Why isn't my new warmed IP showing in Google Postmaster Tools IP reputation dashboard?

Summary

The failure of a newly warmed IP to appear in Google Postmaster Tools can stem from various factors. These include technical issues like misconfigurations, incorrect DNS records (especially PTR records), and improperly configured email authentication (SPF, DKIM, DMARC). A low sending domain reputation, or the IP being on a blocklist, can also prevent data from showing. Google's data display policies, including potential delays and minimum volume requirements, are crucial. The warming process itself needs to be meticulous, and consistent sending patterns are essential. Ensuring the IP is dedicated and not previously blacklisted is also vital. Ultimately, patience is necessary, and Google's providing of Postmaster Tools data is a courtesy, meaning they control what data is shown and when.

Key findings

  • Data Courtesy: Google Postmaster Tools data is provided as a courtesy and criteria are not transparent.
  • Volume: Insufficient email volume sent from the warmed IP to Gmail users.
  • Warming: Issues with the IP warming process (not gradual or meticulous).
  • Domain Rep: Low reputation of the sending domain.
  • DNS: Incorrect or missing DNS records (PTR records).
  • Authentication: Improperly configured email authentication (SPF, DKIM, DMARC).
  • Blocklists: IP address being listed on a blocklist.
  • Dedicated IP: Not using a dedicated IP address or using a previously blacklisted one.
  • Patience: Insufficient time has passed for data to populate.

Key considerations

  • SMTP Logs: Check SMTP logs to verify traffic flow through the new IP.
  • Sender Score: Use Sender Score to validate sending volume.
  • Configuration: Verify correct configuration of the IP address in sending infrastructure.
  • Sending Patterns: Maintain consistent sending patterns; avoid sudden spikes.
  • DNS Verification: Ensure PTR records are correctly set up and match forward DNS records.
  • Authentication: Verify SPF, DKIM, and DMARC are correctly configured for the new IP.
  • Blocklist Check: Check the IP address against major blocklists.
  • Volume Threshold: Ensure the volume of email sent meets Google's threshold for displaying data.
  • Domain Focus: Focus on building and maintaining a strong domain reputation.

What email marketers say
11Marketer opinions

Several factors can cause a new, warmed IP address to not appear in Google Postmaster Tools. These include insufficient email volume sent from the new IP, issues with the IP warming process itself (such as not meticulously following a gradual warm-up), or problems with the IP's configuration. Low sending domain reputation, incorrect or missing DNS records (like PTR records), improperly configured email authentication (SPF, DKIM, DMARC), or the IP being on a blocklist can also prevent data from being displayed. Consistency in sending patterns and ensuring the IP is dedicated and not previously blacklisted are additional considerations. Patience is also required, as it may take time for data to populate even with correct configurations.

Key opinions

  • Volume: Insufficient email volume sent from the warmed IP.
  • Warming: Issues with the IP warming process (not gradual or meticulous).
  • Domain Rep: Low reputation of the sending domain.
  • DNS: Incorrect or missing DNS records (PTR records).
  • Authentication: Improperly configured email authentication (SPF, DKIM, DMARC).
  • Blocklists: IP address being listed on a blocklist.
  • Dedicated IP: Not using a dedicated IP address or using a previously blacklisted one.
  • Patience: Insufficient time has passed for data to populate.

Key considerations

  • SMTP Logs: Check SMTP logs to verify traffic flow through the new IP.
  • Configuration: Verify correct configuration of the IP address in sending infrastructure.
  • Sending Patterns: Maintain consistent sending patterns; avoid sudden spikes.
  • DNS Verification: Ensure PTR records are correctly set up and match forward DNS records.
  • Authentication: Verify SPF, DKIM, and DMARC are correctly configured for the new IP.
  • Blocklist Check: Check the IP address against major blocklists.
  • Volume Threshold: Ensure the volume of email sent meets Google's threshold for displaying data.
  • IP Reputation: Make sure the IP address is not being shared and has a clean sending history.
Marketer view

Email marketer from Gmass shares the importance of making sure you are using a dedicated IP address and that it has not been previously used and potentially blacklisted.

July 2021 - Gmass
Marketer view

Email marketer from Litmus responds that if email authentication (SPF, DKIM, DMARC) is not properly configured for the new IP, Google might not display the data in Postmaster Tools. Ensure everything is set up correctly.

October 2022 - Litmus

What the experts say
4Expert opinions

Several expert insights explain why a new, warmed IP might not show in Google Postmaster Tools. Google provides this data as a courtesy and doesn't disclose its selection criteria, making it difficult to pinpoint specific issues. A misconfiguration could be preventing the IP from being used correctly. Low domain reputation, which Gmail often prioritizes, can also delay IP data visibility. Finally, incorrect or missing DNS records, particularly the reverse DNS (PTR) record, are critical and can stop the IP from showing up entirely.

Key opinions

  • Data Courtesy: Google Postmaster Tools data is provided as a courtesy with undisclosed criteria.
  • Misconfiguration: Potential misconfiguration prevents the IP from proper use.
  • Domain Priority: Gmail prioritizes domain reputation over IP reputation.
  • Missing DNS: Incorrect or missing DNS records (PTR records) prevent IP visibility.

Key considerations

  • External Validation: Use Sender Score or similar tools to validate sending volume.
  • Domain Focus: Focus on building and maintaining a strong domain reputation.
  • DNS Alignment: Ensure forward and reverse DNS records (PTR) match correctly.
  • Configuration Review: Thoroughly review the IP configuration to ensure proper usage and setup.
Expert view

Expert from Email Geeks explains that Google Postmaster Tools data is provided as a courtesy and Google does not explain how they choose to share the data.

October 2024 - Email Geeks
Expert view

Expert from Word to the Wise explains that Gmail often prioritizes domain reputation. Even with a warmed IP, low domain reputation can delay the IP's data appearing in Postmaster Tools. Focus on building a strong domain reputation.

May 2022 - Word to the Wise

What the documentation says
4Technical articles

According to documentation from Google, SparkPost, SendGrid, and RFC-Editor.org, a new warmed IP might not appear in Google Postmaster Tools due to data delays and minimum volume requirements. Gmail needs to see a significant volume of mail from the IP before displaying its reputation data. Additionally, a properly configured reverse DNS record (PTR record) is essential for the IP to be recognized and have its data displayed; without it, email systems may delay or discard data.

Key findings

  • Data Delays: Data in Postmaster Tools can be delayed; it takes time for new IPs to appear.
  • Volume Threshold: Gmail requires a minimum volume of traffic before displaying reputation data.
  • PTR Record: A properly configured reverse DNS (PTR) record is necessary.

Key considerations

  • Volume Monitoring: Ensure the IP is sending a significant volume of mail to Gmail users.
  • Threshold Achievement: Confirm the new IP has reached the minimum volume threshold required by Gmail.
  • DNS Configuration: Verify the reverse DNS (PTR) record is properly configured for the IP address.
Technical article

Documentation from Google Support explains that data in Postmaster Tools can be delayed, and it may take some time for new IPs to appear. Ensure the IP is sending a significant volume of mail to Gmail users.

May 2021 - Google Support
Technical article

Documentation from SendGrid explains that Google has minimum volume requirements for displaying data in Postmaster Tools. Ensure your new IP is sending enough volume to meet these thresholds.

December 2024 - SendGrid