Spam Resource: Gmail: Status, Changes, and Challenges

Al Iverson just released another insightful write-up on Spam Resource:

There’s no two ways about it — it truly is getting trickier to deliver email to Gmail lately. There’s a lot going on here — from the recent past, to what’s happening today, through to the very near future. Let me jump right into it, starting with changes that are more likely to affect ESP/CRM customers, marketing senders and newsletter publishers. Get ready: the bounce apocalypse is coming. Google warned us in mid-2023 that they will now begin to disable and delete Google accounts (including Gmail accounts) after two years of inactivity. This starts December 1, 2023. Your bounce rates are likely to go up. Don’t fret — these truly are invalid, abandoned addresses. Suppressing these addresses when they bounce helps you reduce useless sending effort. There truly was nobody home. Learn more on this “digital wake up call” from fellow deliverability expert Matthew Vernhout here. “Over quota” and “out

Read more here: Gmail: Status, Changes, and Challenges