Email has historically been a vital ecommerce marketing channel with high ROI and targeted audience engagement. However, by 2025, reaching subscribers has become more complex due to AI features in email clients like Gmail and evolving spam filters. Gmail's AI-driven search now prioritizes emails based on engagement metrics, potentially demoting ecommerce messages even if they are recent and relevant. Spam filters have historically reduced inbox delivery from the inception of email marketing, presenting further challenges for effective communication and outreach in the ecommerce sector.
Email marketing has long been considered a highly profitable channel due to its high ROI, but recent changes in email clients are challenging its effectiveness.
Gmail's recent AI changes have fundamentally altered the visibility of emails in user inboxes, pushing important messages lower in search results, which can impact marketing strategies.
Spam filters, first introduced in 1994, have increasingly made inbox delivery less assured, posing added challenges to email marketers who rely on guaranteed visibility.
As email marketing faces obstacles like AI filtering and spam detection, marketers need to adapt strategies to maintain effectiveness and reach their audience.
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