""After Gmail introduced the different tabs, landing in Primary or Updates got better performance on average, so deliverability was key," he says. "With AI Inbox, your email will be one of many that Gemini pulls into a summary, so it's about convincing Gemini to show your email and content to the user. Because if Gemini becomes the gatekeeper, you might no longer have a direct connection with a subscriber.""
""Content and context are going to play a larger role moving forward. In terms of content, eventually we'll be able to 'chat' with our inbox to find information. Brands will need to think about their content pillars so when a subscriber searches for information on a topic, their brand is shown in the results. "Context will change the game because AI could theoretically surface a marketing email that seems to be related to their work tasks.""
"Gmail announced AI Inbox, promising to free users from ever having to reach Inbox Zero again. Much like Google started answering search queries before people clicked a link, Gmail now wants AI to decide which emails matter before people even scroll through their inboxes."
"It's even promising to make getting to Inbox Zero a thing of the past. This is kind of a big deal, considering Gmail users account for more than 25% of the world's inboxes. That might be half of Apple's market share, but if you're doing email marketing, it's nothing to sniff at."
Gmail announced AI Inbox, aiming to reduce the need for Inbox Zero by using AI to organize and prioritize emails before users scroll. The change is significant because Gmail represents a large share of global inboxes. Email marketers expect the focus to move from deliverability to discoverability, since Gemini may act as a gatekeeper by pulling relevant emails into summaries. Marketers anticipate that content and context will matter more, including how well brands align with user searches and work-related tasks. Brands may need clear content pillars so their messages appear when subscribers ask for information through AI-driven inbox interactions.
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