*Updated in September 2024
It can be challenging to consistently achieve inbox delivery at Gmail and Google Apps. Google is a sophisticated mailbox provider and an industry leader in preventing malicious and unwanted email from reaching their user’s inboxes. Google’s acceptance and filtering mechanisms use machine learning, user feedback and external data and these systems continually adapt to address new threats and trends across email. Google’s dynamic approach to filtering means that brands need to carefully monitor all of the available signals which include bounces, engagement, and reputation and complaint information offered within Google Postmaster Tools, and make adjustments as needed.
Google maintains high expectations for senders and provides documentation and tools to help enable senders to meet them.
Here are some quick tips to align your sending strategy to what Google expects:
- Authenticate using SPF, DKIM and DMARC.
- Send only permission-based mail. Adhere to best practices to gain direct opt in from contacts before enrolling them in bulk messaging.
- Send relevant and targeted content and avoid over messaging contacts.
- Review bounces and their associated messages to understand why rejections are occurring and what needs to be adjusted.
- Use Google Postmaster Tools for each of your brand’s sending domains. Google Postmaster Tools will provide you with reputation ratings and aggregate complaint data.
- Monitor spam complaints using Google Postmaster tools and keep complaints below .1%.
In addition to Google Postmaster Tools, Google offers clear and in-depth information for senders. Google frequently updates their requirements and documenting, so we suggest reviewing these resources regularly:
.png)