What steps should I take to recover from a Gmail block and rewarm my IP address?

Summary

Recovering from a Gmail block and rewarming your IP address requires a comprehensive strategy focusing on identifying the root cause, improving email list hygiene, implementing proper authentication, and gradually re-introducing email volume. If completely blocked (554 responses), halt all sending to Gmail to allow your reputation to diminish. Investigate the cause of the block using Google Postmaster Tools to identify correlations between the block date and poor sending practices such as high spam complaints, irrelevant content, or sudden volume spikes. Correct any identified issues and ensure your content meets subscriber expectations. Clean your email list to remove inactive or invalid addresses, and segment your audience to send highly targeted, valuable content to engaged subscribers. Implement SPF, DKIM, and DMARC authentication, and verify that your domain and IP are not on any blocklists. Start the IP rewarming process with small volumes to your most engaged users, gradually increasing over time while continuously monitoring engagement metrics, bounce rates, and open rates. Be prepared for hard bounces upon resuming sending and immediately remove those addresses. Maintain a consistent sending volume and proactively manage your sender reputation. Never purchase email lists, and ensure that all recipients have explicitly opted-in and have an easy way to unsubscribe. Consistent and regular communication, coupled with continuous monitoring and adjustments based on performance, are essential for a successful recovery.

Key findings

  • Identify Cause: Use Google Postmaster Tools to determine the reason for the block and correlate it with any poor sending practices.
  • Halt Sending: If completely blocked, suspend all email activity to Gmail until the issues are resolved.
  • Clean Email List: Remove inactive, invalid, and unengaged addresses to improve metrics and sender reputation.
  • Authenticate: Implement SPF, DKIM, and DMARC authentication protocols.
  • Gradual Rewarming: Increase sending volumes slowly and steadily over a period of several weeks to engaged users.
  • Monitor Metrics: Continuously monitor engagement metrics, bounce rates, complaint rates, and deliverability.
  • Valuable Content: Focus on providing valuable and relevant content to keep subscribers engaged and reduce complaints.

Key considerations

  • List Acquisition: Never purchase email lists, as this is a major factor in blocks and poor engagement.
  • Subscriber Expectations: Ensure your email content aligns with what subscribers expect when they sign up.
  • Engagement: Engagement from your email recipient is essential and the machine learning will check this.
  • Sender Reputation: Work to consistently improve your sender reputation to ensure long-term deliverability.
  • Compliance: Adhere to Gmail's sender guidelines and best practices.
  • Domain Volume: Avoid suddenly switching sending domains at high volumes, as this can trigger blocks.

What email marketers say
11Marketer opinions

Recovering from a Gmail block and rewarming your IP address involves several key steps. First, identify the cause of the block by checking Google Postmaster Tools for correlations between the block date and any spikes in email volume or poor sending practices, such as high spam complaints or irrelevant content. It's crucial to pause sending to Gmail subscribers while you investigate and fix the underlying issues. Then, clean your email list by removing inactive or invalid addresses and segment your audience to send highly targeted, valuable content to engaged subscribers. Ensure you are properly authenticated with SPF, DKIM, and DMARC and monitor your domain for any blacklisting. When rewarming your IP, start with small email volumes to your most active recipients and gradually increase over time, while continuously monitoring engagement metrics, bounce rates, and open rates. Consistent and regular communication, a human touch, and the use of a warm-up tool can also aid in the process. Avoid purchasing email lists and always ensure recipients have explicitly opted in to receive your emails, with an easy way to unsubscribe.

Key opinions

  • Identify Cause: Determine the reason for the Gmail block using Postmaster Tools to correlate the block date with poor practices or volume spikes.
  • Pause Sending: Halt all email sends to Gmail subscribers temporarily while investigating and resolving the block.
  • Clean Email List: Remove inactive or invalid email addresses to improve engagement metrics and sender reputation.
  • Authenticate: Ensure proper email authentication (SPF, DKIM, DMARC) and monitor for blacklisting.
  • Gradual Rewarming: Start with low email volumes to engaged users, gradually increasing over time.
  • Monitor Engagement: Continuously track engagement metrics (opens, clicks), bounce rates, and complaint rates.
  • Valuable Content: Focus on sending content that provides value to subscribers to boost interaction.

