Google's recent efforts to enhance its spam filtering for Gmail users have resulted in significant improvements, with engagement rates for marketing emails dropping as brands struggle to adapt. Important advice from experts indicates that email deliverability has become increasingly complex, necessitating continuous dialogue and testing among marketers to avoid being marked as spam. However, with the impending integration of AI, users express concern over potential privacy implications, which complicates the situation further as Google dominates the email market.
"Over the last year, engagement rates have dropped considerably. Emails only show up in the inboxes of people already engaging with the brand."
"Email deliverability is more of an art than a science. Brands are developing new strategies to bypass Gmail's spam measures."
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