AI powered inbox filtering from Google and Apple impact more than 70% of emails received. The tech giants have been testing various forms of inbox puppetry for over a decade, with Gmail's tabbed inbox and suggested responses from Smart Reply being just a few examples.
Marketers are facing the uncomfortable reality that previously reliable metrics are losing credibility due to AI distillation layers deciding which emails rise and which sink. The rise of SMS as a marketing channel offers a more intimate and engaging alternative, with reported open rates around 98% and clickthrough rates ranging from 20-32%.
Ownership of audience relationships is not guaranteed, as seen with the threat of TikTok's ban and the growing influence of Apple and Google in email. To achieve true marketing resilience, marketers should prioritize authentic interaction and invest in channels with transparent, two-way conversations and meaningful dialogue.
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Where Marketers Can Find Shelter From Distorted Email Metrics and AI Algorithm Interference
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