9 Gmail Deliverability Improvement Tips
What marketer doesn’t want to improve Gmail deliverability? Figuring most do, Yes Lifecycle Marketing announced research yesterday that “marketers who improved their Gmail reputation improved their inboxing rate by as much as 97% since last year. And the percentage of senders with 'high' reputations now stands at 76%, compared with mid-2017, when it was 25%.”
The research, titled “Gmail Deliverability: Understanding, Benchmarking and Improving Gmail Reputation,” includes tips on how email marketers can improve their Gmail reputations, resulting in gains in inbox placement.
“Brands who moved from a ‘low’ to ‘medium’ reputation saw the largest increase, 78%, in their Gmail inboxing rate,” reads the study’s announcement. “Brands who improved their reputation by one tier experienced a 55% improvement in inboxing rates at Gmail.”
How to Improve Brand Reputation by a Tier for Gmail Deliverability Rates
Don’t email inactive subscribers much, Yes advises.
Further, these email marketers took the steps of:
• Implementing data hygiene best practices, which reduced the chance of sending to bad addresses, particularly if the sender did not have confirmed opt-in, improved Gmail reputation.
• Knowing that targeting only the most active subscriber segments can reduce spam traps and boost sender reputation.
Improving Gmail Reputation by 2 Tiers or More
Increase relevance for recipients, “especially for marketers’ primary mailing domain,” the research reads.
Yes also advises:
• With the help of an effective and personalized ramp-up strategy, senders who are warming up new domains and IPs can experience rapid improvement in reputation.
• Consistent monitoring is important for both new and established senders, so marketers should closely watch the activity on all mail streams to ensure they are adhering to best practices and are not damaging their sending reputation.
Do More Than the Bare Minimum
Yes says email marketers resting on their laurels will get punished by Gmail: “Senders who routinely engage in suboptimal mailing practices may find that their reputations decrease even when they have made no changes to their program.”
Stay attentive, Yes tells email marketers:
• As Gmail continues to make adjustments to the way they assign reputation scores, brands need to meticulously monitor and improve their mailing practices.
• Mailing frequency is an important factor in Gmail reputation. If a marketer lets email traffic fall off for an extended period and then suddenly pick back up, Gmail will view this as potentially spammy activity and reputation will decline.
What do you think, marketers?
Please respond in the comments section below.
Related story: 3 Gmail Changes: What Marketers Need to Know