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In the war against spam and email phishing scams, Google prides itself on the robust nature of its Gmail spam filters. The simple goal is to deliver only legitimate messages into its user’s inboxes. To obtain this goal the ‘filters’ applied to incoming email messages are constantly being refined and this can cause issues for the sender if they don’t know about or don’t follow the guidelines set out by Google.
In July 2015 Google updated their filters to make them smarter than ever, employing ‘machine learning’ to help remove sneaky spam/junk mail and phishing emails before they reached user inboxes. They also launched a new service for businesses that send emails, called Postmaster Tools - designed for qualified (by Google) high volume senders.
Aside from these advanced filters it is very important for business owners to understand what Google determines as email spam. Here are some of the top triggers for the filter:
It is the last point that I’d like to discuss further in this post but before I do here are some simple things that you can do to start eliminating any problems you might be experiencing:
So back to my point above. Google recommend an Authentication and Identification protocol for all business owners that use their domain for sending email. So that Gmail can identify your business the following should be considered at server level:
You should only use IP addresses listed in the SPF records of your DNS when sending email, consider this especially if you are using third party mail providers.
You may also like to sign up to the Postmaster Tools service offered by Google to allow high volume senders to analyse email – including receiving data on delivery errors, spam reports and reputation. The service is designed to help you understand how Google handles your email messages and gives best practice advice to email delivery success.
We realise that there are a lot of acronyms and technical jargon in this article, but this is a technical subject. I also do need to point out that the list above is not an exhaustive list but it does cover the quick wins that can be implemented at a small cost. If you are a high volume sender and have multiple email accounts associated with your domain, you might be interested in other ways to ensure your email gets delivered to Gmail. Read more here about Email Authentication with the DomainKeys Identified Mail (DKIM) Standard or the Realtime Blacklist (RBL) service. If we host your email, we’d be happy to give advice if you have any questions about either of these services.
Making sure that your email messages get through to the intended recipient is obviously very important to your business from a promotional, customer service and administrative point of view. If you have any questions or need help to set up your Authorisation & Identification protocol please feel free to get in touch with us – we understand and are very experienced with this subject matter and we’re happy to help.
Written by Karyn Ogier
Here from the very beginning, Karyn was originally a co-founder of Apex Digital and carried the Strategy & Marketing Director title for more than two decades. Karyn switched gears at the end of 2018 when she returned to study in a new field. Now in a contract Content Writer capacity, she has a wealth of knowledge in the industry and has been...We aim to respond to all messages within 1 business day. You'll be hearing from us soon!
In the meantime, perhaps you'd like to learn more...