Why are my Sendgrid emails to Vietnam not reaching Gmail inboxes?

Key findings

• Delivery vs. Inbox: SendGrid's delivered status means the receiving server (Gmail) accepted the email, but it doesn't guarantee inbox placement. Emails can still be filtered, quarantined, or sent to spam folders after acceptance.
• Post-Acceptance Filtering: Gmail employs sophisticated filters that scan content, sender reputation, and user engagement patterns even after an email is initially accepted, potentially diverting messages from the primary inbox.
• Language and Locale Specifics: While sending in the local language (Vietnamese) is generally positive, unexpected language patterns or inconsistencies between content, sender, and recipient locale can trigger filters.
• Domain and Geolocation: The origin or perceived origin of the email, including the domain extension and IP reputation (which for SendGrid are shared), can influence deliverability to specific regions like Vietnam.

Key considerations

• Review Gmail's Filtering Logic: Gmail's filters are dynamic and consider many factors beyond basic authentication. For instance, low engagement from recipients in Vietnam could be signaling an issue to Gmail.
• Examine Google Postmaster Tools: If you have your own domain configured with SendGrid, actively monitor your Google Postmaster Tools for insights into spam rates, domain and IP reputation, and authentication errors specifically for Gmail.
• Content Relevance and Engagement: Ensure the email content is highly relevant and anticipated by the Vietnamese recipients. Low open rates can signal to Gmail that your emails are not valuable to users, regardless of language.
• Internal Routing and G Suite: If recipients are within a Google Workspace environment, their administrator might have internal mail routing rules or additional filters that quarantine messages after delivery to the server.

Key opinions

• Beyond Delivery Status: Many marketers acknowledge that a delivered status from an ESP (Email Service Provider) like SendGrid isn't the final word on inbox placement. It simply means the receiving server accepted it.
• Gmail's Post-Acceptance Filters: It's widely understood that Gmail (and other major mailbox providers) perform additional screening after accepting mail, which can lead to emails being quarantined or sent to spam.
• Language Relevance: Some marketers suspect language discrepancies (even with local language content) could play a role if it doesn't align with the recipient's typical email patterns.
• Domain TLD Influence: The top-level domain (TLD), especially country-specific ones like .vn, might be a factor for localized filtering, though less common than content or reputation issues.

Key considerations

• Verify Authentication: Always double-check SPF, DKIM, and DMARC records, even if SendGrid indicates they are set up. Small misconfigurations can lead to filtering.
• Monitor Engagement Metrics: Look beyond just open rates. Are there clicks? Are users marking as spam? Low engagement signals to Gmail that the mail is unwanted, potentially leading to spam placement.
• Test with Seed Lists: Send test emails to various Gmail accounts in Vietnam to see where they land (inbox, promotions, spam) and verify the display and encoding.
• Audience Segmentation: If problems are specific to Vietnam, consider segmenting your audience and tailoring content or sending patterns more precisely for that region.

Key opinions

• Language Filtering by Gmail: Experts confirm that Gmail does filter based on language. If users don't regularly speak or receive mail in the language of the email, it increases the likelihood of it going to spam.
• Internal Routing in G Suite: If the recipients are on a custom domain hosted by G Suite, there might be internal routing or company-specific filters (business filters) that affect inbox placement.
• Beyond Authentication: Even with correct SPF/DKIM setup, a message can still be filtered or blocked if other reputation or content signals are negative.
• Business vs. Consumer Filters: Custom domains on G Suite are subject to business-level filtering, which can be more stringent or configured differently than standard consumer Gmail filters.

Key considerations

• Cooperate with G Suite Administrators: If the problem is with emails to employees within a Google Workspace environment, engaging with their G Suite administrator is crucial to investigate internal routing or quarantine rules.
• Content and Engagement Audit: A thorough review of email content, frequency, and recipient engagement can reveal patterns that trigger spam filters, even if not explicitly blocked by a blacklist.
• Sender Reputation Analysis: Utilize tools to assess your sender reputation from different geographical points and ensure it aligns with Gmail's expectations. Low reputation can lead to Gmail flagging messages as suspicious.
• Monitor Deliverability for Specific Domains: If the issue is with a particular domain (e.g., a Vietnamese .vn domain), track its specific deliverability metrics separate from global campaigns.

Key findings

• SMTP Handshake Success: An ESP's delivered status means the receiving SMTP server replied with a 250 OK code, indicating it accepted the message for further processing (not necessarily for immediate inbox delivery).
• Internal Filtering Stages: After initial acceptance, emails undergo additional checks for spam, malware, and policy violations within the recipient's mail system, which can divert them to spam, promotions, or quarantine folders.
• Google Workspace Admin Visibility: For emails to Google Workspace users, administrators can use tools like the Email Log Searchin the Google Admin console to trace a message's path and determine its final disposition (e.g., delivered to inbox, spam, quarantined).
• Sender Reputation as a Key Factor: Mailbox providers like Gmail heavily rely on sender reputation, which includes factors like spam complaint rates, blocklist listings, and engagement, to determine inbox placement.

Key considerations

• Implement Authentication Standards: Ensure your SPF, DKIM, and DMARC records are correctly configured and pass authentication checks, as these are foundational for trusted email delivery.
• Adhere to Sending Best Practices: Follow guidelines for list hygiene, opt-in processes, content formatting (including character sets for specific languages), and sending frequency to maintain a positive sender reputation and avoid spam folders.
• Monitor Feedback Loops: If available, register for and monitor feedback loops provided by mailbox providers to quickly identify and address high complaint rates.
• Content Compliance: Ensure your email content complies with local regulations and generally accepted email standards to prevent it from being flagged as suspicious by filters, particularly in countries with stricter internet policies.