Last week, Google announc that by the end of the year it will commence deleting Gmail accounts that have been inactive for at least two years — a move that the company says is intend to prevent security risks. The policy takes effect immiately, and dormant accounts will be purg in December 2023. For users, Google says it will send “multiple notifications over the months leading up to deletion” to the address and any attach recovery email. With many individuals and organizations using their Google accounts for mia storage, alias addresses or in cases where they may have lost access, but have content stor — this is certainly inconvenient. For marketers, though, the worry is that the deletion of accounts will lead to hard bounces in email sends, possibly skewing metrics.
We sat down with Principal Marketing Consultant
We sat down with Principal Marketing Consultant on our Global Strategy Team, Rima Deming to get the lowdown on everything marketers ne to know about the recent changes, how it will affect them and what action you should take to get prepar for this change.Why is Google taking this action — is it just a security and spam issue or more to do with cost?Google has stat that this move africa email list is intend to protect users from security threats. Accounts that had not been us for an extend period of time were more susceptible to being compromis. An internal analysis that Google conduct found that these older accounts were less likely to have implement their two-factor authentication, and this extra verification method helps to confirm a user’s identity and accounts that don’t have it are often more vulnerable and at risk for identity theft. Although the policy has already gone into effect, Google will not be deleting unus accounts until December at the earliest, starting with accounts that were set up but never us. Google has provid options to keep accounts active which include the following activity:
Anything else marketers should know to be prepar
This isn’t the first time we are seeing an ISP launch an inactivity policy, Yahoo has already implement an even more stringent policy that deletes email accounts after 12 months of inactivity. However, since Gmail has the market share for most utiliz email addresses the impact B2C Fax seen will be greater across organizations.The positive aspect to this change will be that this creates an opportunity for marketers to dig deeper into their customer database and to start thinking about opportunities to reset their overall approach when it comes to how far back they are willing to go to message customers.
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