It is the only direct view into Gmail's opinion of your mail, and Gmail is usually the largest share of any consumer list.
Mistake 1: Verifying the root domain but sending from an unverified subdomain#
Why it hurts: this undermines Google Postmaster Tools at the point where mailbox providers make their decision, and it is rarely surfaced by your own tooling until placement drops.
Fix: Add your sending domain and verify with a TXT record.
Mistake 2: Reading reputation as a single day rather than a trend#
Why it hurts: this undermines Google Postmaster Tools at the point where mailbox providers make their decision, and it is rarely surfaced by your own tooling until placement drops.
Fix: Send consistently for a few days so data appears.
Frequently asked questions#
Why is Postmaster Tools empty?
Volume is too low for Gmail to report, the domain is not verified, or you are looking at the wrong domain (From versus DKIM d=).