Hey friend. As an author, your email list isn't just a marketing channel; it’s your direct line to the readers who are waiting for your next book. It's your most valuable asset outside of your intellectual property, IMO.

Over the past month, you might have noticed some changes in your metrics and it's no surprise. Gmail has flipped a few switches. If you’ve noticed your open rates tanking or weird bounce messages this week, you aren't imagining it.

Let me talk to you super honestly and say some things that a lot of you do not want to hear: The era of "blasting" emails to everyone you've ever met is officially over. Gmail is now aggressively punishing lazy senders and rewarding authors who have genuine relationships with their readers, and who use smart segmenting to their advantage.

Here is what changed this week, and the three steps you must take to protect your author business.

The Situation Report: 3 Major Gmail Changes

1. The Bouncer is Now Checking IDs at the Door.

Previously, if your technical setup was a bit messy, Gmail might just send you to the Spam folder. As of this week, they have started actively rejecting emails that aren’t properly authenticated.

If you are getting “bounce backs” with scary error codes (like “5.7.26”), it means your email service doesn’t have permission to send on behalf of your website domain.

2. Timing Doesn’t Matter. “Relevance” Does.

This one is HUGE and is going to force you into strategic emailing in 2026! Many authors obsess over sending at exactly 10:00 AM on a Tuesday. That strategy is now dead. Gmail is changing the default view of the Promotions Tab from “Most Recent” to “Most Relevant.”

This means Gmail is sorting your emails like Amazon sorts search results. If a reader frequently opens your emails, you will appear at the very top, even if you sent it yesterday. If they rarely open your emails, you will be buried at the bottom, even if you sent it five minutes ago. This is a code red since most of our emails end up in the promotional tab!

3. The “Breakup” Button.

Gmail has introduced a new dashboard for users that ranks senders by how frequently they email. If you are emailing your list every day during a launch, you are now sitting at the top of a “high frequency” list, where Gmail gives the user a massive, easy button to unsubscribe from you instantly.

Your Action Plan

Don't panic. These changes are actually good for authors. It clears out the spammers so your genuine, beloved emails can shine.

Here is your immediate checklist:

Step 1: The Tech Sanity Check (Do this today)

You need to ensure your custom domain (e.g., @stevenpressfield.com) is properly authenticated with your email provider (ConvertKit, MailerLite, Substack, etc.).

• The Action: Log into your email provider. Look for "Account Settings," "Domains," or "Sender Authentication." If you see green checkmarks next to SPF and DKIM, you are safe. If you see red warnings, you must follow their help docs to fix your DNS records immediately. If you don't know how, hire someone to do it. It's non-negotiable.

Step 2: The Great Purge (Do this before the end of the month.)

Because of the new "Most Relevant" sorting, "cold" subscribers on your list are now actively hurting you. They are dragging down your engagement score, which buries your email for the readers who do want to see it.

• The Action: It hurts, but you need to prune your list. Identify subscribers who haven't opened an email in the last 6 months and send them a re-engagement campaign. If they don't click, delete them. A list of 5,000 engaged superfans is infinitely more valuable for selling books than a list of 20,000 ghosts.

Step 3: Treat Your Subject Line Like a Book Cover

Since timing no longer matters, the only way to get to the top of the "Most Relevant" tab is to train your readers to open your emails.

• The Action: Stop treating your newsletter like an obligation. Your subject line is the hook; the email body is the story. If your subject lines are boring ("My Weekly Newsletter #45"), you will be ignored by the algorithm. Write subject lines that create curiosity, offer immediate value, or feel like a personal letter from an author they admire.

The rules of game have changed...again. But the goal remains the same: connection.

Focus on quality over quantity. Treat your readers' inboxes with excitement and strategy, and Gmail will reward you.

See you inside your inbox,

Holly

PS: Want my help? Audits are open for 2026 (side note: audit prices will be increasing in 2026), and I'm working on a mini-campaign audit/bonus coming boxing day. Finally, I have 2 slots open for 2026 for retainer work. Hit reply to find out more. Oh, and inside the membership in January, this topic will be our sole focus with exclusive live trainings and campaign samples.