Key considerations

  • Domain Volume: Avoid suddenly switching sending domains at high volumes, as this can trigger blocks.
  • Targeted Campaigns: Segment your audience and send highly relevant content.
  • Consistency: Send email regularly and consistently with a good sender reputation, using a email warm up tool.
  • Opt-in Only: Never purchase email lists and ensure recipients have explicitly opted in to receive emails.
Marketer view

Email marketer from SendGrid Blog explains you need to start with small volumes to engaged users, gradually increasing over time. Monitor engagement metrics and adjust strategy based on feedback. Segment your list to ensure relevant content is sent to the right subscribers and authenticate your email.

May 2022 - SendGrid Blog
Marketer view

Email marketer from Constant Contact Blog shares before rewarming an IP address, clean your email list to remove inactive or invalid addresses. Segment your audience and send highly targeted content to engaged subscribers. Monitor your sender reputation and adjust your strategy based on the results.

October 2024 - Constant Contact Blog
Marketer view

Email marketer from Hunter shares how to properly warm up your email is to first, set a goal. Second, segment your audience. Third, keep the human touch. Fourth, email regularly. Fifth, stay consistent, and sixth, track progress.

September 2023 - Hunter
Marketer view

Email marketer from Mailjet Blog responds that if Gmail blocks you, first identify the cause, which can stem from high spam complaints or sending irrelevant content. Create a plan of action by pausing sending to Gmail subscribers, investigate why the issue occurred, and take proactive steps to fix the identified problems. Check with your email service provider if there is anything to be done.

February 2023 - Mailjet Blog
Marketer view

Email marketer from Email Marketing Forum advises focusing on sending valuable content that subscribers want. Regularly remove inactive or unengaged users from your list and monitor your bounce and complaint rates closely. This will improve your sending reputation over time.

September 2023 - Email Marketing Forum
Marketer view

Email marketer from Gmass responds to check Google Postmaster Tools, find the date where it was blocked and see if that date correlated with a spike in emails or poor practices. Fix those practices and rewarm the IP.

December 2023 - Gmass
Marketer view

Email marketer from Woodpecker answers to start by warming up a new IP address, send small campaigns to the most active and engaged recipients first. Then you can gradually raise your sending limits, while making sure to monitor your deliverability and open rates.

August 2023 - Woodpecker
Marketer view

Email marketer from Warmup Inbox answers to never purchase lists. Ensure you only email people who asked to be emailed. And give recipients the ability to easily unsubscribe.

August 2023 - Warmup Inbox
Marketer view

Email marketer from Reddit recommends checking if your domain is on any blacklists. Also ensure you're properly authenticated with SPF, DKIM, and DMARC. Engage with Gmail Postmaster Tools to monitor your reputation and deliverability.

December 2023 - Reddit
Marketer view

Email marketer from Email Geeks shares if the client started sending from the correct domain at the volume the other domain was sending, that can definitely make Gmail bounce you. Sending thousands of emails day 1 will do that.

November 2021 - Email Geeks
Marketer view

Email marketer from Lemlist answers to take your time with warm-up, be consistent, have a good sender reputation, make sure you're not sending spam, and use a warm-up tool.

August 2024 - Lemlist

What the experts say
7Expert opinions

Recovering from a Gmail block requires a multi-faceted approach, beginning with a complete halt to sending emails to Gmail if you're wholly blocked. Allow time for your reputation to diminish before re-engaging, focusing on sending to opt-in subscribers only. Central to the process is rewarming your IP address by sending mail that Gmail's machine learning filters recognize as desirable, which means that your content must meet subscriber expectations and improve the email collection process. Once you've adjusted your practices, apply to Google to reset your reputation; resources that help with that process are available at spamresource.com. Blocking suggests severe list quality issues, such as purchased or scraped addresses. Expect hard bounces when resuming sending and immediately remove those addresses from your list. A gradual IP warming, characterized by low sending volumes that increase over time while continuously monitoring bounce and complaint rates, is vital.

Key opinions

  • Halt Sending: Completely stop sending mail to Gmail if wholly blocked and allow your reputation to decrease.
  • Opt-In Only: Resume sending to opt-in subscribers only to rebuild reputation.
  • Rewarming Required: Engage in IP rewarming by sending desirable content that subscribers will interact with positively.
  • Improve Collection: Address email collection practices to ensure subscriber expectations are met.
  • Google Reputation Reset: Once practices are adjusted, apply to Google to reset your sender reputation.
  • Address List Quality: Evaluate the quality of your list, considering the possibility of purchased or scraped addresses.
  • Hard Bounce Handling: Be prepared for hard bounces upon resuming sending and promptly remove those addresses.
  • Gradual Warming: Implement a gradual IP warming strategy to improve sender health.

