ActiveCampaign's deliverability guide to Gmail

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ActiveCampaign's Deliverability Guide to Gmail

Introduction

ActiveCampaign's deliverability guide focuses on strategies and best practices to improve the chances of email messages reaching users' inboxes on Gmail. As one of the leading email service providers in both B2B and consumer sectors in the US, Gmail employs sophisticated algorithms to determine which emails land in the inbox or get flagged as spam. Understanding and adhering to Gmail's guidelines is crucial for successful email marketing campaigns. This guide will cover essential practices that can help optimize deliverability and ensure that users receive your messages effectively.

How to Access This Feature

This guide is readily available online. Users can visit the ActiveCampaign help section or directly navigate to the deliverability resources linked within the application to find this comprehensive guide.

Step-by-Step Instructions

1. **Understand Bulk Sender Guidelines**: Familiarize yourself with Google's guide titled "Prevent mail to Gmail users from being blocked or sent to spam," which offers fundamental practices for optimizing deliverability to Gmail users.

2. **Prioritize Domain Reputation**: Your domain reputation is more critical than your IP reputation when it comes to Gmail deliverability. Limit the number of domains used to maintain a strong and consistent reputation. Avoid using new domains, as they typically have sub-par deliverability until they build positive recognition.

3. **Focus on Engagement**: Send emails only to users who have opted-in and shown positive engagement patterns with your content. Engagement metrics, such as opening, forwarding, replying, or marking an email as "not spam," significantly influence delivery success.

4. **Monitor Spam Rates**: Keep your Google Spam Rate below 0.1% to avoid deliverability issues. Consider using Google Postmaster Tools for insights into your spam rate and overall sender reputation.

5. **Email Authentication**: As of February 2024, both DKIM and DMARC authentication will be required for Gmail delivery. Set up these authentication protocols to improve security and avoid spam filters.

6. **Send at a Consistent Volume**: Gradually increase your sending volume to establish a strong reputation rather than attempting to send large quantities of emails at once. Consistency in sending rates is crucial for maintainability.

Configuration Options and Settings

- DKIM (DomainKeys Identified Mail): This authentication reduces the chances of your emails being flagged as spam. - DMARC (Domain-based Message Authentication, Reporting, and Conformance): Required additional authentication to assist in establishing sender legitimacy. - Custom Domains: Users can set up a custom domain to enhance domain reputation and ensure consistent branding in their emails.

Best Practices and Tips

- Establish a clean and engaged list of contacts by ensuring that users opt-in to receive communications. - Always use a consistent From email address and encourage users to add it to their contact lists, as this improves deliverability. - Make sure unsubscribe links are clear and easy to find to maintain a healthy mailing list. - Avoid sending messages that could appear suspicious, such as phishing attempts or unsolicited emails, which will damage your sender reputation. - Regularly clean and segment your contact lists to ensure you are communicating only with engaged recipients.

Common Use Cases with Examples

- **Email Campaigns to Existing Customers**: Identify and reach out to customers who have actively interacted with past email campaigns, using personalized content to ensure engagement increases. - **Newsletters**: Instead of sending one large newsletter, segment your audience and distribute content over several days to maintain consistent engagement levels.

Troubleshooting

If you face deliverability issues with Gmail, remember: - Most issues stem from sending to unengaged subscribers rather than technical problems. Regularly update your contact lists and remove inactive users. - If you notice a significant drop in deliverability, consider utilizing the resources provided in the Additional Resources section to understand underlying causes.

FAQ

Q1: What is the importance of domain reputation for Gmail deliverability? A1: Domain reputation is crucial as it determines whether your emails will successfully land in recipients' inboxes rather than being flagged as spam.

Q2: What measures can I take to improve email engagement? A2: Send relevant content to subscribers who have opted in, ensure easy unsubscribe options, and segment your mailing lists based on user preferences.

Q3: How should I handle a drop in my sender reputation? A3: Focus on maintaining list hygiene and improving engagement rates rather than switching domains, as this could worsen the situation.

Q4: How can I monitor my spam rate? A4: Utilize Google Postmaster Tools to gain insights into spam complaints and monitor your domain reputation consistently.

Q5: Are there specific email authentication protocols I must follow for Gmail? A5: Yes, Gmail requires both DKIM and DMARC authentication to enhance email security and improve deliverability.

Q6: What should I avoid when sending emails to Gmail users? A6: Avoid sending unsolicited messages, pre-checked opt-in boxes, and unnecessary spikes in your sending volume.

Additional Resources

- [Al Iverson’s ISP Deliverability Guide: Gmail](https://www.spamresource.com/2019/12/isp-deliverability-guide-gmail.html) - [ReturnPath’s Gmail Deliverability Best Practices](https://help.returnpath.com/hc/en-us/articles/224780827-Gmail-deliverability-best-practices) - [Laura Atkins’ Insight Into Gmail Filtering](https://wordtothewise.com/2016/04/insight-into-gmail-filtering/) - [Top Deliverability's Guide to Google Postmaster Tools](https://topdeliverability.com/google-postmaster-tools/) ```