Summary
The recurring drop in Gmail engagement on the 5th of each month is a complex issue with multiple potential causes. Changes in Gmail's algorithms, list fatigue, incomplete IP warming (for new IPs), sender reputation damage due to low engagement or complaints, and segmentation problems are all contributing factors. Sudden unsubscriptions and external events, such as sales pushes, can also play a role. To mitigate these issues, experts recommend proactive engagement strategies, monitoring sender reputation through Google Postmaster Tools and Microsoft SNDS, A/B testing to identify problematic email elements, improving content relevance and segmentation, ensuring proper email authentication, monitoring IP and domain health, and proactively managing list quality.
Key findings
- Algorithm Changes: Gmail's algorithm or filtering rules may change periodically, impacting engagement.
- List Fatigue: Sending too frequently or with irrelevant content leads to subscriber burnout.
- IP Warming Issues: New IP addresses need proper warming to avoid temporary delivery restrictions.
- Sender Reputation: Low interaction and complaints damage sender reputation, affecting deliverability.
- Segmentation Problems: Poor segmentation results in irrelevant content, decreasing engagement.
- External Factors: Sales pushes or other external email activity can negatively impact metrics.
- Sudden Unsubscriptions: Spikes in unsubscriptions can reduce engagement rates.
- Lack of Monitoring: Failing to monitor deliverability metrics can lead to unnoticed problems.
Key considerations
- Proactive Engagement: Engage proactively with subscribers, especially on the 5th, to potentially offset issues.
- Monitor Reputation: Use Google Postmaster Tools and Microsoft SNDS to track sender and domain reputation.
- A/B Test Elements: Experiment with subject lines, content, and sender names to identify problematic elements.
- Improve Relevance: Segment lists and personalize content to increase relevance and engagement.
- Email Authentication: Implement SPF, DKIM, and DMARC to authenticate emails and improve deliverability.
- List Management: Regularly clean your email list to remove unengaged subscribers.
- Check Sending Sources: Ensure all email sources are properly authenticated and compliant.
- Investigate Metrics: Examine metrics (hard and soft) to determine if they support your assumption or point you in a different direction.
What email marketers say
10 marketer opinions
Consistent drops in Gmail engagement on the 5th of each month can stem from a variety of factors, including changes in Gmail's filtering algorithms, list fatigue due to over-mailing or irrelevant content, incomplete IP warming for new IPs, and issues with sender reputation. Segmentation problems, low subscriber interaction, and even external factors like sales pushes from other sources can also contribute. Strategies for mitigation involve proactive engagement, monitoring sender reputation via Google Postmaster Tools, testing subject lines and content, improving content relevance, and ensuring proper email authentication and list management.
Key opinions
- Algorithm Shifts: Gmail's filtering algorithms may change around the 5th, affecting placement.
- List Fatigue: Sending too frequently or with irrelevant content leads to subscriber disengagement.
- Incomplete IP Warming: New IPs may face temporary restrictions until positive engagement is established.
- Sender Reputation: Low interaction rates and spam complaints damage sender reputation and deliverability.
- Segmentation Issues: Inaccurate or outdated segmentation leads to irrelevant content delivery.
- External Factors: Sales pushes from other sources might impact engagement rates.
Key considerations
- Proactive Engagement: Consider proactively sending to engaged recipients on the 5th to test impact.
- Sender Reputation Monitoring: Monitor sender reputation using Google Postmaster Tools.
- A/B Testing: A/B test subject lines, content, and 'from' names around the 5th of each month.
- Content Relevance: Improve content relevance through segmentation and personalization.
- Email Authentication: Ensure proper email authentication (SPF, DKIM, DMARC) to improve deliverability.
- List Management: Regularly remove inactive subscribers and maintain a clean email list.
- Investigate Other Sending Sources: Check for other sources that may be sending emails which is impacting your domain.
Marketer view
Email marketer from Reddit suggests that engagement dips on a consistent date could be related to changes in Gmail's algorithm or filtering rules applied around that time. It also suggests considering the possibility that the email list is becoming stale or that content relevance is declining, prompting Gmail to adjust placement.
7 Nov 2021 - Reddit
Marketer view
Marketer from Email Geeks suggests proactively sending to engaged recipients on the 5th of each month to potentially mitigate the pattern of engagement drop with Gmail. It's a way to test if it short-circuits the issue, while the underlying cause remains unknown.
