I subscribe to my own newsletter via Gmail so that I can see how it is treating the Weekly Thing. I have Gmail configured to forward things to Fastmail which I intercept into an “External” folder. I do the same with iCloud. This morning it didn’t come through. So I went looking…

Sure enough Gmail had decided that Weekly Thing 291 / Ireland 🇮🇪 was deserving of the spam folder. Why? The sender address is in my contacts! It hasn’t relegated any recent issues to junk! No idea. And isn’t an address being in your contacts effectively an allow-list to get email? I guess not.

While there I noticed that Gmail had also put several Google Search Console, Google Cloud, and Google Account emails in spam as well. Perhaps this is some nod to anti-trust watchers but it seems ridiculous that Google’s own emails to a Gmail user be flagged as junk — including my Google Cloud invoice notification!

I share this mostly out of frustration due to the popularity of Gmail and also the perception that people have that it is the senders issue if an email doesn’t land in the inbox. It is fairly common that a friend will say the Weekly Thing went to their spam folder, and the implication is that there is some issue with the email. I’ve properly configured every email acronym you can imagine — SPF, DKIM, DMARC. But still the battle persists.

Gmail likes to add arbitrary other criteria like “Hey, this email is just too long.” or “Hey, we don’t like hyperlinks in emails.” I’m not going to change how I write for some email service, regardless of how popular it is.

What is the point? I guess my thought is to remember that your email services actions are under your control more than the sender. And beyond following standards there is nothing a sender can do to make it better. I would suggest making sure to keep tabs on these other folders too.