Did Google Eat Marco Rubio's Campaign Emails?

Published: Jun 20, 2022
Updated: Jul 2, 2022

Is Google intentionally sabotaging Republican political email campaigns? That accusation was raised at the end of May by Sen. Marco Rubio.

On May 21 Rubio tweeted:

I’m writing an in-depth article about this for my SignalFox.org site. But I’ll cut to the chase here.

Spam problems call for objective diagnostics and testing rather than speculation.

While marketers do not have complete control of this issue, there’s much that can be done to optimize for deliverability.

What's "deliverability?"

Deliverability, often expressed as a percentage, refers to how many emails (in a measurement set, such as a campaign) wind up in the inbox vs. in the spam folder or undelivered. It includes anything you do to maximize that number.

Here's a more formal definition: Email deliverability is a measurement and a set of practices. It spans metrics, industry requirements, conditions, and actions (including experimentation and analysis) that impact the likelihood that a sender’s email will (a) wind up in the recipient’s inbox (b) in a timely fashion. It includes the use of various software tools. And it's impacted by the behavior of individual email users and by technical changes made to third-party tools.

Good email deliverability rates cohere with good end-user experiences.

Resource #

Twilio Analysis of Presidential Campaign Email Effectiveness Shows only a Small Number Reach Intended Audience

This interesting study by Twilio/SendGrid used Gmail accounts to analyze the email campaigns of 2020 Democratic candidates for U.S. President. Only 3.8% of emails wound up in the inbox and 21% went to spam, harming their fundraising efforts. About half failed to use proper email authentication.

The answer? Use better email marketing practices.