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How long should I pause email sending after a warmup issue with Gmail?

8 Marketer opinions2 Expert opinions3 Technical articles1 Resource

Summary

Experts and marketers generally advise against pausing email sending entirely after a warmup issue with Gmail. The consensus is to focus on improving sender reputation and deliverability through several key strategies: segmenting the list to target only engaged subscribers, gradually decreasing sending volume, ensuring high-quality and relevant content, and closely monitoring deliverability metrics using tools like Google Postmaster Tools and GlockApps. If Gmail blocks the IP, a complete re-warmup from scratch may be necessary. Technical documentation emphasizes verifying proper email authentication (SPF, DKIM, DMARC) and adhering to SMTP standards (RFC 5321).

Key findings

  • Avoid Pausing: Completely stopping sends can negatively impact sender reputation; consistency is preferred.
  • Segmentation: Segmenting the list to focus on highly engaged subscribers is crucial for improving deliverability.
  • Gradual Reduction: Reducing sending volume gradually helps prevent triggering spam filters.
  • Content Quality: High-quality, relevant content boosts engagement and sender reputation.
  • Monitor Reputation: Google Postmaster Tools is vital for tracking sender reputation and identifying issues.
  • SMTP Compliance: Adherence to SMTP standards (RFC 5321) is crucial for avoiding deliverability problems.
  • Authentication: Verify and maintain proper email authentication (SPF, DKIM, DMARC).
  • Rewarm if Blocked: If Gmail blocks the IP, a complete re-warmup from scratch may be needed.
  • Tool for Problem ID: Use GlockApps (or similar) to determine where your emails are landing to help ID issues.

Key considerations

  • List Hygiene: Maintain good list hygiene by removing inactive subscribers and managing bounces/unsubscribes.
  • Sending Schedule: Maintain a consistent sending schedule to avoid triggering spam filters.
  • Engagement Focus: Focus on engaging subscribers with valuable content to encourage positive interactions.
  • Investigate Issues: Investigate causes of deliverability issues, such as spam complaints or authentication failures.
  • Feedback Analysis: Actively analyze feedback from tools like Google Postmaster Tools and adjust sending practices.
  • Rewarming Process: If rewarming, start with a low volume to engaged users, increasing sending volume gradually.

What email marketers say
8Marketer opinions

The consensus among email marketers is to avoid completely pausing email sends after a warmup issue with Gmail. Instead, focus on strategies to improve sender reputation and deliverability. This includes segmenting your list to target engaged subscribers, gradually decreasing sending volume, ensuring high-quality content, and closely monitoring deliverability metrics. Some experts suggest that if Gmail blocks your IP entirely, a complete re-warmup from scratch is necessary. Others suggest using tools to determine where emails are landing to diagnose the problem. Focusing on consistency, engagement, and careful monitoring is crucial for recovering from deliverability dips.

Key opinions

  • Avoid Pausing: Completely stopping sends is generally discouraged as it can negatively impact sender reputation.
  • Segmentation: Segmenting your list to focus on highly engaged subscribers is crucial for improving deliverability.
  • Gradual Reduction: Decreasing sending volume gradually helps avoid triggering spam filters and allows for careful monitoring.
  • Content Quality: Prioritizing high-quality content ensures better engagement, boosting your sender reputation with Gmail.
  • Rewarm from Scratch: In severe cases where Gmail blocks your IP, a complete re-warmup of your IP and domain might be necessary.
  • Tool for Problem ID: Using a tool like GlockApps to check your email landing is helpful to discover deliverability issues.

Key considerations

  • Monitor Metrics: Closely monitor deliverability metrics such as open rates, bounce rates, and spam complaints to assess the impact of your actions.
  • List Hygiene: Maintain good list hygiene by removing inactive subscribers and addressing bounces and unsubscribes promptly.
  • Sending Schedule: Maintain a consistent sending schedule to avoid spikes and drops in volume that can trigger spam filters.
  • Authentication: Ensure proper email authentication (SPF, DKIM, DMARC) is in place to improve your sender reputation and avoid being marked as spam.
  • Engagement Focus: Focus on engaging your subscribers with valuable and relevant content to encourage positive interactions with your emails.
  • Rewarming Process: If rewarming is required, start with small volume and gradually increase monitoring deliverability.
Marketer view

Email marketer from Warmup Inbox states to start with a low volume. Begin by sending emails to a small, highly engaged segment of your audience. Ensure these recipients are likely to open and interact with your messages. Gradually increase sending volume over time, closely monitoring deliverability metrics and engagement rates. Also to maintain a consistent sending schedule. Avoid large spikes or drops in email volume, which can trigger spam filters.

June 2021 - Warmupinbox.com
Marketer view

Email marketer from Reddit suggests that if you experience a sudden drop in Gmail deliverability after your initial warmup, don't halt sending entirely. Instead, isolate the issue by sending only to a highly responsive segment of your list for a few days. If performance recovers, gradually expand your sending volume. If not, investigate your content and authentication setup.

March 2024 - Reddit
Marketer view

Email marketer from Mailjet Blog explains that if you're facing deliverability issues after a warmup, avoid stopping sending altogether. Instead, segment your list and focus on sending to your most engaged subscribers. This can help improve your sender reputation with Gmail.

