Deliverability consultation
Maximise your email deliverability with a one-on-one session with a CCK expert.
Monitoring your domain’s reputation is essential for ensuring high email deliverability. Google Postmaster Tools is a free resource you can use to view important metrics for your email-sending domain.
This guide will walk you through setting up and using Google Postmaster Tools with CCK.
Why Domain Reputation Matters
Internet Service Providers (ISPs) evaluate the reputation of your sending domain to determine whether your messages should be delivered to the inbox or filtered as spam.
A solid reputation can lead to higher open rates and better engagement, while a poor reputation may result in deliverability issues.
By regularly checking your standing with Google Postmaster Tools, you can take proactive steps to maintain a positive sender reputation.
Getting Started with Google Postmaster Tools
1. Sign in to Google Postmaster Tools
Navigate to Google Postmaster Tools.
Click the Sign In button, then log in with a Google Workspace or Gmail account. If you don’t have one, you’ll need to create a free Google account.
2. Add Your Domain
On the dashboard, click Add Domain.
Enter your sending domain (for example,
example.com).Click Next to proceed.
3. Verify Your Domain Ownership
Google Postmaster Tools will provide a verification code in DNS TXT record format.
Copy this TXT record.
Go to your DNS host (like GoDaddy, Namecheap, or another provider) and locate the DNS records for your domain.
Create or edit the TXT record with the value provided by Google.
Once added, return to the Postmaster Tools dashboard and click Verify.
Tip: DNS changes may take a few hours (or even a day) to propagate, so if verification doesn’t work right away, try again later.
Review Your Domain Data
Once your domain is verified, Google Postmaster Tools will start collecting data. Check back regularly to review:
Domain Reputation: Get an overview of how Gmail perceives your domain.
Spam Rate: Learn how often your sent emails are marked as spam by recipients.
Feedback Loop: See how subscribers are engaging with your messages and whether complaints are on the rise.
Authentication Results (DKIM, SPF, DMARC): Confirm that these protocols are properly set up.
Note: Data may not appear immediately. Google typically populates metrics once enough emails are sent to Gmail addresses.
How to Maintain a Positive Domain Reputation
1. Practice Good List Hygiene
Remove inactive or unengaged subscribers regularly. Sending to recipients who don’t want your emails can lead to spam complaints or poor engagement, harming your domain reputation.
2. Personalise Content and Respect Frequency
Sending targeted, relevant emails can increase open and click-through rates. Keep an eye on sending frequency - bombarding inboxes with too many messages can trigger complaints.
3. Use Proper Authentication
Ensure your domain has valid SPF, DKIM, and DMARC records. These authentication methods help ISPs confirm that you’re a legitimate sender.
4. Monitor Key Metrics in CCK
Check your email statistics in CCK to track open rates, click rates, and spam complaint trends. Swiftly address any deliverability concerns by reviewing campaign data and adjusting your sending practices.
Troubleshooting Common Issues
Low Domain Reputation: Consider reducing your send volume temporarily and focus on your most engaged audience. Gradually increase the volume as engagement improves.
High Spam Complaint Rate: Review your content, frequency, and unsubscribe process. Make it easy for subscribers to opt out rather than marking your emails as spam.
Authentication Failures: Verify that you’ve set up SPF, DKIM, and DMARC correctly. A small typo or misconfigured record can lead to delivery challenges.
Google Postmaster FAQs
Do other Inbox Providers like Microsoft or Yahoo offer similar tooling?
In short, no. Microsoft has a tool called SNDS, but it is more beneficial to the infrastructure’s owner. Other ISPs have similar programs like mail.ru's Postmaster page, but none are as reliable as Google's in our experience.
How often does Google Postmaster update?
Very often, which is one of its greatest strengths. If you make changes to improve your list/sending habits, you will quickly see this reflected in Google Postmaster, usually within 1 day. Vice versa, if you make a mistake and damage your domain reputation, you will see this quickly if you monitor Google Postmaster.
Does Google Postmaster have an API?
Yes, you can find more information here.
Where can I learn more about Google Postmaster Tools?
You can learn more about Google Postmaster Tools on their website.
Final Thoughts
Maintaining a strong sender reputation is an ongoing process. Google Postmaster Tools offers valuable insights into how Gmail perceives your domain, which helps guide decisions that improve your deliverability.
By following best practices - such as consistent list maintenance, relevant messaging, and proper authentication - alongside regular monitoring in Postmaster Tools, you’ll give your emails the best chance of landing in the inbox.