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Proven 10 Email Deliverability Tips for Gmail/Google Email Deliverability

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    With Gmail’s sophisticated algorithms and stringent filtering processes, achieving optimal email deliverability requires a nuanced understanding of the platform’s unique ecosystem. This guide is designed to arm you with proven strategies tailored specifically for enhancing Gmail deliverability.

    From the initial steps of testing your email’s journey to the inbox, to navigating the intricacies of Gmail’s features and avoiding common pitfalls, we’ll provide you with actionable insights and Gmail-specific tips. Whether you’re warming up a new IP address, authenticating your emails, or ensuring your messages are engaging and relevant to your audience, these ten tips are your roadmap to email success.

    By applying these strategies, you’ll not only boost your email deliverability rates but also foster stronger connections with your subscribers, driving engagement and ultimately, achieving your business goals. Join us as we delve into the art and science of mastering Gmail deliverability, setting the stage for your emails to thrive in a competitive digital environment.

    Navigating new email requirements: Gmail and Yahoo's updated policies

    Starting February 1, 2024, Gmail and Yahoo are set to introduce new requirements for email senders, marking a significant shift in their approach to combating the surge of unwanted emails. These changes underscore the platforms’ commitment to enhancing the email experience for their users by ensuring that only authentic, relevant, and wanted communications reach their inboxes.

    Key changes and their implications

    The forthcoming guidelines are designed to foster a more secure and user-friendly email ecosystem:

    • Email Authentication. Senders are now required to authenticate their emails using security protocols such as DKIM (DomainKeys Identified Mail), SPF (Sender Policy Framework), and DMARC (Domain-based Message Authentication, Reporting, and Conformance). This move aims to curb phishing and spoofing attacks, ensuring that only legitimate emails are delivered.
    • Spam Rate and Relevance. Maintaining a spam complaint rate below 0.3% becomes mandatory, alongside the obligation to send content that is relevant to the recipients. This criterion emphasizes the importance of quality over quantity in email campaigns, encouraging senders to prioritize the interests and preferences of their audience.
    • Unsubscribe Mechanism. The introduction of an easy one-click unsubscribe system, coupled with the requirement to process unsubscribe requests within 48 hours, reflects a push towards empowering users to have more control over their inboxes. This not only benefits the recipients but also helps senders maintain a cleaner, more engaged subscriber list.

    Who is affected?

    These new requirements apply to any entity sending more than 5000 emails per day to Gmail and Yahoo addresses, encompassing a wide range of marketers, businesses, and organizations. The impact extends to recipients with personal accounts ending in @gmail.com, @googlemail.com, as well as those with Yahoo and AOL email accounts, promising a cleaner, more secure email environment for millions of users.

    Top 10 Email Deliverability Tips for Gmail/Google Email Deliverability

    Tip #1. Establishing a solid foundation: the importance of email testing

    Before embarking on the journey of optimizing your email campaigns for Gmail, it’s crucial to lay a solid foundation by thoroughly testing your email deliverability. This initial step is akin to setting the sails correctly before navigating the vast ocean of digital communication. It ensures that your efforts in crafting compelling emails do not go unnoticed, lost in the abyss of spam folders or, worse, never reaching the inbox at all.

    Testing your email deliverability serves as a diagnostic tool, revealing how your emails are perceived by Gmail’s filters and, by extension, your audience’s inboxes. It’s about understanding the baseline from which you’re starting, identifying potential hurdles that could impede your messages, and making informed adjustments to enhance your chances of successful delivery.

    Why testing email deliverability matters

    Testing your email deliverability before sending out bulk emails is essential for several reasons:

    • Identifies Potential Issues. It helps pinpoint specific problems that could lead to your emails being marked as spam or not delivered at all.
    • Improves Sender Reputation. By ensuring your emails are optimized for deliverability, you maintain and potentially improve your sender reputation with email service providers.
    • Enhances Engagement Rates. Emails that land in the inbox are more likely to be opened and clicked on, leading to higher engagement rates.

