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November 19, 2023
Google and Yahoo take on spam for a more customer-centric marketing future

In 2023, email remains a vital tool for many of us to connect with our target customers. However, the battle against spam has been a persistent challenge, inundating inboxes with a flood of irrelevant and often irritating messages. To combat this issue, major players like Google and Yahoo are set to roll out significant updates targeting the sources of this spam epidemic.

Effective early 2024, Google and Yahoo are implementing measures to block email domains that exhibit suspicious behaviors—sending out 5,000 or more emails per day coupled with a complaint rate of 0.3% or higher. This move signifies a pivotal shift in email communication, prioritizing quality and relevance over sheer volume.

For those in the demand generation and sales world, this announcement marks a significant turning point. It urges a fundamental reorientation toward customer-centric approaches. Those already engaged in personalized messaging, tailored outreach to Ideal Customer Profiles (ICPs), and pinpointing the right buying moments are encouraged to continue these strategies.

However, for those yet to devise a solid strategy, the untapped potential of website-generated warm leads is vital. Each email campaign or outreach effort is a conduit directing potential customers toward your digital storefront. That's why it's important to identify, nurture, and convert these leads effectively.

The future of customer outreach is crystal clear: value prevails over spam. This paradigm shift underscores the necessity for demand generation teams to align their efforts with a more refined, value-driven approach. Sales Development Representatives (SDRs) now more than ever require robust support from marketing teams in delivering top-notch leads that meet these evolving criteria.

The good news?

Orba is positioned at the forefront of this transformative period. With its suite of features, Orba enables businesses to efficiently track website leads, delve into their profiles, assess website engagement levels, and review their web chat interactions—all consolidated into a user-friendly interface.

In conclusion, the impending changes heralded by Google and Yahoo underscore a fundamental shift in email communication. As businesses adapt to these developments, the focus on providing genuine value to customers emerges as the cornerstone of effective marketing. Embracing this change and leveraging tools like Orba will be pivotal in navigating the future landscape of customer outreach and conversion.