How can I improve Gmail open rates for my e-commerce emails?

7 Marketer opinions 4 Expert opinions 3 Technical articles 3 Resources

Summary

Improving Gmail open rates for e-commerce emails is a multifaceted process encompassing technical configurations, list management, content optimization, and reputation building. If emails are going to spam, the entire sending system requires an overhaul, including list cleaning and identifying reasons for spam classification. Implement best practices for authentication by setting up SPF, DKIM, and DMARC records. Employ strategies like temporary suppression lists to re-engage inactive users. Diagnose delivery problems using test accounts or commercial services. Focus on crafting compelling subject lines, segmenting email lists for relevance, sending at optimal times, and optimizing preview text. A/B test various elements to improve performance. Improve IP reputation and implement double opt-in to ensure genuine interest from subscribers.

Key findings

Spam Placement: Deliverability issues into the spam folder necessitate a thorough overhaul of sending practices.
Authentication: Proper email authentication (SPF, DKIM, DMARC) is critical for deliverability and trust.
List Hygiene: Regular list cleaning and re-engagement strategies (e.g., temporary suppression) are essential.
Content Optimization: Compelling subject lines, optimized preview text, and relevant content drive higher open rates.
Targeted Sending: Sending at optimal times and segmenting lists enhances engagement.
Subscriber Intent: Double opt-in processes ensure genuine interest and reduce spam complaints.
Reputation Management: Improving IP reputation is important for email marketing performance

Key considerations

Technical Expertise: Implementing authentication protocols requires technical knowledge and careful configuration.
List Management Impact: Aggressive list cleaning can reduce list size; balance it with re-engagement efforts.
Testing: Consistent A/B testing and monitoring are necessary to optimize email performance.
Holistic Approach: Improving open rates requires a holistic strategy addressing technical, content, and list management aspects.
Engagement: Only email users that show a level of engagement

What email marketers say
7Marketer opinions

To improve Gmail open rates for e-commerce emails, focus on several key areas. Craft compelling subject lines by highlighting benefits, creating urgency, and personalizing the message. Segment email lists based on customer behavior and demographics to deliver more relevant content. Optimize send times based on when recipients are most active. Regularly clean your email list to remove inactive subscribers and maintain a healthy sender reputation. Optimize preview text to entice the email reader. A/B test email elements to identify what resonates best with your audience. Implement double opt-in to ensure subscribers genuinely want to receive your emails.

Key opinions

Subject Lines: Compelling, personalized, and urgent subject lines drive higher open rates.
Segmentation: Relevant content through segmentation increases engagement and open rates.
Optimal Timing: Sending emails at peak engagement times improves open rates.
List Cleaning: Regularly cleaning inactive subscribers improves sender reputation and deliverability.
Preview Text: Optimized preview text can help entice the email reader to increase opens.
A/B Testing: A/B testing of content helps better open rates and conversions.
Double Opt-In: Ensuring genuine subscriber interest improves list quality.

Key considerations

Relevance: Ensure content is relevant to the segmented audience to maintain engagement.
Data Analysis: Analyze past data to determine optimal send times and understand audience behavior.
Testing: Continually test and refine email elements to improve performance.
Sender Reputation: Maintain a good sender reputation by avoiding spam traps and managing complaints.
Subscriber Intent: Only contact users who want to be emailed.

Marketer view

Email marketer from G2 answers that double opt-in to ensure that the user actually wants to be contacted via email.

March 2024 - G2

Marketer view

Email marketer from Email on Acid answers that optimizing preview text can help highlight some of the emails key details to entice the email reader to increase opens.

June 2024 - Email on Acid

Marketer view

Email marketer from Mailchimp shares that segmenting email lists based on customer behavior and demographics allows for sending more relevant content, leading to higher open rates and engagement.

October 2022 - Mailchimp

Marketer view

Email marketer from Reddit shares that regularly cleaning your email list by removing inactive subscribers and those who haven't engaged in a while can improve your sender reputation and deliverability.

July 2021 - Reddit

Marketer view

Email marketer from Litmus explains that A/B testing different elements of your email, such as subject lines, content, or calls to action, can help identify what resonates most with your audience and optimize for higher open rates and conversions.

January 2025 - Litmus

Marketer view

Email marketer from HubSpot explains that sending emails at optimal times, when recipients are most likely to check their inbox, can improve open rates. Analyzing past data to determine these peak times is crucial.

