Check Your Gmail Sending Reputation

Gmail tracks your (sub)domain's deliverability record and uses this to assign a reputation. It's important to understand how Gmail reputation works, what your reputation is, and how you can influence your future reputation.

About this task

Your Gmail sending reputation is based on several factors:
  • Contact engagement metrics. The more opens and/or clicks, the higher your sending reputation.
  • How "old" your domain is. A new domain is automatically labeled as suspicious until there are several days of sending activity.
  • Number and frequency of complaints or sends to invalid email addresses. Sending to contacts that mark your messages as spam, or sending to nonexistent email addresses, will hurt your reputation.
We recommend using Google's postmaster tools to check your reputation. Google has set 4 levels of sender reputation:
  • High - Your domain has a good track record and low spam rate.
  • Medium - Your domain has intermittently sent low volumes of spam.
  • Low - Your domain has sent a considerable volume of spam and future messages are also likely to be marked as spam.
  • Bad - Your domain has a history of sending extremely high volumes of spam and/or the email that is being delivered to customers has a low engagement rate.

When you have a High-Low rating, Google allows your messages to be delivered. Messages sent from a Bad domain go straight into Google's spam folder.

Tip: Most other ISPs use IP-based sending to track and assign reputation, but still use contact engagement as the primary reputation metric. If you see less than 1% contact engagement from other providers, such as Microsoft, consider using a modified version of Bronto's Gmail warm up strategy targeted towards engaged contacts who use these providers.

You can continue to use a subdomain with a Low reputation, but you should implement a warm up plan to improve your reputation as soon as your private domain is set up in Bronto. But when your domain's reputation is Bad, it can takes weeks to warm up (if ever) and it's better to make a new subdomain that you can warm up more quickly.

To check your Gmail sending domain's reputation:

Procedure

  1. Go to postmaster.google.com
  2. Use Google's wizard to submit your domain information.

    If you run into issues, Google provides this help topic you can use to troubleshoot.

    The postmaster site will provide you with your sending reputation. Use this information to decide whether to use this domain to Set Up A Private Sending Domain.