Google has confirmed several important changes that will impact users of the Gmail email service across 2024. These changes address various issues such as account deletion and email message rejection. It is crucial for all Gmail users to familiarize themselves with these changes, understand what they entail as well as what they don’t, and what actions they may need to take in response.
As reported by Forbes on November 13, 2023, certain Gmail accounts were to be deleted in December 2023. Google confirmed that personal Google accounts inactive for at least two years would be deleted starting December 2023. This deletion includes content related to these accounts such as photos, emails, and documents. Users with dormant accounts will receive warning emails before any deletion occurs.
To prevent account and data purging, users should sign into important accounts periodically. Google is taking a stand against emails dispatched by bulk senders that are not properly authenticated. Beginning no earlier than June 2024, enforcement measures will be imposed for incoming messages that fail to meet authentication requirements, along with a one-click unsubscribe option.
A group product manager at Google explained how these measures will protect Gmail users from unwanted marketing emails and malware. Gmail users can expect fewer spammy emails and reduced exposure to malicious emails as a result. However, marketers and bulk senders need to pay attention to the new thresholds for spam classification and opt-out requirements to avoid delivery disruptions and potential damage to their reputation.
Implementing authentication protocols like DMARC and optimizing traffic analytics will be crucial for brands to maintain trust and deliverability amidst anti-spam challenges. DMARC helps protect senders against malicious impersonation and ensures their emails reach the desired destination, making it a critical investment for customer-focused brands.
