Summary
When the Google Partner Program (GPP) reports spam rejects despite no active campaigns, several factors could be responsible. These include temporary Google issues, potentially inaccurate reporting data, and broader deliverability issues. Specifically, Gmail bounce issues, problems with list hygiene (such as old/unengaged addresses, list bomb attacks), and missing or improperly configured email authentication (SPF, DKIM, DMARC) are common culprits. Other key factors include a poor sender reputation, email content triggering spam filters, IP warming practices, and unpermitted automated emails. Transactional emails, if lacking clear opt-out options or originating from a sender with a poor IP reputation, can also be incorrectly flagged as spam. Addressing these elements—authentication, content, and IP/domain reputation—is crucial to improving email delivery rates.
Key findings
- Temporary Google Issues: Google may experience temporary issues causing legitimate email to be rejected.
- Data Inaccuracy: Reporting data from GPP might be inaccurate and should be cross-verified.
- List Hygiene Problems: Poor list hygiene, including old/unengaged addresses or list bomb attacks, can increase spam complaints.
- Authentication Issues: Improperly configured or missing SPF, DKIM, and DMARC records can cause emails to be marked as spam.
- Poor Sender Reputation: A low sender reputation due to spam complaints and other factors negatively impacts deliverability.
- Content Triggering Filters: Email content that triggers spam filters can lead to rejected or spammed emails.
- Inadequate IP Warming: Insufficient IP warming practices can lead to Google incorrectly filtering emails as spam.
- Unpermitted Automated Emails: Automated emails sent without explicit consent are considered unsolicited and can be flagged as spam.
- Transactional Email Flags: Transactional emails without opt-out options and from low-reputation IP's can trigger spam flags.
- Holistic Spam Filtering: Spam filters assess many things when delivering email including Authentication, Content, IP Address reputation, and Domain reputation
Key considerations
- Investigate Google Issues: Check for reported Google outages or deliverability problems during the relevant timeframe.
- Verify Reporting Data: Cross-validate GPP data with other deliverability tools and data sources to confirm accuracy.
- Implement List Hygiene: Regularly clean email lists to remove inactive or unengaged addresses.
- Verify Authentication: Ensure SPF, DKIM, and DMARC records are correctly configured and actively working.
- Monitor Sender Reputation: Use Google Postmaster Tools and other services to track sender reputation metrics and identify potential issues.
- Optimize Email Content: Review email content to avoid common spam triggers and adhere to deliverability best practices.
- Warming IP Address: Warming IP Addresses to increase its good reputation.
- Review Transactional Emails: Ensure that transactional emails have unsubscribe options.
What email marketers say
12 marketer opinions
When the Google Partner Program (GPP) reports spam rejects despite no campaigns being sent, several factors could be at play. Temporary Google issues might lead to legitimate traffic being rejected. Inaccurate data from reporting tools could also be a cause. More common reasons include: Gmail bounce issues, list hygiene problems (old or unengaged addresses, list bombs), authentication issues (SPF, DKIM, DMARC misconfiguration), poor sender reputation, email content triggering spam filters, and issues with IP warming. Monitoring email bounces and addressing soft bounces is also important, and also spam filters can be erratic so review all these points.
Key opinions
- Google Issues: Temporary issues with Google's servers can lead to the rejection of legitimate email traffic.
- Data Accuracy: Reporting tools may provide inaccurate data, necessitating verification from multiple sources.
- List Hygiene: Poor list hygiene, including old addresses, unengaged users, or potential 'list bomb' attacks, can lead to increased spam complaints.
- Authentication Problems: Improperly configured SPF, DKIM, or DMARC records can cause emails to be flagged as spam.
- Sender Reputation: A poor sender reputation, influenced by factors like spam complaints, can negatively impact deliverability.
- Content Issues: Email content that triggers spam filters can lead to emails being rejected or sent to the spam folder.
- IP Warming: Inadequate IP warming practices can result in Google incorrectly filtering emails as spam.
- Email bounces: Soft and hard bounces are a normal part of sending emails, with repeated soft bounces and hard bounces being rejected.
- Erratic Spam Filters: Spam filters can be very confusing and erratic. Something can suddenly be flagged even after a long history of emails.
Key considerations
- Investigate Google Issues: Check for any known outages or issues with Google's email infrastructure during the period of reported spam rejects.
- Verify Data: Cross-reference data from different reporting tools to validate the accuracy of spam complaints and rejection rates.
- Clean Email Lists: Implement list hygiene practices, such as removing inactive subscribers and confirming subscriptions, to reduce spam complaints.
