This document discusses understanding deliverability in Gmail. It notes that Gmail is a challenging platform to navigate for email marketers as its algorithms frequently change. To successfully deliver emails through Gmail requires having knowledge of how Gmail works, access to relevant data, and taking appropriate actions. The document also shares that 34% of Gmail users utilize tabs to sort emails, with the social and promotions tabs being most widely used.

1. Understanding Gmail Deliverability
May 2, 2017

2. WELCOME!

3. 3
Panel Introductions
Emily Gates
SVP Global Client Services
Return Path
Matt Mikolajchak
Principal Technical Account Manager
Return Path
Lawrence Montoya
Director Digital Member Experience
AARP

4. 4
Here’s what we know
Gmail is a challenging
black box to navigate
for email marketers
Just when you feel like
you’ve got it figured out,
it changes
You’re not alone if you
feel this way, it’s a
common challenge
across the industry

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Deliverability is an Industry-Wide Problem

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What you need to navigate Gmail
Knowledge Data Action

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Understanding Gmail
Gateway Delivery Agent
Subscriber
Relative
Engagement
Traditional
Reputation
Global
Engagement
List
Quality

8. 8
Personal emails and messages from other
categories where the tab isn’t turned on
Mailing lists and groups
Transactional emails like receipts and shipping
notifications
Email marketing promotions and offers
Social notifications and updates

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34% of Gmail Users Use Tabs to Sort Email
Do you currently use Gmail tabs to sort your email?

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Social, Promotions Most Widely Used Tabs
What Gmail tabs do you currently have enabled?

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How do you know you have a Gmail issue?

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Thank You
Please visit us at booth 126 to speak with one of
our Return Path deliverability experts