{"id":12579,"date":"2024-11-21T13:27:06","date_gmt":"2024-11-21T12:27:06","guid":{"rendered":"https:\/\/www.efidem.com\/?p=12579"},"modified":"2025-12-22T17:57:56","modified_gmt":"2025-12-22T16:57:56","slug":"gmail-shielded-future-emailing-and-deliverability","status":"publish","type":"post","link":"https:\/\/www.efidem.com\/en\/blog\/2024\/11\/21\/gmail-shielded-futur-emailing-et-delivrabilite\/","title":{"rendered":"Gmail innovates with disposable addresses: towards a revolution in our mailboxes?"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"12579\" class=\"elementor elementor-12579\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-477900b e-flex e-con-boxed e-con e-parent\" data-id=\"477900b\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-ab66352 elementor-widget elementor-widget-heading\" data-id=\"ab66352\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Introduction<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-450cfb2 elementor-widget elementor-widget-text-editor\" data-id=\"450cfb2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>In a digital world where protecting privacy is a priority, Google is about to revolutionize e-mail marketing with a bold new feature: disposable addresses, integrated into its Gmail service via the \u00ab\u00a0<a href=\"https:\/\/www.androidauthority.com\/google-shielded-email-3499803\/\" target=\"_blank\" rel=\"noopener nofollow\">Shielded Email<\/a>\u00ab . Behind this innovation lies a stated mission: to give users greater control over their communications, by enabling them to generate temporary aliases to protect themselves from spam and other intrusions.<\/p><p>For advertisers, this change may seem worrying. But with the right strategies, it could become a real lever for boosting the relevance of your campaigns, improving engagement and maximizing ROI.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1dda12b elementor-widget elementor-widget-heading\" data-id=\"1dda12b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Disposable addresses: revolution or complication?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-85ca2d3 elementor-widget elementor-widget-text-editor\" data-id=\"85ca2d3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Disposable addresses, or aliases, offer users a simple way of securing their mailbox. These aliases are linked to the main address, but can be activated or deactivated at will. They enable users to subscribe to services or newsletters without directly exposing their personal address.<\/p><p><strong>Why now?<\/strong><\/p><ul><li><strong>Confidentiality at the heart of expectations:<\/strong>\u00a080 % of users say they are concerned about the security of their personal data (<em>Source : Pew Research<\/em>).<\/li><\/ul><div>\u00a0<\/div><ul><li><strong>Gmail, an unavoidable heavyweight :<\/strong>\u00a0With 30 % market share in France and over 1.8 billion active users worldwide, Gmail is at the heart of digital habits.<\/li><\/ul><div>\u00a0<\/div><ul><li><strong>A response to growing spam :<\/strong>\u00a0Google wants to offer a cleaner, safer user experience.<\/li><\/ul><div>\u00a0<\/div><p><strong>For advertisers, this raises a key question: how do you continue to effectively engage an audience that so tightly controls its access to information?<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-478a512 elementor-widget elementor-widget-heading\" data-id=\"478a512\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">A new email marketing challenge for advertisers<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-46814b3 elementor-widget elementor-widget-text-editor\" data-id=\"46814b3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Far from being a hindrance, this feature can become a lever for transforming your campaigns and boosting the confidence of your recipients.<\/p><p><strong>Better audience segmentation<\/strong><\/p><ul><li>Disposable addresses can be valuable indicators. If a user deactivates an alias, this can reveal weaknesses in your content or strategy.<\/li><\/ul><div>\u00a0<\/div><ul><li>By refining your segmentation, you can better target your audiences with messages tailored to their needs, and improve your deliverability.<\/li><\/ul><div>\u00a0<\/div><p><strong>A commitment to quality rather than quantity<\/strong><\/p><ul><li>Aliases force you to rethink the value of every e-mail you send. The aim: not to send more, but to send better.<\/li><\/ul><div>\u00a0<\/div><ul><li>Personalized, relevant campaigns generate more trust and loyalty.<\/li><\/ul><div>\u00a0<\/div><p><strong>More precise feedback and improved ROI<\/strong><\/p><ul><li>Even if tracking becomes more complex, it gains in relevance. Every interaction is a sign of genuine interest.<\/li><\/ul><div>\u00a0<\/div><ul><li>Result: fewer passive recipients, but more qualified returns.<\/li><\/ul><ol><li style=\"list-style-type: none;\">\u00a0<\/li><\/ol>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b882664 elementor-widget elementor-widget-heading\" data-id=\"b882664\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">How can you turn this challenge into a success for your email campaigns?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e4eb7d9 elementor-widget elementor-widget-text-editor\" data-id=\"e4eb7d9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>To turn this novelty into an asset, here are a few strategies to adopt now:<\/p><p><strong>Go for customization:<\/strong><\/p><ul><li>Use available data to create messages that resonate with individual needs and interests.