Why have Gmail open rates dropped and how can I fix it?
Michael Ko
Co-founder & CEO, Suped
Published 30 Apr 2025
Updated 17 Aug 2025
7 min read
Many email marketers have recently noticed a concerning trend: a sudden and significant drop in Gmail open rates. This can be perplexing, especially when other email clients don't show the same decline, and there haven't been any obvious changes to sending practices or infrastructure. This phenomenon points to underlying shifts in how Gmail handles incoming mail, affecting everything from inbox placement to how recipients perceive your messages.
It's a common scenario to find that emails that once landed reliably in the primary inbox are now being sorted into the promotions tab, or worse, not loading images by default, skewing open rate metrics. Understanding why these changes are occurring and how to adapt is crucial for maintaining effective email communication and ensuring your messages are seen by their intended audience. We'll explore the main reasons behind these drops and practical steps you can take to mitigate the impact.
Understanding recent changes at Gmail
One of the most significant factors behind recent drops in Gmail open rates stems from changes in Gmail's filtering algorithms. Google is continuously refining its system to categorize emails, aiming to provide users with a cleaner, more relevant inbox experience. This often means a stricter classification of promotional content, leading more commercial emails to land in the Promotions tab, even if they previously appeared in the Primary tab.
The Promotions tab, while not the spam folder, does present a challenge to visibility. Users are less likely to check this tab as frequently as their Primary inbox, leading to fewer opens. Another subtle but impactful change is Gmail's handling of images. In some cases, even when an email lands in the Primary inbox, images may not load by default. Since open rates are often tracked via a tracking pixel (a tiny, invisible image), a failure to load images means the open may not be registered, artificially deflating your reported open rates.
Beyond algorithmic shifts, the sheer volume of emails, especially during peak seasons like the holidays, plays a role. User attention is finite, and an overloaded inbox means your email competes with an unprecedented number of messages for attention. This competitive environment can naturally lead to lower engagement metrics, including open rates and click-through rates, as recipients become overwhelmed and selective.
For senders, adapting to these changes means not only focusing on technical compliance but also on the relevance and perceived value of their content. It's no longer enough to just land in the inbox; the email needs to actively signal to Gmail's filtering systems that it belongs in the primary inbox, and to the recipient that it's worth opening despite the noise.
Gmail's promotional tab
Gmail automatically categorizes incoming emails into tabs like Primary, Social, and Promotions. If your emails are consistently landing in the Promotions tab, even if they are not considered spam, their visibility is significantly reduced, leading to lower open rates.
Image loading as a factor
Many email tracking systems rely on invisible pixels embedded within emails. If a recipient's email client (like Gmail's pre-fetching) doesn't load images by default, the pixel won't fire, and the open will not be recorded, even if the email was technically opened and read.
Technical foundations for deliverability
Ensuring your technical setup is flawless is foundational to email deliverability and, consequently, your open rates. Gmail, like other mailbox providers, heavily relies on email authentication protocols such as SPF, DKIM, and DMARC to verify the legitimacy of incoming messages. Proper configuration of these records signals to Gmail that your emails are authentic and not spoofed, which is a critical factor in inbox placement. If these records are misconfigured or missing, your emails are more likely to be flagged as suspicious, leading to them being sent to the spam folder or even blocked entirely.
Your domain's reputation, sometimes referred to as your sender reputation, is another cornerstone. A good reputation tells Gmail that you are a trustworthy sender, while a poor one can lead to deliverability issues. Factors contributing to a positive reputation include consistent sending volume, low spam complaint rates, high engagement, and minimal bounces. Conversely, frequent spam complaints, high bounce rates, and being listed on email blocklists (or blacklists) can severely damage your reputation, causing your emails to bypass the inbox altogether.
It's essential to regularly monitor your domain's health and ensure all authentication records are correctly set up and maintained. This proactive approach helps to prevent deliverability issues before they impact your open rates. Tools like blocklist monitoring and DMARC monitoring are invaluable for staying on top of these technical aspects. These technical checks are the first line of defense against declining open rates and ensure your messages have the best chance of reaching the inbox.
Here's a quick reference for DNS record types:
Example SPF recordTXT
v=spf1 include:_spf.google.com ~all
Correct setup
SPF: Ensure your SPF record lists all authorized sending IP addresses and domains.
DMARC: Implement a DMARC policy (even p=none) to gain visibility into your email ecosystem and ensure alignment.
Impact on deliverability
Authentication issues: Emails failing authentication are more likely to land in spam or be rejected, directly impacting deliverability to Gmail.
Domain reputation: A strong domain reputation is key for Gmail to trust your sending. Poor reputation can lead to inboxing issues, including landing in the Promotions tab.
Blacklists (or blocklists): Being listed on a blacklist can cause your emails to be completely blocked by Gmail and other providers. Regular monitoring is vital.
Optimizing content and engagement
Beyond technical configurations, the content of your emails and how your audience engages with them are paramount. Gmail's algorithms are increasingly sophisticated, analyzing not just technical signals but also user engagement to determine inbox placement. A compelling subject line is your first opportunity to capture attention. If your subject lines are generic or fail to resonate, recipients are less likely to open your emails, regardless of where they land. A/B testing different subject lines can help you identify what works best for your audience and improve your Gmail open rates.