December 2022 - HubSpot

Marketer view

Email marketer from Neil Patel's Blog explains that improving subject lines by making them benefit-driven, creating urgency, and using personalization can significantly increase open rates.

September 2023 - Neil Patel's Blog

What the experts say
4Expert opinions

To improve Gmail open rates for e-commerce emails, several factors must be considered. If emails are landing in the spam folder, the entire sending infrastructure (list, domain, sending system) needs an overhaul. Implement a strategy of suppressing unengaged users temporarily, then reintroducing them to the email flow to gauge engagement. Diagnose delivery issues by checking where emails land using a test Gmail account or a commercial inbox tracking service. Ultimately, improving IP reputation is critical for better email marketing performance.

Key opinions

Spam Folder Fixes: Overhaul list, domain, and sending system if emails land in spam.
Engagement Focus: Temporary suppression lists can help focus on engaged users.
Diagnosis: Use test Gmail accounts or commercial services to diagnose delivery problems.
IP Reputation: Improved IP reputation leads to better email marketing performance.

Key considerations

Suppression Strategy: Carefully manage temporary suppression lists to avoid losing valuable subscribers.
Reputation Building: Focus on best practices to improve and maintain a positive IP reputation.
Infrastructure Review: Regularly review sending infrastructure to identify and address potential issues.
Testing: Continuously monitor and test email deliverability to identify issues early.

Expert view

Expert from Spam Resource explains that one way to focus on engagement is through temporary suppression lists, where you suppress unengaged users for a time, then reintroduce them to the email flow to measure engagement.

September 2023 - Spam Resource

Expert view

Expert from Word to the Wise answers that improving ip reputation will result in better email marketing performance

April 2023 - Word to the Wise

Expert view

Expert from Email Geeks explains that if emails are going to spam, the list, domain, and sending system needs to be overhauled. Step 1: stop sending to anyone who hasn’t opened the email in the last few weeks / months. Step 2: figure out why people who opted in are acting in ways that tell Google the mail is spam and fix it, then ramp up volume.

November 2024 - Email Geeks

Expert view

Expert from Email Geeks shares to diagnose delivery issues, create a new email address at Google and send a copy of the message to it. This will show Google's filtering decision. If it goes to spam, there are problems. Alternatively, use a commercial inbox tracking service.

March 2024 - Email Geeks

What the documentation says
3Technical articles

Improving Gmail open rates for e-commerce emails requires adhering to Gmail's bulk sender guidelines and implementing proper email authentication protocols. This includes setting up SPF, DKIM, and DMARC records to verify the sender's identity and protect against email spoofing and phishing attacks. Managing spam complaints effectively and ensuring emails reach the inbox are also crucial for maintaining a positive sender reputation and improving open rates.

Key findings

Gmail Guidelines: Adhering to Gmail's bulk sender guidelines is essential.
SPF Records: Correctly setting up SPF records authenticates outbound email.
DMARC Implementation: Implementing DMARC protects against email spoofing and phishing.
Authentication Importance: Proper authentication improves trust and open rates.

Key considerations

Technical Expertise: Setting up SPF, DKIM, and DMARC records requires technical expertise.
Monitoring: Continuously monitor email authentication settings for any issues.
Reputation Management: Actively manage spam complaints and maintain a positive sender reputation.
Policy Enforcement: Enforce DMARC policies to protect your domain from abuse.

Technical article

Documentation from RFC explains that setting up an SPF record correctly to authenticate outbound email and ensure it is not marked as spam is important to maintain email deliverability and ultimately open rates.

March 2025 - RFC

Technical article

Documentation from Google Support shares that adhering to Gmail's bulk sender guidelines, including proper authentication (SPF, DKIM, DMARC) and managing spam complaints, is essential for ensuring emails reach the inbox and maintain a good sender reputation.

May 2023 - Google Support

Technical article

Documentation from DMARC.org explains that implementing DMARC helps protect your domain from email spoofing and phishing attacks, which can negatively impact your sender reputation and deliverability. Setting up proper DMARC policies improves trust and open rates.

February 2023 - DMARC.org

Best Email Subject Lines: 184 Examples & Templates to Copy!

Get inspired with our collection of 184+ catchy email subject lines! Increase open rates and engagement with some of the best email subject line examples.

OptinMonster