    Tools and methods for testing deliverability to Gmail inboxes

    Among the plethora of tools available for testing email deliverability, Warmy.io offers a straightforward and effective solution with its free email deliverability test. Here’s a brief overview of how Warmy.io can help you ensure your emails make it to the Gmail inbox:

    email spam test

    Warmy’s email deliverability test is a straightforward tool designed to enhance your email campaign’s success rate by checking how your emails perform across various email providers. With just a click, Warmy sends a personalized message on your behalf to 43 different mailboxes, including major providers like Gmail, G Suite, Outlook, MS 365, Yahoo, iCloud, Zoho, and more, ensuring a broad testing range.

    deliverability score

    The test results categorize email outcomes into three statuses: Inbox (successfully delivered), Spam, or Unreceived (indicating delivery issues). Additionally, the tool checks if your domain or IP is listed on any blacklists, providing insights into potential deliverability challenges.


    It also offers a detailed view of each checker’s results, including delivery status, time, and IP address, alongside checks for SpamAssassin ratings and blacklistings.

    Lastly, Warmy’s test includes a review of your DNS records for SPF, DKIM, and DMARC, recommending updates where necessary to improve your email’s authenticity and deliverability. This comprehensive approach ensures you have all the information needed to optimize your email campaigns for the best possible inbox placement.

    Tip #2. The warm-up phase: preparing your new IP/domain

    Entering the email marketing arena with a new IP address or domain is akin to moving into a new neighborhood. Just as you’d introduce yourself to your neighbors, warming up your new IP or domain is about gradually making your presence known to Gmail. This process is crucial in building a trustworthy reputation, ensuring your emails are welcomed into inboxes rather than being shunned to the spam folder.

    Why warming up is essential

    Gmail, with its sophisticated filtering algorithms, is vigilant against potential spam. A sudden influx of emails from a new IP or domain can raise red flags, prompting Gmail to treat your messages with suspicion. The warm-up process mitigates this risk by demonstrating your commitment to best email practices, thereby earning Gmail’s trust over time.

    Using Warmy.io for a smooth warm-up

    warmy dashboard

    Warmy.io is a dynamic tool designed to boost your email deliverability by automating genuine interactions across various topics and languages, ensuring your emails consistently reach your audience’s inbox. This service enhances your sender reputation through personalized, AI-driven strategies tailored to your specific needs, leveraging insights from your domain and mailbox history.

    By joining Warmy.io, you become part of a global network, engaging with real individuals and companies worldwide, which helps in building a robust email reputation. The platform supports major email providers and offers a user-friendly dashboard for easy monitoring of your email performance.

    Key features include automatic archiving to maintain a clean inbox, safety measures to protect your domain, and the ability to warm up emails in over 30 languages. Warmy.io stands out by ensuring real interactions, avoiding the pitfalls of fake email addresses, and offering topic-specific warm-up options for enhanced relevance.

    In essence, Warmy.io offers a comprehensive approach to improving email deliverability, making it an invaluable asset for anyone looking to optimize their email marketing efforts and achieve better engagement with their audience.

    Tip #3. Navigating Gmail's unique challenges: overcoming the "passive" opt-out

    Gmail has introduced a nuanced approach to managing the influx of emails that users receive daily, known as the “passive” opt-out feature. This mechanism subtly filters emails based on user engagement, moving less interacted messages into categories like Promotions or even the Spam folder, effectively acting as a silent gatekeeper. For email marketers, this feature presents a unique challenge: ensuring your emails remain visible and engaging to avoid being sidelined by Gmail’s algorithms.

    The passive opt-out feature is Gmail’s way of prioritizing inbox content to enhance the user experience, ensuring that only emails with perceived relevance and value reach the primary inbox. While well-intentioned, this can inadvertently penalize marketers who haven’t adapted their strategies to foster engagement. Emails that once saw high open rates may find themselves relegated to less visible parts of the inbox, unseen and unopened, if recipients do not regularly interact with them.

