Blog article
- 8 minutes read
- Kiara Saloojee
- DMARC Enthusiast
Gmail deliverability: How to land in the inbox (not the Gmail Spam folder)
Gmail deliverability is your likelihood of landing in Gmail inboxes instead of the Gmail Spam folder. For brands, it’s not just a technical metric. It is the difference between customers seeing your invoices, password resets, alerts, and campaigns – or never seeing them at all.
Google processes billions of messages every day and uses a combination of signals to decide where your email goes: Authentication (Sender Policy Framework (SPF), DomainKeys Identified Mail (DKIM), Domain-based Message Authentication, Reporting, and Conformance (DMARC)), sender reputation, and engagement.
When Gmail deliverability drops, you feel it quickly: Open and click-through rates fall, key messages go unnoticed, and important emails never reach the inbox. When messages don’t reach the inbox, campaigns underperform, and customers are left confused when an email they’re expecting never shows up. Over time, that means lost revenue and a decline in customer confidence as communication feels less reliable.
Teams often feel the impact across sales, marketing, and support. When key messages fail to appear at the right moment – whether it’s an invoice, a verification code, or a renewal reminder – customers experience friction, and businesses lose opportunities that could have been easily preserved with strong Gmail deliverability.
If Gmail users make up a meaningful share of your audience, Gmail deliverability should be a deliberate part of your customer experience strategy.
How Gmail deliverability works inside Google’s systems
Gmail’s internal filters are complex, but the high-level model is straightforward: Check whether the message is authenticated, evaluate how the sender has behaved over time, look at the message content and engagement patterns, and then decide where to place the message.
While you can’t control every detail of Google’s algorithms, you can control the signals your domain sends.
Primary inbox, Promotions tab, and Spam folder
For companies, “delivered” isn’t enough. Where email lands matters.
The Primary inbox is where personal, high-value communication lives. Messages like receipts, password resets, and urgent alerts often land here when they come from trusted, authenticated senders.
The Promotions tab is where most marketing communications, newsletters, and offers go. These messages are usually wanted but treated as lower priority. Many brands will see a large share of their advertising email here.
The Gmail Spam folder is where Gmail sends messages it views as suspicious or unwanted. That includes obvious spam, but also legitimate messages from senders with high bounce rates or suspicious patterns.
Good Google deliverability means more of your critical messages reach the Primary inbox, and your marketing messages at least avoid the Gmail Spam folder and land somewhere customers can find them.
Authentication, reputation, engagement
Gmail looks at several groups of signals when deciding where to place your email:
- Authentication with SPF, DKIM, and DMARC is the foundation. When these protocols are correctly aligned, Gmail can verify that the message genuinely comes from your domain.
- Domain and IP reputation are based on measurable factors such as bounce rates and spam complaints. Poor reputation increases the likelihood of filtering or rejection.
- Engagement gives Gmail a sense of how recipients interact with your messages – for example, how often people open or reply to them. Consistent, predictable sending patterns also help build trust over time.
Google Postmaster Tools provides visibility into many of these signals. It shows your domain reputation score, spam rate, authentication performance, and more. Treat it as Google’s view of your domain health.
Common reasons your emails don’t reach Gmail inboxes
Even legitimate brands can miss the inbox. These are the issues that most often harm Gmail deliverability.
Weak domain or IP reputation
Reputation drops when you email lots of invalid addresses, when recipients frequently mark your messages as spam, or when you send very few emails and then suddenly send a large volume.
When reputation falls, Gmail may push more messages to the Gmail Spam folder. Recovery is possible, but it usually requires a sustained period of good behavior.
Missing or misconfigured SPF, DKIM, or DMARC
Authentication issues are another common cause of poor Google email deliverability. Typical problems include having no SPF, DKIM, or DMARC records at all, messages that fail SPF and/or DKIM checks, or cases where SPF and/or DKIM don’t align with your visible ‘From’ domain.
Gmail treats unauthenticated or misaligned messages cautiously. That often results in more email landing in the Gmail Spam folder or being temporarily or permanently rejected, especially if you’re sending at higher volumes.
This is why DMARC is useful even at a monitoring-only level. Its reports reveal who’s sending on behalf of your domain and where SPF and DKIM are failing, helping you detect and fix issues before they start harming Gmail deliverability.
