Summary
Consistent spam placement in Gmail, despite low user-reported spam when using Mailchimp, is a complex issue stemming from multiple factors. Key contributors include sender and domain reputation, subscriber engagement, email authentication, list hygiene, content quality, and the shared IP infrastructure of Mailchimp. Solutions involve improving sender reputation by authenticating the sending domain (SPF, DKIM, DMARC), cleaning email lists, segmenting audiences based on engagement, using Google Postmaster Tools to monitor reputation, and warming up IPs. Other recommendations include whitelisting campaigns, avoiding spam triggers, and focusing on permission-based lists and double opt-in processes.
Key findings
- Sender Reputation: Low sender and domain reputation significantly impact deliverability, often due to Mailchimp's shared IP environment.
- Subscriber Engagement: Gmail heavily weighs subscriber engagement metrics (open and click rates) when determining inbox placement.
- Email Authentication: Proper email authentication (SPF, DKIM, DMARC) is critical for verifying sender identity and preventing spoofing.
- List Hygiene: Poor list hygiene (inactive subscribers, lack of double opt-in) harms engagement and reputation.
- Content Quality: Spam trigger words and other content issues can cause emails to be flagged as spam.
- Monitoring is Key: Using tools like Google Postmaster Tools is vital for monitoring domain and IP reputation and identifying issues
Key considerations
- MBP Variations: Each Mailbox Provider (MBP) uses different criteria; utilize Gmail's tools to investigate
- Subdomain Reputations: Be aware of subdomain reputation and its relation to the parent domain.
- List Segmentation: Aggressively segment lists based on engagement and double opt-in.
- Content Testing: Test email content and avoid spam trigger words.
- IP Warm-up: Implement a slow and steady IP warm-up process, if applicable.
- Feedback Loops: Set up feedback loops to monitor complaints.
- Re-evaluate Practices: Revise acuisition practices for more engaged subscribers.
What email marketers say
13 marketer opinions
Several factors can contribute to emails consistently landing in Gmail's spam folder despite having 0% user-reported spam, particularly when using Mailchimp. These include issues with sender reputation (affected by shared IP infrastructure, engagement levels, and email authentication), list hygiene, content, and IP warm-up. Solutions involve improving sender reputation through proper authentication (SPF, DKIM, DMARC), cleaning email lists, segmenting audiences based on engagement, warming up IP addresses gradually, monitoring sender score, checking for blacklisting, and avoiding spam triggers in content.
Key opinions
- Sender Reputation: A low sender reputation can cause emails to land in spam. Factors influencing this include shared IP reputation from Mailchimp, domain reputation, and subscriber engagement.
- Email Authentication: Missing or misconfigured SPF, DKIM, or DMARC records can negatively impact deliverability. Ensure these are properly set up for your sending domain.
- List Hygiene: Poor list hygiene (e.g., inactive subscribers, lack of double opt-in) can lower engagement rates and harm sender reputation. Regularly clean and segment your email list.
- Engagement Levels: Gmail heavily weighs subscriber engagement. Low open and click rates can lead to spam placement, even with proper authentication. Focus on sending to engaged users.
- Content Triggers: Spam trigger words and other content-related issues can cause emails to be flagged as spam. Review your content and use spam testing tools to identify and address these issues.
- IP Warm-up: Sending large volumes of email from a new IP address without proper warm-up can damage your reputation. Gradually increase sending volume over time.
Key considerations
- Mailbox Provider Variations: Each Mailbox Provider (MBP) has different criteria for determining inbox placement. Check Gmail's banner or Google Postmaster Tools (GPT) for specific insights.
- Subdomain vs. Domain Reputation: Subdomains can have their own sending reputation, separate from the parent domain. Be aware of the reputation of both.
- Whitelisting Campaigns: Consider running a whitelisting campaign from the ESP with good delivery to engaged users.
- Blacklisting: Although less common for Gmail, be aware of the possibility of the entire domain being blacklisted.
- Sender Reputation Tools: Utilize sender reputation tools like Sender Score and Google Postmaster Tools to actively monitor and address issues related to domain health and compliance.
- Experimentation: Test different subject lines, sending times, and email content to determine what resonates best with your audience and improves engagement.
Marketer view
Email marketer from Gmass recommends a slow and steady approach to IP warm-up. They suggest starting with small sending volumes to your most engaged subscribers and gradually increasing the volume over time as your reputation improves. Monitor your deliverability metrics closely and adjust your sending schedule accordingly.
