Gmails new spam filter ‘RETVec’ System’ can cause your email campaigns to go to your customers spam folder. Heres how to fix it.

In this digital age, email marketing remains a crucial tool for us as businesses to stay connect with our customers. However, with the increase in spam, spam filters have also had to enhance their tactics to help reduce the ever-evolving and escalating issue of spam. Because of this constant tug of war, getting your email campaigns into your customers’ inboxes is becoming increasingly challenging.

Which is why in February 2024, Google recently introduced a new spam filtering system called ‘RETVec’. In this blog, we’ll cover what RETVec is, how it affects email campaigns, and more importantly, how to make sure your emails reach your audience’s inboxes.

Understanding RETVec:

RETVec is short for Recurrent External Threat Vector. It is Google’s latest spam filtering system for Gmail, which implements advanced machine learning algorithms (TensorFlow AI framework) to analyze various external factors that contribute to email spamming. This includes sender reputation, email content, user engagement metrics, and external signals like user reports and domain authentication. (You can learn more about this AI framework here.)

Impact on Email Campaigns:

While RETVec was created to filter out unwanted emails, it can unintentionally affect legitimate email marketing campaigns. If your emails trigger certain red flags within the RETVec system, they might end up in the spam folder instead of your audiences primary inbox. This can have a significant impact on your email campaign’s effectiveness and ROI, as fewer recipients will see your messages.

Common Issues Leading to Spam Filtering:

Several factors can contribute to your emails being flagged as spam by Gmail’s RETVec system:

  1. Poor Sender Reputation: If your domain or IP address has a history of sending spam or engaging in suspicious activities, Gmail is more likely to filter your emails.

  2. Misleading Subject Lines: Using deceptive or clickbait subject lines can lead to user dissatisfaction and increase the chances of your emails being marked as spam. You subject line should clearly state what the user will be viewing.

  3. Low Engagement Rates: Low open rates, high bounce rates, and minimal user interaction signal to Gmail that your emails are not valuable to recipients, potentially resulting in spam filtering.

  4. Content Quality: Emails with poor grammar, excessive use of promotional language, or containing broken links are more likely to be categorized as spam.

  5. Lack of Authentication: Failure to implement SPF, DKIM, and DMARC authentication protocols can raise suspicions and trigger spam filtering. (I will provide links below, depending on which email campaign you use).

How to Fix It:

Now that we understand the common issues causing emails to be filtered as spam let’s explore some strategies to ensure your campaigns bypass Gmail’s RETVec system and land in your audience’s primary inbox:

  1. Implement Authentication Protocols: Set up SPF, DKIM, and DMARC authentication for your domain to verify your email’s legitimacy and improve deliverability. (How to implement domain authentication for the following email campaigns: Mailchimp, Constant Contact, Active Campaign, and Converter Kit).
  2. Maintain a Healthy Sender Reputation: Regularly monitor your domain and IP reputation using tools like Google Postmaster Tools or Sender Score. Avoid engaging in spammy practices such as purchasing email lists or sending unsolicited emails.
  3. Craft Compelling Subject Lines and Content: Write clear, relevant subject lines that accurately reflect the content of your emails. Personalize your messages and provide valuable, engaging content to increase user interaction and minimize the risk of being marked as spam.
  4. Cleanse Your Email List: Regularly clean your email list to remove inactive or invalid email addresses. Segment your audience based on engagement levels and tailor your campaigns accordingly to improve open and click-through rates.
  5. Optimize Email Design and Formatting: Ensure your emails are mobile-responsive, well-formatted, and visually appealing. Use a balanced mix of text and images, and avoid using large attachments or excessive HTML formatting.
  6. Monitor Performance Metrics: Continuously monitor key performance indicators such as open rates, click-through rates, and spam complaints. Use this data to refine your email strategy and optimize future campaigns.

Final Thoughts

If you find yourself still having trouble with your email campaigns going to spam. Make sure to reach out to your email provider and/or your email marketing platform for assistance. If you need help with authenticating your domain. Feel free contact me here and I can help set that up for you.

Post Tags :

Email, Google, News, RETVec, Spam, Yahoo

With 5+ years in web design, I’m passionate about creating a captivating online experience. Beyond the digital world, I find inspiration in the great outdoors. Follow along as I continue to explore fusing together creativity and functionality in web design.

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