Delivering to Gmail

Gmail is a challenge for even the best senders these days.

With the recent Gmail changes there isn’t any clear fix to getting open rates or inbox delivery back up. Some of it depends on what is causing Gmail to filter the mail. Changing subject lines, from name, from address may get mail back to the inbox in the short term, but it only works until the filters catch up.

What I am seeing, across a number of clients, is that Gmail is doing a lot of content reputation and that content reputation gets spread across senders of that content.  That means you want to look at who is sending any mail on your behalf (mentioning your domain or pointing at your website) and their practices. If they have poor practices, then it can reflect badly on you and result in filtering.

From what I’ve seen, these are very deliberate filtering decisions by Google. And it’s making mail a lot harder for many, many senders. But I think it is, unfortunately, the new reality.


  1. Jose Argudo says

    Hi Laura,

    for recent changes do you mean the “tabs”, “image caching” and the like or something maybe I’ve missed.

    Gmail has always been tricky, but following some best practices I was having good results, if newer changes have arisen it would be interesting to know.

    Thank you for your post!

  2. Avadhoot says


    Laura is referring to recent Gmail algorithm changes which has hampered inbox delivery for lot of brands.

    Its a change observed a couple of weeks back.

    We also see Gmail doing a lot of Content reputation mapping for campaigns based on all their communication to existing customers and more importantly even the prospects.

  3. June 2014: Gmail changes algorithms – 5 Steps to keep your email in good health | netCORE Blog says

    […] Click here to see what others industry experts have to say. […]

  4. Peter Cooper says

    One thing I’ve noticed is that Gmail is diverting messages that link to certain URLs straight to spam. There appears to be no logic to these, but I’ve done lots of testing from multiple sources to nail down spam-vs-inbox results on specific URLs. This week’s example? Even if I sent a simple plain text mail from one dummy Gmail account to another, if it included a URL on, it went to Spam.

    So it seems Google is doing a lot of stuff with regards to URLs, but quite what makes it consider one domain bad over another isn’t entirely clear, since is clearly a major, respected site.

  5. ¿Preparado para los cambios en el filtro de spam de Gmail? says

    […] – Delivering to Gmail […]


Your email address will not be published. Required fields are marked *

  • OTA joins the ISOC

    The Online Trust Alliance (OTA) announced today they were joining forces with the Internet Society (ISOC). Starting in May, they will operate as an initiative under the ISOC umbrella. “The Internet Society and OTA share the belief that trust is the key issue in defining the future value of the Internet,” said Internet Society President and CEO, Kathryn Brown. “Now is the right time for these two organizations to come together to help build user trust in the Internet. At a time when cyber-attacks and identity theft are on the rise, this partnership will help improve security and data privacy for users,” added Brown.No Comments

  • Friday blogging... or lack of it

    It seems the last few Friday's I've been lax on posting. Some of that is just by Friday I'm frantically trying to complete all my client deliverables before the weekend. The rest of it is by Friday I'm just tired. Today had the added complication of watching the Trumpcare debate and following how (and how soon) it would affect my company if it passed. That's been a bit distracting, along with the other stuff I posted about yesterday. I wish everyone a great weekend.1 Comment