Will Gmail junk folder affect machine generated opens?

Summary

The Gmail junk folder significantly affects the reliability of machine-generated opens and email tracking. While some systems might trigger opens regardless of folder placement, the overwhelming consensus is that emails in the junk folder are much less likely to be opened by real users or accurately tracked. Spam filters, driven by factors like content, sender reputation, and user feedback, move suspicious emails to the junk folder, making traditional open-rate metrics unreliable. Experts and documentation emphasize the importance of improving deliverability to avoid the spam folder and ensuring proper authentication to maximize accurate tracking and engagement.

Key findings

  • Reduced Open Rates: Emails landing in the Gmail junk folder experience significantly reduced open rates as users are unlikely to check it.
  • Unreliable Tracking: Open tracking for emails in the junk folder is unreliable due to spam filters and email client behavior, preventing the rest of the email loading.
  • Importance of Deliverability: Good email deliverability practices are essential for avoiding the junk folder and ensuring accurate open rate metrics.
  • Authentication Needed: Proper email authentication (SPF, DKIM, DMARC) helps to improve deliverability and reduce the chances of emails landing in the junk folder.
  • Limited Bot Detection: Bot detection and filtering are less effective if emails are already in the spam folder.

Key considerations

  • Authentication Protocols: Implement SPF, DKIM, and DMARC to authenticate your emails and enhance deliverability.
  • Content Optimization: Optimize email content to avoid triggering spam filters and improve the chances of inbox delivery.
  • Sender Reputation: Maintain a positive sender reputation by following email best practices and avoiding spam-like activities.
  • Engagement Metrics: Recognize that traditional open-rate metrics may be inaccurate for emails delivered to the spam folder and find different ways of tracking success.
  • Holistic Strategy: Develop a comprehensive email marketing strategy that focuses on deliverability, user engagement, and accurate data tracking to avoid landing in the junk folder.

What email marketers say
11Marketer opinions

The consensus among email marketers and experts is that the Gmail junk folder significantly impacts machine-generated opens. While some mechanisms may trigger opens regardless of folder placement, overall, emails in the junk folder are far less likely to be opened. This affects the reliability of open-rate tracking and highlights the importance of avoiding the spam folder through practices like proper authentication and maintaining good sender reputation.

Key opinions

  • Reduced Open Rates: Emails landing in the Gmail junk folder experience drastically reduced open rates, as users are unlikely to check their spam folders.
  • Unreliable Tracking: Open tracking for emails in the junk folder is unreliable due to spam filters and client behavior. This is due to the fact that putting it into the spam folder stops the rest of the email loading.
  • Deliverability Matters: Email deliverability practices are crucial for avoiding the junk folder and ensuring accurate open-rate metrics. By improving email deliverability and reducing the chances of emails going to the spam folder proper authentication (SPF, DKIM, DMARC) is set up.
  • Bot Detection Limitations: Bot detection may be ineffective if emails are already in the spam folder.

Key considerations

  • Authentication: Implement SPF, DKIM, and DMARC to improve sender authentication and reduce the likelihood of emails being marked as spam.
  • Content: Optimize email content to avoid spam triggers and improve sender reputation.
  • Engagement Metrics: Recognize that traditional open-rate metrics may be inaccurate for emails delivered to the spam folder. To measure true audience engagement, monitor deliverability and avoid spam triggers.
  • Holistic Strategy: Adopt a holistic email marketing strategy that prioritizes deliverability, user engagement, and accurate data tracking.
Marketer view

Email marketer from ActiveCampaign notes that email deliverability challenges are increased when emails land in the spam folder, thus reducing the reliability of open rates.

January 2022 - ActiveCampaign
Marketer view

Email marketer from EmailOctopus explains that improving email open rates starts with avoiding the spam folder. If emails land in spam, it’s unlikely that they will be opened.

December 2024 - EmailOctopus
Marketer view

Email marketer from Stack Overflow answers that if the mail server delivers to spam folders, most of the time tracking won't be possible, the action of putting it into the spam folder stops the rest of the email loading.

June 2022 - Stack Overflow
Marketer view

Email marketer from SendPulse shares that if an email lands in the spam folder, it is unlikely to be opened. Open tracking may not be reliable in spam folders due to various factors, including email client behavior.

October 2021 - SendPulse
Marketer view

Email marketer from Litmus answers that bot detection helps filter out non-human opens and clicks, but it may not be effective if emails are already in the spam folder.

May 2023 - Litmus
Marketer view

Marketer from Email Geeks shares their understanding that bot opens will not occur on messages sent to the junk folder specifically for Gmail.

July 2022 - Email Geeks
Marketer view

Email marketer from HubSpot shares that one way to improve email deliverability and reduce the chances of emails going to the spam folder is to ensure proper authentication (SPF, DKIM, DMARC) is set up.

May 2022 - HubSpot
Marketer view

Email marketer from Reddit shares their experience that if an email lands in the spam folder, the chances of it being opened are extremely low, and open tracking becomes irrelevant.

May 2022 - Reddit
Marketer view

Email marketer from Neil Patel explains that emails landing in the spam folder will drastically decrease open rates, as most users won't check their spam folders.

July 2024 - Neil Patel
Marketer view

Email marketer from Mailjet explains that email deliverability and open rates are affected by spam filters. Emails sent to the spam folder may not be opened, and tracking might not accurately reflect user engagement.

July 2021 - Mailjet
Marketer view

Marketer from Email Geeks explains that there are many machines between the sender and the recipient that can download assets from an email for any number of reasons, and the folder an email is eventually deposited in is irrelevant in that context.

July 2024 - Email Geeks

What the experts say
4Expert opinions

Experts generally agree that the Gmail junk folder impacts the accuracy of open tracking. While image loading may suggest inbox placement, especially for consumer Gmail, deferred mail can cause opens to be recorded before delivery. Ultimately, emails in the spam folder render traditional engagement metrics unreliable due to filtering and reduced user interaction.

Key opinions

  • Image Loading Indicator: Image loading can indicate inbox placement, particularly for consumer Gmail accounts.
  • Deferred Mail: MX deferral can lead to opens being recorded before the email is actually delivered.
  • Spam Folder Inaccuracy: Emails in the spam folder result in unreliable open rates due to filtering and limited user interaction.

Key considerations

  • Contextual Interpretation: Interpret open rates cautiously, considering factors like image loading and potential MX deferral.
  • Alternative Metrics: Explore alternative engagement metrics beyond open rates to gain a more accurate understanding of user interaction, especially for emails that may land in the spam folder.
  • Deliverability Focus: Prioritize email deliverability to minimize spam placement and improve the reliability of engagement metrics.
Expert view

Expert from Email Geeks indicates that if an image loads, odds are good that the email hit an inbox, especially for consumer Gmail.

December 2022 - Email Geeks
Expert view

Expert from Email Geeks explains that in rare cases, the MX temporarily defers the mail but still checks the links/images, resulting in opens recorded before the email was accepted for delivery.

July 2023 - Email Geeks
Expert view

Expert from Word to the Wise responds that if an email is placed in the spam folder, user engagement (including opens) is unlikely to be accurately tracked due to filtering and limited user interaction.

July 2024 - Word to the Wise
Expert view

Expert from Word to the Wise says that if spam filters move messages to the spam folder, traditional email metrics like open rates become unreliable for measuring audience engagement.

June 2024 - Word to the Wise

What the documentation says
4Technical articles

Technical documentation consistently indicates that spam filters, used by Gmail, Outlook, and other email services, significantly impact email tracking and open rates. Spam filters automatically detect suspicious emails based on content, sender reputation, header fields, and user feedback, moving them to the spam or junk folder. This placement greatly reduces the likelihood of opens and affects the accuracy of tracking.

Key findings

  • Automated Filtering: Gmail, Outlook, and other email services employ automated spam filters to identify and move suspicious emails to the spam/junk folder.
  • Multiple Factors: Spam filter decisions are based on factors like email content, sender reputation, email header fields, and user feedback.
  • Impact on Tracking: Emails filtered to the spam/junk folder are unlikely to be opened and tracked accurately, thereby significantly impacting the reliability of email marketing metrics.

Key considerations

  • Content Optimization: Optimize email content and structure to avoid triggering spam filters and improve the chances of inbox delivery.
  • Reputation Management: Maintain a positive sender reputation by adhering to email best practices and avoiding activities that could flag your emails as spam.
  • Authentication Protocols: Implement authentication protocols such as SPF, DKIM, and DMARC to verify the authenticity of your emails and enhance deliverability.
  • User Feedback: Encourage recipients to mark your emails as 'not spam' to improve your sender reputation and prevent future filtering.
Technical article

Documentation from RFC Editor explains that certain email header fields can be used by spam filters to determine if an email is spam, which affects its placement in the inbox or spam folder.

May 2023 - RFC Editor
Technical article

Documentation from Google Support explains that Gmail's spam filters automatically detect suspicious emails and move them to the spam folder, potentially affecting open tracking accuracy.

January 2025 - Google Support
Technical article

Documentation from Spamhaus notes that spam filters significantly affect email tracking, as emails moved to the spam folder are unlikely to be opened and tracked effectively.

August 2023 - Spamhaus
Technical article

Documentation from Microsoft Support explains that Outlook's spam filters can move emails to the junk folder based on various factors, including content, sender reputation, and user feedback, impacting open rates.

May 2023 - Microsoft Support