In a move aimed at boosting security and reducing malware risks, Google began deactivating Gmail inactive accounts that haven’t been accessed in over two years.
Over the past few months, users with inactive Gmail accounts have been receiving reminders to log in—both to their accounts in question and their recovery email accounts—warning that their accounts will be deleted. If your email lists could talk, they might be nervously muttering, “What in the Google is happening now?”
In a move aimed at boosting security and reducing malware risks, Google began deactivating Gmail accounts that haven’t been accessed in over two years, starting in late 2023. Yep, Google is Marie Kondo-ing its inactive users, and if an account hasn’t sparked joy (or even logged in) recently, it’s on the chopping block.
Why is this relevant? While it may seem like routine maintenance on Google’s part, this change has created new challenges for email marketers, especially when it comes to email list hygiene in light of Gmail’s inactive account policy.
With Google deleting inactive accounts, marketers could see an increase in hard bounces—emails that fail to deliver because the address no longer exists.
This rise in bounces could negatively impact sender reputation, making it tougher for future emails to reach inboxes. And since Gmail addresses often make up a significant portion of many email lists, Gmail’s inactive account changes might hit some marketing campaigns harder than expected.
But it’s not all bad news. This shift offers email marketers a chance to refine their practices and focus on engaging active subscribers. By addressing inactive accounts now, you can improve open rates, maintain a strong sender reputation, and build a healthier, more responsive list.
Here are some practical strategies for keeping your email list clean and improving deliverability:
Segment Inactive Subscribers: Identify Gmail users who haven’t engaged with your email content in the past 18-24 months. Focus re-engagement campaigns on these users to encourage them to reconnect.
Run Re-engagement Campaigns: Send tailored messages to inactive users, offering special content or incentives. This helps to determine which subscribers are still interested and which should be removed.
Use Verification Tools: Implement email verification tools to ensure your list is free of invalid addresses, reducing bounce rates and protecting your sender reputation.
Remove Hard Bounces: Regularly clean your list by removing addresses that repeatedly bounce. This will ensure that you’re not wasting resources on unreachable contacts, helping to keep your list hygiene in check.
Encourage Whitelisting: Ask subscribers to add your email address to their contact list to improve inbox placement and avoid spam folders. This is particularly important as Google refines its spam filters and deliverability guidelines.
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