Beginners Guide to Email Deliverability for Gmail & Google Workspace

Introduction

Email deliverability determines whether your emails reach the inbox or get filtered into spam/promotions. Poor deliverability can lead to wasted effort, low engagement, and even account restrictions. This guide covers key factors affecting email deliverability and best practices for sending bulk emails successfully from Gmail or Google Workspace.

What is Email Deliverability?

Email deliverability refers to the ability of your emails to land in the recipient’s inbox instead of spam or promotions folders. It depends on multiple factors, including sender reputation, email content, authentication, and engagement metrics.

A Brief History

Early email systems had no filtering mechanisms, leading to an explosion of spam. In response, ISPs introduced filtering algorithms, authentication protocols (SPF, DKIM, DMARC), and reputation-based scoring to protect inboxes. Today, email deliverability is influenced by AI-driven spam detection, engagement signals, and domain reputation.

Email Deliverability for Gmail & Google Workspace Senders

If you’re sending bulk emails from a Gmail or Google Workspace account, there are unique challenges to consider:

• Daily Sending Limits: Gmail restricts sending to ~500 emails/day for free accounts and ~2,000 emails/day for Google Workspace accounts. Learn more about Gmail sending quotas.
• No Dedicated IPs: Unlike traditional email service providers (ESPs), Gmail does not allow dedicated IPs, meaning your deliverability depends on domain reputation.
• Strict Spam Filters: Google’s AI-powered filters analyze content, sender reputation, and engagement. Poor deliverability can lead to emails landing in spam or getting blocked.
• Promotions Tab Placement: Gmail categorizes bulk emails into different tabs (Primary, Promotions, Updates), which affects visibility.

Best Practices for Improving Deliverability

1. Authenticate Your Emails

Proper authentication proves that your emails are legitimate and prevents spoofing. Set up:

• SPF (Sender Policy Framework): Specifies authorized mail servers for sending on behalf of your domain.
• DKIM (DomainKeys Identified Mail): Adds a digital signature to verify email integrity.
• DMARC (Domain-based Message Authentication, Reporting & Conformance): Enforces SPF/DKIM policies and provides reporting.
• BIMI (Brand Indicators for Message Identification): Displays your brand logo in inboxes to increase trust.

Recommendation:

1. Set up SPF, DKIM, and DMARC for Google Workspace.
2. Use our Free SPF Checker tool to quickly check your domain’s SPF record.

2. Use a Custom Sending Domain

Sending from a custom domain (e.g., yourdomain.com instead of gmail.com) improves credibility. You can also set up a dedicated subdomain (e.g., mail.yourdomain.com) to separate bulk emails from regular correspondence.

3. Maintain a Clean Email List

Sending to invalid or unengaged contacts can damage your reputation. Regularly:

• Remove hard bounces (invalid addresses).
• Suppress unsubscribed or complained contacts.
• Validate new emails before sending campaigns.

Recommendation:

1. Use the Bounce Protection feature in BetterMerge to automatically validate your recipient list.

4. Avoid Spam Triggers

Spam filters analyze email content. Avoid:

• Misleading subject lines.
• Excessive capitalization, symbols, or spammy phrases (e.g., “FREE!!!”).
• Too many images with little text.
• Missing or hidden unsubscribe links.

Recommendation:

1. Use our Free Spam Checker tool too validate your email content before sending.

5. Improve Email Engagement

Gmail prioritizes emails with higher engagement. Improve open and click rates by:

• Personalizing subject lines and content.
• Sending relevant content based on user preferences.
• Optimizing send times when recipients are most active.

Recommendation:

1. Read how to compose and personalize email templates in BetterMerge.
2. Read more about Smart Delivery Control to improve deliverability and engagement.

6. Warm Up Your Email Sending

If you’re sending from a new domain, gradually increase sending volume:

• Start with small batches (~50–100 emails/day).
• Send to engaged users first.
• Monitor bounces and adjust accordingly.

Recommendation:

1. Use the Smart Delivery Control feature in BetterMerge to control the speed and volume of your emails.

7. Monitor Deliverability Metrics

Track key metrics to detect issues early:

• Bounce Rate: Should be below 2%.
• Spam Complaint Rate: Should be below 0.1%.
• Open Rate: Industry average varies (20–40% for marketing emails).

Recommendation:

1. Use the Tracking features in BetterMerge to monitor your campaign performance.
2. Use Google Postmaster Tools to monitor domain reputation and spam rates.

8. Optimize for Mobile

Most emails are opened on mobile. Ensure:

• Responsive design for all screen sizes.
• Readable fonts and clear CTA buttons.

9. Send Emails at the Right Frequency

Too many emails can trigger spam complaints. Balance frequency based on recipient engagement and preferences.

Recommendation:

1. Use the Smart Delivery Control feature in BetterMerge to set a daily sending limit.

10. Use a Reputable Sending Tool

Using a reliable email platform ensures better deliverability. Some options:

• BetterMerge (for bulk sending with Gmail)
• Google’s built-in mail merge
• Third-party bulk email services (if Gmail limits are restrictive)

Conclusion

Improving email deliverability requires a combination of authentication, engagement, and list management. By following these best practices, Gmail/Google Workspace senders can maximize inbox placement and avoid spam filters. Regular monitoring and adjustments are key to maintaining a strong sender reputation.