Good news for monitor your deliverability ! With the arrival of the "Respect unsubscribes" section, the dashboards in v2 of the Google Postmaster Tools are now over (at least, we don't see any more "coming soon" features). This concludes a cycle that began with the new Gmail deliverability rules to be unveiled in late 2023 and early 2024.
Respect unsubscribers?
In English, the interface says "Honor unsubscribe". This was one of Google's announcements at the beginning of 2024: the unsubscribe request must be applied within 48 hours of the recipient's announcement. Now, in the Google Postmaster Tools interface, if you don't comply with this rule, you'll see a message like:
" Improvements needed - Remove users from mailing lists within 48 hours of receiving their unsubscribe request. Recipients will mark your e-mails as spam or block you permanently if you don't comply with their unsubscribe requests."
What this also means is that Google is able to detect (via List-Unsubscribe) if your recipients continue to receive e-mails even though they have unsubscribed from your messages. This means that if you fail to comply with this rule, you could be penalized by a deterioration in the reputation of your IPs and domains.
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If not, when will v2 be finished?
Good question! In version 2 of Google Postmaster Tools, many features have been migrated over the last few months. However, two essential features are still missing before we can definitively abandon v1:
- Add domain reputation tracking
- Add IP address reputation tracking
We can be sure that the Gmail teams are working on it. We'll keep you posted as soon as they do.
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