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  • 18 Jun 2024

Unlock the secrets to Gmail deliverability! Dive into 10 actionable tips to ensure your emails shine bright in your subscribers’ inboxes in 2024. Say goodbye to the spam folder!

gmail deliverability
10 Tips to improve Gmail Deliverability (2024) 2

Are your emails getting lost in the abyss of spam folders, never to be seen by your subscribers? Fear not, for we have the solution! In this blog post, we’ll guide you through 10 tips to improve Gmail deliverability in 2024, ensuring your emails reach your subscribers’ inboxes. From understanding Gmail’s algorithm to optimizing email structure and design, we’ll cover various aspects that will boost your email performance and sender reputation.

Join us on this journey as we dive into Gmail’s world of sender reputation, user engagement, and content quality. Learn how to leverage authentication techniques and manage your email list effectively. Discover the importance of monitoring and adjusting your email performance and adhering to Gmail’s policies and best practices. By the end of this blog post, you’ll have a comprehensive understanding of how to improve your Gmail deliverability and maximize the success of your email campaigns.

Key Takeaways

  • Gain an understanding of Gmail’s algorithm, spam filters and sender reputation to optimize deliverability.
  • Enhance user engagement through personalized content and a strong sender reputation.
  • Create high quality content, leverage authentication techniques & manage email list for successful campaigns.

Understanding Gmail’s Algorithm

Getting Past Gmail’s Gatekeeper: How to Land in the Inbox

Ever wonder why some emails end up in spam while others make it to the inbox? Gmail uses a complex algorithm to decide where your emails go, considering things like your reputation, how people react to your emails, and the content itself. Understanding these factors is key to getting your emails delivered and seen.

Here’s a breakdown of the three main things Gmail cares about:

  1. Your Sender Reputation: This is basically your email sending track record. Do people mark you as spam a lot? Or do they open and reply to your emails? Building a good sender reputation is essential.
  2. User Engagement: How do people react to your emails? High open rates, replies, and saves tell Gmail your emails are relevant and interesting. This helps them land in the inbox.
  3. Content Quality: Is your email content helpful and valuable? Spammy content with bad formatting will get flagged. Clear, concise emails with a purpose are more likely to reach inboxes.

We’ll dive deeper into each of these factors and how to use them to improve your chances of landing in the Gmail inbox.

Sender Reputation

Imagine your sender reputation as a credit score for email marketers. Just like a good credit score gets you better loan deals, a strong sender reputation gets your emails delivered straight to inboxes, bypassing spam filters. Internet service providers (ISPs) and email providers like Gmail track your sending history and assign you this reputation score.

Here’s how to build good email karma and avoid the spam folder:

  • Content is King (and Queen): Only send emails that people actually want to receive. Relevant, valuable content is key.
  • Don’t Be Pushy: Avoid sending unauthorized messages or using spammy tactics in your marketing emails.
  • Multiple IPs? Monitor Closely: If you use multiple email addresses with different IP addresses, keep an eye on the reputation of each one.

By following these tips, you can build a stellar sender reputation and enjoy the sweet satisfaction of landing in inboxes, not spam folders.

User Engagement

When it comes to Gmail, user engagement is king. The more people open, reply to, and interact with your emails, the better Gmail sees them as relevant and trustworthy. This translates to landing in inboxes, not spam folders.

Personalized emails are a game-changer. They grab attention, boost open rates, and can even lead to more replies.

Re-engaging inactive subscribers? Here’s your secret weapon: a multi-part re-engagement email series.

Here are some tips for crafting an irresistible series:

  • Short & Sweet: Keep content concise and easy to digest.
  • Click-Worthy Calls to Action: Make it clear what you want readers to do next.
  • Personalization Power: Use subscriber data to create relevant, engaging content.
  • Sender Reputation Matters: Maintain a good reputation to improve deliverability.

By following these steps, you can turn inactive subscribers back into engaged fans and avoid the dreaded unsubscribe button.

Content Quality

The content of your emails plays a major role in whether they land in the inbox or the spam folder. Here are some tips to write high-quality emails that improve your chances of reaching Gmail inboxes:

  • Ditch the Spammy Stuff: Avoid red flags like all-caps subject lines, excessive exclamation points, and an overload of images or links.
  • Subject Line Savvy: Keep your subject lines clear and concise. They should accurately reflect the email content.
  • Relevance is King: Focus on sending valuable and relevant content that resonates with your audience. This is the ultimate key to inbox success.

By following these best practices, you’ll craft emails that are both engaging and deliverable, leading to better overall campaign results.

Optimizing Email Structure and Design

While content is crucial, the technical structure and design of your emails also affect Gmail deliverability. Here’s how to optimize your emails for a smooth journey to inboxes:

  • Size Matters: Keep your email message size on the smaller side for faster loading and better user experience.
  • Clear & Easy Layout: Design your email layout to be visually appealing and easy to navigate.
  • Coding Counts: Use clean, transparent coding that adheres to standard message (text), HTML, and international domain formats. This helps email providers understand your content better.

