- Email Delivery and Deliverability

Learn how to use Google postmaster tools to monitor and improve your email campaign results

Postmaster tools by Gmail

In 2015 Google launched Postmaster Tools for domain reputation understanding. Over time these tools have been tweaked and upgraded and Google anti-spam algorithms (powered by machine-learning) have become more sophisticated and powerful.

Now email senders should pay attention to email engagement to get better deliverability in Google Mail (Google Apps & @googlemail.com, @gmail.com).

I have gained experience working with Google Postmaster tools and I’m happy to share it with you here.

How to Setup Google Postmaster Tools?

Step-1: You will need the existing Google App or @gmail.com email, if you have it, go to Step-2, if you don’t – create it here.

Step-2: Log into your account and go to postmaster.google.com.

Step-3: Click on “+” icon to add your domain from which you are sending emails.

Google Postmaster Tools

Step-4: You will be required to verify the ownership of your domain in one of two ways.

Google Postmaster Tools

  • B – Adding CNAME in your domain DNS settings.

Step-5: When given records in your domain DNS are added, click on Verify Domain.

Google Postmaster Tools

Step-6: Finally click on your verified domain to see the results (if the tool shows “No data to display”, make sure that you are sending domain authenticated campaigns up to the order of hundreds).

If you need help to get started, contact us!

Google Postmaster Tools Explained

What is Spam Rate?

Spam Rate is a measure that determines your Domain Reputation. Users that receive unwanted emails are able to report them as “Spam” through their email provider, increasing your Spam Rate as a result. In order to keep a “spam complaint rate” (<0,1%) you can check our strategies that help you avoid landing in the Spam box.

 

Google Postmasters Spam report.

Example of High-level domain reputation group spam rates (last 30 days).

What is IP reputation?

As all email must originate from an IP address, the IP reputation is a measure used by Google postmaster tools, that can tell whether or not an IP address is sending Unwanted Bulk Email (UBE) or Spam messages. By clicking on a data point, you can display a sample of IP ranges from which your emails were sent.

IP reputation report in Google Postmasters

Example of good engagement campaign sending IPs reputation (last 120 days).

What is Domain reputation?

This tool shows you what Gmail thinks of your domain reputation. There are different levels of reputation that you receive depending on whether your contacts engage with your emails or mark it as spam.

Google Postmasters domain reputation report.

Example of good engagement campaign sending group reputation (last 120 days).

Meaning of reputation levels:

Bad Domain Reputation – a history of sending an enormously high volume of spam. Mail coming from this entity will almost always be rejected at SMTP or marked as spam.

Low Domain Reputation – known to send a considerable volume of spam regularly. Mail from this sender will likely be marked as spam.

Medium/Fair Domain Reputation – known to send good mail, but is prone to sending a low volume of spam intermittently. Most of the email from this entity will have a fair deliverability rate, except when there is a notable increase in spam levels.

High Domain Reputation – has a good track record of a very low spam rate, and complies with Gmail’s sender guidelines. Mail will rarely be marked by the spam filter.

  • Spam filtering is based on thousands of signals, and Domain & IP reputation is just two of them.
  • If your domain reputation is lower than IP reputation, you should pay attention to email engagement and find out which part of your content is with low, bad deliverability in Google.

What is Feedback loop?

This tool shows the volume of spam rate. You should keep spam rate below 0.5% to avoid suspension of your Mailigen account.

Google Postmasters Spam Feedback Loop report.

Example of campaign sending group that is enrolled in Google FBL where one sender got 0.7% spam rate for all his send-outs (last 7 days).

What is Authenticated Traffic (Authentication)?

This tool shows traffic that passed SPF, DKIM & DMARC, over all received traffic that attempted authentication.

Google Postmaster Authenticated traffic report.

Example of mailigen.com domain authenticated traffic rate (last 7days).

warning (!) – as an Email Delivery Expert, I recommend to use DMARC tools, like DMARCIAN , to monitor DMARC success rate & Email Fraud.

What is Encrypted Traffic (Encryption)?

Here you can observe TLS encrypted traffic vs. all mail received from that domain (Mailigen sends out TLS encrypted emails).

Google Postmasters Encrypted Traffic report.

Example of campaign sending domain group encrypted traffic rate (last 120 days).


What are Delivery errors?

The delivery errors panel hows rejected/temp-failed traffic vs all authenticated traffic coming from that domain, within a single graph.

Google Postmasters Delivery Errors report.

Example of domain delivery error rate where the reason was – Dmarc policy of the sender domain (last 7 days).

 

Can I add other users who will be able to manage my domain reputation?

Yes, just click on manage users, then on “+”  and add your domain manager @googlemail.com, @gmail.com or Google Apps email address!

Adding additional users to Google Postmasters.

When manager email is added, be sure to let them know. They will need to add your domain in their postmaster.google.com account!
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Related resources:

Postmaster Tools FAQs

Postmaster Tools

Everything You Need to Know About Gmail’s New Postmaster Tools

Path emails need to take to get delivered to recipient infographic

3 thoughts on “Learn how to use Google postmaster tools to monitor and improve your email campaign results

    1. Thanks for your comment, we appreciate your interest! This article supposed to discover more information about Google Postmaster tools.
      Spam-traps are more about reputation, like when you are sending your email campaign and it gets to the spam-trap, your reputation decreases and next emails could get delivered into junk folder. Keep following us, keep reading our blog posts and definitely you will get more advanced in email marketing!

  1. Awesome input! I wonder if you also consider what platform you use to get a higher chance of your email to go to the inbox and not to spam folders or promotion. I’ve been seeing a lot of reviews about mailchimp being so complicated and overused. So I tried the free trial with Activetrail which so far gave good results.

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