What could be causing email delivery problems to Gmail despite consistent open rates?
Summary
What email marketers say7Marketer opinions
Email marketer from Mailjet explains that Gmail could be filtering emails despite open rates if email authentication protocols like SPF, DKIM, and DMARC are not correctly configured. This can cause Gmail to view emails with suspicion.
Email marketer from GlockApps explains that inbox placement testing is the most important thing to check to see if you are landing in the inbox, promotion tab, or spam folder. You can't just rely on open rates alone.
Email marketer from NeilPatel.com explains that sender reputation problems can occur even with consistent open rates if your domain has been flagged due to spam complaints or blacklisting. This can impact Gmail's filtering.
Email marketer from Gmass responds that even with high open rates a new IP address, a sudden increase in sending volume, can negatively impact IP reputation, leading to emails being filtered.
Email marketer from Sendinblue explains that even with good open rates, your email content may contain elements that trigger Gmail's spam filters (e.g., spammy keywords, excessive use of images, or large attachments).
Email marketer from EmailGeek Forum responds that Gmail looks at more than just open rates; it also considers engagement metrics like replies, forwards, and clicks. If those are low, Gmail might filter emails even if open rates are okay.
Email marketer from Reddit shares that consistent open rates don't negate the importance of a clean email list. If Gmail identifies a high number of invalid or inactive email addresses on your list, it may impact your deliverability to active subscribers.
What the experts say5Expert opinions
Expert from Email Geeks explains that consistent open rates suggest Gmail is still putting emails in the inbox and pre-fetching pixels. She then asks about the concern regarding IP reputation and whether the user is on a dedicated or shared IP.
Expert from Word to the Wise explains that even if a segment of subscribers consistently open emails, a large portion of unengaged subscribers (greymail) can negatively impact deliverability with Gmail, because Gmail's algorithm interprets lack of engagement as a signal that the sender isn't relevant.
Expert from Spamresource.com shares that even if some subscribers open your emails, outdated or purchased lists (even small amounts) will likely have spam traps and invalid addresses, which Google is likely to identify leading to filtering.
Expert from Email Geeks clarifies Google doesn’t send a FBL, and the data must come directly from GPT, which is not relevant to a Google problem.
Expert from Email Geeks shares that GPT reputation tends to be a trailing factor for delivery, and she doesn’t see much problem with reaching the inbox.
What the documentation says4Technical articles
Documentation from Microsoft explains that Microsoft's SmartScreen filter might be blocking emails if your content or sending patterns resemble those of spammers, regardless of open rates.
Documentation from Google Support explains that Gmail filters can be affected if you're not following Google's bulk sender guidelines, including properly managing subscription lists, providing easy unsubscribe options, and formatting emails correctly.
Documentation from DMARC.org explains that DMARC policies provide instructions to email providers on how to handle unauthenticated emails. A failing DMARC policy can cause Gmail to reject or filter emails, despite good open rates from existing recipients.
Documentation from RFC explains that an improperly configured or missing SPF record can cause emails to fail authentication checks, leading to deliverability issues with Gmail, even if open rates appear normal.