AI is rebuilding the inbox, and email marketers can’t control it
The email inbox is undergoing a significant transformation driven by AI, changing how subscribers use it, view and manage their email, and interact with senders. This shift is being led by major inbox providers like Gmail, Yahoo Mail, and Apple Mail, which are implementing AI-driven features to prioritize messages, summarize content, and develop personalized action plans based on user behavior.
Marketers are not prepared for this change, and many are struggling to adapt to the new landscape. The introduction of AI summaries and preheader hijacking has turned traditional email marketing strategies on their head, forcing marketers to rethink their approaches. The inbox is changing, and users cannot opt out of these changes, which will differ for each user.
Inbox providers are using AI to drive drastic changes, aiming to reduce noise and make the inbox experience more relevant and cleaner. For example, Gmail is reordering emails based on engagement history, and soon, it will pull in data from various sources to create a unified experience. This will lead to a more personalized and autonomous inbox, similar to an AI assistant, which will guide users’ interactions.
One potential format for this AI-driven inbox is an assistant that can summarize emails, correlate messages with browsing history, and send alerts based on user interests. For instance, the inbox assistant could alert a user about a sale on a product they’ve been looking at, or automatically reply to a message from a family member.
The implications of this shift are significant for email marketers. Two major challenges emerge: mass unsubscribe prompts, which could decimate email reach, and the need for new personalization approaches. As inbox providers use engagement data to prioritize messages, marketers will need to focus on building emails that are relevant and engaging, beyond just using a first-name greeting.
To adapt to this new landscape, marketers should plan for the long term, looking ahead to the ultimate extension of the inbox. This means rethinking email strategies, such as using more personalized and relevant content, and focusing on building trust with subscribers. The investment will be worth it, as email remains a vital channel for maintaining a direct link between brands and customers.
As the AI inbox evolves, marketers should watch for changes in inbox prioritization, AI-driven services, and new features like AI Overviews and AI Inbox. The future of email marketing will require a new approach, one that prioritizes relevance, engagement, and personalization. Marketers must be prepared to adapt and evolve to remain effective in this new landscape.