    Strategies to engage users and stay in the primary inbox

    To ensure your emails consistently land in Gmail’s primary inbox, adopting effective engagement strategies is crucial. Here’s a condensed approach:

    • Personalize Content. Customize emails based on recipient interests and behaviors to boost engagement. Leveraging data insights makes your messages more relevant and appealing.
    • Optimize for Engagement. Use clear calls-to-action, engaging subject lines, and interactive content like surveys to encourage recipient interaction, signaling to Gmail the value of your emails.
    • Clean Your Email List Regularly. Eliminate inactive subscribers to enhance engagement rates and signal to Gmail that your emails are valued by recipients.
    • Adjust Sending Frequency. Based on engagement data, fine-tune how often you send emails to avoid overwhelming or losing touch with subscribers.
    • Segment Your Email List. Categorize your list by user behavior and preferences for more targeted, relevant campaigns, increasing engagement and avoiding Gmail’s passive opt-out.
    • Monitor Email Performance. Track metrics like open and click-through rates to gauge how Gmail’s filtering affects your emails, allowing for strategic adjustments.

    Tip #4. Strengthening email authenticity: authentication protocols

    Setting up SPF, DKIM, and DMARC may seem daunting, but it’s a straightforward process that can significantly impact your email deliverability and security.

    SPF (Sender Policy Framework)

    SPF allows you to specify which mail servers are permitted to send email on behalf of your domain. To set up SPF:

    • Create a TXT record in your domain’s DNS settings.
    • Specify the mail servers authorized to send emails from your domain within this record.

    To quickly and easily create an SPF record, use To quickly and easily create an SPF record, use Free SPF Record Generator

    DKIM (DomainKeys Identified Mail)

    DKIM adds a digital signature to your emails, allowing the recipient server to verify that the email was indeed sent from your domain and has not been altered. To implement DKIM:

    • Generate a DKIM key pair.
    • Add the public key to your domain’s DNS records.
    • Configure your email server or service provider to sign outgoing emails with the private key.

    DMARC (Domain-based Message Authentication, Reporting, and Conformance):

    DMARC uses SPF and DKIM to provide instructions to the receiving mail server on what to do if an email fails authentication tests. To configure DMARC:

    • Create a DMARC record in your DNS settings.
    • Define your policy (e.g., reject, quarantine, or none) and reporting preferences within this record.

    Use our Free DMARC Record Generator to create a secure DMARC record

    DMARC generator

    Tip #5. Strategic use of subdomains for email campaigns

    Subdomains act as distinct branches of your main domain, allowing for a separation of email streams based on their purpose or nature. For instance, you might use one subdomain for transactional emails (e.g., order.confirmation@shop.yourdomain.com) and another for marketing communications (e.g., newsletter@news.yourdomain.com). This segmentation offers several benefits that can significantly impact your email strategy’s effectiveness.

    Benefits of using subdomains for email communications

    The use of subdomains for different email types brings clarity and structure to your email campaigns. It helps in:

    • Enhancing Deliverability. By segregating your email traffic, you signal to Gmail and other email service providers that you are managing your email streams responsibly. This can improve your sender reputation, as issues in one stream (like a spike in spam complaints for marketing emails) are less likely to affect the deliverability of others (such as your transactional emails).

    • Improving Email Organization. For recipients, especially those using Gmail, this separation makes it easier to recognize and categorize emails. Gmail’s filtering algorithms can more accurately sort emails into the primary inbox, promotions, or updates tabs, improving the user experience and ensuring that important messages are not overlooked.

    • Facilitating Detailed Tracking and Reporting. With emails categorized under different subdomains, analyzing performance metrics becomes more straightforward. You can gain insights into how each type of communication performs, enabling more informed decisions on optimizing your email campaigns.

    Tip #6. Keeping a clean slate: monitoring for blacklistings

    When your domain or IP lands on a blacklist, it’s like being marked with a scarlet letter in the eyes of email service providers, including Gmail, leading to your emails being blocked or filtered into the spam folder.

    Gmail, with its sophisticated spam filters, heavily relies on these blacklists to decide which emails make it to the inbox and which are relegated to spam. Being listed can severely impact your email deliverability, tarnishing your sender reputation and diminishing the effectiveness of your email campaigns. It’s a scenario that can unravel months of effort in building a strong, positive relationship with your audience.

    Tips on monitoring and removing your domain/IP from blacklists

    Checking whether your IP address or domain has landed on a blacklist is a critical step in safeguarding your email deliverability. While the task might seem daunting, it’s actually quite straightforward, especially with tools like Warmy at your disposal. Warmy simplifies this process, offering an Email Deliverability Test that provides immediate insights into your status across the most renowned blacklists.

