For many email marketers, personal Gmail addresses and business email hosted through Google Apps often correspond to 30-40% of their list. This means that the deliverability to these domains can dramatically affect the overall performance of your marketing program.
We have a few tips on maximizing deliverability to Google domains:
- Follow Google’s Bulk Senders Guidelines.
Gmail spam filters are highly tuned to engagement. You want maximum positive engagement (folks opening, clicking, spending a while reading your content, flagging you as a trusted sender), and minimum negative engagement (low opens, low clicks, high spam complaints, high unsubscribes). This is achieved by sending engaging, relevant content that folks sign up for, and continue to want.
- Sign up with Google Postmaster Tools to check your own up-to-date email reputation.
Google delivers mail for trusted senders. New senders, and marketers with poor sender histories, may see their mail blocked or delayed. You can see your sender reputation along several different dimensions using Postmaster Tools.