Why Engagement Matters

If Gmail’s algorithm thinks a marketing email won’t be engaging enough to a user, it won’t deliver that email to the user’s inbox tab. While Gmail doesn’t have anything against marketing per se, its ongoing fight against spam and phishing messages can ensnare well-meaning marketers.

In fact, engagement isn’t just a Gmail problem. Although the service doesn’t share its algorithms, its practices influence Outlook, Yahoo, and the entire ecosystem of Internet Service Providers. Marketers who don’t master Gmail engagement could eventually find themselves shut out of other inboxes as well.

How Google Measures Engagement

Gmail keeps the details of its engagement filters a secret, and it updates them all the time. However, we do have a pretty good idea of factors Gmail uses to measure engagement.

Note the plural “factors”: there’s a…

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