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Gmail Filtering

Gmail Filtering

The deliverability community is relatively small. There are a handful of people that we follow because they tend to have some different insight and viewpoints on deliverability and what's going on in the space.

Last week, I read an article over on the Word to the Wise blog about Gmail's approach to filtering...

She cited a couple of excerpts from an "old timer" in the delivery space.

Gmail uses a 10 year old neural network that analyzes thousands of factors, related to email, IP, and web, integrated with all Google products.  And this is with 99.9% accuracy for identifying certain types of messages, combined with an email-specific domain-based reputation system. All these combines IP reputation, content, read rates, reputation of other senders with similar content.

The issue with this is that there's generally not a cut and dry "fix it all" answer.

For example, often times, we see a message that says "Email from XYZ.com is spam". We change the domain and then the message goes away for a few sends, but is promptly replaced by the NEW domain!

Or maybe it's a URL in the message that gives just a big enough "ding" that causes the message to go to spam.

Add to that the profile of the recipients (You know Google pretty much tracks everything you do online! And I'm guessing that if you're using Google Fiber, they've got even more insight into your profile across the board).

The biggest problem is that Gmail doesn't share any of their data with senders or delivery expert. It's not always a simple black and white answer when it comes to Gmail.

You can read the full article here: https://wordtothewise.com/2017/02/gmail-filtering-in-a-nutshell/


For over a decade Heather Seitz used email marketing to build successful companies and had to solve the biggest barrier to consistent profitability: deliverability. Today she is the Co-Founder and CEO of Email Delivered.

For more information on Gmail filtering, visit http://www.emaildelivered.com/gmail-filtering/.  Remember to sign up for the FREE Email Delivered Pulse newsletter for articles, tips, and recommended resources for email marketers.

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February 28, 2017


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