"With 93 percent of people checking their inboxes at least once a day, email is still one of the highest-ROI channels out there. But over the past few years, email marketing has become easier to do poorly. Artificial intelligence and automation have removed friction, but they've also made it easier to overlook the basics that mailbox providers now scrutinize more closely. Here are some of those basics, and the problems they bring."
"Email marketing feels easier, but that can be a trap:Email marketing is far more accessible than it was even two years ago. That's a good thing, but it's also why many businesses have picked up habits that quietly hurt performance. Sending at scale takes minutes:Modern platforms make it easy to upload a list and automate campaigns, often without pausing to evaluate list quality or engagement metrics."
AI and automation have made email marketing faster and more accessible, but convenience has encouraged poor practices that reduce effectiveness and harm deliverability. Rapid list uploads and automated campaigns often bypass assessment of list quality and engagement metrics. Templates and AI-generated copy can create polished messages without strategic intent. Set-and-forget automations frequently go unreviewed, sending to the wrong recipients or repeating ineffective content. Higher volume can create the illusion of progress while outcomes stagnate. Mailbox providers are tightening standards, so high bounce rates (above 2%) and low engagement can trigger spam placement. Ongoing list hygiene, engagement monitoring, testing, and human oversight are essential.
Read at Inc
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