Spammy or misleading content
Risky patterns include misleading subject lines, excessive punctuation, and messages that rely mostly on images.
Used occasionally, none of these are serious problems. Used consistently, they increase the likelihood that your email shifts from the Primary inbox to the Gmail Spam folder.
The good news: Most of these issues are fixable. Use the checklist below as a staged plan to improve Gmail deliverability over time.
How to improve Gmail deliverability (practical checklist)
Start with authentication and list quality, then refine sending behavior, content, and monitoring. You don’t need to complete everything at once, but steady progress is essential.
1. Audit authentication: SPF, DKIM, and DMARC
Begin by mapping every system that sends email on behalf of your domain – marketing platforms, CRMs, and billing systems. Once you know who’s sending, you can confirm that each one is correctly authenticated.
Review the SPF record to ensure that all legitimate senders are included and that your record stays within the ten DNS lookup limit.
Check that every outgoing email is signed with DKIM. Then publish a DMARC record if you don’t already have one. Start with a p=none policy to collect data without affecting delivery. Plan a staged journey toward p=quarantine and, eventually, p=reject once you’re confident all legitimate mail is authenticated.
This foundation is what Google expects from responsible senders.
2. Fix list hygiene and bounces
Healthy lists are essential for a strong reputation. Remove addresses that hard bounce as soon as possible and avoid sending to users who mark emails as spam. Use double or confirmed opt-in so you know new subscribers genuinely want your email.
Consider gradually removing chronically inactive contacts, at least from marketing messages. Although your list may shrink, engagement improves and spam-complaint risk drops, which supports better Gmail deliverability and strengthens domain reputation.
3. Manage volume and sending patterns carefully
How you send matters as much as what you send. When you launch a new domain or IP, warm it up gradually by starting with smaller sends to your most engaged audience.
Avoid sudden spikes, such as sending to an entire database that hasn’t heard from you in months. Predictable sending patterns help Gmail see you as a consistent, trustworthy sender.
4. Improve content and structure
Next, focus on what you send and how it appears in the inbox.
Use clear, honest subject lines that reflect the content of the message. Maintain a balance of text and images (with descriptive alt text) so that recipients can understand the message quickly.
Always include a functional unsubscribe link and your physical address in messages. Make unsubscribing easier than reporting spam. Over time, that choice protects your reputation and improves Gmail deliverability.
5. Monitor reputation with Google Postmaster Tools
Set up Google Postmaster Tools for each domain you use to send to Gmail. Review domain and IP reputation, spam rate, and authentication performance regularly.
If you see your reputation drop or spam complaints increase, investigate quickly. Look for changes in lists, content, or configuration. Addressing issues early prevents long-term damage.
Many of the steps in the checklist above aren’t just ‘nice to have’ – they’re now part of Google’s formal requirements for bulk senders.
Use Sendmarc alongside Postmaster Tools for visibility into DMARC data. While Postmaster shows how Gmail views your domain, DMARC reports show email traffic, configuration issues, and possible abuse. Together, these views give you the insight needed to protect your domain and improve Gmail deliverability over time.
Google’s bulk sender requirements and Gmail deliverability
From November 2025 onward – building on requirements first introduced in February 2024 – Google has enforced stricter rules for bulk senders, defined as those sending 5 000 or more messages per day to Gmail accounts. These requirements have a direct impact on Gmail deliverability and are increasingly part of what “good” looks like for all professional senders.
At a high level, bulk senders must authenticate their email with SPF, DKIM, and DMARC, keep spam-complaint rates low, make unsubscribing easy, and use secure connections such as Transport Layer Security (TLS) when sending.
Authentication is mandatory
For bulk senders, Gmail expects:
- All outgoing emails to pass SPF and DKIM checks.
- DMARC to be published for sending domains, with a policy of at least a p=none.
- Alignment between the “From” domain and the domains used for SPF and DKIM.
This combination gives Gmail confidence that the email genuinely originates from you.
One-click unsubscribe and respecting opt-outs
Google expects bulk senders to provide a visible, easy-to-find unsubscribe option and to support one-click unsubscribe. Unsubscribes should be processed within 48 hours.