27 Apr 2024 - GMass
Marketer view
Email marketer from Neil Patel Digital shares that consistent spam landing can stem from issues like poor sender reputation, low engagement, or problematic content. He suggests cleaning your email list, improving email content, and warming up your IP address, as well as ensuring proper authentication (SPF, DKIM, DMARC) is in place.
5 Nov 2024 - Neil Patel Digital
What the experts say
4 expert opinions
Consistent spam landing in Gmail, even with 0% user-reported spam and while using Mailchimp, often stems from issues related to domain reputation and subscriber engagement. Mailchimp's shared IP environment can be affected by other users' practices. Improving deliverability requires addressing negative patterns in messaging, aggressive list segmentation focusing on highly engaged users, and utilizing Google Postmaster Tools to monitor domain reputation. High subscriber engagement is key to avoiding the spam folder, even with proper email authentication and content.
Key opinions
- Domain Reputation: Low domain reputation is a significant cause of emails landing in the spam folder despite proper authentication. Check your domain reputation using Google Postmaster Tools.
- Subscriber Engagement: Gmail prioritizes subscriber engagement. Low open and click rates, even with proper email authentication and content, will result in spam placement. Focus on acquiring and retaining engaged subscribers.
- Mailchimp's Shared IPs: Mailchimp's shared IP infrastructure means your deliverability is impacted by other users. Practices from other users can influence your deliverability rates.
- Content Patterns: Repeatedly sending similar messages identified as spam in the past will negatively impact deliverability. Shift tactics, segmentation, and messaging. Revamp your acqusition process.
Key considerations
- List Segmentation: Aggressively segment your email list to only send to the most engaged users.
- Feedback Loops: Implement feedback loops to monitor complaints and identify potential issues.
- Google Postmaster Tools: Regularly use Google Postmaster Tools to track your domain reputation and identify deliverability problems.
- Re-evaluate Acquisition Practices: Examine your acquisition methods to attract more engaged subscribers rather than quantity of emails.
Expert view
Expert from Word to the Wise explains that Mailchimp's shared IP infrastructure means your deliverability is impacted by other users. She suggests segmenting your list aggressively to only send to the most engaged users, which improves your sending reputation. She recommends setting up feedback loops to monitor complaints.
22 Aug 2021 - Word to the Wise
Expert view
Expert from Spamresource explains that the most likely cause is your email is being delivered but is being delivered to the spam folder because of domain reputation. It's important to use Google Postmaster Tools to check your reputation.
26 May 2025 - Spamresource
What the documentation says
5 technical articles
When emails consistently land in Gmail spam folders despite low spam reports using Mailchimp, a key factor is often domain reputation. Mailchimp suggests authentication, permission-based lists, and spam trigger reviews. Google Postmaster Tools aids in monitoring reputation and deliverability issues. SPF records prevent domain spoofing, while DKIM confirms sender authenticity. DMARC policies dictate handling of emails failing SPF/DKIM checks, reducing spoofing risks and providing deliverability reports.
Key findings
- Domain Reputation: Gmail deliverability problems, despite few spam reports, frequently link to domain reputation issues.
- Email Authentication: SPF, DKIM, and DMARC are essential for verifying sender identity and preventing spoofing, boosting email trust.
- Monitoring Tools: Google Postmaster Tools enables tracking of domain and IP reputation to spot and address deliverability concerns.
- Policy Enforcement: DMARC policies provide instructions to mail servers on how to handle emails that fail authentication, enhancing security.
Key considerations
- Mailchimp Tools: Use Mailchimp's deliverability features to observe and improve email sending methodologies.
- Permissions: Ensure your email list is permission-based to maintain a cleaner, more engaged audience.
- Spam Triggers: Regularly assess email content for spam-triggering elements that could impact deliverability.
- Comprehensive Authentication: Correctly configure SPF, DKIM, and DMARC records, including all legitimate sending sources (e.g., Mailchimp).
Technical article
Documentation from Google Postmaster Tools shares the use of the tool to monitor your domain and IP reputation. It helps you identify issues affecting deliverability, such as spam complaints, authentication failures, and traffic spikes. Google recommends regularly monitoring your reputation scores and addressing any identified problems promptly.
25 Aug 2021 - Google Postmaster Tools Help
Technical article
Documentation from DKIM defines DKIM (DomainKeys Identified Mail) as an email authentication system that uses digital signatures to verify the sender and ensure the message hasn't been altered during transit. Implementing DKIM adds a layer of trust to your emails, helping them bypass spam filters and reach the inbox.
26 Sep 2021 - DKIM
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