Last week, Google announce that by the end of the year it will commence deleting Gmail accounts that have been inactive for at least two years — a move that the company says is intend to prevent security risks. The policy takes effect immediately, and dormant accounts will be purge in December 2023. For users, Google says it will send “multiple notifications over the months leading up to deletion” to the address and any attach recovery email.
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We sat down with Principal Marketing Consultant on our Global Strategy Team, Rima Deming to get the lowdown on everything marketers need to know about the recent changes, how it will affect them and what action you should take to get prepared for this change.
Why is Google taking this action
— is it just a security and spam issue or more to do with cost?
Google has state that this move is intend to protect users from security threats. Accounts that had not been use for an period of time were more susceptible to being compromise.
An internal analysis that Google conduct found that these older accounts were less likely to have implement their two-factor authentication, and this extra verification method helps to confirm a user’s identity and accounts that don’t have it are often more vulnerable and at risk for identity theft. Although the policy has already gone into effect. Google will not be deleting accounts until December at the earliest, starting with accounts that were set up but never use. Google has provided options to keep accounts active which include the following activity:
With hyper-personalized emails
Bluetent experiences huge wins BQB Directory in the hospitality space.
CASE STUDY
With hyper-personalized emails, Bluetent experiences huge wins in the hospitality space. Although the policy has already gone into effect. Google will not be deleting accounts until December at the earliest, starting with accounts that were set up but never use. Google has provided options to keep accounts active which include the following activity:
