Protect your email reputation

Here are some easy ways to protect your email reputation — and prevent your messages from getting caught in your recipients' spam filters.

  • Turn off tracking on naked links
  • Optimize your email deliverability
  • If you've just started using a new email domain or email address, don't send a big sequence right away - "warm up" your email account first by sending individual messages for a few days.
  • Keep your bounce rate low. If you've never emailed your recipients before, validate their email addresses before sending. You can use tools like Email Hunter. If your bounce rate is high (over about 5%) this can affect your email reputation, making Google more likely to rate-limit your sending.
  • Your recipients can click Gmail's "Mark as spam" button, which can cause Google to limit your sending. Investigations in the email community have found that each time a recipient clicks "Mark as spam", Gmail penalizes the sender by reducing their daily send quota by ~100 emails. When writing your emails, take care to avoid phrases about contests, prizes and special offers that could be interpreted as spam.