How can I manage Feedback-ID headers when using Amazon SES to send emails, especially with Gmail's upcoming sender requirements?
Summary
What email marketers say10Marketer opinions
Email marketer from Email Geeks explains that a second DKIM signature gives the domain owner access to Gmail Feedback IDs, but if the IDs are set by the infrastructure vendor, they may not be meaningful to the sender. He does not see controlling the Feedback-ID as critical for complying with upcoming sender changes.
Email marketer from SparkPost emphasizes the importance of monitoring engagement metrics, such as open rates, click-through rates, and unsubscribe rates. Low engagement can signal to mailbox providers that your emails are not relevant, which can negatively impact your sender reputation and deliverability.
Email marketer from Reddit shares that Gmail's new sender requirements emphasize the importance of authentication and consistent sending practices. While controlling the SES Feedback-ID isn't possible, ensure you're fully compliant with SPF, DKIM, and DMARC, and that you have a process for managing bounces and unsubscribes.
Email marketer from Stack Overflow community suggests that you can't directly override the Feedback-ID header that Amazon SES injects. Instead, focus on proper authentication (SPF, DKIM, DMARC) and maintaining a good sender reputation to avoid deliverability problems.
Email marketer from Postmark discusses using a dedicated IP address for sending emails. This allows you to build and maintain your own sender reputation, rather than relying on a shared IP address where other senders' behavior can affect your deliverability. However, this is only beneficial if you send a high volume of emails consistently.
Email marketer from Mailchimp provides best practices to avoid spam filters, including using a recognizable 'from' address, avoiding spam trigger words in subject lines and content, and testing emails before sending them to your entire list.
Email marketer from Email on Acid explains the vital role of email authentication (SPF, DKIM, DMARC) in ensuring email deliverability and complying with Gmail's sender requirements. Proper authentication helps establish trust with mailbox providers and reduces the likelihood of emails being marked as spam.
Email marketer from SendGrid explains that gradually increasing your sending volume when using a new IP address (warming) is critical to establish a good sender reputation. Start with small batches of emails to your most engaged subscribers and gradually increase the volume over time.
Email marketer from Mailjet emphasizes the importance of maintaining a positive sender reputation. This includes sending relevant and engaging content, avoiding spam traps, promptly processing unsubscribes, and adhering to email best practices to ensure high deliverability rates.
Email marketer from Litmus explains the importance of maintaining a clean and engaged email list. Regularly remove inactive subscribers, suppress hard bounces, and implement a double opt-in process to improve your sender reputation and email deliverability.
What the experts say7Expert opinions
Expert from Email Geeks suggests using a second DKIM signature, which would help separate results in GPT (presumably Google Postmaster Tools).
Expert from Spam Resource explains that while you can't directly manipulate the Feedback-ID assigned by SES, actively monitoring and addressing feedback loop (FBL) reports is crucial. These reports flag problematic campaigns and users, enabling prompt action to improve deliverability and sender reputation.
Expert from Email Geeks responds that Amazon SES setting the Feedback-ID is likely acceptable for compliance monitoring.
Expert from Word to the Wise responds that maintaining a consistent sending volume, rather than sporadic bursts, helps establish a predictable sender profile. This can improve your reputation and prevent mailbox providers from flagging your emails as suspicious.
Expert from Spam Resource responds that properly configured SPF, DKIM, and DMARC records are essential for establishing trust with mailbox providers. This is especially important with Gmail's new sender requirements, as it helps verify that your emails are legitimate and not spoofed.
Expert from Word to the Wise shares that segmenting your email list based on engagement and sending targeted content can significantly improve deliverability. Focusing on engaged subscribers and suppressing inactive ones can reduce spam complaints and improve your sender reputation.
Expert from Email Geeks asks what impact the SES feedback ID is expected to have.
What the documentation says3Technical articles
Documentation from Amazon Web Services explains that Amazon SES automatically adds a Feedback-ID header to emails sent through its service. This header is used to track email deliverability and identify potential issues. You cannot override the Feedback-ID provided by SES.
Documentation from Google Postmaster Tools details how to use Postmaster Tools to monitor your email performance with Gmail. This involves tracking metrics like spam rate, reputation, and feedback loop (FBL) data, which can help you identify and address deliverability issues, especially with the new sender requirements.
Documentation from ietf.org details that the purpose of the Feedback-ID header is to allow email senders to track the performance of their email campaigns by providing a unique identifier for each message that can be used to correlate feedback data, such as spam complaints or delivery failures, with specific messages.