Summary
Spikes in Google Postmaster Tools spam rates on days without campaigns can arise from numerous interconnected factors. Google's unique feedback loop, coupled with issues in automated/triggered emails, content quality, list hygiene (including unengaged users and spam traps), and email authentication (SPF, DKIM, DMARC), are frequent culprits. Server compromises, inadequate onboarding processes, poorly managed automated list management (like sunsetting inactives), and blocklisting also play critical roles. Addressing these diverse elements is vital for maintaining a healthy sender reputation and stable spam rates.
Key findings
- Google FBL Limitations: Google's feedback loop (FBL) in Postmaster Tools provides aggregated data, differing from the granular feedback available from other mailbox providers.
- Automated Email Issues: Problems with automated emails (relevance, frequency, content) significantly impact spam complaints.
- List Hygiene Impact: Poor list hygiene, including spam traps and unengaged subscribers, raises spam rates dramatically.
- Authentication Importance: Proper email authentication (SPF, DKIM, DMARC) is essential to prevent emails from being marked as spam.
- Content Quality: Email content riddled with spam triggers, misleading subject lines, or irrelevant information increases spam complaints.
- Onboarding Matters: A weak onboarding process can lead to disengaged users who are more likely to mark emails as spam.
- Sunsetting Risks: Poorly executed automated list management, like sunsetting inactive subscribers, may inadvertently increase complaints from remaining users.
- Server Security: Compromised servers can be used to send spam, inflating your spam rates.
Key considerations
- Optimize Automated Flows: Regularly review automated email sequences for relevance, frequency, and potential spam triggers.
- Improve List Hygiene: Implement and enforce strict list hygiene practices, including removing inactive subscribers and avoiding spam traps.
- Authenticate Email: Verify the proper implementation of SPF, DKIM, and DMARC for robust email authentication.
- Refine Content: Carefully review email content and subject lines to eliminate spam trigger words and misleading information.
- Enhance Onboarding: Design a user-friendly onboarding experience that encourages engagement and reduces spam complaints.
- Manage Sunset Process: Carefully manage the sunsetting process for inactive subscribers to avoid unintended negative impacts.
- Secure Servers: Regularly scan servers for security vulnerabilities to prevent unauthorized spam sending.
- Monitor Postmaster Tools: Consistently monitor Google Postmaster Tools for insights into domain reputation and potential deliverability issues.
- Consider Feedback-ID: Consider implementing the Feedback-ID header (if not already present) to aid Gmail's spam filtering processes.
What email marketers say
12 marketer opinions
Spikes in Google Postmaster Tools spam rates on days without campaigns often result from factors beyond bulk campaign sends. Issues with automated or triggered emails, poor list hygiene (including unengaged or inactive users), and authentication problems (SPF, DKIM, DMARC) are common causes. Content-related issues like spam trigger words, misleading subject lines, or irrelevant content can also contribute. Server compromises and the lack of double opt-in can further exacerbate the problem. Google's unique feedback loop system and the need for a solid onboarding experience also play a role.
Key opinions
- Automated Emails: Automated and triggered emails are a significant cause. Check their relevance and frequency to avoid annoying recipients.
- List Hygiene: Poor list hygiene, including sending to unengaged or inactive users and spam traps, leads to higher spam rates.
- Authentication: Incorrect or missing email authentication (SPF, DKIM, DMARC) can cause emails to be marked as spam.
- Content Triggers: Spam filters are sensitive to certain words and phrases. Avoid using them in your email content.
- Google FBL: Google's feedback loop system is different, not providing the same level of detailed reporting as other MBPs.
Key considerations
- Review Automated Emails: Regularly audit automated email flows for relevance, frequency, and content triggers.
- Improve List Hygiene: Implement processes to remove unengaged subscribers and avoid spam traps.
- Verify Authentication: Ensure SPF, DKIM, and DMARC are correctly configured to authenticate your emails.
- Content Optimization: Review email content and subject lines to avoid spam trigger words and misleading information.
- Monitor Server Security: Regularly scan servers for any signs of compromise, as hackers may be sending spam through compromised accounts.
- Implement Double Opt-In: Consider using double opt-in to ensure that subscribers genuinely want to receive emails.
- Analyze Postmaster Tools: Use Google Postmaster Tools to monitor your domain's reputation and identify potential issues.
Marketer view
Email marketer from StackExchange suggests checking your server for any signs of compromise. If your server has been hacked, spammers may be using it to send out spam emails, which would lead to high spam rates.
