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Gmail purge announcement

Tracy Schneider
$organization

I received a cold-call sales email (from a "contact verification solution provider") about a Gmail purge. Has anyone heard anything about this? Are you taking any proactive steps to get ahead of it in case it dramatically spikes hard bounces? I know we discussed re-engagement strategies in general during the Lean Coffee session this week. This news might light a fire on looking at engagement more closely sooner rather than later. 

From the emai I recieved:

Heads up email marketers: The Great Gmail Purge starts today!
In case you missed it, Google has started deleting email accounts that have been inactive for at least two years. Unfortunately, this adds a new curveball during the busy holiday season.

But don’t panic. Here are a few quick tips to adapt:

  • Avoid sending to these email addresses, since they’ll start to hard bounce and may be turned into recycled spam traps.
  • Consider a re-permission or re-engagement campaign to see if subscribers are still interested in hearing from you.
  • Take cues from purchases, cart abandon/browse, or even in-store visits to know who’s loyal to your brand—use that to fuel sending decisions.

verified by ABC news.

abcnews.go.com/.../story

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  • 0 $organization

    Google is beginning to purge email addresses that aren't recently used:

    https://arstechnica.com/gadgets/2023/11/inactive-google-account-deletions-start-december-1/

    There's little to nothing for a company to do, however.

    Tracy Schneider said:
    Are you taking any proactive steps to get ahead of it in case it dramatically spikes hard bounces?

    What would you do?  From our perspective this is a good thing, since it will take clearly unused email addresses out of our distribution lists.

    • Avoid sending to these email addresses, since they’ll start to hard bounce and may be turned into recycled spam traps.
    • Consider a re-permission or re-engagement campaign to see if subscribers are still interested in hearing from you.
    • Take cues from purchases, cart abandon/browse, or even in-store visits to know who’s loyal to your brand—use that to fuel sending decisions.

    But how would you know who these people are?  Google certainly isn't going to give that information out.

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  • 0 $organization

    Google is beginning to purge email addresses that aren't recently used:

    https://arstechnica.com/gadgets/2023/11/inactive-google-account-deletions-start-december-1/

    There's little to nothing for a company to do, however.

    Tracy Schneider said:
    Are you taking any proactive steps to get ahead of it in case it dramatically spikes hard bounces?

    What would you do?  From our perspective this is a good thing, since it will take clearly unused email addresses out of our distribution lists.

    • Avoid sending to these email addresses, since they’ll start to hard bounce and may be turned into recycled spam traps.
    • Consider a re-permission or re-engagement campaign to see if subscribers are still interested in hearing from you.
    • Take cues from purchases, cart abandon/browse, or even in-store visits to know who’s loyal to your brand—use that to fuel sending decisions.

    But how would you know who these people are?  Google certainly isn't going to give that information out.

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