    The beauty of using Warmy for this purpose lies in its ease of use and comprehensive coverage. With just a few clicks, you can initiate a test that scans a wide array of blacklists, quickly identifying if your domain or IP address has been flagged. This not only saves time but also provides peace of mind, allowing you to address any issues before they impact your email campaigns.

    Warmy’s Email Deliverability Test goes beyond mere blacklist checking. It offers a holistic view of your email deliverability status, including whether your domain is registered on any blacklists.

    Domain blacklist

    Tip #7. Content segregation: tailoring emails to subscriber interests

    The essence of content segregation lies in its ability to transform a generic email blast into a series of thoughtful, personalized conversations. For Gmail users, who navigate through a daily deluge of emails, a message that speaks directly to their interests and needs stands out as a beacon of relevance. This not only increases the likelihood of your emails being opened and engaged with but also significantly boosts your sender reputation in the eyes of Gmail’s filters.

    Adopting a strategy of content segregation and personalization involves a few key steps, each designed to deepen your connection with your audience:

    • Understanding Your Audience. The first step is to dive deep into the preferences, behaviors, and engagement patterns of your subscribers. This can be achieved through data analysis, direct feedback, and observing how different segments interact with your content.

    • Creating Segments. Armed with insights, you can then create distinct segments within your subscriber list. These segments could be based on demographics, past purchase behavior, engagement levels, or any other criteria that reflect the varied interests of your audience.

    • Crafting Tailored Content. For each segment, develop content that addresses their specific interests and needs. This could mean customizing the subject lines, the body of the email, or even the offers and calls-to-action you include. The goal is to make each recipient feel as though the email was crafted just for them.

    • Testing and Refining. With segmentation in place, continuously test and refine your approach. A/B testing can be particularly effective here, allowing you to compare the performance of different personalization strategies and fine-tune your approach based on real-world data.

    • Monitoring Engagement. Keep a close eye on how each segment responds to your emails. High engagement rates will confirm that your content is hitting the mark, while lower rates may suggest a need for further personalization or segment adjustment.

    Tip #8. Maintaining a healthy subscriber list: best practices

    The journey to maintaining a healthy subscriber list is marked by continuous attention and care. It involves not just the initial collection of email addresses but a sustained effort to ensure that each subscriber remains interested and engaged. This process is akin to tending a garden, where periodic weeding (list cleaning) and nurturing (re-engagement campaigns) are essential for vibrant growth.

    List cleaning is the process of removing inactive or unresponsive subscribers from your mailing list.

    Maintaining a healthy subscriber list is an ongoing process that requires diligence, strategy, and a touch of creativity. By regularly cleaning your list and deploying thoughtful re-engagement campaigns, you cultivate a garden of engaged subscribers. This not only enhances your deliverability and engagement rates with Gmail but also strengthens the overall effectiveness of your email marketing efforts, ensuring that your messages are not just sent but seen and valued.

    Interested in details? Check out our article – 6 Must-Have Email List Scrubbing Tools for Spotless List Hygiene in 2023

    Tip #9. Ensuring subscriber engagement: securing the opt-in

    In the realm of email marketing, the moment a subscriber chooses to opt-in to your mailing list is akin to the beginning of a new dialogue, one that’s based on mutual interest and consent. This initial step is crucial, especially for Gmail subscribers, as it sets the tone for the relationship that follows. A clear and consensual opt-in process not only aligns with Gmail’s guidelines but also lays the foundation for sustained engagement, ensuring that your emails are welcomed into the inbox with open arms.

    The importance of this process cannot be overstated.

    Creating an effective opt-in process involves a few key considerations, each designed to enhance clarity, consent, and compliance:

    • Make It Clear. Your opt-in form should clearly state what subscribers are signing up for. Whether it’s a newsletter, promotional offers, or updates, the value proposition should be unmistakable. This clarity helps set expectations and builds trust from the outset.

    • Double Opt-In. Implementing a double opt-in process, where subscribers confirm their email address after the initial signup, adds an extra layer of consent and verification. This practice not only ensures that you’re capturing a genuine interest but also reduces the risk of fake or mistyped email addresses, enhancing the overall health of your subscriber list.

