Summary
Deliverability issues to Italian Gmail subscribers after switching ESPs and subdomains are likely multifactorial. An initial period of patience (4-5 days) is needed, as the initial short (2 day) warmup is likely not sufficient. Key issues may include needing a region-specific warm-up, different language encoding creating spam filter issues, or the need to re-engage your list due to low engagement. Google Support highlights the importance of building a reputation with new subdomains and adhering to their guidelines during the warm-up. Tools like MXToolbox and Gmail Postmaster Tools are recommended for monitoring IP reputation, spam complaints, and authentication. Analyzing SMTP error codes can provide clues. Additionally, consider that Italian ISPs may have unique spam filtering practices, older email standards may be triggering filters, and tracking code could also be a factor. Gmail may be throttling emails, and a lack of feedback loops hinders problem identification. Prior poor IP reputation in Italy can also impact deliverability.
Key findings
- Short Warmup Period: 2-day warm-up period is insufficient; waiting longer (4-5 days) before troubleshooting is recommended.
- Regional Sensitivity: Gmail, and Italian ISPs have unique spam filtering practices/ agreements that are sensitive to new subdomains, sending patterns, and require region-specific warm-up strategy.
- Language Encoding Issues: Language encoding problems for Italian subscribers may trigger spam filters due to special characters or incorrect encoding.
- Engagement Impact: Low engagement from Italian subscribers (low open/click rates) negatively impacts email placement due to Gmail's engagement-based filtering.
- List Quality: Problems with the Italian subscriber list itself (incorrect formatting, outdated addresses) contribute to deferrals.
- IP Reputation Issues: A pre-existing poor IP reputation with Italian ISPs/Gmail users impacts deliverability, even with a new ESP.
- Authentication Problems: Authentication issues (SPF, DKIM, DMARC) may be more pronounced with Italian Gmail users.
- Legacy Standards: Older email standards may trigger spam filters for the Italian region.
- Tracking Code Sensitivity: Tracking code may trigger spam filters in the Italian region.
- Gmail Throttling: Gmail may be throttling emails to Italian users due to high sending volume.
- Feedback Loop Deficiencies: Lack of feedback loops (especially Italian-specific ones) hinders problem identification.
- New Subdomain Reputation: New subdomains need to build a solid reputation with Gmail.
Key considerations
- Initial Patience: Exercise patience during the initial warm-up phase (4-5 days) as issues may self-resolve.
- Region-Specific Warmup: Implement a region-specific, gradual IP warm-up schedule for Italian subscribers.
- Encoding Review: Check language encoding settings for Italian email content.
- Re-Engagement Campaigns: Initiate re-engagement campaigns to improve engagement from Italian subscribers.
- List Hygiene: Clean the Italian subscriber list to remove invalid or outdated addresses.
- Reputation Monitoring: Actively monitor IP reputation in the Italian region.
- Authentication Audit: Thoroughly verify and correct SPF, DKIM, and DMARC records.
- Email Standard Compliance: Review email headers for compliance with modern email standards.
- Track Code Review: Review and optimize tracking code to prevent triggering spam filters.
- Gradual Volume Increase: Gradually increase email sending volume to Italian Gmail users.
- Feedback Loop Setup: Set up feedback loops with major ISPs specific to the Italian region.
- Adhere to Guidelines: Strictly adhere to Google's sender guidelines during warm-up and beyond.
What email marketers say
10 marketer opinions
After switching ESPs and subdomains, email deliverability issues to Italian Gmail subscribers may stem from several interconnected factors. IP warm-up specific to the Italian region, language encoding problems, low engagement rates, issues with the subscriber list itself, and potential pre-existing poor IP reputation are all possibilities. Authentication issues, outdated email standards, tracking code triggering spam filters, Gmail throttling due to high sending volume, and a lack of feedback loops with Italian ISPs are also contributing factors. Analyzing these components is necessary to improve email deliverability.
Key opinions
- IP Warmup: Inadequate IP warm-up with Gmail, especially when sending high volumes to Italian subscribers immediately after switching ESPs and subdomains.
- Language Encoding: Problematic language encoding for Italian subscribers (special characters, incorrect encoding) can trigger spam filters.
- Low Engagement: Low engagement rates (low open rates, clicks) from Italian subscribers negatively impacting email placement.
- Subscriber List: Problems with the Italian subscriber list itself, such as incorrect formatting or outdated addresses, may contribute to deferrals.
- IP Reputation: Pre-existing poor IP reputation with Italian ISPs or Gmail users affecting deliverability even with a new ESP.
- Authentication: Authentication issues (SPF, DKIM, DMARC) that are more pronounced with Italian Gmail users.
- Email Standards: Use of older email standards triggering spam filters in certain regions like Italy.
- Tracking Code: Tracking code triggering spam filters due to stricter anti-spam measures for Italian subscribers.
- Gmail Throttling: Gmail throttling emails to Italian users due to high sending volume from the new subdomain.
- Feedback Loops: Lack of feedback loops (especially those specific to the Italian region) obscuring the reason for poor deliverability.
