent sending IP addresses, and maintaining low spam rates. Regularly monitoring sender reputation via Google Postmaster Tools is essential. Warming up a new IP involves gradually increasing sending volume to engaged subscribers while monitoring deliverability metrics and adjusting schedules based on ISP feedback. Segmenting by engagement, avoiding sending to unengaged users, and closely watching bounce rates and spam complaints are crucial. Additionally, understanding SMTP bounce codes can aid in diagnosing delivery problems, and proper SPF record configuration and validation are critical for email authentication and preventing spoofing.
Key findings
- Authentication: Email authentication (SPF, DKIM, DMARC) is essential for deliverability.
- IP Warming: Gradual IP warming with engaged subscribers is crucial for new IPs.
- Monitoring: Regularly monitor sender reputation using Google Postmaster Tools.
- Bounce Codes: Understanding SMTP bounce codes helps diagnose delivery issues.
- Engagement: Focus on sending to engaged subscribers and avoiding unengaged users.
- Spam Rates: Maintain low spam rates to improve sender reputation and deliverability.
Key considerations
- SPF Configuration: Ensure proper configuration and validation of SPF records to prevent spoofing.
- ISP Feedback: Adjust sending schedules based on feedback from ISPs to optimize deliverability.
- Segmentation: Segment email lists based on engagement to target the most responsive users.
- Tool Usage: Utilize tools like MXToolbox and Google Postmaster Tools for diagnostics.
- Bounce Management: Closely monitor and manage bounce rates to maintain list hygiene.
- Unsubscribe Options: Provide easy unsubscribe options to improve user engagement and avoid spam complaints.
Technical article
Documentation from Google Workspace Admin Help outlines bulk sender guidelines for Gmail, including authenticating email with SPF, DKIM, and DMARC; ensuring consistent sending IP addresses; maintaining low spam rates; and monitoring sender reputation via Postmaster Tools. It emphasizes the importance of user engagement and providing easy unsubscribe options.
8 Jan 2023 - Google Workspace Admin Help
Technical article
Documentation from Salesforce Help details the process of warming up a new IP address in SFMC. It involves gradually increasing sending volume to engaged subscribers, monitoring deliverability metrics, and adjusting the sending schedule based on feedback from ISPs. Key considerations include segmenting by engagement, avoiding sending to unengaged subscribers, and closely monitoring bounce rates and spam complaints.
18 Apr 2025 - Salesforce Help
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