    • Provide a Sample. Offering a glimpse of what subscribers can expect, such as a link to a past newsletter or a preview of exclusive content, can help solidify their decision to opt-in. This transparency fosters a positive initial experience, increasing the likelihood of engagement.

    • Easy Opt-Out. Just as important as the opt-in process is ensuring that subscribers can easily opt-out if they choose. A straightforward and accessible unsubscribe option respects subscriber autonomy and maintains the integrity of your list.

    • Stay Compliant. Adhering to email marketing regulations, such as GDPR for European subscribers, is non-negotiable. Ensure your opt-in process is compliant with these laws by including necessary disclosures and consent mechanisms.

    Tip #10. Avoiding the pitfalls: steering clear of spam traps

    Spam traps are not always easily identifiable, which makes them all the more dangerous. They come in various forms, including pristine traps, which are email addresses created solely for the purpose of catching spam and never used for communication, and recycled traps, which are old, abandoned email addresses reactivated to serve the same purpose. Falling into these traps signals to email service providers like Gmail that your email practices may be less than scrupulous, leading to blacklisting or severe deliverability issues.

    To navigate this treacherous terrain and maintain a reputable sender status, consider the following advice:

    • Avoid Purchasing Lists. Acquiring email lists can be tempting as a shortcut to expanding your reach, but this practice is fraught with risks, including the high potential for spam traps. Building your list organically is slower but infinitely safer and more effective in the long run.

    • Monitor Engagement. Keep a close eye on how your subscribers interact with your emails. Low engagement rates can be a sign of poor list health and increase your risk of encountering spam traps.

    • Stay Informed. Spam trap operators and email service providers occasionally share insights and updates on how to avoid traps. Staying informed about best practices in email marketing and any new developments in spam trap detection can help you adjust your strategies accordingly.

    Bonus Tip. A Comprehensive Guide to Google Postmaster Tools

    Google Postmaster Tools is a free service provided by Google to help email senders monitor and analyze their email traffic on Gmail. It provides email metrics and insights that can help senders improve their email deliverability and reputation.

    Using Postmaster Tools, senders can access data about their email delivery, including spam rate, bounce rate, and feedback loop data. They can also view information about the reputation of their IP addresses and domains, which can affect email deliverability.

    Additionally, Postmaster Tools provides recommendations and best practices to help senders improve their email performance and avoid common mistakes that can harm their reputation.

    Overall, Google Postmaster Tools is a valuable resource for email senders to understand and improve their email deliverability on Gmail.

    Some of the features of Google Postmaster tools include

    Domain Reputation

    It provides an overview of the sender’s reputation with Gmail and shows the sender’s IP address and domain reputation score.

    Spam Rate

    It displays the percentage of emails sent by the sender that are marked as spam by Gmail users.


    It shows whether the sender is using authentication protocols such as SPF, DKIM, and DMARC.


    It displays whether the sender is using Transport Layer Security (TLS) encryption to protect emails during transmission.

    Feedback Loop

    It allows senders to receive feedback on their messages that have been marked as spam or sent to Gmail’s “Bulk” folder.

    Benefits of using Google Postmaster tools

    Using Google Postmaster Tools can provide numerous benefits for email senders, including:

    Improved email deliverability

    By monitoring and analyzing email metrics and data, senders can identify issues that may be affecting their email deliverability and take corrective action to improve it.

    Enhanced email performance

    Google Postmaster Tools provides data and insights that can help senders optimize their email content and improve engagement rates, leading to better email performance.

    Better understanding of email reputation

    By monitoring domain and IP reputation, senders can gain a better understanding of their email reputation and how it affects their email deliverability.

    How to use Google Postmaster tools

    To use Google Postmaster Tools, you must first sign up for the service and verify your domain or IP address. Here’s a step-by-step guide on how to use the tool:

    1. Go to the Google Postmaster Tools website and sign in with your Gmail account.

    2. Add your domain or IP address and verify it by adding a DNS record or uploading a file to your website.

    3. Once your domain or IP address is verified, you can access the dashboard and view your email metrics and data.

    4. Use the data and insights provided by Google Postmaster Tools to identify issues affecting your email deliverability and take corrective action.

