All of our best advice about adapting to inbox provider changes + POLL: MPP’s impact after 3 years?
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As we mark the 3‑year anniversary of MPP…
Marketers should expect more inbox provider changes in the years ahead. Since making some predictions during our Digital Marketing in 2030 webinar in June, Apple and Yahoo have announced major changes. Before they did it, I wondered aloud whether inbox providers would use GenAI to rewrite marketers’ preview text and summarize their emails, something I think brands should be upset about. On the other hand, Apple being the last major inbox provider to adopt tabs isn’t a big deal, although it’s resurfacing lots of bad advice about how to try to trick tabbing algorithms and force your email into the Primary tab. Ten years of experience with tabs tells us these efforts are folly. Buckle up for more bumps ahead, but appreciate that the email marketing channel is still paved in gold.
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Chad S. White
Head of Research
Oracle Digital Experience Agency
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In this issue:
- Worrisome changes at Apple & Yahoo
- ‘Automatic Extraction’ imposed on marketers
- The fifth age of email deliverability
- The definitive guide to MPP
- Gmail & Yahoo deliverability requirements
- New poll: MPP’s impact after 3 years?
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Marketers have reasons to be concerned by the upcoming inbox changes announced by Apple and Yahoo that will see greater use of tabs and the addition of AI‑generated summaries.
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After lackluster adoption, annotations and schema are now being automatically applied to brands’ email campaigns by Gmail and Yahoo with mixed results at best.
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As with past transitions, the move into the Fifth Age of Email Deliverability requires marketers to adapt their practices.
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Mail Privacy Protection has blurred marketers’ visibility into engagement and is causing deliverability best practices to be rewritten to account for the obscuring of open signals.
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In an unprecedented collaboration, Gmail and Yahoo jointly released new sender standards last February that all bulk senders need to comply with.
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More inbox provider insights:
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It’s been around 3 years since Apple launched Mail Privacy Protection. How much of an impact has it had on your company’s email marketing program?
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