Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

What email updates from Google, Apple, and AI mean for marketers, according to an expert

Email marketing has been threatened recently by changes from Apple and Google, and email marketers are working to stay on top of industry shifts. Here are four burning questions about email marketing’s recent shifts.

Key stat: 62% of US B2B and B2C marketers increased their email marketing budgets in the past 12 months, according to an April 2023 study from SeQuel Response and ISG.

What ended up happening with Apple’s iOS 17 email changes?

Marketers raised concerns in June when Apple announced its iOS 17 would provide “even greater protections against trackers,” but those issues have not panned out.

“​​Nobody cares. It doesn't affect email. It's not affecting email,” said Ryan Phelan, managing partner at marketing company RPEOrigin. “I have not seen any effect.”

What do Google’s new Gmail spam protections mean for marketers?

Last week, Google announced new rules for bulk senders, requiring authentication of emails, easy unsubscription, and a spam rate threshold enforcement. If email marketers are already following best practices, these changes won’t be cataclysmic, Phelan said.

“What Google is doing is just putting the screws to people that are not responsible senders. I don't see this as a big impact. I see this as more definition of how they block spam at the door,” said Phelan, who noted that high-quality senders already adhere to these practices.

That could be good news for email marketers who are doing things right. “It's designed to make it easier for consumers to manage their inbox and the flood of information that comes to them,” said Phelan, meaning users may be more willing to pay attention to those emails that make it past the spam protections.

And for those who aren’t adhering to Gmail’s rules yet, “get authenticated. Get your DKIM [DomainKeys Identified Mail], SPF [Sender Policy Framework], and DMARC [Domain-based Message Authentication Reporting and Conformance] setup.” said Phelan. “Make it easy to unsubscribe, don't make it hard. Don't be slimy.”

What KPIs should email marketers be watching now?

Since Apple’s AppTrackingTransparency shook up the email marketing industry in 2021, marketers have had to rethink what metrics matter most.

“Opens are dead for all intents and purposes,” said Phelan, noting that opens can still indicate directional trends, but marketers should be looking at click-based activity.

What is the future of email marketing?

AI. As marketers send more and more emails, senders will be using AI for better segmentation and email service providers will use AI to prevent inboxes from getting even more cluttered.

“AI presents an incredible opportunity for us to get at-scale growth through technology,” Phelan said. “It's not mature now, but I think in the next four months, you're going to see a maturity of solutions that come to the email marketers aid to make things easier, make things smarter.”

This was originally featured in the eMarketer Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.