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Gmail Deliverability Achieving more consistent inbox Andrew Bonar, Deliverability Director

www.emailvision.co.uk

................. 101 Page 2/12 .......................................... 6 What do I need to avoid? ............................................................................. another campaign in spam?................................................................................................... 5 What are the reasons exactly? ............. 4 One campaign inbox.....................................................................co........uk Table of Contents Gmail: Achieving Inbox 3 Achieving more consistent inbox placement rates at Gmail............................................................................ 7 Solus campaigns aimed at Gmail users ................................... 3 What makes Gmail and Google different? .................................................. 9 The results ............................................................................................................................................................................................. 8 What other things can I do? ......................................................................................................................................................................................................................................... 9 These kinds of tactics have worked for Adore Me and ProFlowers ..... 10 Further resources................................................emailvision............................................................................ 6 What can I do practically to improve things? .......................www...................................................... 3 Why is my message in spam?................

uk Gmail: Achieving Inbox Achieving more consistent inbox placement rates at Gmail Are you finding that you have inconsistent inbox placement rates at Gmail? Are you finding it hard to understand why so many of your permission based email messages are being filtered into folders other than the inbox? We are increasingly receiving enquiries from our clients who want to know how to achieve better inbox placement rates.emailvision. another major issue that marketers face. or more consistent inbox placement at Google. aggregating sentiment across all users and individually. Page 3/12 . Google works globally. relies heavily on what recipients do with and how they manage mail from senders. users marking messages as spam will be extremely harmful to your list. Finally.www. changing inbox place for each individual according to their specific behaviour.and you as a marketer . So again. and which is unique to Google.for example. What reaches inbox for one user will not be the same for another. Another element that sets Google apart from the other major mailbox providers in North America is their lack of feedback loops.have no insight into this. Google in its wisdom chooses not to share this information. This is when a user at Gmail reports a message as spam. but Gmail goes further. Google assures you there will be no response. Unlike other providers who advise how many complaints were generated and by whom. you are left without insight. What makes Gmail and Google different? Google. we as an email service provider . allowing you to unsubscribe them. This fact sheet aims to help put you on the path to better deliverability with Google and demystify some of the process around it. This user reporting takes many forms . more so than any other mailbox provider. is the distinct lack of support options and the fact that having opened a ticket.co. Did Google take some action or not? You can never be truly sure. Not only this.

www. The key to these clues are contained in the actual message itself when it is in the spam folder.co. Below are some common reasons to find messages in your spam folder at Gmail.emailvision. our clients see the first of the errors below . Similar to other messages Strange language Many others marked message as spam Too many complaints from your email program Page 4/12 .uk Why is my message in Spam? While there is limited insight offered by Gmail. Typically.a similarity to other unrelated messages that from other senders that Gmail has defined are spam. they will provide some clues as to what caused your message to go to spam in the first place.

however messages from them typically have low engagement rates and are likely to be considered spam by the majority of recipients. Yet other messages from the same sender do not. The sender “linkedin. Page 5/12 . A message such as the one below (reminder of unread messages) will always land in my spam folder.com” is not considered to be a sender of spam exclusively. the reason for this message being sent to spam is similarity to other messages that were considered spam. Why does this happen? This is due to the relative levels of engagement for different types of email message.emailvision.co. another campaign in spam? Linkedin is a perfect example of a large brand this happens to regularly.www. content alone can trip them up and have their message sent to spam. So the same sender can find that even with a good reputation at Gmail. As can be seen above.uk Phishing or Scams One campaign in inbox.

ESP’s or IP ranges.uk What are the reasons exactly? There are two important factors that. under normal circumstances. Unfortunately.co. 5. platforms. Some of the primary factors include: 1. Content that's usually associated with spam. 3. Similarity to other spam or phishing messages based on a combination of things including: a) subject matter b) elements such as spelling c) HTML formatting 2. Please note the following: If your brand becomes associated with affiliate spam your email channels will be disrupted when sent from multiple senders.emailvision. these programmes are attractive to hard-core spammers and can potentially do more harm than good. Page 6/12 . What do I need to avoid? Affiliate marketing programmes reward third-parties for bringing visitors to your site. 4. such as mature/adult content and "get rich quick" schemes Messages sent from accounts or IP addresses that have sent other spam messages Reputation of the DKIM signing domain The amount of unread email sent by the sender Behaviour of other Gmail users. such as many people reporting spam from a particular sender 6.www. Your brand itself can become tainted. help messages arrive in Gmail user’s inboxes: a) The 'From:' address is listed in the user's Contacts list b) A user clicks 'Not Spam' to alert Gmail that messages sent from that address are solicited Plus a further two that appear to have a major impact: c) The recipient has previously replied to the sender d) The subject line and content is like that of previously read emails Gmail uses automated spam detection systems to analyse patterns and predict what types of messages are likely to be spam.

