What should I do if Google is blocking my emails due to poor domain reputation?

Summary

If Google is blocking your emails due to a poor domain reputation, a multifaceted approach is necessary. Initially, cease sending emails to Google for a cool-down period. Immediately stop all prospecting or cold email activities, as these are likely contributing significantly to the problem. Ensure proper email authentication using SPF, DKIM, and DMARC, which verifies your identity to ISPs. Gradually increase sending volume to warm up your IP address. Consistently clean your email list by removing inactive subscribers and use email verification services. Maintain a consistent sending volume to build trust with ISPs and avoid triggering spam filters. Focus on creating engaging, relevant content to improve engagement rates and reduce spam complaints. Proactively monitor your domain reputation with Google Postmaster Tools and feedback loops to identify and address issues. Check and address any blacklist listings. Ensure a valid reverse DNS (rDNS) record for your sending IP address. Adhere to Google's specific guidelines for senders. Continually adjust sending practices based on feedback and monitoring. Recognize that if your business relies on sending unsolicited email, you may need to re-evaluate your business model.

Key findings

  • Cool-down Period: Stop sending emails to Google to allow reputation to recover.
  • Stop Prospecting: Cease all cold email and prospecting activities immediately.
  • Email Authentication: Implement SPF, DKIM, and DMARC for email authentication.
  • Gradual Warm-up: Increase sending volume gradually to warm up your IP address.
  • List Cleaning: Regularly clean your email list to remove inactive subscribers.
  • Consistent Volume: Maintain a consistent sending volume to avoid triggering spam filters.
  • Engaging Content: Create engaging, relevant content to improve engagement rates.
  • Monitor Reputation: Monitor your domain reputation with Google Postmaster Tools.
  • Feedback Loops: Monitor feedback loops to identify and address spam complaints.
  • Check Blacklists: Regularly check email blacklists and take steps to get removed if listed.
  • Valid rDNS: Ensure your sending IP address has a valid reverse DNS record.
  • Adhere to Guidelines: Follow Google's email sending guidelines.
  • Proactive Reputation Management: Implement proactive reputation management is crucial

Key considerations

  • Business Model: Consider if your business model aligns with responsible email marketing practices.
  • Long-Term Strategy: Implement a comprehensive long-term strategy that includes consistent monitoring, responsible sending practices, and proactive issue resolution.
  • Reputation Management: Proactive and continuous reputation management is essential for sustained deliverability.
  • Adaptability: Be prepared to adapt your strategies based on ongoing performance and feedback.

What email marketers say
10Marketer opinions

If Google is blocking your emails due to poor domain reputation, several key steps can be taken to rectify the situation. Immediately cease any prospecting or cold email activities, as these are likely contributing to the problem. Ensure that your emails are properly authenticated using SPF, DKIM, and DMARC. Gradually increase your sending volume to warm up your IP address and establish a positive reputation. Regularly clean your email list by removing inactive subscribers and using email verification services to eliminate invalid addresses. Maintain a consistent sending volume to build trust with ISPs. Focus on creating engaging content to improve open and click rates. Monitor feedback loops to identify and address spam complaints. Check if your domain is on any email blacklists and take steps to get removed if necessary. Finally, ensure your sending IP address has a valid reverse DNS (rDNS) record.

Key opinions

  • Stop Prospecting: Cease all cold email and prospecting activities to avoid being marked as spam.
  • Authenticate Emails: Implement SPF, DKIM, and DMARC to verify your identity to ISPs.
  • Gradual Warmup: Gradually increase sending volume to build a positive sender reputation.
  • Clean Email List: Remove inactive subscribers and invalid email addresses to reduce bounce rates.
  • Consistent Volume: Maintain a consistent sending volume to build trust with ISPs.
  • Engaging Content: Focus on creating engaging content to improve open and click rates.
  • Monitor Feedback: Monitor feedback loops for spam complaints and take corrective action.
  • Check Blacklists: Regularly check email blacklists and take steps to get removed if listed.
  • Valid rDNS: Ensure your sending IP address has a valid reverse DNS (rDNS) record.

Key considerations

  • Authentication is Key: Proper email authentication (SPF, DKIM, DMARC) is essential for proving your legitimacy to ISPs and reducing the likelihood of being marked as spam. Implement these protocols correctly and keep them updated.
  • List Hygiene: Maintaining a clean and engaged email list is crucial for preserving your sender reputation. Regularly remove inactive subscribers and validate email addresses to minimize bounce rates and spam complaints.
  • Gradual Ramp-Up: When warming up a new IP address or recovering from deliverability issues, gradually increase your sending volume. Sudden spikes in email volume can trigger spam filters and negatively impact your sender reputation.
  • Content Matters: Engaging and relevant content is vital for maintaining a positive sender reputation. Focus on creating valuable emails that your subscribers want to receive, and avoid sending unsolicited or irrelevant content.
  • Monitoring and Feedback: Continuously monitor your sender reputation and feedback loops to identify and address any potential issues. Promptly investigate and resolve spam complaints to prevent further damage to your reputation.
Marketer view

Email marketer from Email Geeks advises to stop the prospecting. There is nothing that will ever make prospecting/cold email *not* spam, so not only is Gmail handling the spam that your customers are sending properly, but frankly if it's not happening at other inbox providers, you're on a limited hail Mary pass.

