Why are emails from my .is (Icelandic) domain using Gsuite landing in spam even with proper authentication?

Key findings

• TLD impact: The top-level domain (.is in this case) is unlikely to be the primary cause of spam placement, especially for an older, established domain. Reputation issues usually stem from other factors.
• Authentication status: Even if SPF, DKIM, and DMARC appear correctly configured and resolving, deeper issues might exist. It is crucial to verify these records are fully aligned and without errors, as well as checking why emails land in spam despite passing authentication.
• Gsuite environment: Gsuite uses shared IP addresses, meaning the sending behavior of other users on the same Gsuite IP pool can inadvertently affect your deliverability. This can be a reason why G Suite IPs get blocklisted.
• Domain usage: It's important to ascertain if the domain is exclusively used with Gsuite for all email sending. Using the same domain with other email services could introduce conflicts or reputation issues that impact Gsuite's performance.
• Blocklisting: Despite proper authentication, the domain or associated Gsuite IP could be on a public or private blacklist (also known as a blocklist), leading to spam folder placement. Regular blocklist monitoring is recommended.

Key considerations

• Review email headers: Analyze the full email headers of messages that land in spam. Look for 'X-GM-Spam' headers or 'Authentication-Results' that might indicate specific failures or reasons for flagging.
• Check Gsuite authentication: Even if DNS records are correct, ensure Gsuite's internal authentication settings are properly configured. Sometimes a disconnect can occur, leading to emails going to spam.
• Domain reputation: Monitor your domain's reputation via Google Postmaster Tools. This can provide insights into spam rate, IP reputation, and domain reputation, which are crucial even for low-volume personal sending.
• Content analysis: Although personal emails, certain content patterns (e.g., specific keywords, excessive links, or attachments) can trigger spam filters. Test simple, plain-text emails to isolate content as a variable.
• Recipient engagement: If recipients frequently mark your emails as spam, or simply ignore them, it can negatively impact your sender reputation over time, regardless of authentication.

Key opinions

• Problem scope: Marketers frequently report issues with Gsuite emails landing in spam, even when mail is for purely personal or operational communication and not bulk sending.
• Domain age: An older domain, like one registered in 2014, typically suggests a more established sender, but this doesn't guarantee immunity from deliverability issues if recent sending practices or shared IP reputation has declined.
• Authentication perception: There's a common belief that proper SPF, DKIM, and DMARC setup should prevent spam placement, yet many find their emails still land in spam, prompting deeper investigation into why Gmail emails land in spam.
• Linked accounts: The potential impact of other domains or services linked to the same Gsuite account or domain often goes overlooked, but it is a critical area for investigation.

Key considerations

• Check all sending sources: Confirm whether the domain is used for email sending through any other platform or service besides Gsuite, as this can confuse receiving servers.
• Low volume sending: Even low-volume personal emails are subject to spam filtering if sender reputation is poor. Low-volume emails can still go to spam, necessitating careful reputation management.
• Authentication nuances: While authentication is present, ensure it's without hidden misconfigurations. A common pitfall is incorrect DNS record syntax or conflicts if multiple services try to send for the same domain.
• Recipient feedback: Encourage recipients to check their spam folders and mark your emails as 'not spam,' which helps build positive reputation signals with their email provider, such as how one Google Workspace email account goes to Spam.

Key opinions

• TLD insignificance: Experts generally believe that an unusual TLD like .is is not a direct factor in emails landing in spam. Reputation is built on sending behavior, not the domain suffix.
• Authentication confirmation: The first step for experts is always to confirm that authentication records (SPF, DKIM, DMARC) are not only present but also correctly resolving and aligned. A simple guide to DMARC, SPF, and DKIM is often shared.
• Gsuite domain usage: A key inquiry for experts is whether the domain is exclusively used with Gsuite or if it's sending mail from other services, which could complicate deliverability and reputation signaling.
• Blocklist status: Checking if the domain or its sending IP is on any blacklists (blocklists) is a standard diagnostic step, as being on an email blacklist directly impacts inbox placement.

Key considerations

• Full audit: Conduct a comprehensive audit of all email sending practices associated with the domain, including any third-party services that might be sending on its behalf, even for transactional purposes.
• Recipient feedback loops: If available, analyze feedback loop data from major ISPs to understand if recipients are marking messages as spam, which directly affects your sender reputation.
• Content and reputation: Even for personal emails, content that triggers spam filters (e.g., suspicious links, attachments, or spammy keywords) combined with any underlying reputation issues can lead to filtering. Always ensure you have a deliverability tester for sending.
• Google Postmaster Tools: Leverage Google Postmaster Tools for detailed insights into your domain's reputation with Gmail, including spam rates, IP reputation, and DMARC failures, providing a key diagnostic resource for Gsuite emails going to spam.

Key findings

• Authentication basics: Google documentation, for example, states that proper SPF, DKIM, and DMARC setup are fundamental for email deliverability to Gmail recipients. However, they are not a guaranteed pass to the inbox.
• Sender reputation: Mailbox providers heavily weigh sender reputation. This includes IP reputation, domain reputation, and the history of sending from those identifiers. A low reputation can lead to spam folder placement regardless of authentication.
• Shared infrastructure: Sending services like Gsuite utilize shared IP addresses. Documentation confirms that the collective sending behavior of all users on a shared IP affects its reputation, which can impact individual senders if others on the IP engage in abusive practices.
• Content analysis: ISPs use sophisticated algorithms to analyze email content for spam indicators. This includes detecting phishing attempts, malware, and common spammy patterns, even for personal emails.
• DMARC reporting: DMARC reports (RUA and RUF) provide invaluable data on authentication failures and policy violations. Analyzing these reports can reveal issues not apparent from a simple DNS lookup, such as DMARC verification failed errors.

Key considerations

• Monitor Postmaster Tools: Documentation for Google Postmaster Tools strongly advises senders to use this free service to monitor their domain and IP reputation, spam rates, and DMARC authentication status with Gmail.
• Review sending patterns: Ensure sending volumes are consistent and do not suddenly spike, even for personal communications, as erratic patterns can be flagged by anti-spam systems.
• Check for blocklistings: Official resources suggest regularly checking major public blocklists (blacklists) to ensure your domain or Gsuite's sending IP is not listed, which would severely impede deliverability.
• Adhere to best practices: Beyond technical setup, compliance with general email best practices—such as sending wanted mail and ensuring recipient engagement—is emphasized by all major mailbox providers for good inbox placement. For Gsuite, this is key for emails landing in spam.