The new challenges of email deliverability

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How Gmail’s enhanced spam controls and Apple’s iOS updates are impacting inbox placement – and what your business can do to adapt

Apr 7, 2025

Email marketers are facing growing challenges reaching subscribers’ inboxes, largely due to Gmail’s stricter spam thresholds and Apple’s iOS updates. These changes have disrupted traditional engagement tracking and led to more emails being flagged as spam, making it harder for brands- big or small – to maintain deliverability.

Key takeaways

Gmail’s spam thresholds: Many brands are struggling to stay under Gmail’s spam filters, regardless of prior success or email volume.
Apple’s iOS updates: iOS 15 (Mail Privacy Protection): Inflated open rates led to misleading engagement data and poor segmentation. iOS 18.2+: New inbox tabs, grouped sender emails, and reduced email previews decreased visibility and interaction.
Rethink segmentation: Don’t rely on open rates—use more precise, behavior-based targeting.
Smaller, smarter sends: Start with tight, high-engagement segments to build sender reputation.
Boost engagement: Use personalization, journeys, and compelling subject lines.
Optimize for AI reading: Use live text instead of text in images.
Avoid email clustering: Space out sends to avoid being lumped together in inbox tabs.