Key considerations

  • Subscriber Expectations: Content should align with what subscribers expect.
  • List Source: Avoid questionable list acquisition methods.
  • Continuous Monitoring: Keep a close watch on bounce and complaint rates.
Expert view

Expert from Email Geeks says you will need to "rewarm" because the fix for Gmail delivery is to send mail that recipients will interact with positively, signaling to machine learning filters and Postmaster Tools that the mail is not undesirable. The problem is likely that the mail isn’t meeting subscriber expectations upon signup, so you need improve the email address collection process.

March 2021 - Email Geeks
Expert view

Expert from Email Geeks says that if there is blocking from gmail, this indicates that there’s something seriously wrong with your customer’s list, such as buying / scraping addresses.

May 2023 - Email Geeks
Expert view

Expert from Word to the Wise emphasizes the importance of starting with low volumes and gradually increasing them over time. Also, pay close attention to your bounce rates and complaint rates, and immediately address any issues that arise. Engage in monitoring and make adjustments to improve the overall health of your IP and sending practices.

December 2023 - Word to the Wise
Expert view

Expert from Spam Resource explains that after you've been blocked and start sending again, you will get a lot of hard bounces. Don't keep sending to these addresses, you need to remove them immediately.

July 2022 - Spam Resource
Expert view

Expert from Email Geeks shares that once the appropriate changes have been made to the program, fill out the form that asks Google to reset your reputation. Then you can go ahead and start the “rewarming” or reintroduction process.

June 2021 - Email Geeks
Expert view

Expert from Email Geeks explains that if the client is completely blocked (554 responses), suspending all mail to Gmail is the correct approach. The only way to recover is to stop sending for a period to allow the bad reputation to diminish, then resume sending to opt-in subscribers, also Google will never tell you specifically why you are blocked.

February 2024 - Email Geeks
Expert view

Expert from Email Geeks links to his blog post with context around the Gmail sender contact form: <https://www.spamresource.com/2022/01/gmails-sender-contact-form-what-and-why.html>.

July 2022 - Email Geeks

What the documentation says
3Technical articles

Recovering from a Gmail block and rewarming your IP involves several technical and strategic steps. Ensuring proper email authentication with SPF, DKIM, and DMARC is crucial, along with verifying that your sending domain and IP are not on any blocklists. Maintaining a good sender reputation is key, achieved through consistent sending volumes, low complaint rates, and adherence to Gmail's sender guidelines. IP warming is essential and should be done by gradually increasing email volumes over several weeks, continually monitoring deliverability metrics and addressing any issues promptly to build a positive reputation. Email list management is also a critical component, including segmenting your list for targeted content and regularly cleaning it to remove inactive or invalid email addresses.

Key findings

  • Email Authentication: Implement SPF, DKIM, and DMARC to authenticate your email.
  • Blocklist Check: Ensure your domain and IP are not listed on any blocklists.
  • Sender Reputation: Maintain a good sender reputation through consistent volumes and low complaint rates.
  • IP Warming: Gradually increase email volume over several weeks.
  • Monitor Metrics: Monitor deliverability metrics and address issues promptly.
  • List Management: Segment your list and regularly clean it to remove inactive or invalid addresses.

Key considerations

  • Gmail Guidelines: Adhere to Gmail's sender guidelines to avoid blocks.
  • Consistent Volume: Maintain a consistent sending volume to build a strong reputation.
  • Targeted Content: Send targeted content to engaged subscribers.
Technical article

Documentation from SparkPost emphasizes the importance of maintaining a good sender reputation. This includes using a consistent sending volume, monitoring bounce rates, and segmenting your email list to send targeted content. Regularly clean your list to remove inactive or invalid email addresses.

December 2024 - SparkPost documentation
Technical article

Documentation from Google Workspace Admin Help explains you should authenticate your email with SPF, DKIM, and DMARC. Ensure your sending domain or IP isn't listed on any blocklists. Keep complaint rates low and adhere to Gmail's sender guidelines to avoid blocks.

May 2022 - Google Workspace Admin Help
Technical article

Documentation from Microsoft 365 documentation shares IP warming involves gradually increasing the volume of email sent from a new IP address. Start with low volumes and gradually increase over several weeks. Monitor deliverability metrics and address any issues promptly to establish a positive reputation.

December 2022 - Microsoft 365 documentation