Ep. 472 | Google's Bulk Email Crackdown: Are You Ready?

OnBase: Smashing Sales and Marketing Misalignments

Episode Summary
This episode discusses Google's new email policies that will classify companies as bulk senders if they send over 5,000 emails per day. Guests Liam Moroney and Graceanne MacDonald provide best practices for staying under the threshold, including database audits, custom tracking domains, and adding unsubscribe links to all emails.

About the guest

Graceanne (Domino) MacDonald

Graceanne began her startup career in the sales world, first leading SDR/BDR teams, followed by a side-step into RevOps before formally landing in demand gen. And she brings that dual sales/marketing perspective into all of the programs she builds.

Connect with Graceanne (Domino) MacDonald

Liam Moroney

Liam may be in the marketing minority; in that, he went to school for marketing. He has grown his career as a demand generation leader in the startup space and developed unique perspectives coming up through marketing ops and content marketing.

Connect with Liam Moroney

Key takeaways
- Google will classify companies as bulk senders if they send over 5,000 emails per day from their domain

- Bulk senders must keep their spam rate below 0.3% or risk having their entire domain blocked from sending emails

- Companies should audit their marketing databases and purge or suppress unengaged Gmail addresses

- Implement SPF, DKIM, and custom tracking domains to improve email deliverability

- Add unsubscribe links to all marketing and sales emails, including sales outreach emails

- Challenge teams to truly understand their audiences through research and send more personalized content

Quotes
"It's not even a technical problem. It is not a design problem. It's philosophical, did they ask for this email? Is this email valuable?" -Liam Moroney

"I fought a number of uphill battles on email deliverability, I was constantly beating the drum against bulk sending." -Graceanne MacDonald

Recommended Resource

Books

Liam recommended books on marketing fundamentals like "Ogilvy on Advertising" and "Hey, Whipple, Squeeze This" which provide timeless principles

Newsletters

Graceanne recommended, ‘The Spark Toro’ and ‘Exit Five’ newsletters for great content on audience research and understanding.