"AI is reshaping email marketing, starting right in the inbox. Clicks are becoming optional - sometimes unnecessary. That's convenient for subscribers but potentially disastrous for marketers. Zero-click marketing is emerging as the response: content that delivers value instantly, whether through snippets, previews or summaries, without requiring a click. Instead of spelling the end of email, these changes could make it more valuable - if you adapt in time."
"AI-powered platforms extract and present information before your customer acts, bypassing the click altogether. Here's where this is happening in email. Gmail Gmail's Promotions tab uses AI to auto-extract promotional details like discount codes, images and expiration dates from your email. Some can show viewers your offer without needing them to open the message. Or, it can pull irrelevant content, like your contact information. This turns the inbox into a mini-landing page."
AI and zero-click marketing enable content to deliver value directly in the inbox without requiring clicks. Zero-click tactics include featured snippets, carousels, social posts that teach or solve problems, and emails that summarize and persuade without an open. Marketers must optimize for impact measures such as brand recall, direct traffic, offline conversions, and assisted sales rather than only clicks. Email clients and AI platforms can auto-extract promotional details and surface offers or summaries, effectively turning inboxes into mini-landing pages. Adapting creative formats and measurement approaches can preserve and enhance email value in this environment.
Read at MarTech
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