Summary
Recent drops in Mailchimp email open rates and increased spam classification in Gmail are a multifaceted issue stemming from Gmail's evolving spam filtering algorithms, low sender reputation (often due to Mailchimp's shared IP infrastructure), poor list hygiene (sending to unengaged subscribers), content triggering spam filters, authentication problems, and shifts in recipient engagement. The initial issue surfaced around late May, impacting open rates significantly, although a subsequent fix by Mailchimp and Google resolved the matter for some. It's essential to monitor sender reputation, maintain list hygiene, ensure email authentication (SPF, DKIM, DMARC), and create engaging content to navigate this dynamic landscape.
Key findings
- Evolving Gmail Filters: Gmail's spam filtering algorithms are continuously updated, requiring senders to adapt their strategies.
- Low Sender Reputation: Shared IP addresses on platforms like Mailchimp can negatively impact sender reputation if other users engage in spammy practices.
- Poor List Hygiene: Sending to unengaged subscribers lowers engagement rates and increases the likelihood of emails landing in spam.
- Authentication Issues: Improperly configured SPF, DKIM, and DMARC records can negatively affect deliverability.
- Content Matters: The content of your emails, including the use of spam trigger words, can impact deliverability.
- Recipient Engagement: Gmail considers recipient engagement (opens, clicks) when determining inbox placement.
- Issue Resolved (Partially): Mailchimp and Google collaborated to address the initial drop in open rates, and open rates bounced back for some users
Key considerations
- Monitor Sender Reputation: Regularly monitor your sender reputation using tools like Google Postmaster Tools.
- Maintain List Hygiene: Implement a process for removing unengaged subscribers from your email list.
- Ensure Email Authentication: Configure SPF, DKIM, and DMARC records for your sending domain.
- Optimize Email Content: Avoid using spam trigger words and focus on creating engaging and relevant content.
- Monitor Engagement Metrics: Track open rates, click-through rates, and other engagement metrics to identify potential deliverability issues.
- Stay Informed: Keep abreast of changes to Gmail's spam filtering algorithms and adjust your sending practices accordingly.
What email marketers say
15 marketer opinions
Recent drops in Mailchimp email open rates and increased spam classification in Gmail are attributed to a combination of factors. These include changes in Gmail's spam filtering algorithms, which can mistakenly classify legitimate emails as spam. Factors such as low sender reputation (often due to shared IP addresses on Mailchimp), poor list hygiene (sending to unengaged or inactive subscribers), content triggering spam filters, sudden changes in sending volume, and authentication issues (SPF, DKIM, DMARC) exacerbate the problem. Low engagement rates (lack of clicks) signal to Gmail that subscribers aren't interested, also leading to spam placement. A fix was implemented by Mailchimp and Google, resolving initial problems for some users, with open rates bouncing back. The deliverability drops occurred around late May, however they seemed to be resolved.
Key opinions
- Gmail Algorithm Changes: Gmail frequently updates its spam filtering algorithms, leading to potential misclassification of legitimate emails.
- Sender Reputation: Low sender reputation, possibly due to shared IP addresses on Mailchimp or poor sending practices, significantly impacts deliverability.
- List Hygiene: Sending to unengaged or inactive subscribers lowers engagement rates and increases the likelihood of emails landing in spam.
- Authentication: Improperly configured email authentication (SPF, DKIM, DMARC) can negatively affect deliverability.
- Content Quality: Spam trigger words and poorly designed emails can cause emails to be classified as spam.
- Engagement Matters: Gmail considers subscriber engagement (clicks, opens) when determining inbox placement.
- Deliverability Drops: Deliverability drops occurred around late May, however they seemed to be resolved.
Key considerations
- Monitor Sender Reputation: Regularly monitor your sender reputation using tools like Google Postmaster Tools and address any issues promptly.
- Improve List Hygiene: Clean your email list regularly by removing unengaged subscribers and segmenting your audience based on engagement.
- Enhance Email Authentication: Ensure your emails are properly authenticated with SPF, DKIM, and DMARC to verify your identity and improve deliverability.
- Optimize Email Content: Avoid using spam trigger words, create engaging content, and provide recipients with a clear and easy way to unsubscribe.
- Review Sending Practices: Avoid sudden changes in sending volume, and consider warming up your IP address if using a dedicated IP.
- Monitor Engagement: Monitor your campaign performance, pay attention to open rates and CTRs, and adjust sending practices based on engagement.
- Mailchimp and Gmail Collaboration: Keep an eye on updates from Mailchimp regarding deliverability issues, as they often work with Gmail to address problems.