Although this rule focuses on user experience, it has a direct impact on your domain reputation. If recipients can’t easily opt out, they’re far more likely to mark messages as spam – and those complaints directly influence Gmail deliverability.
Keeping spam-complaint rates low
Gmail tracks the percentage of your messages that recipients mark as spam. As a guideline, aim to stay well below 0.3% – ideally closer to or under 0.1%. Higher complaint levels don’t just affect one campaign; they shape how Gmail views your domain and can reduce deliverability across all future emails.
Do these rules apply if you’re not a high-volume sender?
Even if you send fewer than 5 000 messages per day to Gmail accounts, the same practices benefit you:
- They improve Gmail deliverability by aligning with Google’s expectations for responsible senders.
- They mirror what other major mailbox providers, such as Yahoo Mail and Outlook, require.
You may never meet Google’s definition of a bulk sender, but following these requirements is a practical way to strengthen your email deliverability.
How DMARC helps Gmail deliverability
DMARC is often discussed as a security control, but it also plays a central role in how trustworthy your domain appears to Gmail.
Deliverability and trust benefits
When you implement DMARC correctly and move toward enforcement:
- Attackers have a harder time spoofing your domain, so fewer fraudulent emails reach customers pretending to be you.
- Your sending footprint becomes cleaner, with fewer unknown or misconfigured senders generating failures.
Over time, this combination supports a stronger reputation and better Gmail deliverability.
How BIMI strengthens brand recognition
DMARC also enables the use of Brand Indicators for Message Identification (BIMI), an optional standard that displays a verified brand logo next to your emails in supported inboxes. BIMI requires strong authentication, including DMARC enforcement.
You don’t need BIMI to achieve strong Gmail deliverability, but it can reinforce trust and recognition for Gmail users. A verified logo helps customers identify legitimate messages and makes it harder for attackers to impersonate your brand.
In Gmail, this can mean:
- Your messages are easier to notice and trust in a crowded inbox.
- Your brand presence is reinforced each time a customer scans their inbox.
Security and brand protection
Attackers regularly register lookalike domains or attempt to send email using your real domain to trick customers into paying fraudulent invoices, entering passwords on fake pages, or sharing personal information.
With full DMARC enforcement, Gmail can confidently block messages that fail authentication but claim to come from your domain. That means customers receive fewer malicious emails that appear to be from you, and your brand is less likely to be associated with fraud.
How Sendmarc helps you improve Gmail deliverability and meet Google’s requirements
Sendmarc’s solution is designed to help organizations implement and manage SPF, DKIM, and DMARC. The result is stronger security and better Gmail deliverability.
Discover who’s sending as your domain
Sendmarc processes DMARC aggregate reports and translates them into a clear view of every service that sends email on behalf of your domain. You can see your marketing tools, CRM platforms, and ticketing systems in one place, along with any unexpected sources. This visibility makes it far easier to confirm that each legitimate sender is correctly configured before you tighten policies.
Update SPF, DKIM, and DMARC safely
Once you know exactly who’s sending email for your domain, Sendmarc helps you update your DNS records with confidence. You can adjust SPF entries, update DKIM to ensure each email is signed correctly, and refine your DMARC record. The goal is to strengthen authentication and improve Gmail deliverability without risking outages or disrupting legitimate email traffic.
Move from monitoring to enforcement
DMARC enforcement is powerful, but it requires a structured plan. Sendmarc guides you from p=none to p=quarantine and, eventually, to p=reject. At each stage, you can see which services are affected and what needs to be adjusted.
Monitor reputation and threats over time
Email ecosystems change. Teams add new tools and retire old systems – and at the same time, attackers continually try to exploit your domain. Sendmarc monitors your DMARC data so you can identify new senders and configuration changes early. This gives you time to fix issues before they impact Gmail deliverability or result in complaints from customers.
Support compliance with Google’s bulk sender requirements
Gmail, other mailbox providers such as Yahoo Mail and Outlook, and regulators worldwide now expect strong authentication from serious senders.
Sendmarc helps you:
- Authenticate your email with SPF, DKIM, and DMARC.
- Maintain control over who sends from your domain.
Book a demo with Sendmarc to see how a dedicated DMARC management platform can help you improve Gmail deliverability and protect customers from spoofed email.