In 2020, many marketers battled with (and lost to) Gmail’s spam filter. As a consultant, I had the experience of fighting with Gmail’s algorithm in about 15 different company architectures and cultures. The results could not have been more different. Some of my clients ended the year with ~40% open rates in Gmail. Others suffered banishment with below 1% rates. The difference? The choice between using a marketing automation strategy or clinging to the old ways of “batch and blast.” Those that effectively segmented, metered, and targeted their messages were wildly successful at high volume. Those that clung to old ideas of “email as direct mail” suffered severely.To understand this, we have to first recognize that “email” doesn’t have a universal set of rules. Well – ok, it does have a universal set of rules (like DKIM, SPF, etc.) BUT not all email providers use ALL of the same rules. What Yahoo mail finds acceptable, Microsoft Exchange might block, and what Microsoft Exchange might accept, Gmail will block, and so on and so forth. Of all of these players, Gmail consistently stands out as the most dynamic and most aggressive player in email filtering. It’s no surprise; just consider their model. Gmail is one of Google’s core free services they use to attract users to their platform. In attracting billions (with a B) of users to their free service, they can collect deep personal data on all of these people to sell to advertisers. It is therefore in their financial interest to keep their free users very happy and satisfied.
Free comprehensive SEO audit
Organic search is one of the the top contributors of quality, lead generating traffic. Make sure your website is optimized to it's fullest with our free audit.