Summary
Gmail users not receiving order confirmation emails is a multifaceted issue rooted in sender reputation, authentication, content, and infrastructure. Gmail primarily filters to spam rather than bouncing. Poor sender reputation (due to low engagement or shared IPs) and content flagged as promotional are common causes. Proper email authentication (SPF, DKIM, DMARC) and adherence to Google's guidelines are critical. Email content needs review to prevent triggering spam filters. Feedback loops and testing are invaluable for identifying and resolving deliverability problems.
Key findings
- Authentication: Incorrect or missing SPF, DKIM, and DMARC can cause deliverability failure.
- Sender Reputation: Poor sender reputation, shared IPs, and low engagement trigger spam filters.
- Content Matters: Spammy words, excessive links/images flag emails as promotional and reduce delivery.
- Delivery Route: Gmail filters to spam folders as first course of action rather than hard bounces.
- Feedback Loops: Monitoring user complaints and feedback is vital in diagnosing email problems.
Key considerations
- Implement Authentication: Verify and set up SPF, DKIM, DMARC records.
- Review Email Content: Simplify design, limit links/images, and remove potential spam triggers.
- Maintain Good Sending Reputation: Warm up IPs, monitor engagement, and adhere to best practices to build trustworthiness.
- Manage Lists: Segment lists, clean regularly, and implement double opt-in to ensure better deliverability.
- Monitor and Test: Regularly monitor deliverability metrics, feedback loops, and test email delivery to different Gmail accounts.
What email marketers say
11 marketer opinions
Gmail users may not receive order confirmation emails due to a combination of factors including poor sender reputation, low engagement, content triggering spam filters, IP throttling, infrastructure issues, or authentication problems. Inconsistent sending patterns, strict DMARC policies, and shared IP reputation can also contribute to deliverability issues. It is advised to review email content, authentication methods, sender reputation, sending volume, and mailing list hygiene.
Key opinions
- Sender Reputation: Poor sender reputation and low engagement can lead to Gmail blocking emails.
- Spam Filters: Email content with spammy words or too many links/images can trigger spam filters.
- Authentication: Incorrect SPF, DKIM, or DMARC configurations can cause deliverability issues.
- IP Reputation: IP throttling or being on a shared IP with a poor reputation can affect email delivery.
- Sending Patterns: Inconsistent sending volume and frequency can negatively impact sender reputation.
Key considerations
- Content Review: Simplify email design, reduce links/images, and avoid spammy language.
- Authentication Setup: Ensure SPF, DKIM, and DMARC are correctly implemented and monitored.
- List Hygiene: Clean email lists regularly and use double opt-in to ensure genuine subscribers.
- Sending Volume: Start with low sending volume and gradually increase, especially for new senders/domains.
- Monitoring: Monitor sender reputation, DMARC reports, and feedback loops to identify and address deliverability issues.
Marketer view
Email marketer from Mailjet explains that if order confirmation emails aren't reaching Gmail inboxes, it could be due to content triggering spam filters, issues with IP reputation, or problems with email infrastructure setup. They recommend testing emails with GlockApps or Mail-Tester.
15 Dec 2021 - Mailjet
Marketer view
Email marketer from Reddit suggests that Gmail's spam filters are highly sensitive, especially for new senders or domains. Recommends starting with a low sending volume and gradually increasing it while monitoring deliverability.
29 Apr 2024 - Reddit
What the experts say
5 expert opinions
Gmail deliverability issues with order confirmations often arise from misdirection to spam folders due to authentication problems, IP reputation issues, or spam filter triggers, rather than outright bounces. Testing delivery to various Gmail accounts is essential. Gmail distinguishes mail streams, so issues usually stem from specific configurations. Monitoring feedback loops helps address complaints. Checking spam folders and proper authentication is crucial.
Key opinions
- Spam Folder Redirection: Gmail is more likely to filter emails to spam rather than bouncing them.
- Mailstream Differentiation: Gmail can distinguish between different types of emails (e.g., transactional vs. marketing).
- Authentication & Reputation: Improper authentication and poor IP reputation contribute to deliverability problems.
- Importance of Feedback Loops: Feedback loops are crucial for identifying and addressing deliverability problems.
Key considerations
- Check Spam Folders: Advise customers to check their spam folders and move emails to the inbox.
- Test Email Delivery: Test delivery to personal and newly created Gmail accounts.
- Monitor Deliverability: Monitor deliverability metrics and feedback loops for complaints.
- Improve Authentication: Ensure proper email authentication (SPF, DKIM, DMARC).
Expert view
Expert from Word to the Wise explains that feedback loops are essential for identifying and addressing deliverability problems. By monitoring complaints from Gmail users, senders can identify and fix issues that may be causing order confirmation emails to be marked as spam.
22 Feb 2025 - Word to the Wise
Expert view
Expert from Spam Resource explains that deliverability problems with transactional emails, like order confirmations, can stem from improper authentication, poor IP reputation, or content that triggers spam filters. They emphasize the importance of monitoring deliverability metrics and addressing issues promptly.
18 Jul 2023 - Spam Resource
What the documentation says
4 technical articles
Gmail delivery issues for order confirmations often stem from lacking or improperly configured email authentication protocols (SPF, DKIM, DMARC), resulting in emails being flagged as spam or rejected. Maintaining a good sender reputation and avoiding unsolicited emails are also critical, as outlined by Google's guidelines.
Key findings
- Email Authentication is Critical: SPF, DKIM, and DMARC are essential for verifying sender identity and email integrity.
- Google's Bulk Sender Guidelines: Compliance with Google's guidelines is necessary for avoiding deliverability issues.
- Sender Reputation Matters: Maintaining a positive sender reputation is crucial for email delivery success.
- DMARC Protects Domains: DMARC protects domains from spoofing and phishing attacks by authenticating email messages.
Key considerations
- Implement SPF Records: Ensure that SPF records are properly configured to authorize sending mail servers.
- Implement DKIM Signatures: Implement DKIM signatures to verify the integrity of email content.
- Implement DMARC Policy: Set up a DMARC policy to instruct email receivers on how to handle unauthenticated messages.
- Adhere to Best Practices: Adhere to Google's bulk sender guidelines and avoid sending unsolicited emails.
Technical article
Documentation from RFC explains that SPF (Sender Policy Framework) records are essential for email authentication, verifying that sending mail servers are authorized to send emails on behalf of your domain. Incorrect SPF configurations can lead to deliverability issues.
25 Mar 2023 - RFC 7208
Technical article
Documentation from DMARC.org explains that DMARC (Domain-based Message Authentication, Reporting & Conformance) helps protect your domain from email spoofing and phishing attacks by providing instructions to email receivers on how to handle unauthenticated messages.
23 Sep 2024 - DMARC.org
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