Marketers brace for impact of summaries in Apple Mail, Gmail
Email is the top area where marketers are increasing their budgets. Some 62% of US B2B and B2C marketers had increased their email marketing campaign in the past 12 months, according to April 2023 data from SeQuel Response and ISG. But recent email updates from Apple and Gmail add new challenges to email marketing, especially for B2B marketers. Apple’s latest iOS update introduced email categorization, Smart Replies, and AI-generated summaries. The updates come on the heels of Google introducing a similar “Summarize this email” feature. Both moves make it possible for users to see…
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