It’s December and none of us want another “to-do” added to our list, that’s why we’ve put together this short(ish) and sweet explanation about current and upcoming changes at Gmail and Yahoo that will impact your email program in the year to come.  

The Gmail Purge (happening now!) 

Earlier this year, Gmail announced they would be deleting any Gmail account that’s been inactive for two or more years. Inactivity is defined as an account that hasn’t opened or sent an email, used Google Drive or Google Search, shared a photo, downloaded an app, or watched a video on YouTube (they're not letting you go without a fight).  

What does that mean for you?  

Well – probably not a lot if you are following deliverability best practices and suppressing inactive emails from your program. However, you still might see an uptick in hard bounces in the coming weeks and months. Since your CRM will help you out by suppressing those emails moving forward, your overall list size may shrink. Never fear! What you lose in quantity you’ll make up for in quality.  

If you’re seeing a bounce rate over 3-5% or a large decrease in open rates (yes, those can still be helpful from time to time), you should contact your CRM. 

New Year – New Rules for Gmail and Yahoo (beginning in February 2024) 

Get ready for some acronyms, folks! Gmail and Yahoo let the world know that they are going to be tightening their restrictions on what emails they will deliver. A lot of this comes down to DKIM, SPF, and DMARC. Think of these verification tools as your ticket into the inbox – they show inbox providers you’re playing by the rules.  

You almost certainly already have DKIM and SPF set up, but you should check with your IT team to see if you have a DMARC policy in place. (Whew something that doesn’t land on your plate!) You can also check this yourself by opening a message from your organization in your Gmail account. Click the three dots in the upper right corner and choose “Show Original.” If you see the following, you’re all set! 

Gmail is also requiring that unsubscribes be processed in two days, spam complaints are steadily below 0.3%, and a one-click unsubscribe option in every email header. Many platforms are adding some of these things automatically, but we suggest you check for yourself.  

These changes shouldn’t be drastic for any organization that’s been prioritizing list hygiene and deliverability—which we’re sure you have! However, we’re monitoring our clients' email sends carefully for any significant increases or decreases in their typical metrics. A big swing in any direction could point to a deliverability concern.  

Email marketing is never boring — that’s what we love about it! Whatever twist, turn, or curveball comes next, we’ll continue to share our best advice with our clients — and you! 

About the author: Zoe Clarke is a Senior Account Executive at Mal Warwick Donordigital. She has experience leading best-in-class fundraising and communication campaigns. Zoe believes in challenging the status quo and investing in creative and inspiring new fundraising tactics to engage donors, shape communities, and build a better world.