Marketer view
Email marketer from Email on Acid shares that Gmail's filtering system considers numerous factors, including sender reputation, email content, and subscriber engagement. Sending to inactive or unengaged subscribers can negatively impact your sender reputation and increase the likelihood of your emails landing in the spam folder.
17 Nov 2022 - Email on Acid
Marketer view
Marketer from Email Geeks shares they've noticed a big drop in open rates for Gmail since May 25/26, dropping from 30-40% to 5-10%. Testing shows personal Gmail addresses are going to spam.
24 Oct 2021 - Email Geeks
What the experts say
4 expert opinions
Experts attribute Mailchimp email deliverability issues and increased spam placement in Gmail to a combination of factors. Gmail's filters are constantly evolving, and recent tightening of these filters is likely a contributing factor. Underlying issues that exacerbate this include a sender's reputation, which can be affected by the shared IP addresses used on platforms like Mailchimp and the sending practices of other users sharing those IPs. Other critical elements are list quality (proper management is key) and content (spam complaints or content triggering spam filters significantly lower open rates). A complex interplay of list hygiene, sending volume, sender reputation, authentication, content quality, and recipient engagement all are factors.
Key opinions
- Evolving Gmail Filters: Gmail's filters are constantly evolving, meaning senders must adapt to new standards.
- Shared IP Reputation: Shared IP reputation on platforms like Mailchimp impacts deliverability; the actions of other users on the same IP affect your results.
- List Quality is Key: Improper list management, including spam complaints, lowers open rates and raises spam placement.
- Interplay of Factors: Inbox placement depends on the interaction of sender reputation, authentication, content quality, recipient engagement, list hygiene, and sending volume.
Key considerations
- Adapt to Gmail's Changes: Stay informed about Gmail's filter updates and adjust sending practices accordingly.
- Manage Your List Carefully: Practice good list hygiene, remove unengaged subscribers, and obtain proper consent.
- Monitor Deliverability Metrics: Track your sender reputation and deliverability metrics, and take immediate action to address issues.
- Authenticate Your Emails: Implement SPF, DKIM, and DMARC to improve authentication and protect your sender reputation.
Expert view
Expert from Email Geeks suggests that Gmail likely has tightened filters.
27 Dec 2022 - Email Geeks
Expert view
Expert from Email Geeks shares that Gmail filters are ever evolving and it is more likely that this is just a normal evolution of Gmail’s filters and senders should be prepared to deal with it as the new normal.
11 May 2022 - Email Geeks
What the documentation says
4 technical articles
Documentation highlights key practices for maintaining email deliverability in Mailchimp and avoiding spam filters, particularly in Gmail. Proper email authentication (SPF, DKIM, DMARC) is essential for verifying sender identity. Maintaining a clean email list by removing unengaged subscribers and sending relevant, engaging content promotes positive recipient interaction. Monitoring sender reputation and spam rates through Google Postmaster Tools provides insights for identifying and addressing issues. DMARC is noted to build on the other 2 protocols and also improves protection of fraudulent email.
Key findings
- Email Authentication: SPF, DKIM, and DMARC are essential email authentication methods for verifying sender identity and preventing spam.
- List Hygiene: Maintaining a clean email list by removing unengaged subscribers is critical for deliverability.
- Engaging Content: Relevant and engaging content encourages recipient interaction, improving inbox placement.
- Sender Reputation Monitoring: Using Google Postmaster Tools to monitor sender reputation and spam rates helps identify and address deliverability problems.
- DMARC Benefit: DMARC helps to improve and monitor protection of the domain from fraudulent email
Key considerations
- Implement Email Authentication: Set up SPF, DKIM, and DMARC records for your sending domain to improve deliverability.
- Regularly Clean Your List: Implement a process for removing unengaged subscribers from your email list.
- Create Engaging Content: Craft relevant and engaging email content that encourages recipients to interact with your messages.
- Monitor Google Postmaster Tools: Regularly check Google Postmaster Tools to monitor your sender reputation and spam rates, and take action to address any issues.
Technical article
Documentation from RFC explains that SPF (Sender Policy Framework) is an email authentication method designed to prevent spammers from sending messages on behalf of your domain. Implementing SPF records can improve your sender reputation and reduce the likelihood of your emails being marked as spam.
14 Jul 2021 - RFC
Technical article
Documentation from DMARC.org explains that DMARC (Domain-based Message Authentication, Reporting & Conformance) builds on the SPF and DKIM protocols by adding a reporting capability that allows senders and receivers to improve and monitor protection of the domain from fraudulent email. An authentication failure can lead to spam
10 Jul 2023 - DMARC.org
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