July 2024 - Mailjet Blog
Marketer view

Email marketer from Lemlist advises to identify where emails are landing with a tool like GlockApps. This tool will deliver emails to various email providers and then let you know where the majority of your emails are landing.

December 2024 - Lemlist.com
Marketer view

Email marketer from Email On Acid Blog advises that consistent sending is key to maintaining a good sender reputation. If you encounter issues after a warmup, pausing entirely can be detrimental. They recommend focusing on list hygiene and ensuring you are only sending to engaged recipients to improve your standing with Gmail.

March 2025 - Email On Acid Blog
Marketer view

Email marketer from StackOverflow forum explains to continue sending but to the users who marked you as important only.

July 2023 - StackOverflow
Marketer view

Email marketer from SendPulse Blog shares that instead of pausing sends, consider decreasing your sending volume gradually. Monitor your metrics closely and adjust accordingly. Also, prioritize sending high-quality content to engaged subscribers to improve your reputation with Gmail.

January 2022 - SendPulse Blog
Marketer view

Email marketer from Gmass shares that once Gmail has blocked your IP, the only way to rewarm your account is to do so from scratch. Gmail wants to see good sending habits from your domain and IP, and the only way for Gmail to trust you again is to rewarm the IP and domain from scratch

September 2024 - Gmass.co

What the experts say
2Expert opinions

Experts generally advise against pausing email sends entirely after a warmup issue with Gmail. While one expert suggests a minimum 3-week pause if stopping is necessary, the overall recommendation is to continue sending but with strategic adjustments. This includes aggressive list segmentation and suppression, ensuring that emails are only sent to recipients who actively want them and are engaging with the content.

Key opinions

  • Avoid Pausing: The primary recommendation is to avoid stopping sending altogether, as consistent sending is crucial for sender reputation.
  • Segmentation & Suppression: Aggressive list segmentation and suppression are key strategies to mitigate deliverability issues.
  • Engagement Focus: Ensuring that emails are only sent to engaged and interested recipients is vital for improving deliverability.
  • Conditional Pause: If a pause is deemed necessary, a minimum of 3 weeks is suggested, but it's not the preferred solution.

Key considerations

  • List Hygiene: Implement strict list hygiene practices to remove inactive or disengaged subscribers.
  • Content Relevance: Ensure that your content is highly relevant and valuable to your subscribers to encourage engagement.
  • Monitor Metrics: Closely monitor deliverability metrics and engagement rates to assess the impact of your actions.
  • Re-engagement Campaigns: Consider implementing re-engagement campaigns to win back inactive subscribers before removing them from your list.
Expert view

Expert from Word to the Wise explains to not stop, but segment and suppress more aggressively and ensure that you are only mailing folks who want your mail and are clicking.

July 2023 - Word to the Wise
Expert view

Expert from Email Geeks advises that if they want to stop sending after a warmup issue with Gmail, they should stop for at least 3 weeks, but she wouldn’t recommend stopping.

March 2022 - Email Geeks

What the documentation says
3Technical articles

Technical documentation emphasizes monitoring sender reputation via Google Postmaster Tools, investigating potential causes of deliverability issues like spam complaints and authentication problems, understanding and adhering to SMTP standards (RFC 5321), and ensuring proper DKIM setup. Adjusting sending practices and gradually increasing volume based on feedback and improved reputation are key.

Key findings

  • Monitor Reputation: Google Postmaster Tools is essential for tracking sender reputation and identifying deliverability dips.
  • Investigate Issues: Deliverability problems after warmup often stem from spam complaints or authentication failures that need investigation.
  • SMTP Compliance: Adherence to SMTP standards (RFC 5321) is critical for avoiding deliverability problems.
  • DKIM Verification: Valid and properly configured DKIM records are crucial for email authentication and Gmail deliverability.
  • Gradual Increase: If rewarming is required, start with small volume and gradually increase monitoring deliverability.

Key considerations

  • Authentication Setup: Thoroughly verify SPF, DKIM, and DMARC records to ensure proper email authentication.
  • Feedback Analysis: Actively analyze feedback from Google Postmaster Tools and adjust sending practices accordingly.
  • Standards Adherence: Ensure your email server configuration aligns with SMTP standards to avoid technical issues.
  • Proactive Monitoring: Regularly monitor sender reputation and deliverability metrics to identify and address problems promptly.
  • Tool for Problem ID: Identify where emails are landing to discover deliverability issues.
Technical article

Documentation from Google explains that use Google Postmaster Tools to monitor your sender reputation. If you see a dip after a warmup, investigate possible causes such as spam complaints or authentication issues. Adjust your sending practices based on the feedback you receive, and gradually increase volume as your reputation improves.

April 2021 - Google
Technical article

Documentation from RFC Editor states that understand the underlying SMTP standards that govern mail server behavior. Deviations from these standards can negatively impact deliverability, particularly if you're encountering issues post-warmup. Review your mail server configuration and ensure compliance with RFC 5321 and related RFCs.

June 2023 - RFC Editor
Technical article

Documentation from DKIM.org says to confirm your DKIM setup. Gmail places a strong emphasis on proper authentication. If you're experiencing deliverability problems after a warmup, double-check your DKIM records and ensure they are valid and properly configured.

March 2022 - DKIM.org

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