- Check Authentication: Verify that SPF, DKIM, and DMARC records are correctly configured and functioning to authenticate emails.
- Monitor Reputation: Monitor sender reputation using tools like Google Postmaster Tools to identify and address any issues affecting deliverability.
- Review Email Content: Analyze email content for potential spam triggers and ensure compliance with best practices for email marketing.
- Warm IPs: Ensure sending IPs are correctly warmed. Check what bounce rates are like to avoid high soft or hard bounce rates.
- Monitor Email Bounces: Monitor Email Bounces for soft or hard bounces and attempt to rectify the addresses from being continually sent emails.
Marketer view
Email marketer from Mailjet advises that the 10 main reasons for poor deliverability are: 1. You’re sending emails without permission. 2. You’re using purchased email lists. 3. You don’t have proper email authentication protocols in place. 4. Your sending IPs are blacklisted. 5. Your email content resembles spam. 6. You’re not providing recipients with an easy way to unsubscribe. 7. You’re sending from a shared IP address. 8. You’re not monitoring your sender reputation. 9. You’re experiencing a spam trap hit. 10. Your email open rates are low.
26 Dec 2024 - Mailjet
Marketer view
Email marketer from Reddit user EmailNewbie explains that spam filters can be very confusing and erratic. Something can suddenly be flagged even after a long history of emails.
1 Nov 2022 - Reddit
What the experts say
2 expert opinions
When Google Partner Program (GPP) reports spam rejects without any campaigns being sent, it's crucial to examine various factors influencing email deliverability. Transactional emails lacking opt-out options or originating from senders with a poor IP reputation can be flagged as spam. Spam filters evaluate authentication, content, and the reputation of both the IP address and domain. Addressing these elements is essential to improve email delivery rates.
Key opinions
- Transactional Email Issues: Transactional emails without clear opt-out options can be marked as spam.
- IP Reputation: A sender's IP address reputation impacts email deliverability.
- Holistic Spam Filtering: Spam filters assess authentication, content, IP address reputation, and domain reputation.
Key considerations
- Audit Transactional Emails: Review transactional email practices for clear opt-out options and compliance.
- Monitor IP Reputation: Regularly monitor and maintain a positive IP address reputation.
- Check Authentication: Verify that emails are properly authenticated to reduce the risk of being marked as spam.
Expert view
Expert from Spam Resource, Laura Belgray, explains that transactional emails (like password resets or order confirmations) can still be flagged as spam if they lack clear opt-out options or if the sender's IP address has a poor reputation. She suggests auditing transactional email practices to ensure compliance and user-friendliness.
24 Apr 2024 - Spam Resource
Expert view
Expert from Word to the Wise answers that spam filters check many things before delivering email, including Authentication, Content, IP Address reputation, and Domain reputation. If a sender has a poor reputation for any of these, emails can be rejected or sent to the spam folder.
28 Jul 2021 - Word to the Wise
What the documentation says
4 technical articles
When Google Partner Program (GPP) reports spam rejects despite no campaigns being actively sent, it's important to understand that spam complaints arise when recipients mark messages as spam. This negatively impacts sender reputation. Feedback Loops (FBLs) help track these complaints, which can originate from automated or transactional emails. Even if automated, any email sent without explicit consent, including newsletters or auto-replies, is considered unsolicited bulk email (UBE) and can be flagged as spam. Ensuring a clear unsubscribe link is crucial.
Key findings
- Spam Complaints: Recipient-initiated spam complaints directly affect sender reputation and deliverability.
- Feedback Loops: FBLs provide valuable data on the source of spam complaints, even from automated emails.
- Unsolicited Bulk Email (UBE): Any email sent without explicit recipient consent is considered UBE, regardless of automation.
- Automated replies: Automated replies can also be marked as spam if the original emails were unsolicited.
Key considerations
- Manage Spam Complaints: Actively monitor and address spam complaints to improve sender reputation.
- Implement FBLs: Utilize Feedback Loops to identify and resolve issues causing spam complaints in automated emails.
- Obtain Explicit Consent: Ensure explicit consent is obtained before sending any email, including newsletters and automated messages.
- Provide Unsubscribe Option: Always include a clear and easily accessible unsubscribe link in all emails.
Technical article
Documentation from Google Support explains that spam complaints are generated when recipients mark your messages as spam. High spam complaint rates can negatively impact your sender reputation and deliverability, even if you are not sending explicit campaigns.
2 Feb 2023 - Google Support
Technical article
Documentation from RFC-Editor informs of auto-replies sent from automated systems being considered spam if the original emails weren't permitted by the recipient. Automated systems will often filter these.
28 Mar 2022 - RFC-Editor
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