ISP Deliverability Guide: Gmail (Updated)

Google's Gmail might be the preeminent mailbox provider. Launched in 2004, Gmail has grown from the "new kid on the block" into one of the biggest hosts of individual email mailboxes in the world. Depending on what data you look at, you might even see Gmail as the #1 mailbox provider, at least here in the US.Gmail's spam filtering systems incorporate user feedback and engagement. And they know what they're doing. If you are not sending wanted mail to people who requested that mail and who read that mail at high enough percentages, you're going to struggle. You won't reliably get your mail to the inbox. Their systems are too good -- their magic spam fighting robots look at metrics very closely -- and their view of certain metrics can even change over time! What got you to the inbox in 2019 might not be good enough to get you to the inbox today. Deliverability success at Gmail requires not only that you adhere to best practices, but it also necessitates ongoing monitoring and tweaking…