If you have gmail in your email list, pay attention. Since May, Google has been announcing, through a campaign aimed at users, the closure of accounts that have not interacted for two years.

Although already described in the Google account settings, the new policy for deleting inactive accounts takes effect in December 2023.

But what does it means for those who work with mass emailing? See below.

Millions of gmail accounts: millions of bounce risks

Imagine the thousands of gmail accounts that exist around the world. With the new account policy, if there is any address invalidated by Google in your list, this email will be billed as a bounce.

Each email provider has its own antispam filter, but they all have something in common: they classify as spammers all senders that have only 3% of invalid emails in their lists.

And it doesn’t matter if the sender has a mailing list containing 1,000, 10,000 or 1 million contacts. The percentage of bounces will fall on the total number of addresses.

That is, with the closure of inactive Google accounts, if there are 3% of them dammed in your email list (not considering the other bounces), your email marketing will end up in the recipients’ spam box.

With the spammer label, your reputation drops, including with other email providers. And the end of this story isn’t happy.

But calm down! If you use email marketing as a strategy, you can reverse this situation: regularly checking your email list.

Only in this way you can guarantee that the addresses on your list belong to real people. Just what email providers want.

Why did Google take this initiative?

Contrary to what many people think, free email providers have high costs with message delivery services.

Inactive emails (and bounces in general) take up bandwidth consumed by ISPs.

This gap filled by irrelevant emails undermines communications that really deserve to reach the inbox.

Spam boxes were created precisely to disassociate emails that did not receive authorization from the recipient of messages that should receive attention.

In order to offer an increasingly refined service to its users through the delivery of relevant emails, free providers invest in increasingly careful antispam filters.

Another question is the security of user information. The longer an email account remains inactive, the more exposed it is to personal data leakage.

This information can be used by third parties to create spam, steal data to generate a false digital identity, phishing, among other acts of bad faith.

Against the bounces

Email validation is an increasingly essential service, both for those who work with large lists and for those who need to protect their registration forms.

Accordingly information technology and data protection advance, providers and recipients are becoming more demanding about the security of the emails they send and receive.

Therefore, to remain against the grain of bounces and any factor that might classify you as a spammer, always choose SafetyMails.

Open your account for free and earn 100 credits to prove the quality of our services!