April 2021 - Email Geeks
Marketer view

Email marketer from GMass advises to use an email verification service to remove invalid or risky email addresses from your list. This helps reduce bounce rates and protect your sender reputation. Services like NeverBounce or ZeroBounce can assist with this.

August 2021 - GMass
Marketer view

Email marketer from Mailtrap recommends monitoring feedback loops to identify and address spam complaints. If subscribers are marking your emails as spam, investigate the reasons and take corrective action to improve your content and targeting.

July 2022 - Mailtrap Blog
Marketer view

Email marketer from Reddit recommends gradually increasing your sending volume. Starting with a small number of emails and slowly increasing it over time helps establish a positive sending reputation with ISPs, preventing them from blocking your emails.

July 2021 - Reddit
Marketer view

Email marketer from Mailjet responds to improve deliverability by authenticating your emails with SPF, DKIM, and DMARC. This proves to ISPs that you are who you say you are, reducing the likelihood of being marked as spam. Ensure your sending domain is properly authenticated.

July 2024 - Mailjet
Marketer view

Email marketer from Email Marketing Forum explains to regularly check if your domain is on any email blacklists. If you find yourself on a blacklist, take steps to get removed by contacting the blacklist provider and addressing the issues that led to your listing.

August 2024 - Email Marketing Forum
Marketer view

Email marketer from Litmus advises to focus on sending engaging content to your subscribers. Higher engagement rates (opens, clicks) indicate that your emails are valuable, improving your reputation with ISPs and reducing the likelihood of being blocked.

January 2025 - Litmus
Marketer view

Email marketer from EmailOnAcid responds to regularly clean your email list to remove inactive or unengaged subscribers. Sending emails to these addresses can lead to high bounce rates and spam complaints, damaging your sender reputation.

October 2022 - EmailOnAcid
Marketer view

Email marketer from SenderScore explains that maintaining a consistent sending volume helps build trust with ISPs. Avoid sudden spikes in email volume, as this can trigger spam filters and negatively impact your domain reputation.

October 2022 - Senderscore.org
Marketer view

Email marketer from EasyDMARC explains to make sure your sending IP address has a valid reverse DNS (rDNS) record. This maps your IP address back to your domain name, helping ISPs verify your identity and improve your sender reputation.

February 2024 - EasyDMARC

What the experts say
9Expert opinions

If Google is blocking your emails due to a poor domain reputation, experts recommend several courses of action. First, cease all email activity to Google for a few weeks to allow the system to 'cool down' and then gradually resume sending, testing the waters slowly. It is crucial to halt prospecting emails, as Google may be identifying your mail as primarily spam. Adjust your sending practices to avoid repeating the issue. Maintaining consistent sending habits, monitoring your reputation proactively using tools like Google Postmaster Tools, and using seedlists and blocklists to identify issues are essential. Assess your business needs and recognize that 'fixing' the issue may not be possible if your business model relies on sending spam. Knowing and actively managing your reputation is crucial for inbox placement.

Key opinions

  • Cool Down Period: Stop sending emails to Google for a few weeks to allow the system to reset.
  • Halt Prospecting: Discontinue all prospecting emails, as they contribute to being flagged as spam.
  • Adjust Practices: Revise your email sending practices to prevent recurrence of the issue.
  • Proactive Monitoring: Implement proactive reputation management, using tools such as Google Postmaster Tools.
  • Consistent Sending: Maintain consistent sending volume and schedules to avoid triggering spam filters.
  • Reputation Awareness: Be aware of your domain's reputation with mailbox providers to address issues proactively.
  • Issue Identification: Use seedlists and blocklists to identify deliverability issues.

Key considerations

  • Reputation Impact: Your sending reputation directly impacts inbox placement. Prioritize maintaining a positive reputation.
  • Business Model Alignment: Assess whether your business model aligns with acceptable email marketing practices. If your business relies on sending spam, deliverability issues may be unavoidable.
  • Long-Term Strategy: Implement a long-term strategy that involves consistent monitoring, responsible sending practices, and proactive issue resolution.
Expert view

Expert from Email Geeks shares if the business needs are "we need to send spam" than don't bother trying to "fix" it as the spam filters are working exactly as designed.

