Emergency Tactics for Surviving the 2025 Mailbox Provider Revolution

Alert! Alert! The mailbox providers are at it again!

Major mailbox providers are rolling out HUGE changes to inbox functionality, creating new challenges—and opportunities—for email marketers to adapt their strategies. 

In this episode of Email After Hours, hosts Guy Hanson and Danielle Gallant break down the latest developments from Gmail, Yahoo, Microsoft, and Apple. They discuss how these updates impact email deliverability and share actionable tips for marketers to tackle these changes ahead of the peak sales season. 

What You’ll Learn: 

• How Gmail’s new Postmaster Tools v2 changes reputation monitoring—and why open rates still matter for deliverability tracking. 

• The impact of Gmail’s Manage Subscriptions page and strategies to prevent mass unsubscribes. 

• How Gmail’s new “most relevant” sorting and nudges require marketers to rethink engagement strategies. 

• Why honest, transparent marketing is crucial as AI assistants and automated summaries become more prevalent. 

…and more! 

Additional Resources:

• Gmail’s “Manage Subscriptions” Hub: Decluttering Inboxes and Challenging Marketers

• MAGY State: The Rise of the Sovereign Inbox
• We’ve Lost Preview Text for Email. Are Subject Lines Next? 

• Spam trigger words: How to keep your emails out of the spam folder 

• ​A CRM for cybercriminals’ – SpamGPT makes cybercriminals’ wildest dreams come true with business-grade marketing tools and features

• Perplexity launches AI email assistant that can manage your Outlook or Gmail inbox for you — but it will cost $200 a month

• Yahoo Mail Rolls Out New ‘Catch Up’ Feature to Help Users Tackle Inbox Overload 

• Gmail Postmaster Tools Deprecation

Are you an email marketing expert with bold opinions on the industry? Come chat with Guy and Danielle on a future episode! Drop a comment, ping us on LinkedIn, or simply fill out this guest form.

SOME EPISODE HIGHLIGHTS:

• [00:00] Intro & overview of recent mailbox provider changes
• [02:42] Why providers are rolling out new inbox features
• [04:14] Gmail’s postmaster tools v2: changes & impacts
• [08:20] Understanding Gmail’s New subscription management features
• [12:18] Gmail’s engagement metrics & promotions tab updates
• [17:03] Gmail annotations: automated vs sender-controlled
• [21:15] Yahoo’s catch-up feature & AI email assistants
• [24:57] Legal implications of AI-generated email summaries
• [27:35] Practical tips for adapting to new inbox changes
• [30:47] Final recommendations & closing thoughts