Creating a Re-Engagement Strategy that Doesn’t Insult Your Email Subscribers

Email marketers find themselves grappling with an unexpected challenge: Google's recent removal of inactive accounts, including Gmail addresses, created over two years ago but never used. This move has sparked concerns among marketers about skyrocketing bounce rates and shrinking email lists. In this blog post, we'll explore the nuances of Google's account cleanup and discuss how marketers should navigate this evolving landscape while maintaining engagement with their subscribers.

Understanding Google's Cleanup Approach

Contrary to widespread fears, Google is not indiscriminately mass-deleting Gmail accounts. Instead, the focus is on eliminating inactive personal Google accounts, excluding work or school accounts. This initiative aims to enhance security by targeting long-term inactive accounts that are vulnerable to hacking and misuse. While Gmail is part of a Google account, other services like Search, Google Drive, Docs, Meet, Photos, Calendar, and YouTube also contribute to an account's overall activity status.

Addressing Marketers' Concerns

Despite initial concerns, there's no evidence of a significant increase in hard bounces for permanently undeliverable email addresses since Google's cleanup began. Marketers are urged to closely monitor their post-send email activity reports and ensure their email sending platforms automatically remove undeliverable addresses. Failure to do so not only wastes resources but also poses a risk to sender reputation.

Avoiding Knee-Jerk Reactions

In the face of Google's cleanup, marketers are advised not to panic. The account removal specifically targets those who haven't engaged with any Google services for two years or more. The knee-jerk reaction of removing anyone who hasn't opened or clicked on an email in the last two years, irrespective of domain, is cautioned against. This age-old list hygiene tactic doesn't align with Google's criteria for account removal, and such actions risk cutting off genuinely active subscribers.

Why Mass-Deleting Email Addresses Is Counterproductive

The temptation to mass-delete email addresses as a reaction to external changes, like Google's policy, is cautioned against. Deleting subscribers based solely on email activity overlooks the broader picture of customer engagement across multiple channels. Email serves as a catalyst, driving consumers to other platforms, as highlighted by the DMA's 2023 Consumer Email Tracker study. Understanding customer behavior beyond email interactions is crucial to making informed decisions.

Strategic Steps for Marketers

To effectively manage inactive subscribers, marketers should adopt a nuanced approach. Instead of immediate deletion, consider the value each email address represents, factoring in acquisition costs and permissions. Implement a sunset policy aligned with your business's buying cycle, ensuring it reflects comprehensive customer activity across all channels. Compliance with evolving email authentication and validation rules is essential to maintain inbox access.

Rethinking Re-Engagement Strategies

In light of Google's cleanup and the evolving email landscape, marketers are encouraged to reassess their re-engagement strategies. A comprehensive approach involves tracking customer activity across email, website, ecommerce, social media, and more. A robust re-engagement program should focus on enticing seemingly inactive subscribers back into the email fold, acknowledging that email is just one facet of customer engagement.

Case Study: Office Depot's Effective Re-Engagement

Examining a lifecycle email from Office Depot serves as a model for successful re-engagement. Sent 60 days after the last purchase, this email goes beyond mere email activity, offering multiple options for recipients to engage. By inviting subscribers to update information, explore new collections, or adjust preferences, Office Depot encourages interaction beyond immediate purchases. Recognizing seemingly inactive subscribers' engagement across various channels is key to effective re-engagement.

Preparing for Future Challenges

As ISPs like Google and Yahoo! Mail implement stricter requirements for inbox access in February 2024, marketers must proactively adapt to emerging challenges. Beyond cutting off seemingly inactive subscribers, investing in meaningful re-engagement efforts becomes paramount. The success of email campaigns hinges on navigating evolving email landscapes, proving sender legitimacy, and fostering lasting customer engagement.

Conclusion

Google's recent cleanup underscores the need for email marketers to evolve their strategies. Instead of knee-jerk reactions, marketers should focus on nuanced approaches to manage inactive subscribers, incorporating comprehensive customer activity metrics. By reassessing re-engagement strategies and preparing for upcoming inbox access requirements, marketers can ensure sustained success in the ever-changing landscape of email marketing.