{"id":8411,"date":"2024-08-12T13:11:57","date_gmt":"2024-08-12T13:11:57","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/how-to-get-new-subscribers-while-navigating-gmails-new-spam-rules\/"},"modified":"2024-08-12T13:11:57","modified_gmt":"2024-08-12T13:11:57","slug":"how-to-get-new-subscribers-while-navigating-gmails-new-spam-rules","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/fr\/how-to-get-new-subscribers-while-navigating-gmails-new-spam-rules\/","title":{"rendered":"How to get new subscribers while navigating Gmail\u2019s new spam rules"},"content":{"rendered":"


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Thanks to Gmail\u2019s new spam guidelines<\/a>, email and CRM marketers are in a pickle. The list management practices keeping them under spam thresholds means subscriber volume will likely decrease over time.<\/p>\n

As if that isn\u2019t enough, iOS 15 continues to throw a wrench into the works: Any marketers using open rates to measure engagement are trying to make sense of a murky picture.<\/p>\n

So, what do we suggest clients do about subscriber acquisition and management?\u00a0<\/p>\n

Let\u2019s get into it.<\/p>\n

Post-acquisition list management<\/h2>\n

Generally speaking, our main suggestions for brands to use for new subscribers are: 1) set (or tighten) standards for when to remove people from ongoing sends, and 2) set up stronger automations based on user engagement.<\/p>\n

For standards, note that new subscribers who haven\u2019t yet established a record of engagement are your riskiest segment, recency-wise. For this reason, brands must identify both early engagers and non-engagers.\u00a0<\/p>\n

The non-engagers should be approached with a slow warm-up campaign. That needs to start sooner than happened before the new guidelines came out. (For instance, if you used to wait a year for users to engage, consider segmenting them into non-engagement lists in six months. In other words, if you\u2019re going to fail, fail fast to mitigate your spam risk.)<\/p>\n

Dig deeper: <\/em><\/strong>Email deliverability: What you need to know<\/em><\/strong><\/a><\/p>\n

As you build systems to identify engaged and non-engaged users, remember iOS 15 makes open rates an unreliable metric. Gmail users checking their mail on iPhones won\u2019t register accurate open rates. Use click metrics instead \u2014 yes, there are fewer of those, but you can rely on the data with much more confidence.<\/p>\n

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\"2024\"2024<\/a><\/figure>\n<\/div>\n

The other piece \u2014 automations \u2014 is key for moving new subscribers definitively into an engaged segment. Setting up automations based on types of engagement (e.g. site visits, products viewed, recipes viewed for CPG brands) increases the value of messages sent to new users. This creates a nice, positive cycle: the larger your list of engaged users gets, the more often you can send them messages \u2014 and the more latitude you have to drive new customer acquisition.<\/p>\n

Using acquisition to balance subscriber erosion\u00a0<\/h2>\n

The bad news about setting up your system to fail fast is opening yourself to subscriber decreases. The good news is that being more sure about your standards and giving yourself firm guardrails means you can be more aggressive about new subscriber acquisition.<\/p>\n

Once the tighter standards are in place, set a revised acquisition target. For instance, try to grow your list by 10% in the next month, and monitor how things shake out. Without a system to segment unengaged users and balance the loss with acquisitions, you\u2019ll set yourself up to dump a bunch of users all at once when you get red-flagged for spam.\u00a0<\/p>\n

Dig deeper: <\/em><\/strong>New rules for bulk email senders from Google, Yahoo: What you need to know<\/em><\/strong><\/a><\/p>\n

List acquisition and strict segmentation is an evergreen, regenerative approach that will smooth out any peaks and valleys \u2014 and keep you out of tough conversations with your leadership team. It also means you can take a responsible approach to acquisition instead of relying on shortcuts like list-sharing and list-buying, which leads to irrelevant users and higher spam risks.<\/p>\n

The role of personalization in adherence to spam guidelines<\/h2>\n

Your single biggest ally in keeping new users in your engaged segment is personalization \u2014 in terms of both message content and scheduling. Use a welcome series to capture signals that help you build a profile and personalize emails accordingly. For instance, if a user interacts with family-oriented or kid-oriented content, capture that information for future sends.<\/p>\n

You can <\/em>put preference centers into play to ask users to give you their interests proactively, but few people will. It doesn\u2019t move the needle as much as systems in place that are picking up their cues.<\/p>\n

Dig deeper: <\/em><\/strong>4 inbox-altering changes to watch for<\/em><\/strong><\/a><\/p>\n

If none of the above advice is particularly earth-shattering, good \u2014 it\u2019s gleaned from best email marketing practices. Even though it\u2019s logical advice, we rarely see brands coming to us with those fundamentals firmly in place. Use this as a cue to take a hard look at your list segmentation systems, your automations and personalizations, and your reliance on open rates. If you do, you\u2019ll find plenty of ways to improve your odds of staying on the right side of Gmail\u2019s guidelines.<\/p>\n

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Contributing authors are invited to create content for MarTech and are chosen for their expertise and contribution to the martech community. Our contributors work under the oversight of the editorial staff<\/a> and contributions are checked for quality and relevance to our readers. The opinions they express are their own.<\/em><\/p>\n


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Thanks to Gmail\u2019s new spam guidelines, email and CRM marketers are in a pickle. The list management practices keeping them under spam thresholds means subscriber volume will likely decrease over time. 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