Google has started deleting Gmail accounts that have been inactive for 2+ years. For email marketers, this means a significant portion of your email list may suddenly become invalid. Here's what you need to know and do.
What's Happening?
In December 2023, Google began enforcing a policy to delete accounts that have been inactive for two years. This includes Gmail addresses, Google Photos, and other Google services. The goal is to reduce security risks from abandoned accounts that may have weak passwords.
Why This Matters for Email Marketers
If you've been building your email list for years, you likely have subscribers who signed up with Gmail addresses they no longer use. When these accounts get deleted, your emails will bounce, damaging your sender reputation.
- Hard bounces from deleted accounts hurt your sender score
- High bounce rates can trigger spam filters
- ESPs may suspend accounts with excessive bounces
- Your deliverability to active subscribers suffers
How to Protect Your Email List
1. Verify Your List Now
Use an email verification service like MailVeri to identify invalid Gmail addresses before you send. This catches deleted accounts before they cause bounces.
2. Remove Inactive Subscribers
Subscribers who haven't opened or clicked in 2+ years are likely using inactive accounts. Consider removing them or running a re-engagement campaign first.
3. Implement Regular List Hygiene
Don't wait for problems. Verify your list every 3-6 months to catch decaying addresses before they impact your campaigns.
4. Use Real-Time Verification
Verify new signups in real-time to ensure you're only adding active, valid Gmail addresses to your list.
The Bottom Line
Google's inactive account cleanup is a wake-up call for email marketers. Regular list verification is no longer optional—it's essential for maintaining deliverability and protecting your sender reputation.