“Google Postmaster Tools” (GPT) is a tool developed and provided by Google to monitor different KPIs relating to email deliverability on Gmail addresses. The tools are useful to bulk senders, transactional emails, marketing, newsletters, for example, to get an idea of KPIs relating to deliverability on mailboxes hosted by Google (Gmail and Google Workspace, previously called GSuite). The metrics available on Google Postmaster are spam landing rate, IP address reputation, domain reputation, feedback loop, authentification, encryption, and delivery errors.
In this article, we will detail how to monitor your domain reputation on “GPT” and how to optimize it.
To allow Google to identify and track your traffic, you have to comply with some rules:
How to track a domain on Google Postmaster?
Go to https://postmaster.google.com/ and log-in
On the bottom right of the page, click on “+”
Enter the domain you would like to track, then add the TXT record, (google-site-verification=...), within your domain’s DNS’
You can access the first data a few hours/days later.
How to track domain reputation?
Domain reputation include four levels:
Warning: these indicators need to be correlated with others such as spam rate, and IP address reputation.
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What influences domain reputation?
- Spam landing rate: if high (over 0.5%), then your reputation will decrease.
- The quality of your mailing base: prefer “double opt-in” contacts, check the emails validity regularly with a tool like ZeroBonce to avoid bounces and spam traps, send emails only to active contacts.
- Content quality: send “branded” emails to contacts that can recognize you, add visible unsubscribe links, personalize your emails, avoid “spammy content”, which is spam words, poor quality links, images too heavy, for example.
Other settings can of course be taken into account, those mentioned above are the most common.
Nobody really knows what criteria are the most important. This article is based on our experience with numerous clients and different Google articles.
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