Using google search Using “sign in with google” to sign in to a third-party app or service What impact will this have on marketers? The biggest impact that marketers will face is that their list size will decrease since there are likely dormant email addresses as part of their overall email marketing database. However. This will be less of an impact to customers who have proactively already been removing inactive accounts. This change presents an opportunity to implement reactivation strategies that go beyond the 24-month mark of disengagement since gmail has made it clear that they plan to purge after two years. The risks involv going beyond that timeframe involve running into deliverability issues that can easily be avoid by routinely doing a database cleanse.
What can marketers and organizations
What can marketers and organizations do to mitigate any risk to their sends and campaigns? Our biggest recommendation is to start thinking about list cleansing. Which includes mailing to only users who have email list engag in the last 12 months (either an open or a click) and removing email addresses that do not meet this criteria. This will lessen the impact of list size decreases once this feature is implement in december.
Anything else marketers
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 BW Lists 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 seen will be greater across organizations.