Google is making changes to improve email security and user experience, requiring ongoing collaboration.
These changes may impact marketers who must provide quick unsubscribe options, as around half of 2022’s emails were spam.
“These changes are like a tune-up for the email world, and by fixing a few things under the hood, we can keep email running smoothly,” wrote Google product manager Neil Kumaran in a blog post. “But just like a tune-up, this is not a one-time exercise. Keeping email more secure, user friendly and spam-free requires constant collaboration and vigilance from the entire email community.”
Google’s changes could also affect some legitimate marketers who use email aggressively to market to or keep up with their customers, especially the requirement to allow users to quickly unsubscribe.
About half of all emails sent in 2022 were spam, according to an estimate from Kaspersky Anti-Virus.