    All in all, the IP reputation/Domain reputation score is an important factor in determining email deliverability, as email servers and spam filters use it to evaluate the trustworthiness of email senders. If an IP address has a poor reputation, emails sent from that IP address may be more likely to be flagged as spam or blocked by email servers.


    By using, senders can gain insights into how Gmail handles their emails, and take steps to improve their email deliverability and avoid being marked as spam.

    How to compare these stats with Warmy?

    By using, senders can gain insights into how Gmail handles their emails, and take steps to improve their email deliverability and avoid being marked as spam.

    warmy email deliverability

    Got some insights from Google Postmaster Tools and wondering how to leverage them? Enter Warmy.io, your go-to for understanding and enhancing IP reputation in the realm of email deliverability.

    Imagine Warmy.io as your personal guide in the email world. It’s the tool that keeps tabs on your emails’ journey to your recipients’ inboxes, particularly for those using Gmail and Google Workspace. Are your emails making it to the inbox, or are they veering off into the spam folder? Warmy.io has the answers.

    But Warmy.io isn’t just about monitoring; it’s about actively improving your email game. It introduces an email warm-up process, a strategic approach to bolster your sender reputation. Think of it as a fitness regime for your emails, conditioning them to consistently reach the inbox instead of getting sidelined to spam. This is crucial for anyone aiming to enhance their email deliverability.

    With Warmy.io, you’re not just sending emails blindly. You’re making informed decisions, ensuring your emails land precisely where they should – in your audience’s view. It’s about mastering Gmail’s filtering system and fine-tuning your content so it effortlessly navigates into those inboxes.

    Ready to elevate your email deliverability to new heights? Schedule a demo with our Warmy deliverability specialists today and discover how our cutting-edge tool can transform your email marketing strategy. Don’t miss this opportunity to ensure your emails always hit the mark. Contact us now to unlock the full potential of your email campaigns!


    In conclusion, mastering email deliverability for Gmail requires a blend of strategic foresight, technical savvy, and ongoing vigilance. By implementing the proven tips outlined in this article, from establishing a solid foundation with email testing to navigating Gmail’s unique challenges and ensuring subscriber engagement, marketers can significantly enhance their email campaigns’ effectiveness.

    Embracing practices such as content segregation, maintaining a healthy subscriber list, and steering clear of spam traps will not only improve your sender reputation but also ensure your messages reach their intended destination. Remember, successful email deliverability in the Gmail ecosystem is not a one-time achievement but a continuous journey of adaptation and refinement.

    By staying informed and proactive, you can ensure that your email marketing efforts yield the desired results, fostering meaningful connections with your audience and driving your business forward.


    How can I check if my emails are being delivered to Gmail and Google Workspace inboxes?

    You can use tools like Google Postmaster Tools to monitor your email performance on Gmail. This tool provides insights into your email traffic, spam rate, and domain/IP reputation. Additionally, using email deliverability services like Warmy.io can help you track and improve your email performance.

    What steps can I take to improve my email deliverability to Gmail and Google Workspace?

     To improve deliverability, ensure your emails are authenticated using SPF, DKIM, and DMARC. Regularly monitor your email performance using Google Postmaster Tools, maintain a clean email list, and engage in best email practices like segmenting your audience and personalizing content.

    Can using an email warm-up service like Warmy.io improve deliverability to Gmail and Google Workspace?

    Yes, using an email warm-up service like Warmy.io can significantly improve your email deliverability. It helps in building a positive sender reputation over time, which is crucial for ensuring your emails are accepted by Gmail and Google Workspace servers.

    What are the common reasons for emails landing in spam in Gmail and Google Workspace?

    Common reasons include poor sender reputation, lack of proper email authentication, sending to outdated or unengaged email lists, and content that triggers spam filters. Regular analysis and adjustments are necessary to avoid these issues.

    How often should I check my email deliverability metrics?

    It's advisable to regularly monitor your email deliverability metrics, especially after sending large email campaigns. Frequent checks allow you to quickly identify and rectify issues affecting your email performance.

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