What Marketers Need to Know in 2025
Email marketing remains one of the most effective channels for customer engagement, but recent developments in email deliverability—especially with Google—have left many marketers scrambling to adapt. If you’ve noticed a drop in inbox placement for Gmail users over the past few months, you’re not alone. The email marketing community is facing new hurdles, and the landscape is shifting fast.
At Known Media, we work closely with brands and publishers to optimize deliverability. Here’s a look at the current challenges with inboxing to Google and how you can stay ahead of them.
What’s Happening with Google Inboxing?
Starting in late 2024 and accelerating into 2025, Google has tightened its email filtering algorithms. Many senders—even legitimate ones—are seeing:
- Lower inbox placement rates
- More emails landing in Promotions or Spam
- Increased graymail filtering (emails that are technically delivered but are deprioritized or auto-archived)
These changes aren’t a glitch. Google is actively refining its algorithms to protect user experience, reduce inbox clutter, and cut down on unwanted bulk mail. Unfortunately, that means even well-intentioned senders are getting caught in the net.
Why Is This Happening?
Several factors are driving this shift:
- User Feedback Signals:
Gmail uses engagement signals like open rates, click rates, and spam reports to determine whether your email is wanted. A decline in engagement can push your emails to the Promotions tab—or worse, to Spam. - Stricter Authentication Requirements:
With DMARC enforcement, SPF alignment, and DKIM best practices now non-negotiable, even minor misconfigurations can impact deliverability. - Volume and Frequency Scrutiny:
Google is more sensitive to senders who increase volume too quickly or send at inconsistent cadences. Bursts of traffic without warming can trigger filtering. - Content and Domain Reputation:
Repetitive content, heavy use of links, and a history of flagged campaigns can damage both your domain reputation and IP standing with Google.
What Can Senders Do?
Here are some actionable steps to help navigate the current deliverability climate:
1. Double Down on Engagement
Focus on sending to highly engaged segments. Remove unengaged users regularly to avoid sending to stale lists that hurt your reputation.
2. Authenticate Properly
Make sure you have SPF, DKIM, and DMARC fully configured and aligned. Google is cracking down on unauthenticated traffic.
3. Monitor Inbox Placement (Not Just Deliverability)
Getting a "delivered" report isn’t enough. Use tools that measure actual inbox placement so you can identify issues early.
4. Warm Up Domains and IPs Carefully
If you’re launching new campaigns or domains, build up gradually. Google is watching for sending patterns that look unnatural.
5. Focus on Value, Not Volume
Content matters. Make your emails personalized, relevant, and timely. Avoid heavy promotional blasts with no real value for the reader.
Looking Ahead
Google’s inboxing challenges aren’t going away. In fact, it’s likely that we’ll see even more aggressive filtering and machine learning-based prioritization in the months ahead. The age of "spray and pray" email marketing is officially over.
At Known Media, we help brands stay compliant, improve engagement, and optimize their email strategies to meet the evolving demands of platforms like Google. If you're seeing deliverability issues, let’s talk.