The content and design of your emails also play a crucial role, especially concerning the Promotions tab. Gmail often classifies emails with heavy imagery, numerous links, or explicit promotional language as marketing messages, directing them to the Promotions tab. To encourage primary inbox placement, consider simplifying your email templates, reducing image-to-text ratio, and focusing on clear, concise communication that adds immediate value. Regularly cleaning your email list to remove inactive subscribers and managing expectations for new sign-ups can also prevent a decline in engagement metrics.
Engagement signals, such as opens, clicks, replies, and emails being moved from Promotions to Primary, positively influence your sender reputation and subsequent inbox placement. Conversely, low engagement, high unsubscription rates, or spam complaints can damage it. Regularly analyzing your email performance metrics, not just open rates, helps you understand subscriber behavior and identify areas for improvement. A holistic approach that combines technical best practices with engaging content and diligent list management is key to navigating the evolving landscape of email deliverability.
Factor
Impact on open rates
Solution
Poor sender reputation
Emails land in spam or Promotions tab, reducing visibility.
A/B test subject lines, personalize, create urgency or curiosity.
Promotional content too heavy
Gmail sends to Promotions tab.
Reduce images, excessive links, and overt sales language for transactional or update emails.
Inactive subscribers
Low open rates from disengaged users harm overall sender reputation.
Segment or remove disengaged subscribers, run re-engagement campaigns.
Understanding the problem
Sometimes, the drop isn't due to deliverability issues but rather a change in how email clients, like Gmail (or platforms such as Flodesk), categorize your mail. Previously, an email might have consistently landed in the primary inbox, but now it's being sorted into the promotions tab. This re-classification can drastically reduce visibility and, consequently, open rates.
The solution
Consider simplifying your email content to reduce promotional triggers. This might involve stripping down the template, reducing image heavy designs, and focusing on more transactional or informational language. A/B test these simplified versions against your original content. If you see a significant improvement in open rates and primary inbox placement, it confirms that content cues were the culprit. You can then gradually reintroduce design elements or content types, monitoring for shifts back to the Promotions tab, to find the right balance.
Views from the trenches
Best practices
Regularly monitor your domain's health and authentication records (SPF, DKIM, DMARC) for proper configuration.
Segment your email list and tailor content to specific audience interests to boost engagement.
Prioritize sending valuable, relevant content over purely promotional messages to encourage primary inbox placement.
Proactively re-engage inactive subscribers or remove them to maintain a healthy and responsive list.
Common pitfalls
Neglecting to monitor email authentication, leading to messages being flagged as suspicious by Gmail.
Sending emails with overly promotional content or design that consistently lands in the Gmail Promotions tab.
Ignoring inactive subscribers, which can drag down overall engagement rates and harm sender reputation.
Failing to adapt to new Gmail filtering rules, causing once-successful campaigns to underperform.
Expert tips
Use Gmail's Postmaster Tools to track your domain's reputation, spam rate, and delivery errors.
Implement a feedback loop with Gmail to receive direct reports on user spam complaints, allowing for quick action.
Regularly test your email campaigns using an email deliverability tester to see where they land in various inboxes, including Gmail.
Consider offering a plain-text version of your emails for subscribers who prefer it, which can also help with image-loading issues.
Marketer view
Marketer from Email Geeks says Google appears to have adjusted its model for identifying promotional emails, sending more messages to the Promotions tab. They also note instances of Google placing mail in the inbox without loading images by default, which can impact open rates. Additionally, increased commercial mail during the holiday season may overwhelm audiences, leading to lower click-through rates.
2024-12-10 - Email Geeks
Marketer view
Marketer from Email Geeks says multiple individuals have recently reported declining open rates specifically for Gmail, suggesting a pattern that warrants further investigation, even if a definitive cause hasn't been identified yet.
2024-12-10 - Email Geeks
Moving forward: continuous improvement
While a drop in Gmail open rates can be disheartening, it's often a signal to reassess your email strategy and adapt to the evolving landscape of email deliverability. The key lies in a multi-faceted approach that addresses both technical compliance and content relevance.
By ensuring your authentication records are robust, maintaining a healthy sender reputation, and focusing on delivering highly engaging and valuable content, you can significantly improve your chances of landing in the primary inbox. It's also vital to continuously monitor your email performance and be prepared to iterate on your strategies based on insights gained from troubleshooting efforts.
Remember, email deliverability is an ongoing effort, not a one-time fix. Staying informed about changes from major mailbox providers, like Gmail, and consistently applying best practices will help you maintain strong open rates and achieve your email marketing goals.
Sometimes, the drop isn't due to deliverability issues but rather a change in how email clients, like Gmail (or platforms such as Flodesk), categorize your mail. Previously, an email might have consistently landed in the primary inbox, but now it's being sorted into the promotions tab. This re-classification can drastically reduce visibility and, consequently, open rates.
Gmail, and consistently applying best practices will help you maintain strong open rates and achieve your email marketing goals.
