Why Email Marketers Shouldn’t Bother Fighting the Power

As an email marketer, it can feel like bad things are always happening to us.

• Apple’s Mail Privacy Protection making it much more difficult to adhere to inbox providers own rules around emailing only engaged subscribers
• Apple’s Link Tracking Protection making conversion tracking harder for some senders
• Gmail’s policy of Automatic Extraction messing up our preview text
• Apple and Yahoo introducing AI summaries that replace our preview text and push down our body copy
• Gmail and Yahoo retiring email accounts
• Gmail and Yahoo introducing new deliverability requirements
• Apply joining Gmail, Yahoo, and Microsoft in adding tabs to their inbox interface

Not all of these things are bad, and some aren’t as bad as they appeared at first glance (although some are very awful). But all of those changes were implemented with little to no warning, and with zero consultation, forcing marketers to scramble to determine the potential impact on their programs and subscribers and then try to minimize that impact.

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