In an era when websites are being replaced by apps, SEO is no longer the sole game in town when it comes to visibility online. In fact, increasingly we are seeing the power of social media grow as a ranking signal for search engines. Furthermore, with users expecting lightning-fast load times on mobile devices, new technical requirements are changing the face of search engine optimization (SEO) as we know it.
While many brands still struggle to meet basic Search Engine Optimization standards and best practices, others have taken things even further by implementing user experience testing and tracking tools like Google Optimize, Unamo User Testing or Google Analytics RLVs. Consequently, in order to stand out from the noise and succeed in the long run, any brand needs to think beyond just meeting minimum requirements and consider investing in Google Postmaster Tools. Here’s why…
What are Google Postmaster Tools?
Google Postmaster Tools were released back in 2008 and were initially intended as a monitoring service for large brands handling thousands of emails every day. However, today, it has become a go-to for any business with an online presence, regardless of size, who want to boost their email marketing ROI.
Essentially, Postmaster Tools allow you to track the performance of your email marketing efforts across Gmail, G Suite and other mailing systems. You can also use it to optimize delivery, troubleshoot issues and diagnose delivery problems, thereby increasing your deliverability rates and customer satisfaction. For example, if your emails are being flagged as spam and being sent to the spam folder, this is a clear indication that there is something wrong with your email delivery. In such a scenario, your best bet is to use Google Postmaster Tools to figure out what the problem is.
How Can Google Postmaster Tools Help Your Brand?
For starters, Google Postmaster Tools can help your brand save face and boost its reputation by preventing delivery issues. In fact, as an email marketing best practice, it’s imperative that your emails are coming from a legitimate source. As such, Google Postmaster Tools will check your server settings and detect any issues that could cause your emails to be flagged as spam. It will also let you know if you need to change your server settings, upgrade your IP address, or install SPF or DKIM records to make sure your emails are delivered correctly.
Although the above may sound like common sense, the unfortunate reality is that many brands are failing the basics, and as such, they’re not only missing out on potential sales and brand loyalty, but they’re also putting their reputations at risk.
Setting up Google Postmaster Tools
Setting up Google Postmaster Tools is a breeze.
- After you have created a Google account, log in to postmaster.google.com. We recommend creating a custom Gmail account that can easily be shared among users.
- To get started, you’ll need to add your website’s domain.
- Select Next, you’ve now got to prove that you own your domain.
- Now Google will provide you with a TXT record. You need to access to your DNS and add this TXT record. After you’ve done this, go back to Google Postmaster and select Verify.
- If you have issues adding the TXT record, you may verify your domain by adding a CNAME record.
- Once your DNS records are correctly published, the domain status will turn to Verified.
- Connect Google Postmaster Tools with your MailMonitor account (see the Setup guide in your Reputation Monitors section, and then select Google Postmaster Reports
Interpreting Dashboard Analytics
Spam rate
The spam rate is the proportion of emails that users consider to be spam versus the number of emails that are delivered to active users’ inboxes. If a large number of emails are sent directly to spam folders, your spam rate may be low, even though users may still mark your inboxed emails as spam.
IP Reputation
The higher an IP reputation is, the more likely people are to open spam emails. If users mark your emails as spam, your IP reputation number will drop. If you send a lot of emails, your users will dismiss them as spam if they don’t want them. Make sure you only contact users who want to be contacted. You may determine which IPs are in each spam category by observing their bar color. The categories are spam, low spam, medium spam, and high spam. This includes spam detected by Gmail’s spam filter in addition to spam reports from users. You will almost always have your connection request refused or your email marked as spam if it comes from this entity.
- Bad: A history of sending a high volume of spam. Email coming from this entity will almost always be rejected at connection time or marked as spam.
- Low: Known to send a considerable volume of spam regularly. Email from this sender will likely be marked as spam.
- Medium/Fair: Known to send good email but has occasionally sent a low volume of spam. Most
Domain reputation
Having a higher domain reputation makes it less likely for your sending domain’s emails to be filtered to a recipient’s spam folder or inbox. Gmail’s spam filter identifies spam, as well as mail that users report as spam.
- Bad: A history of sending an enormously high volume of spam. Email coming from this entity will almost always be rejected at SMTP or marked as spam.
- Low: Known to send a considerable volume of spam regularly. Email from this sender will likely be marked as spam.
- Medium/Fair: Known to send good email, but has occasionally sent a low volume of spam. Most of the email from this entity will have a fair deliverability rate, except when there’s a notable increase in spam levels.
- High: Has a good track record of a very low spam rate, and complies with Gmail’s sender guidelines. Email will rarely be marked by the spam filter.
Authentication
Shows the number of emails that passed SPF, DKIM, and DMARC authentication over all received traffic.
- SPF graph: Shows percentage of email that passed SPF versus all email from that domain that attempted SPF. This excludes any spoofed email.
- DKIM graph: Shows the percentage of email that passed DKIM versus all email from that domain that attempted DKIM.
- DMARC graph (only if you have a valid DMARC record published): Shows percentage of email that passed DMARC alignment versus all email received from the domain that passed either of SPF or DKIM.
Encryption
Shows what percentage of your inbound and outbound traffic is encrypted.
- TLS Inbound: Shows the percentage of incoming email (to Gmail) that passed TLS versus all email received from that domain.
- TLS Outbound: Shows the percentage of outgoing email (from Gmail) that was accepted over TLS versus all email sent to that domain.
Delivery errors
This graph monitors what percentage of your total emails were rejected or temporarily failed as compared to all authenticated traffic. Under the graph, you can view a list of reasons an email failed.
- Rate limit exceeded: The Domain or IP is sending traffic at a suspiciously high rate and temporary rate limits have been put in place.
- Suspected spam: The traffic is suspected to be spam by Gmail.
- Email content is possibly spammy: The traffic is suspected to be spammy specifically because of the content.
- Bad or unsupported attachment: Traffic contains attachments not supported by Gmail.
- DMARC policy of the sender domain: The sender domain has set up a DMARC rejection policy.
- Sending IP has a low reputation: The IP reputation of the sending IP is very low.
- Sending domain has a low reputation: The Domain reputation of the sending domain is very low.
- IP is in one or more public RBLs: The IP is listed in one or more public Real-time Blackhole Lists (RBLs). Work with the RBL to get your IP de-listed.
- Domain is in one or more public RBLs: The Domain is listed in one or more public Real-time Blackhole Lists. Work with the RBL to get your domain delisted.
- Bad or missing PTR record: The sending IP is missing a PTR record.
Google Postmaster Tools can be a powerful tool to help boost your brand’s visibility and ROI. However, it is important to note that it is not a quick fix, and you will need to be diligent and consistent in order to see results. Ultimately, implementing Google Postmaster Tools is just one part of a larger strategy. The next step is to ensure your brand meets all of the technical requirements necessary to be successful.
