Google just removed the domain and IP reputation scores that email senders relied on for years. Here's why this change is actually healthy for the industry, and what you need to track now to understand your email performance.
What exactly changed in Postmaster Tools
On September 30, 2025, Google officially deprecated the original Postmaster Tools interface. All users are now redirected to Google Postmaster Tools V2. While most reports migrated successfully, there is one critical exception: Domain and IP reputation dashboards are permanently retired.
Domain reputation
IP reputation
For context, Google Postmaster Tools (GPT) has been the gold standard for email sender visibility since 2015. It provided insights into spam complaints, IP reputation, domain reputation, authentication status, and more. The V2 interface brings a polished design, adjusted spam complaint rates, and new compliance reports—but no reputation scores.
Compliance status
At first glance, this feels like a major loss. These reputation dashboards were:
Simple and intuitive: a quick visual indicator (Bad/Low/Medium/High) that anyone could understand;
Unique in the market: no other major mailbox provider offered such transparent reputation visibility per domain;
Early warning systems: a sudden reputation drop could alert senders before issues escalated into major deliverability problems.
Without these dashboards, many senders feel like they're flying blind.
Why removing reputation scores is good for deliverability
While useful, these reputation reports may have been pushing senders in the wrong direction. Here's why Google likely made this call:
Fighting oversimplification and gaming the system
Reputation isn't a single score. It's a complex calculation involving engagement rates, complaint patterns, list quality, sending consistency, authentication, and dozens of other signals. The simplified score led many senders to treat deliverability like a game: find the acceptable threshold and test the limits, rather than genuinely focusing on subscriber satisfaction.
It also probably gave spammers a testing ground to understand exactly when Gmail flagged their behavior and fine-tune tactics to stay just above "acceptable" thresholds.
Refocusing senders on recipient experience
A good reputation score could sometimes mask a set of bad practices that negatively impact user experience. Removing the reputation report pushes senders out of their comfort zone to refocus on the recipient experience.
This appears consistent with Google's actions on email in recent years: reducing the maximum spam complaint threshold to 0.3%, introducing a new unified unsubscribe center, adding new unsubscribe suggestions in the promotions tab, etc.
What to monitor instead: core Gmail deliverability signals
Chase red flag patterns first
If you don't have time for deep analysis, watch for patterns that scream "bad sender":
High bounces + high unsubscribes + high complaints = major problem.
You are sending to people who either don't exist, don't remember you, or actively don't want your emails. This is exactly what spam filters catch.
Ensure your performance stays within acceptable KPIs: Batch Email Guidelines
Build sophisticated monitoring (quarterly deep dives)
For long-term deliverability health, focus on these fundamentals:
1. List quality and acquisition
No amount of technical optimization saves poor list quality. Your reputation ultimately reflects how recipients interact with your emails.
Action steps: Audit signup processes for clarity and transparency, implement confirmed opt-in where appropriate, and set clear expectations about content and frequency at signup.
More details: Best Practices on List Hygiene
2. Remove inactive subscribers
Mailbox providers view consistent engagement as a key reputation signal. Emailing people who never open your messages drags down overall performance.
Define "inactive" for your program (typically 3-6 months of zero engagement, though retail with high marketing pressure may need shorter windows—even 2 weeks can mean 10+ unread emails). Create re-engagement campaigns with clear value propositions, then remove subscribers who don't respond.
3. Optimize sending frequency
Both under-sending and over-sending harm performance. The right frequency depends on your audience, content, and value proposition.
Test different frequencies and measure engagement carefully. Monitor fatigue metrics like rising unsubscribe rates or declining engagement. Send more to engaged users, less to passive ones.
4. Leverage Gmail feedback loop data
Spam complaint data is still available in Postmaster Tools V2 and provides granular insights into which campaigns cause problems.
Feedback loop
After complaint spikes, systematically investigate the cause. The Feedback Loop report provides automation or campaign IDs. Use other providers' spam reports (which include complainer email addresses) to analyze user experience and identify root causes.
Look at the bigger picture: universal deliverability principles
Here's the most important takeaway: these best practices aren't Gmail-specific.
They're universal principles that improve deliverability across all mailbox providers. By focusing on fundamental health metrics rather than chasing one provider's reputation score, you build a more resilient email program that performs well everywhere.
A healthy transition for the Email Ecosystem
Losing Google's reputation dashboards is challenging. For years, these scores provided simple, reassuring health indicators. Their absence requires more sophisticated monitoring and deeper understanding of deliverability fundamentals.
But there's reason for optimism. Google hasn't abandoned transparency—they've committed to introducing new dashboards with "even more useful and actionable information." While we await these tools, this transition gives us an opportunity to strengthen fundamentals and stop relying on simplified scores.
This change benefits the ecosystem:
Legitimate senders develop better practices focused on subscriber satisfaction rather than gaming scores
Recipients receive higher-quality emails as senders focus on genuine engagement
The industry matures beyond simplistic metrics toward nuanced understanding of email success
Ready to strengthen your deliverability monitoring? Start with the red flag pattern check, then gradually implement the complete strategy. Focus on one area at a time. Remember: sustainable deliverability comes from respecting your subscribers, not chasing scores.
Baptiste Guerre
Solutions Engineer Strategic Expert
Follow us
The CRM Newsletter
Subscribe to get the latest news in your inbox!