18 Aug 2024 - Email Geeks
What the experts say
2 expert opinions
Drops in email engagement, particularly on a consistent basis like the 5th of each month, can be influenced by sudden unsubscriptions and changes in complaint patterns, indicating underlying deliverability issues. Proactive monitoring of list health and engagement metrics, utilizing tools such as Google Postmaster Tools and Microsoft SNDS, is crucial for identifying potential problems and maintaining deliverability. Failing to monitor list quality can lead to expected deliverability problems.
Key opinions
- Sudden Unsubscriptions: A sudden spike in unsubscriptions can lead to a drop in engagement and potentially affect filtering by ISPs.
- Complaint Patterns: Changes in the type, volume, or source of complaints can indicate deliverability issues.
- Importance of Monitoring: Proactive monitoring of list health and engagement is crucial for identifying and addressing deliverability problems.
- Consequences of Not Monitoring: Failure to monitor list quality and engagement can lead to expected deliverability issues.
Key considerations
- Examine Hard and Soft Metrics: Analyze metrics from sending platforms, Google Postmaster Tools, and Microsoft SNDS to identify issues and support or refute hypotheses.
- Proactive List Quality Monitoring: Implement processes to proactively monitor list quality and address potential problems before they impact deliverability.
- Utilize Google Postmaster Tools: Use Google Postmaster Tools to gain insights into how Gmail is handling your email and identify potential issues.
Expert view
Expert from Word to the Wise addresses the importance of monitoring list health and engagement. She emphasizes the need to monitor list quality proactively and that you should use Google Postmaster Tools to get a sense of where your mail is landing. You should expect deliverability issues if you are not monitoring.
21 Sep 2023 - Word to the Wise
Expert view
Expert from Word to the Wise responds that sudden unsubscriptions could lead to a drop in engagement. She says that if the same types of complaints are present, the volume increases significantly, or the source of complaints changes, it may affect filtering at ISPs and inbox providers. She suggests you should examine both the hard and soft metrics that are available from your sending platform, Google Postmaster Tools or Microsoft SNDS, to see if the metrics support the hypothesis or point you in a different direction.
10 Apr 2025 - Word to the Wise
What the documentation says
5 technical articles
Maintaining a positive sender reputation is crucial for email deliverability, especially with Gmail. Sudden engagement drops can negatively impact this reputation, leading to further filtering. Adhering to Gmail's bulk sender guidelines, implementing DMARC for email authentication, monitoring IP reputation, and avoiding blocklists are essential. Microsoft's SmartScreen Filter also plays a role, emphasizing the importance of proactive reputation management and participation in sender programs.
Key findings
- Sender Reputation Critical: A good sender reputation is critical for Gmail placement; drops in engagement negatively impact it.
- DMARC Importance: DMARC helps prevent spoofing/phishing and improves deliverability by building a positive sender reputation.
- Gmail Guidelines: Adherence to Gmail's bulk sender guidelines prevents filtering or blocking.
- IP Reputation: Maintaining a good IP reputation is crucial; being blacklisted significantly impacts deliverability.
- SmartScreen Filter: Microsoft's SmartScreen Filter protects users, highlighting the need for reputation monitoring.
Key considerations
- Monitor Sender Reputation: Actively monitor sender reputation metrics within Google Postmaster Tools.
- Implement DMARC: Implement DMARC with SPF and DKIM for email authentication to protect from spoofing.
- Adhere to Guidelines: Review and comply with Gmail's bulk sender requirements.
- IP Reputation Monitoring: Monitor IP reputation and address issues to avoid being blacklisted by services like Spamhaus.
- Engage with SNDS: Enroll in Microsoft's SNDS and monitor your domain's reputation.
Technical article
Documentation from Google Postmaster Tools Help explains that maintaining a good sender reputation is critical for Gmail placement. Sudden drops in engagement can negatively impact reputation, leading to further filtering. They advise monitoring sender reputation metrics within Postmaster Tools to identify potential issues.
11 Jan 2022 - Google Postmaster Tools Help
Technical article
Documentation from Microsoft explains that SmartScreen Filter is a reputation-based technology designed to protect users from phishing scams and malicious websites. It's important to monitor your domain's reputation and enroll in sender programs (like Microsoft's SNDS) to proactively address any deliverability issues.
22 Jan 2023 - Microsoft
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