Email Marketing RulesMitigating the Risks of Inbox AI Summaries
Whether provided by inbox providers or via agents, inbox AI summaries of promotional emails are inherently reductive, introduce errors, overwrite brand voice, and deprive marketers of a significant amount of their “first impression” real estate. That has created a host of new risks for marketers, including lower campaign performance and sender reputation damage.
To help you mitigate those risks, Zeta’s Creative and Strategy Teams have developed three potential postures you can take in response to inbox AI summaries:
- Lean Forward, a posture that seeks to actively optimize for inbox AI summaries
- Neutral Stance, a posture that seeks to reduce the likelihood of AI summaries being wrong
- Lean Away, a posture that seeks to train subscribers to ignore AI summaries
For a full discussion of each of those approaches or to watch the on-demand webinar …
>> Read the entire post in Zeta Global’s Resource Center
Welcome! Email Marketing Rules is your guide to understanding the best practices of this complex, often misunderstood channel as you craft the best executions for your brand. Every week, we’ll explore strategies and tactics, discuss tips and inspiration, and dig into industry news and trends.
Chad S. White
GVP of CRM Strategy
Zeta Global
Author of Email Marketing Rules and nearly 4,000 articles about digital and email marketing
