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The news: Google鈥檚 new Manage Subscriptions tool is starting to appear in Gmail on web, iOS, and Android, per MarTech. It lets users batch-unsubscribe from promotional emails鈥攏ow sorted by frequency and sender name. Brands that over-email or deliver low-value content will feel the fallout. Even loyal subscribers may churn if their needs aren鈥檛 being met. Our take: Marketers already using segmentation鈥攐r dividing large email subscriber lists into smaller, more targeted groups based on shared characteristics鈥攚on鈥檛 see much fallout. The unsubscribe spike will primarily hit brands with poor targeting and those that are over-mailing. Gmail just turned inboxes into intent filters. Every send must earn its keep.

The news: Big Tech is cracking down on high-volume email. Gmail just empowered users to unsubscribe in bulk, Google and Yahoo began enforcing strict sender rules for anyone dispatching over 5,000 emails a day in February 2024, and Microsoft followed suit in April, per MarTech. These new standards aim to reduce spam and improve user experience by requiring senders to meet three key criteria: proper authentication, low spam complaint rates, and one-click unsubscribe options. Non-compliance risks message rejection. Our take: The crackdown on bulk email is permanent. Marketers must audit email practices now to avoid disruptions. Compliance ensures deliverability and maintains audience trust, making authentication, monitoring spam rates, and streamlining unsubscribes a priority.

Google is launching a new Gmail feature called Manage Subscriptions, giving users a streamlined way to bulk unsubscribe from newsletters and promotional emails. The tool鈥攔olling out across web, Android, and iOS鈥攃entralizes subscription management and ranks senders by frequency, making high-volume emailers easier to flag. With fewer barriers to opt-out, brands risk higher unsubscribe rates if they rely on one-size-fits-all content. Gmail's update reflects a broader trend toward more curated inboxes and less tolerance for irrelevant messaging. Marketers now face heightened pressure to improve targeting, pacing, and value鈥攐r risk being silently purged by users looking to clean house fast.

The news: With scams on the rise, advertisers and brands need to be thoughtful with their communications to keep it out of junk folders. 96% of US adults get at least one scam email, phone call, or text message each week, per CNET. Our take: To stop volume fatigue, brands should avoid inundating 耻蝉别谤蝉鈥� phones and inboxes with constant messaging. Social media could offer a less-saturated space where short-form content can exemplify brand personality and where users are more likely to expect engagement.

The news: As newsletter platforms battle for creator loyalty, Substack is positioning itself as a social network, not just a writing platform. As more creators jump ship from platforms like Patreon, they鈥檙e pointing to Substack鈥檚 community tools and discovery features as drivers of subscribers and revenues, per Digiday. Our take: Substack isn鈥檛 just for sending emails anymore鈥攊t is quickly becoming a social network for writers and brands alike. Brands and creators should think of it less like a newsletter option and more like a growth channel for community: a crucial aspect of discovery and engagement.

Consumers prefer email, but low-quality lists and lack of verification are keeping campaigns out of inboxes and risking ISP blacklisting.

The deal promises smoother campaigns, but longtime Litmus users may not welcome the growing pains of martech consolidation

Email engagement on the rise: Industry KPIs show improvement in core metrics, but brands need to prevent user fatigue.

On today's podcast episode, we discuss some personalization tips and tricks that emerged from research, examples of personalization done well, and how AI is accelerating it. "In Other News," we talk about why an email exhibition at a design museum made headlines and a plan to charge X (formerly Twitter) users to post content. Tune in to the discussion with our director of Briefings Jeremy Goldman and Malinda Sandman, senior director of global acquisition marketing at Intuit Mailchimp.

While email is an efficient and personalized channel for brands to reach consumers鈥�7 in 10 consumers worldwide prefer email from brands over channels like direct mail and SMS鈥攖he use of AI within these platforms will make it harder for brands to dodge the spam filter. Our forecasts predict that email users in the US will steadily increase until 2027, making the channel even more crucial for marketers.

Klaviyo's IPO shines a spotlight on email marketing's vast reach: AI and personalization emerge as key strategies for brand engagement.

Echo users can no longer block voice data sharing as Amazon quietly makes off-device processing mandatory to train Alexa+.

搁别迟补颈濒别谤蝉鈥� email sends were up 8% YoY, and mobile messages jumped 17% YoY on Saturday and Sunday, per Salesforce. That flood of messages made it difficult for any one retailer to capture shoppers鈥� attention. There were ample deals to be had on Cyber Monday. The average discount rate in the US ticked up to 28% from 27% last year, per Salesforce.

AI usage booms among Gen Z, while customizable tools like Claude and on-device models from Adobe point to interest in tailored, privacy-focused solutions.