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.