In a world where digital communication is essential, email marketing continues to be a vital tool for companies. Namely, to connect with their audience, but also to automate various business processes, which use email.
However, a recent policy update from Google has brought waves of change to email marketing.
Starting December 1st, Google will begin implementing a significant change to its Inactive Accounts Policy, with the aim of strengthening network security by deleting accounts that have been inactive for two years.
Understanding Google’s Inactive Account Policy
According to Google, an inactive account is: “…one that has not been used for a period of two years”. To ensure transparency, users with inactive accounts will receive an email notification before their accounts are deleted.
Although this change focuses on strengthening global security, the implications for those using email marketing are noteworthy.
The impact on Email Marketing campaigns
For those who rely on email campaigns, the implications of Google’s policy change are significant. The likelihood of contacts moving to inactive status can lead to many emails bouncing (high Bounce rates), reducing opens and, potentially, damaging the sender’s reputation. Therefore, you must:
1. Prioritize your Lists hygiene: Regularly cleaning your email lists is more crucial than ever. For example, consider removing contacts who haven’t interacted with the last 10-15 emails to maintain an active and healthy subscriber base.
2. Use email verification tools: Take advantage of email verification tools (like the one provided by Elastic Email) to identify and eliminate invalid emails, and ensure emails reach genuine, active users.
3. Segmentation for Gmail addresses: Consider creating a specific segment for Gmail addresses that have not shown activity in the last 24 months. While removal is recommended, you can also try a re-engagement campaign. If there is no response or a bounce occurs, it is advisable to remove these contacts promptly.
4. Be careful with purchased contact lists: It should be noted that purchasing contact lists not only violates the GDPR, but also the policy of many email marketing platforms (Elastic Email, Mailchimp, Mautic, Brevo, etc.). Stay compliant with regulations and build your email lists organically to drive genuine engagement.
As Google tightens control over inactive accounts, in particular to strengthen security, email marketing must be adapted. Prioritizing list hygiene, using verification tools, and paying attention to specific segments can help maintain deliverability and sender reputation.
In a world where digital communication is essential, being up to date on platform policies is crucial for a successful email marketing campaign. If you need help, you know… contact us!