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Hello, fellow email marketers. 🫡 You hanging in there?

Let’s break down 4 changes coming to email soon:

1. More Apple disruption. Apple’s Mail Privacy Protection (MPP) feature, introduced in 2021, masked email engagement data to protect subscriber privacy. The upcoming iOS 18 introduces Apple Intelligence, which will use AI to categorize emails into tabs like Gmail. This system, which includes features like on-device categorization and digest views, has the potential to impact email visibility, underlining the importance of sending relevant and engaging content to ensure subscribers can find their messages.
2. Expiring emails. The Email Expiration Date project proposes automatically deleting old emails to reduce energy and data storage, aiming to lower email’s carbon footprint. But we know subscribers often retain trusted brand emails for future purchases. Strategic selection of “kill-by” dates will be crucial to avoid disrupting the long-term value of emails that customers deliberately keep.
3. Unsubscribe prompts after 30 days. Google and Yahoo now require senders to include 30-day list-unsubscribe functions in email headers. If you don’t email new subscribers within 30 days, they’ll be prompted to opt out before receiving any messages, even though they’ve shown interest. Extending the opt-out window to 90 or 120 days could provide more time to prove your value, reducing the likelihood of subscribers opting out prematurely.
4. Automatic extraction. You might have noticed that some email client inboxes now display graphics, calls to action, and offer codes directly in the inbox. For example, Gmail’s “automatic extraction” uses annotation and Schema markup to add quick actions to inbox views, which can enrich the experience and entice recipients to open the email. But this can also disrupt the intended email engagement. If a customer grabs the annotated promo code, for instance, they bypass the email altogether and the sender misses out on that engagement.

Take a closer look at the factors affecting email marketing in 2024 at MarTech.

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