Virtual panel discussion
Harness the Cloud: Accelerate Growth with Cutting-Edge Data Technology
Email Marketing in 2025: Adapting to Apple iOS 18.2 and Emerging Trends
Email marketing is evolving in 2025, with an update from Apple’s iOS 18.2 and the effective use of BIMI, DMARC, and VMC. Learn strategies to optimize email categorization, leverage AI, and tackle creative challenges to stay ahead in the ever-changing landscape.
Featured experts
Overview
We will also explore how marketing and the go-to-market line of business (GTM LOB) can drive their own capability development, such as building data services and applications on top of their vast data store. By adopting effective product management practices, marketing leaders can accelerate innovation, enhance decision-making, and create more personalized customer experiences. Don’t miss this opportunity to learn how to turn data into a strategic advantage with the right tools and approaches.
This event was packed with practical tips and insights, including:
AI, security, and a rise in phishing emails: AI has increased the importance of email marketing security. Tracy emphasized that since the launch of iOS 18.2 in December, phishing emails have increased by 49%, according to Forbes. Steven focused on the importance of clean data and grounding AI in relevant information.
Platform evolution and categorization: Steven explained how email service providers are using AI to categorize emails, which affects how emails are displayed in inboxes. He emphasized the importance of writing clear and concise emails, using alternative text (alt text) for images, and following best practices to ensure emails are properly categorized.
Sender reputation and technical concerns: The experts discussed the importance of maintaining a good sender reputation and ensuring technical settings like SPF, DMARC, and BIMI are correctly configured. They also highlighted the need to monitor sender reputation scores and address any issues with shared IP addresses.
Measuring email success: Traditional metrics like open rates and click-through rates are becoming less reliable due to AI-driven email processing. The experts suggested focusing on conversion metrics, such as form submissions and purchase rates, to measure the success of email campaigns.
Data and targeting: Steven and Tracy emphasized the importance of data in email marketing, including segmentation data, personalization data, and contextual data for AI. They also discussed the need for regular data audits (at least once a year, ideally once a quarter) and data enrichment to maintain accurate and up-to-date information. Stephen recommended services like ZeroBounce and BriteVerify.
Privacy laws and compliance: Tracy highlighted the importance of staying informed about privacy laws and compliance, noting that eight states are poised to implement new privacy laws in 2025. She encouraged email marketers to stay updated on these changes and adapt their practices accordingly.
AI agents in email marketing: Steven discussed the potential future of email marketing, including the rise of AI agents that can handle personalized emails and privacy concerns. He predicted that these agents will become more common in the next couple of years, making email marketing more efficient and personalized.
Below are the recommendations for Apple iOS 18.2 and the upcoming iOS 18.3 updates:
- Ensure images are a max of 200 x 200 pixels.
- Write subject lines that are less than 50 characters.
- Register with Apple Branded Mail.
- Setup or verify DMARC status.
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Accelerate Growth with Cutting-Edge Data Technology
Meet the experts
Jeffrey Siegel
Director of Marketing Strategy
Currently serving as the Director of Marketing Strategy at Cisco, Jeffrey is responsible for developing far-horizon strategies, enhancing cross-GTM alignment, and spearheading capabilities innovation for Cisco’s Marketing organization. One key area of focus for Jeffrey is driving Cisco Marketing’s AI adoption strategy, where he is focused on steering his organization’s use of AI through both vendor acquisition and in-house development of tailored AI solutions.
Previously, as the Director of Strategy at 6sense, Jeffrey led a strategic services organization and built their strategic model for B2B go-to-market transformation. While at 6sense, Jeffrey worked with dozens of revenue teams to deliver strategic frameworks that empowered organizations to achieve new levels of growth and alignment. Before joining Cisco and 6sense, Jeffrey held strategic roles at Box, and Dell Technologies where he consistently demonstrated expertise in marketing operations, business planning, and strategic innovation.
Volha Ramanouskaya
Head of Product Management, Tech Infrastructure & Data Services
Before joining Citi, Volha held leadership positions in strategic pricing, marketing analytics, and operational performance at companies like Essilor of America, Convergys, and TXU Energy. With a background in market research, financial modeling, and customer insights, Volha has successfully developed pricing strategies, identified new product opportunities, and conducted data-driven analyses to drive business growth. Their expertise in aligning technology solutions with business objectives has made them a key player in the evolving landscape of enterprise infrastructure and data services. Passionate about technology, innovation, and cross-functional collaboration, Volha continues to drive impactful change in the industry.
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