<\/li><li>Example: offer exclusive content, such as guides or offers, reserved for active recipients.<\/li><\/ul><div>\u00a0<\/div><p><strong>Optimize your objects and pre-headers :<\/strong><\/p><ul><li>Grab attention from the very first visible line. An eye-catching object can make all the difference.<\/li><li>Example: \u00abYour exclusive guide to discover today \ud83c\udf81\u00bb or \u00abA gift awaits you \u2013 but for how long?\u00bb<\/li><\/ul><div>\u00a0<\/div><p><strong>Encourage people to move to the main address:<\/strong><\/p><ul><li>Create incentives: exclusive discounts, premium content, or invitations to events.<\/li><li>Communicate the added value of your e-mails to motivate the recipient to use a primary address.<\/li><\/ul><div>\u00a0<\/div><p><strong>Monitor your performance:<\/strong><\/p><ul><li>Analyze alias data to identify trends. What types of content generate the most engagement? Which messages prompt deactivations?<\/li><li>Tailor your email campaigns on our <a href=\"https:\/\/www.efidem.com\/en\/emailing-software\/\">software<\/a> based on these insights.<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d6edc27 elementor-widget elementor-widget-heading\" data-id=\"d6edc27\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">A necessary evolution, a promising future<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0b33122 elementor-widget elementor-widget-text-editor\" data-id=\"0b33122\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The rise of disposable addresses marks an important transition in the email marketing ecosystem. While this feature reflects growing expectations in terms of control and confidentiality, it also invites brands to review their practices to meet these new requirements.<\/p><p>For forward-thinking advertisers, it's an opportunity to stand out from the crowd. By providing real added value, personalizing every interaction and respecting user preferences, you can not only safeguard your performance and deliverability, but also strengthen your position over the long term.<\/p><p>\u00abDisposable addresses are not the end of the world.\u2019<a href=\"https:\/\/www.efidem.com\/en\/email-marketing\/\">email marketing<\/a>\u00ab says Claire Martin, digital strategy consultant. \u00abOn the contrary, it's a chance to show that we know how to adapt and meet the expectations of our audiences.\u00bb<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-7574c3d e-flex e-con-boxed e-con e-parent\" data-id=\"7574c3d\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a1f7787 elementor-widget elementor-widget-image\" data-id=\"a1f7787\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"450\" src=\"https:\/\/www.efidem.com\/wp-content\/uploads\/2024\/11\/Gmail-Logo-1024x576.webp\" class=\"attachment-large size-large wp-image-16648\" alt=\"gmail\" srcset=\"https:\/\/www.efidem.com\/wp-content\/uploads\/2024\/11\/Gmail-Logo-1024x576.webp 1024w, https:\/\/www.efidem.com\/wp-content\/uploads\/2024\/11\/Gmail-Logo-300x169.webp 300w, https:\/\/www.efidem.com\/wp-content\/uploads\/2024\/11\/Gmail-Logo-768x432.webp 768w, https:\/\/www.efidem.com\/wp-content\/uploads\/2024\/11\/Gmail-Logo-1536x864.webp 1536w, https:\/\/www.efidem.com\/wp-content\/uploads\/2024\/11\/Gmail-Logo-2048x1152.webp 2048w, https:\/\/www.efidem.com\/wp-content\/uploads\/2024\/11\/Gmail-Logo-18x10.webp 18w\" sizes=\"(max-width: 800px) 100vw, 800px\" title=\"\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Introduction Dans un monde num\u00e9rique o\u00f9 la protection de la vie priv\u00e9e est une priorit\u00e9, Google s\u2019appr\u00eate \u00e0 bouleverser le marketing par e-mail avec une nouveaut\u00e9 audacieuse : les adresses jetables, int\u00e9gr\u00e9es \u00e0 son service Gmail via la fonctionnalit\u00e9 \u00ab\u00a0Shielded Email\u00ab\u00a0. Derri\u00e8re cette innovation, une mission affich\u00e9e : donner aux utilisateurs un contr\u00f4le renforc\u00e9 sur [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":12676,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[46],"tags":[87,88,89],"class_list":["post-12579","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing","tag-delivrabilite","tag-gmail","tag-spam"],"acf":[],"modified_by":"L'\u00e9quipe efidem","amp_enabled":true,"_links":{"self":[{"href":"https:\/\/www.efidem.com\/en\/wp-json\/wp\/v2\/posts\/12579","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.efidem.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.efidem.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.efidem.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.efidem.com\/en\/wp-json\/wp\/v2\/comments?post=12579"}],"version-history":[{"count":43,"href":"https:\/\/www.efidem.com\/en\/wp-json\/wp\/v2\/posts\/12579\/revisions"}],"predecessor-version":[{"id":17789,"href":"https:\/\/www.efidem.com\/en\/wp-json\/wp\/v2\/posts\/12579\/revisions\/17789"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.efidem.com\/en\/wp-json\/wp\/v2\/media\/12676"}],"wp:attachment":[{"href":"https:\/\/www.efidem.com\/en\/wp-json\/wp\/v2\/media?parent=12579"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.efidem.com\/en\/wp-json\/wp\/v2\/categories?post=12579"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.efidem.com\/en\/wp-json\/wp\/v2\/tags?post=12579"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}