Hello, fellow email enthusiasts – brace yourselves, Gmail is the world’s largest email provider, and it’s about to get even smarter. With its new AI models and new shielded email feature, Google is about to shake up email marketing.
As spam and malware continue to plague our inboxes it’s no surprise that it’s time to strengthen cyber defences and try to take back some control.
It’s great to see that the AI revolution is being used for our protection, but it’s worth noting that it can also work both ways. As AI becomes more powerful, cybercriminals can also use it to create scams that are more convincing, personalised and harder to spot. With threats evolving, Google is stepping up to give users more control over their inboxes, helping to keep emails safer and spam-free.
So, if email is a core part of your marketing strategy and you’re someone who’s spent years obsessing over open rates and deliverability, you need to pay attention to this.
What is Google’s “Shielded Email”?
Your potential customer sees your amazing lead magnet offer. Instead of giving you their actual email address, Google lets them create a temporary alias that forwards to their real inbox. The moment they decide your content isn’t sparking joy, they can flip a switch and poof – you’re gone forever. No unsubscribe. No feedback. Just digital ghosting at its finest. If you’re thinking, “This sounds a lot like Apple’s Hide My Email feature,” you’d be right. But Google’s scale makes this potentially much more disruptive.
Though Google hasn’t officially launched this feature yet, reports from Android Authority and other sources suggest it’s in the works, and it could be the way forward for protecting email privacy online.
How to Adapt to Google’s Shielded Email Feature
Here are some strategies to adapt to Google’s Shielded Email feature, with specific emphasis on how CRM systems can help you navigate this changing landscape:
1. Build Trust From Day One
In the age of email, privacy tools like Google’s Shielded Email, earning trust has become essential. When users feel confident in your data practices, they’re more likely to share their primary email address rather than use a masked alternative. Be transparent about why you need their email and how you’ll treat it. Make it clear you’re not going to bombard them with messages or sell their data to the highest bidder. Then – and this is crucial – ACTUALLY DON’T DO THOSE THINGS.
2. Create Transparent Data Practices Through Your CRM
Your CRM system is your greatest ally in demonstrating trustworthiness:
- Implement Preference Centers: Give users granular control over what communications they receive and how their data is used. When people can easily customise their experience, they feel respected and in control.
- Develop Privacy-Respecting Workflows: Create automated processes that acknowledge and honour privacy choices immediately. When a user updates their preferences, ensure your system responds with confirmation and consistent follow-through.
- Establish Clear Data Policies: Develop and communicate straightforward retention policies through your CRM communications. Let users know exactly how long you’ll keep their information and for what purposes.
3. Relationship Metrics in Your CRM Reporting
Your CRM reporting should evolve to measure what truly indicates customer engagement:
- Track Cross-Channel Engagement: Monitor how customers interact with your brand across multiple touchpoints instead of focusing on isolated campaign metrics. A customer who engages on your website, social media, and through customer service is demonstrating valuable relationship strength.
- Capture Sentiment and Satisfaction: Integrate feedback mechanisms that measure how customers feel about your brand. Use your CRM to collect and analyse satisfaction scores, survey responses, and sentiment data to understand relationship health.
- Analyse Lifetime Value Patterns: Rather than celebrating short-term campaign conversions, track how customer value develops over time. Identify which communications and touchpoints contribute to lasting relationships and higher lifetime value.
4. Quality Over Quantity
Stop chasing inflated subscriber numbers. When privacy features make tracking harder, the solution isn’t more emails, it’s better relationships. Focus on creating communications that people genuinely want to receive, and you’ll naturally earn primary email access from those who value your content.
Looking Ahead and How WeDoCRM Can Help
The marketers who thrive will be those who adapt, respect user choices, and focus on creating genuinely valuable connections.
Good email marketing requires finesse and a data-led approach – gone are the days of mass mailing. If you can segment your marketing emails, and tailor the content on a personalised scale, you’ll often notice engagement rates and attributed revenue start to creep up. Our friendly CRM and MarTech experts are always on hand to support you in any way we can. You can reach us by phone, email or via our contact form.
As we await official announcements from Google, we’ll keep you updated on the latest developments in this exciting new feature!
