Why Care About Google’s New Bulk Email Sender Guidelines?

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As with most things, there are upsides to taking action, and downsides.   In my opinion, the risk or NOT taking action greatly outweigh the cost of action.  And, unpopular opinion, the benefits of taking the action are minimal or unlikely.  So,  I suggest that you first focus on mitigating the downside risk, then moving into the upside with intention.

 I’m not confident in what Google will actually enforce, and when they will actually enforce it, but if they do, even if they then reverse it after a couple of days, it would impact our numbers for the month, maybe quarter and cause serious chaos for every team sending email – marketing, sales, CS, product, recruiting, HR, finance.  The list is bigger and worse than you’d think.

Risk

  • Email Delivery Disruption: Changes in Google Postmaster for bulk senders could potentially affect the delivery of our emails to the intended recipients.
  • Campaign Performance: We will see declines in the reach and engagement of our email and cold outbound campaigns. Without the ability to send confirmation, or outbound emails, projects and campaigns will have to go on hold until resolution.
  • Critical Product Notifications: Prospects and customers who are expecting product notifications, alerts, registration details will not be delivered, causing irreparable damage to our reputation.
  • Recruiting and Employee Communications: Our recruiting and personal employee communications are 78% gmail addresses. Our HR function will grind to a halt without the ability to communicate.
  • Chaos and Time Wasting: Responding after these issues impact our organization will create a ton of unnecessary chaos and duplication in effort. It will take minimal effort and expense to get ahead of the issue.

There are some Opportunities from making these investments.

  • Improved Email Performance: Adapting to these changes presents an opportunity to enhance our email performance metrics, such as open rates, click-through rates, and overall engagement.

  • Optimization of Email Strategies: This is a chance to review and optimize our email strategies, focusing on quality content, segmentation, and audience targeting to maximize the impact of our communications.

    As with most things, there are upsides to taking action, and downsides.   In my opinion, the risk or NOT taking action greatly outweigh the cost of action.  And, unpopular opinion, the benefits of taking the action are minimal or unlikely.  So,  I suggest that you first focus on mitigating the downside risk, then moving into the upside with intention.

     I’m not confident in what Google will actually enforce, and when they will actually enforce it, but if they do, even if they then reverse it after a couple of days, it would impact our numbers for the month, maybe quarter and cause serious chaos for every team sending email – marketing, sales, CS, product, recruiting, HR, finance.  The list is bigger and worse than you’d think.

    Risk

    • Email Delivery Disruption: Changes in Google Postmaster for bulk senders could potentially affect the delivery of our emails to the intended recipients.

    • Campaign Performance: We will see declines in the reach and engagement of our email and cold outbound campaigns. Without the ability to send confirmation, or outbound emails, projects and campaigns will have to go on hold until resolution.
    • Critical Product Notifications: Prospects and customers who are expecting product notifications, alerts, registration details will not be delivered, causing irreparable damage to our reputation.
    • Recruiting and Employee Communications: Our recruiting and personal employee communications are 78% gmail addresses. Our HR function will grind to a halt without the ability to communicate.
    • Chaos and Time Wasting: Responding after these issues impact our organization will create a ton of unnecessary chaos and duplication in effort. It will take minimal effort and expense to get ahead of the issue.

    There are some Opportunities from making these investments.

    • Improved Email Performance: Adapting to these changes presents an opportunity to enhance our email performance metrics, such as open rates, click-through rates, and overall engagement.

    • Optimization of Email Strategies: This is a chance to review and optimize our email strategies, focusing on quality content, segmentation, and audience targeting to maximize the impact of our communications.

      As with most things, there are upsides to taking action, and downsides.   In my opinion, the risk or NOT taking action greatly outweigh the cost of action.  And, unpopular opinion, the benefits of taking the action are minimal or unlikely.  So,  I suggest that you first focus on mitigating the downside risk, then moving into the upside with intention.

       I’m not confident in what Google will actually enforce, and when they will actually enforce it, but if they do, even if they then reverse it after a couple of days, it would impact our numbers for the month, maybe quarter and cause serious chaos for every team sending email – marketing, sales, CS, product, recruiting, HR, finance.  The list is bigger and worse than you’d think.

      The biggest determination of risk to your company’s sends, or your department’s sends, is if your company is defined as a Bulk Sender. If not, then you are probably safe.

      Risk

      • Email Delivery Disruption: Changes in Google Postmaster for bulk senders could potentially affect the delivery of our emails to the intended recipients.
      • Campaign Performance: We will see declines in the reach and engagement of our email and cold outbound campaigns. Without the ability to send confirmation, or outbound emails, projects and campaigns will have to go on hold until resolution.
      • Critical Product Notifications: Prospects and customers who are expecting product notifications, alerts, registration details will not be delivered, causing irreparable damage to our reputation.
      • Recruiting and Employee Communications: Our recruiting and personal employee communications are 78% gmail addresses. Our HR function will grind to a halt without the ability to communicate.
      • Chaos and Time Wasting: Responding after these issues impact our organization will create a ton of unnecessary chaos and duplication in effort. It will take minimal effort and expense to get ahead of the issue.

      There are some Opportunities from making these investments.

      • Improved Email Performance: Adapting to these changes presents an opportunity to enhance our email performance metrics, such as open rates, click-through rates, and overall engagement.
      • Optimization of Email Strategies: This is a chance to review and optimize our email strategies, focusing on quality content, segmentation, and audience targeting to maximize the impact of our communications.
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