co. Look at the level of engagement from different data sources and focus on acquisition sources that provide the highest quality data 7. Ask users to add you to their address book 2. grading the level of engagement beyond active and inactive 6. and then take action on addresses that have taken no open or click action in the first 10 campaigns – don’t wait six months 8. If your organisation uses Google Apps: a) ensure there are no dummy accounts signed up to the programme b) ensure staff who have signed up to the programme regularly open and click c) ask staff to sign-up to your newsletter and engage d) when staff notice a message is going to spam mark it as not spam e) remember it’s only worthwhile having employees and partners signed up to your programme via Google Apps hosted domains if they engage (read. or reply to your emails – potentially incentivise customers to take these actions 5. Target Gmail users with very specific campaigns aimed at increasing engagement Page 7/12 . Ask users to mark message as “this is not spam” 3. Use welcome campaigns with reasons to click besides purchase. “turn on images by default”. Encourage users to engage with your newsletters “star our mail”. If necessary.www.uk What can I do practically to improve things? 1. open. Email your less engaged users less often. turn on images and click) 4. “mark as priority”.emailvision.

emailvision.uk Solus campaigns aimed at Gmail users Some example subject lines used by Sharis Berries include: .“63% off Delicious Easter Strawberries for Gmail users" Page 8/12 .co."Gmail Users Weekend Sales Event: 59% off a Gift Mom will Remember Forever" ."Our Easter Flash Sale for Gmail Users is Now!” .www.

this is your last chance to Save… Gmail Exclusive! Surprise some bunny special with Easter Tulips… ALERT: Exclusive 40% off savings for Gmail customers! Just for Gmail customers: 50% off! Page 9/12 . such as “starring” mail. Reply to all.' your Contacts list is also automatically updated so that future messages from that sender are received in the inbox.uk What other things can I do? Gmail automatically adds addresses to your Contacts list each time you use the Reply. another tactic they employed was to include a sense of urgency and exclusivity in the subject lines to prompt subscribers to further interact with at least one of the emails. Encourage users to take actions using Gmail’s proprietary features. or Forward functions to send mail to addresses that don't already exist in your Contacts list.emailvision. Here are some of the subject lines they used:     Gmail customers. For example: These kinds of tactics have worked for Adore Me and ProFlowers A concerted effort by ProFlowers to focus on re-engaging their Gmail customers was a major factor in dramatically improved Gmail inbox placement rates. Encourage users to “reply to this mail” to ensure they do not lose future messages. The more recipients do this. In addition to sending Gmail-targeted email campaigns. Each time you mark a message as 'Not Spam.www. the more likely that even messages for recipients who have not done this will go to inbox.co.

uk The results This document was put together based on the advice.www.emailvision. according to ReturnPath. increased dramatically. Prior to the changes: 35% Inbox Placement Subsequent to following the advice it was at 90% Page 10/12 .co. Having acted on the types of advice given in this document. tests and research completed when a client approached us in August with deliverability issues. average inbox placement rates at Gmail.

com/gmail-and-proflowers-did-they-make-up-in-time-for-mothersday/ http://blog.emailvision.www.dreamhosters.com/mail/bin/answer.co.com/Gmail-Can-be-Tamed-Just-Ask-ProFlowers/ Gmail Bulk Sender Guidelines https://support.com/2011/01/20/priority-inbox-email-marketing/ How to Clear the Gmail Hurdles http://www.edatasource.blogspot.google.com/short-articles/2638/how-to-clear-the-gmail-hurdles Page 11/12 .py?hl=en&answer=81126 Proflowers Case Study http://edatasource.co.marketingprofs.uk/ The Priority Inbox for Email Marketers http://mashable.uk Further resources Gmail can be Tamed http://www.magillreport.com/gmail-and-proflowers-where-is-the-love/ The Official Gmail Blog http://gmailblog.

co.emailvision.uk Emailvision UK Ltd Lynton House 7-12 Tavistock Square London WC1H 9LT United Kingdom Tel: +44 (0)20 7554 4500 Fax: +44 (0)20 7554 4501 www.uk Worldwide locations: Australia Belgium Canada France Hong Kong Italy Mexico Portugal Scandinavia Switzerland United Kingdom Austria Brazil China Germany Israel Japan Netherlands Russia Spain Turkey USA Page 12/12 .co.www.emailvision.