Google, Hard Bounces, and Alternative Verified Emails – AWI Has the Solution

Dec 13

Written By AWI

How many emails in your database are at risk of being deleted by Google? Wait. What? Yes. Google is deleting inactive Gmail addresses as of December 2023. Of course, there will be ample warnings for the account holders. But this is another crackdown that affects marketers – especially after the bulk sender update, too.

When Will Google Start Deleting Inactive Emails?

By the time you’re reading this, Google has begun deleting accounts that haven’t been used in the last two years. So, even you may have a Gmail account at risk. We know that people use alternate email addresses in pop ups, so this is a real problem for email marketers everywhere.

“Under Google’s updated inactive-account policy, which the tech giant announced back in May, accounts that haven’t been used in at least two years could be deleted. Accounts deemed inactive will be erased in a phased approach beginning Friday [Dec 1, 2023].” AP News

Why Is Google Deleting Inactive Gmail Accounts?

In a word: security. People often set up email accounts for impulsive reasons – a funny account, a business they’ve abandoned, or to catch spam. They may give the email addresses out with no intention of ever logging into the account or opening the emails. This is very bad for email marketing.

“...forgotten or unattended accounts often rely on old or re-used passwords that may have been compromised, haven't had two factor authentication set up, and receive fewer security checks by the user.” Gmail

Inactive Accounts Mean Hard Bounces

Not only will you have hard bounces when Google deletes these inactive accounts, but you may have lost the only way to contact that lead. That’s the real problem that Andrews Wharton is solving with our AVE Database – Alternative Verified Emails. In fact, we have an additional, non-Gmail, verified email address on 54% of the gross Gmail universe.

AVEs Deliver.

An alternative to a bounced, non-deliverable, or non-inboxed email.
A supplemental email in a deployment.
Incremental data points for linkage in identity grids, etc.
And more!

Email Deployment with Andrews Wharton

Fight back against deliverability with a solution that increases your ability to get your message seen. Open rates are gone with the wind and deliverability is king. Your C-Suite expects performance from your team – we get it.

As we deploy your email campaign we identify challenging email domains, such as Gmail, and find alternative email addresses from other email domains. This will ensure you have a legit replacement or, even better, another impression. We identify undeliverable and bounced email addresses and deliver your message to the alternative email. How great is that? This is all done seamlessly in the campaign deployment process. It’s as good as done.