Google Launches Gmail Postmaster Tools for “Qualified” Bulk Senders

Published by: Andrew Paul    |   Category: Blog, Email Deliverability, Reputation    


Gmail Postmaster Tools

According to Google, currently less than 0.05% of valid emails end up in Gmail users spam folders. (I might try and argue this statistic, but I’m only 1 of Gmail’s 900 million users, so I’ll leave that for another day.) Google’s goal is to make Gmail a spam free email client for its users. Currently, Google relies on its users to know when they’ve made a mistake and delivered a legitimate email into the spam folder, via the “Not spam” button or allowed a piece of spam to make it past the filters and end up in a user’s inbox – using the “Report spam” button. Google has now implemented a new machine learning process to detect spam trying to portray itself as legitimate email. While Google has always used machine learning, it now uses this more sophisticated neural networking approach to analyze incoming messages. Google stated that they will use the “same intelligence developed for Google Search and Google Now” to make their spam filtering smarter.

Google is trying to make it easier for companies to avoid having their email messages marked as spam or junk with its new Postmaster Tools for Gmail. The program allows ‘Qualified’ high-volume senders to have a look under the hood of how Gmail processes and filters inbound email messages and provides insight into delivery errors and feedback loops. The new filters will also be customized for each individual user to better understand how an individual Gmail user manages their inbox and the types of emails received.

What is a ‘Qualified’ Sender?

If you’re a spammer, you’re out of luck. Google’s Postmaster Tools will only be available to qualified senders who meet its reputation requirement. Once you are ‘Qualified’, you’ll be given access to a number of dashboards. This will show you how often users report the sender’s emails as spam, additional insight into the sender domain reputation and additional info on how Gmail treats their messages. This will definitely be a double edged sword. If you send emails that generate complaints, you will be downgraded and likely have the majority of email send directly to the spam folder without passing GO or collecting $200. On the other hand, if you send emails that generate very few complaints, you’ll have the ability to send your email messages into that coveted inbox the majority of the time without a problem.


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