Using a Dedicated IP Address?

An additional tip if you’re using a single IP address for all your emails:

  • PTR/rDNS Records: Maintain up-to-date and accurate PTR (pointer) or rDNS (reverse DNS) records for your sending domain. This helps verify your legitimacy as a sender.

By following these guidelines, you can ensure your emails are not only engaging but also technically sound, improving your chances of landing in inboxes.

Message Size

It’s essential to keep your message size below Gmail’s 102KB limit to avoid clipping and ensure all critical content is visible to recipients. If your email exceeds this limit, the remaining content is truncated with a “View entire message” link, potentially causing a negative user experience.

Keeping your message size within Gmail’s limits helps avoid unnecessary truncation, ensuring quick access to all necessary information for your subscribers. This will not only enhance the user experience but also improve your email deliverability.

Layout and Coding

Even the most engaging content can fall flat if your emails don’t display properly. Here’s how to use clean coding and a responsive layout to ensure your emails look great and deliver across all devices:

  • Clean Code, Clear Message: Use well-structured, transparent coding to make it easy for email providers to understand your content.
  • Mobile-First Mindset: Design your emails with mobile devices in mind, as that’s where many people check their email these days.
  • Device Flexibility: Utilize media queries to automatically adjust your email layout for different screen sizes, ensuring a seamless experience on any device.

Testing, Testing, 1, 2, 3!

To guarantee your emails render perfectly everywhere, consider using email testing tools like Litmus or Email on Acid. These tools preview your email on various devices and email clients, catching any display issues before they reach your subscribers.

By following these tips, you can create emails that are not only visually appealing but also technically sound, maximizing your chances of inbox success.

Leveraging Authentication Techniques

Ever get an email that seems like it’s from your bank, but something feels off? That’s email spoofing, a tricky tactic where scammers try to impersonate a legitimate sender. Luckily, there are ways to fight back and protect your sender’s reputation.

Authentication methods like SPF, DKIM, and DMARC work together to verify your domain and prevent spoofing. This improves Gmail deliverability by ensuring your emails are from who they say they are.

We’ll dive deeper into each of these authentication techniques in the following sections and show you how they can help your emails land safely in inboxes.


Sender Policy Framework (SPF) is an email authentication method that helps protect your domain against spoofing and prevents your outgoing messages from being marked as spam. Implementing SPF is crucial for authenticating your domain and preventing unauthorized use of your email address.

To configure SPF, you must create a DNS record for your domain that identifies the mail servers authorized to send emails from your domain. You can find instructions for this on your domain registrar’s website.

If you encounter any issues, you can utilize SPF Checker to verify your DNS records and SPF Analyzer to analyze your SPF records and detect any possible problems.


DomainKeys Identified Mail (DKIM) is another email authentication method that adds a digital signature to your emails, ensuring their authenticity and integrity. Employing DKIM is essential for guaranteeing that your emails are not identified as spam and are delivered to the intended recipient.

To configure DKIM, you need to generate a DKIM key pair, add the public key to the DNS records, and set up your email server to sign emails using the private key. Be sure to follow recommended best practices, such as using a long DKIM key length, a unique DKIM selector for each domain, and regularly rotating DKIM keys for optimal performance. You can check your DKIM using our free DKIM checker and lookup tool.


Domain-based Message Authentication, Reporting, and Conformance (DMARC) is an email validation system designed to protect your email domain from malicious email activities such as spoofing, phishing, and cybercrimes. It does so by leveraging existing authentication techniques like SPF and DKIM. DMARC also provides reporting functionality, allowing you to gain control over the email sent on your behalf and guard against abuse in phishing or spoofing attacks.

Implementing DMARC involves creating a DMARC record in the DNS and configuring the email server to send DMARC reports. Alternatively, you can employ a third-party service to assist in setting up and managing the DMARC record. By leveraging DMARC, you can enhance your email deliverability, security, and visibility into email authentication failures.

Managing Your Email List

Properly managing your email list is essential for improving Gmail deliverability. By segmenting your list, re-engaging inactive subscribers, and removing those who are no longer interested, you can maintain a healthy email list and boost your sender reputation.

In the following sections, we’ll explore various strategies to manage your email list effectively, including list segmentation, re-engagement strategies, and removing inactive subscribers.

List Segmentation

Segmenting your email list based on factors like engagement and email client allows you to:

  • Tailor your content
  • Improve your sender’s reputation
  • Deliver more personalized and relevant communication to each group
  • Enhance engagement and deliverability

Examples of list segmentation include:

  • Dividing your list by age
  • Dividing your list by gender
  • Dividing your list by location
  • Dividing your list by purchase history
  • Dividing your list by other criteria

By implementing list segmentation, you can effectively cater to the specific needs and preferences of your subscribers, ensuring a positive user experience and improved Gmail deliverability.

Re-engagement Strategies

Re-engagement strategies are crucial for winning back inactive subscribers and boosting overall engagement rates. A multi-send re-engagement email series, for example, can help reactivate these subscribers by providing them with short-form, highly-clickable content and a clear call to action.

By implementing effective re-engagement strategies, you can regain inactive subscribers, increase overall engagement rates, and improve your Gmail deliverability. This not only enhances your sender reputation but also maximizes the success of your email campaigns.

Removing Inactive Subscribers

Regularly removing inactive subscribers from your email list is essential for maintaining a healthy list and improving deliverability. Once all efforts to re-engage them have been exhausted, it is appropriate to remove these subscribers to ensure that your emails are sent to the appropriate recipients and not flagged as spam.

By keeping your email list clean and up-to-date, you can:

  • Focus on engaging with subscribers who genuinely value your content
  • Avoid potential deliverability issues
  • Have a more effective email marketing strategy
  • Improve Gmail deliverability.

Monitoring and Adjusting Your Email Performance

Just like any marketing campaign, monitoring your email performance is crucial for success. By tracking key metrics and identifying areas for improvement, you can ensure your emails are reaching inboxes and getting results.

Here are some helpful tools and techniques:

  • Google Postmaster Tools: This free resource from Google provides valuable insights into your email deliverability, including spam rates, reputation, and authentication.
  • Engagement Metrics Analysis: Track metrics like open rates, click-through rates, and unsubscribes to understand how people interact with your emails.

We’ll explore how to use these tools and analyze engagement metrics in the following sections, helping you optimize your email strategies and achieve inbox dominance.

Google Postmaster Tools

Struggling to get your emails delivered to Gmail inboxes? Google Postmaster Tools can be your secret weapon! This free service is like a treasure trove of data, revealing insights into your email deliverability.

Here’s what you get with Google Postmaster Tools:

  • Domain Reputation Check: See how Gmail views your sender’s reputation, a key factor in inbox placement.
  • DMARC Failure Reports: Identify any issues with your DMARC authentication (protects against spoofing).
  • Spam Complaint Tracking: Monitor spam complaints to quickly address any problems.
  • IP Reputation Monitoring: Uncover any issues with the IP address used for sending emails.

By registering your domain with Google and setting up your emails to be sent through their servers, you’ll unlock the Postmaster Tools dashboard. This dashboard provides valuable data that helps you:

  • Identify and fix deliverability issues: Stop your emails from getting stuck in spam filters.
  • Ensure your emails reach inboxes: Get your message directly in front of your subscribers.

In short, Google Postmaster Tools is a free and powerful tool to help you achieve inbox dominance!

Analyzing Engagement Metrics

Ever wonder if anyone actually opens your emails? Tracking engagement metrics is like having a secret decoder ring for your email campaigns. Here are some key metrics to pay attention to:

  • Open Rates: This shows what percentage of people actually open your emails. Low open rates might mean your subject lines need work or your audience isn’t interested in the content.
  • Click-Through Rates: This tells you how many people clicked on links within your emails. Low click-through rates suggest your email content might not be engaging or the call to action isn’t clear.
  • Bounce Rates: This is the percentage of emails that couldn’t be delivered, often due to invalid addresses. High bounce rates can hurt your sender reputation.

By monitoring and analyzing these metrics, you can:

  • Identify areas for improvement: Are your subject lines catchy? Is your content relevant?
  • Make smarter decisions: What content resonates with your audience? What calls to action work best?

Regularly analyzing these metrics will give you valuable insights to optimize your email campaigns, boost engagement, and ultimately, improve your chances of landing in Gmail inboxes.

Avoiding Common Pitfalls

To improve Gmail deliverability, it’s essential to avoid common pitfalls such as using URL shorteners, sending too many emails at once, and relying on purchased email lists. By steering clear of these practices, you can maintain a positive sender reputation and enhance your email deliverability.

Remember that taking shortcuts may lead to deliverability issues and ultimately hinder the success of your email campaigns. Ensuring a seamless email experience for your subscribers and improving your Gmail deliverability can be achieved by adhering to best practices and avoiding these common pitfalls.

Adhering to Gmail’s Policies and Best Practices

Adhering to Gmail’s policies and best practices is paramount in maintaining a positive sender reputation and improving deliverability. This includes obtaining explicit opt-in from subscribers, providing an easy unsubscribe option, and respecting Gmail’s bulk sending limits.

Following Gmail’s policies and best practices ensures that your emails reach the intended recipients and are not flagged as spam. This will not only enhance your sender reputation but also maximize the success of your email campaigns.

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