A Quiet Change That’s Affecting Artist Newsletters
Recently, someone texted me to say that our newsletter landed in their spam folder. The very next day, my email platform (Flodesk) invited me to a class on email deliverability. That timing wasn’t a coincidence.
In December, Google quietly changed how it evaluates emails (especially newsletters) as part of its effort to better protect users from spam and unsafe senders. Because Google handles roughly 70% of email worldwide, what they do has a ripple effect across almost all email marketing.
So if you’ve sent a newsletter and noticed lower open rates, or emails suddenly landing in spam, you’re not imagining it. And it’s very likely not because you’re doing anything “wrong.”
This is more of a check-in moment than a panic button.
The Big Thing Google Is Watching: Sender Reputation
The most important concept to understand right now is sender reputation. Think of it as trust.
Google wants to feel confident that when it places an email into someone’s inbox, that email is legitimate, safe, and genuinely wanted by the recipient. If there’s any uncertainty, Google doesn’t ask questions. It simply moves the email to spam.
The good news? There are a few very basic things worth paying attention to that can help maintain that trust.
A Few Things Worth Checking
1. Don’t Send Newsletters From a Gmail Address
If you’re sending newsletters from a free Gmail address (like yourname@gmail.com), this is one of the first things to reconsider.
Google wants to be able to authenticate a domain. Meaning it can verify where the email is truly coming from. That’s much easier when emails are sent from a domain-based address, such as hello@yourartstudio.com or you@yourwebsite.com.
This doesn’t mean Gmail is bad. It just isn’t designed for newsletters.
If you’re curious, Google has a free tool called Google Postmaster Tools that shows how Google views your sending domain and whether it appears trustworthy. It’s worth taking a look to see where you stand.
2. Make Sure Your Website Looks Secure
This one is simple but often overlooked.
If you have a website, it should start with https:// — not just http://. That extra “s” signals basic security and legitimacy.
If your site has been around for a long time, this is especially worth double-checking. It’s not a mistake. It’s just one of those things that standards evolve around.
3. Quality Matters More Than Quantity
Google pays close attention to how people interact with your emails.
If a large percentage of your list isn’t opening your newsletters, Google may assume those emails aren’t wanted. Even if some people genuinely enjoy them.
This is why a smaller, engaged list is actually healthier than a large, quiet one.
It may be worth occasionally cleaning your list and letting go of subscribers who haven’t opened emails in a long time. That can feel uncomfortable, but it improves deliverability overall.
4. Consistency Builds Trust (For Humans and Google)
Sending one email every few months, or suddenly sending many at once, can confuse spam filters.
You don’t need to email constantly, but a steady rhythm helps. Even once every 4–6 weeks is okay. Bi-weekly or monthly is often a comfortable and effective pace.
Consistency signals legitimacy.
5. Consider a Double Opt-In
A double opt-in simply means that after someone signs up for your newsletter, they receive a confirmation email asking them to confirm they really do want to receive emails from you.
This extra step helps establish trust with email providers and improves the overall quality of your list.
Yes, fewer people may complete that second step , but the ones who do are far more likely to open and read what you send.
If Your Open Rates Suddenly Dropped…
It might not be your content.
It might not be your subject lines.
And it might not be something you did wrong.
It may simply be that email rules shifted quietly and your setup needs a small tune-up.
That’s normal. And it’s fixable.
A Handy Checklist
If you send newsletters regularly, it’s worth doing a simple check-in:
What email address are you sending from?
Does your website use
https://?Who on your list is actually opening your emails?
Are you emailing on a consistent and regular schedule?
How does Google think you’re doing? Check here at Google Postmaster
You don’t need to fix everything at once. Even one small improvement can make a meaningful difference.
This is one of those behind-the-scenes realities artists didn’t sign up for but still have to navigate. The goal isn’t to become an email expert. It’s simply to make sure your work reaches the people who want to see it.