September 2021 - Email Geeks
Expert view

Expert from Email Geeks shares the best option is to stop all email to Google for a couple of weeks to allow things to cool off, and then send very slowly, testing the waters.

November 2024 - Email Geeks
Expert view

Expert from Word to the Wise shares it is vital to use seedlists, and check blocklists to identify deliverability issues. Tools can be set up to automatically check these on a regular basis and report any potential problems.

February 2025 - Word to the Wise
Expert view

Expert from Email Geeks shares that if you warm up with one traffic source (opt-in mail) and then move to spam, the filters can see right through you.

January 2022 - Email Geeks
Expert view

Expert from Spam Resource highlights the importance of maintaining consistent sending practices. Avoid sudden spikes in email volume, adhere to established sending schedules, and ensure that your email content remains relevant and engaging to your subscribers to maintain a favorable sender reputation.

August 2022 - Spam Resource
Expert view

Expert from Email Geeks warns that the customer needs to adjust their practices, or they'll be back with the same issue in short order.

June 2021 - Email Geeks
Expert view

Expert from Word to the Wise explains the importance of knowing your reputation, indicating that it can impact inbox placement. It advises checking tools to see what the different mailbox providers think about your mailings, and if you have a problem, you need to fix it.

March 2023 - Word to the Wise
Expert view

Expert from Spam Resource explains that implementing proactive reputation management is crucial. This involves regularly monitoring your domain's reputation using tools like Google Postmaster Tools, promptly addressing any identified issues, and actively working to maintain a positive sender reputation.

May 2024 - Spam Resource
Expert view

Expert from Email Geeks advises to stop the prospecting emails. Explaining the customer is likely being blocked because more of their mail is spam than not-spam. If they stop sending spam, and give their reputation a rest, they’ll stop getting blocked for spamming.

November 2023 - Email Geeks

What the documentation says
5Technical articles

If Google is blocking your emails due to a poor domain reputation, documentation suggests several technical measures. Utilizing Google Postmaster Tools to gain insights into your domain's reputation and address specific issues such as spam complaints is crucial. Implementing SPF records helps to specify authorized mail servers and prevent spoofing. DKIM adds a digital signature to verify email integrity. DMARC builds upon SPF and DKIM, providing instructions to ISPs on how to handle emails failing authentication. Following Google's guidelines for preventing emails from being blocked, including proper authentication, consistent IP address usage, and low spam complaint rates, is essential for maintaining deliverability to Gmail accounts.

Key findings

  • Google Postmaster Tools: Use Google Postmaster Tools to monitor domain reputation and identify specific deliverability issues.
  • SPF Implementation: Implement SPF records to authorize mail servers and prevent email address forgery.
  • DKIM Signature: Use DKIM to add a digital signature for verifying email integrity and enhancing deliverability.
  • DMARC Policy: Implement DMARC to specify how ISPs should handle emails that fail authentication checks.
  • Google Guidelines: Adhere to Google's guidelines for preventing emails from being blocked or marked as spam.

Key considerations

  • Authentication is Paramount: Proper email authentication (SPF, DKIM, DMARC) is fundamental for establishing trust with Google and other ISPs, ensuring your emails are not flagged as spam.
  • Proactive Monitoring: Regularly monitor your domain's reputation using Google Postmaster Tools to identify and address any issues promptly.
  • Compliance with Guidelines: Adhering to Google's specific guidelines for email senders is essential for ensuring deliverability to Gmail users and avoiding blocks.
Technical article

Documentation from Google outlines guidelines to prevent emails sent to Gmail accounts from being blocked or marked as spam. Adhering to these guidelines, which include authenticating your email, sending from a consistent IP address, and maintaining low spam complaint rates, is critical for ensuring deliverability.

July 2022 - Google Workspace
Technical article

Documentation from DMARC.org explains Domain-based Message Authentication, Reporting & Conformance (DMARC) builds upon SPF and DKIM by allowing you to specify how ISPs should handle emails that fail authentication checks. Implement DMARC to protect your domain from spoofing and phishing attacks.

January 2025 - DMARC.org
Technical article

Documentation from DKIM shares DomainKeys Identified Mail (DKIM) adds a digital signature to your outgoing emails. This signature verifies that the email hasn't been tampered with during transit, enhancing your domain's reputation and deliverability.

April 2022 - DKIM
Technical article

Documentation from RFC-Editor shares Sender Policy Framework (SPF) allows you to specify which mail servers are authorized to send email on behalf of your domain. Implement an SPF record to prevent spammers from forging your email address and harming your domain reputation.

January 2022 - RFC-Editor
Technical article

Documentation from Google explains Google Postmaster Tools provides insights into your domain reputation. Use it to identify issues causing deliverability problems, such as spam complaints or high spam rates. Addressing these issues directly improves your reputation.

March 2023 - Google