9 Mar 2024 - StackExchange
Marketer view
Email marketer from Gmass indicates that spam filters are very sensitive to certain words and phrases. Avoid language that can be identified as potentially harmful. So if automated emails contain spam triggers, your Google postmaster tools stats are impacted
9 Mar 2022 - Gmass
What the experts say
3 expert opinions
Spikes in Google Postmaster Tools spam rates on days without campaigns can stem from multiple technical and process-related issues. Proper DKIM setup (including alignment settings), the presence of a Feedback-ID header, well-executed automated list management (like sunsetting inactive subscribers), and a robust user onboarding process are key factors in maintaining a healthy sender reputation and preventing unexpected spam complaints.
Key opinions
- DKIM Configuration: The specific DKIM configuration, including whether a custom DKIM is used and its alignment setting, can influence spam filtering.
- Feedback-ID Header: Including the Feedback-ID header in emails may help Gmail identify and process feedback related to those messages.
- Automated List Management: Poorly implemented automated list management, such as sunsetting inactive subscribers, can inadvertently increase spam complaints from the remaining active users.
- Onboarding Process: A subpar onboarding experience for new users can lead to lower engagement and higher spam complaint rates over time.
Key considerations
- Review DKIM Settings: Thoroughly check the DKIM configuration, including alignment, to ensure proper email authentication.
- Include Feedback-ID: Include the Feedback-ID header to provide Gmail with additional context and feedback signals.
- Optimize Sunset Process: Carefully manage sunsetting inactive subscribers to avoid unintended consequences with remaining active users.
- Improve Onboarding: Design an effective user onboarding process to encourage engagement and reduce the likelihood of spam complaints.
Expert view
Expert from Word to the Wise indicates that a poor onboarding process could be a reason for an increasing number of spam complaints. Ensure you have a good onboarding process that will encourage users to engage with your emails, that should have a positive impact.
8 Sep 2022 - Word to the Wise
Expert view
Expert from Spam Resource explains that automated list management, like sunsetting inactive subscribers, directly impacts spam complaint rates. If poorly implemented, the remaining active users might disproportionately mark emails as spam, leading to spikes, even on days without campaigns. Furthermore, automated systems may make mistakes.
4 Mar 2023 - Spam Resource
What the documentation says
5 technical articles
Google Postmaster Tools spam rate spikes, even without campaigns, are often linked to underlying issues in email practices. These include changes in user behavior, problems with email content, poor list hygiene leading to spam trap hits, and authentication failures related to SPF, DKIM, and DMARC. Monitoring blocklists is also crucial, as being listed can drastically increase spam rates and damage sender reputation. Maintaining good email design and a clean sending domain are essential for keeping emails out of the junk folder.
Key findings
- User Behavior: Changes in how users interact with emails can cause spam rate fluctuations.
- Email Content: Issues within email content (spam triggers, irrelevant content) can lead to higher spam complaints.
- List Hygiene: Poor list hygiene results in hitting spam traps, severely damaging sender reputation.
- Authentication: Proper SPF, DKIM, and DMARC are critical for authenticating emails and preventing them from being marked as spam.
- Blocklist Monitoring: Being listed on a blocklist negatively impacts deliverability and increases spam rates.
Key considerations
- Analyze User Engagement: Monitor user engagement metrics to identify and address changes in behavior that might impact spam rates.
- Review Email Content: Regularly review email content for potential spam triggers and ensure relevance to the audience.
- Maintain List Hygiene: Implement strict list hygiene practices to remove inactive users and avoid spam traps.
- Implement Authentication: Ensure correct implementation of SPF, DKIM, and DMARC for proper email authentication.
- Monitor Blocklists: Proactively monitor blocklists to identify and address any listing issues.
- Domain reputation: Monitor domain reputation to ensure your sending domain is not flagged for spam.
Technical article
Documentation from Validity explains the importance of monitoring blocklists for your sending IPs and domains. Being listed on a blocklist can significantly impact email deliverability and spam rates.
30 Nov 2022 - Validity.com
Technical article
Documentation from SparkPost explains that hitting spam traps can severely damage your sender reputation and increase spam rates. Spam traps are email addresses that don't belong to real users and are used to identify spammers. Even automated emails can trigger spam traps if list hygiene is poor.
15 Oct 2024 - SparkPost
How accurate is the spam data shown in the new Google Postmaster Tools and how can I get data to appear?
How does Google Postmaster Tools calculate spam complaints and volume?
Is Google Postmaster showing readings since May 30?
What could cause a sudden spike in spam rate reported in Google Postmaster Tools?
Why am I seeing spam spikes in Google Postmaster Tools on days with no email sends?
Why are Google Postmaster Tools spam rates inaccurate?
