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Google Postmaster Tools (GPT) provides free insight into how Gmail sees your sending domain. It shows your domain reputation, spam rate, authentication pass rates, and delivery errors — data essential for diagnosing Gmail deliverability issues.

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What Google Postmaster shows

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Setting up Google Postmaster Tools

1

Go to Google Postmaster Tools

Visit postmaster.google.com and sign in with a Google account.
2

Add your domain

Click the + button and enter your sending domain.
3

Verify ownership

Google provides a TXT or CNAME DNS record to verify domain ownership. Add it to your domain’s DNS.
4

Wait for data

Data appears once your domain sends sufficient volume to Gmail addresses (typically 100+ messages per day). Data may take 24-48 hours to populate.
Google Postmaster only shows data for email sent to Gmail and Google Workspace addresses. For Outlook, use Microsoft SNDS.

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Interpreting the dashboard

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Domain reputation

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Spam rate

Google requires bulk senders (5,000+ emails/day to Gmail) to maintain a spam rate below 0.10%. Exceeding this can result in permanent delivery degradation.

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Action items by metric

Review your last 7-14 days of campaigns. High bounce rates, spam complaints, or sending to unengaged contacts are common causes. Clean your list, reduce volume, and focus on engaged contacts.
Ensure every email has a working unsubscribe link. Stop sending to contacts who have not engaged in 90+ days. Consider a re-engagement campaign.
Check your DNS records. SPF failures mean the sending IP is not in your SPF record. DKIM failures mean the signature is missing or invalid. See Email & SMTP setup.
Check the delivery errors tab for specific error codes. Common issues include rate limiting, authentication failures, and recipient address problems.

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Connecting insights to HoopAI

  1. Low domain reputation — reduce campaign frequency, clean contact lists, verify addresses before sending
  2. High spam rate — review unsubscribe flow settings in Marketing > Emails > Campaigns (gear icon)
  3. Authentication failures — check DNS records for your dedicated sending domain in Settings > Email Services
  4. Rising delivery errors — slow down sending pace, check list quality, review bounce reports
Last modified on March 6, 2026