Key considerations
- Region-Specific Warmup: Implement a gradual IP warm-up schedule specifically tailored for the Italian region.
- Encoding Review: Review and optimize language encoding for Italian content to avoid triggering spam filters.
- Re-engage List: Implement strategies to re-engage inactive Italian subscribers.
- Clean List: Clean Italian subscriber lists to remove invalid or outdated addresses.
- Monitor Reputation: Monitor IP reputation specifically in the Italian region.
- Verify Authentication: Thoroughly verify SPF, DKIM, and DMARC records for the new subdomain.
- Header Compliance: Review email headers to ensure compliance with modern email standards.
- Tracking Optimization: Optimize tracking code to reduce false positive spam detection.
- Throttle Volume: Gradually increase email sending volume to Italian Gmail users.
- Establish Feedback Loops: Set up feedback loops with major ISPs in the Italian region.
Marketer view
Email marketer from Gmass says that Gmail might be throttling emails to Italian users if the new subdomain is sending a high volume of emails quickly. Gradually increasing sending volume is advised.
20 Jul 2022 - Gmass
Marketer view
Email marketer from Stack Overflow suggests that some older email standards may be triggering spam filters for certain regions, such as Italy. Reviewing email headers and ensuring compliance is important.
28 Sep 2023 - Stack Overflow
What the experts say
4 expert opinions
Deliverability issues to Italian Gmail subscribers following an ESP and subdomain switch may be due to a combination of factors. A short warm-up period (2 days) is insufficient, and waiting until at least day 4 or 5 is advised before troubleshooting. Unique spam filtering practices by Italian ISPs and Gmail, along with a need for gradual, region-specific IP warm-up plans may also be contributing. Checking language encoding issues is also advised.
Key opinions
- Insufficient Warm-up: A warm-up period of only 2 days is insufficient for new IPs and subdomains.
- Italian ISP Peculiarities: Italian ISPs may have unique spam filtering practices affecting deliverability.
- Language Encoding: Language module/encoding for Italian may cause technical problems.
- Regional Warmup: Different regions may respond differently to IP warming - a region specific strategy may be needed.
Key considerations
- Patience During Warm-up: Avoid excessive troubleshooting during the first few days of warm-up, as issues may resolve themselves.
- Region-Specific Warmup Plan: Implement a gradual IP warm-up strategy specifically for the Italian region.
- Monitor Encoding: Check the Italian language module/encoding if problems persist, but only if you need to demonstrate action taken.
- ISP Practices: Research and understand common Italian ISP practices.
Expert view
Expert from Email Geeks suggests that 2 days is not a long enough warmup period and the behavior is expected. Also recommends waiting to see what happens, as troubleshooting during the initial warmup phase (before day 4 or 5) can be too random and a waste of time. The problem often resolves itself with patience.
20 Nov 2022 - Email Geeks
Expert view
Expert from Spam Resource explains that some Italian ISPs have unique spam filtering practices or agreements with Gmail that might disproportionately impact deliverability. They may be more sensitive to new subdomains or changes in sending patterns.
12 Nov 2022 - Spam Resource
What the documentation says
4 technical articles
Deliverability issues to Italian Gmail subscribers after switching ESPs and subdomains are likely due to a combination of factors that can be investigated using technical documentation and tools. New subdomains require building a reputation with Gmail, and adhering to Gmail's sender guidelines during the warm-up process is crucial. Deferred messages suggest temporary issues, which can be further understood by analyzing SMTP error codes from bounce messages. Gmail Postmaster Tools can identify specific problems like IP reputation, spam complaints, and authentication issues. Tools like MXToolbox can expose DNS record problems, blacklisting, or other configuration issues affecting deliverability in specific regions.
Key findings
- Subdomain Reputation: New subdomains must build a reputation with Gmail.
- Gmail Guidelines: Adherence to Gmail's sender guidelines is critical during warm-up.
- SMTP Error Codes: Analyzing SMTP error codes can provide insights into deferral causes.
- Deliverability Analysis Tools: Gmail Postmaster Tools can identify specific issues like IP reputation, spam complaints, and authentication problems.
- Domain Health: MXToolbox can expose DNS, blacklisting, or other config problems.
Key considerations
- Warm-up Adherence: Prioritize building subdomain reputation and adhering to Gmail's sender guidelines during warm-up.
- Bounce Analysis: Analyze SMTP error codes from bounce messages for clues on why emails are deferred.
- Postmaster Tools Monitoring: Utilize Gmail Postmaster Tools to monitor IP reputation, spam complaints, authentication, and other relevant metrics.
- Run Health Checks: Use tools like MXToolbox to run domain health checks and resolve identified issues.
Technical article
Documentation from Google Support highlights that new subdomains need to build a reputation, especially when sending to Gmail. It is important to adhere to Gmail's sender guidelines during the warmup process to avoid deliverability issues.
26 Jun 2023 - Google Support
Technical article
Documentation from MXToolbox explains that using their tools to run domain health checks can expose issues with DNS records, blacklisting, or other configuration problems that might disproportionately affect deliverability in certain regions.
18 Dec 2021 - MXToolbox
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