What are common Gmail deliverability myths and how can they be avoided?
Summary
What email marketers say8Marketer opinions
Email marketer from GlockApps Blog explains that focusing solely on content is a myth. They share that sender reputation, authentication, and infrastructure setup are also critical for deliverability.
Email marketer from an Email Marketing Forum mentions neglecting list cleaning is a common mistake. They advise regularly removing inactive subscribers and invalid email addresses to improve engagement rates.
Email marketer from Reddit explains that a poor sender reputation is a major cause of deliverability issues. They share that monitoring and maintaining a good sender reputation by engaging subscribers and avoiding spam traps is critical.
Email marketer from Litmus Blog explains that failing to make emails accessible for all users can harm deliverability. They advise implementing accessible design practices to improve engagement and avoid spam filters.
Email marketer from ZeroBounce Blog explains that not validating email addresses is a common mistake. They emphasise the need to remove invalid emails to protect sender reputation.
Email marketer from Sendinblue Blog addresses the myth that purchased email lists are effective. They emphasize that using purchased lists can harm your sender reputation and lead to low engagement and spam complaints.
Email marketer from Mailtrap Blog explains that a common myth is that warming up an IP address isn't necessary. They explain the need to gradually increase sending volume to establish a positive sender reputation.
Email marketer from EmailGeek Blog shares that inconsistent sending volume can negatively affect deliverability. They advise maintaining a consistent sending schedule and gradually increasing volume to build a strong sender reputation.
What the experts say3Expert opinions
Expert from Email Geeks shares a link to an article about busting Gmail deliverability myths.
Expert from Word to the Wise explains that low engagement metrics (opens, clicks) are a common reason for deliverability issues. They advise focusing on building a highly engaged subscriber list to improve inbox placement.
Expert from Spam Resource explains that sender reputation is crucial for Gmail deliverability. She shares that Gmail heavily relies on sender reputation to determine whether to place emails in the inbox, spam folder, or block them altogether.
What the documentation says5Technical articles
Documentation from Google Workspace Admin Help explains that exceeding Gmail's sending limits is a common issue leading to deliverability problems. They advise adhering to daily sending limits and implementing proper email authentication.
Documentation from Google Postmaster Tools explains the need to monitor your domain and IP reputation. They detail that Google Postmaster Tools provides insights into your sending reputation, allowing you to identify and address deliverability issues promptly.
Documentation from MXToolbox explains the importance of monitoring blacklists. They explain that being listed on a blacklist is a common cause of deliverability problems, and regular monitoring can help identify and resolve issues quickly.
Documentation from DKIM.org explains that failing to implement DKIM signatures correctly can harm deliverability. They emphasize that DKIM signatures should be properly generated and validated to confirm the email's integrity.
Documentation from RFC Editor explains that improper SPF record configuration is a common deliverability issue. They detail that SPF records must be correctly formatted to authenticate sending servers and prevent spoofing.