Elon Musk’s Xmail, Gmail Open Rates Drop, and Potential Braze Acquisition
Welcome to the second edition of The Three Dots, where we share the three things you need to know about what’s happening in our space. Join our Slack community and Substack to stay up-to-date on the latest.
📬 Xmail: Elon Musk's Gmail Rival
Elon Musk has once again hinted at the development of "XMail," an email service that could pose a serious challenge to Gmail's dominance. While specific details are limited, XMail is expected to offer enhanced privacy, possibly through end-to-end encryption, and an ad-free experience, potentially via a subscription model. It may also integrate AI tools for smart sorting and automated responses, and seamlessly connect with the broader X platform, allowing users to manage emails, social interactions, and payments within a single app. For marketers, XMail's focus on privacy and minimalism could necessitate new strategies to engage users, especially if the platform limits data collection and tracking capabilities.
📉 Continued Drop in Gmail Open & Click Rates
Marketers continue seeing notable drop in Gmail open and click rates since mid-November. The decrease is especially prominent for promotional emails, with many suspecting a shift in Gmail’s algorithm or tab organization. Many attribute this decline to Gmail shifting more emails to the "Promotions" tab, changes in image-loading behavior, or increased email volume during the holiday season. In response, marketers are simplifying content to avoid being flagged as promotional, optimizing emails for Gmail’s “Primary” or "Updates" tab, and monitoring inbox placement through to ensure better visibility.
💼 Braze Acquisition Talks: Salesforce or Adobe in the Mix?
Braze, a leader in customer engagement software, reportedly could be a potential acquisition target, with Salesforce and Adobe emerging as possible buyers. Both companies are looking to bolster their marketing technology portfolios, and Braze’s robust client base and advanced capabilities in personalized marketing make it a valuable asset. If acquired, Braze’s integrations could significantly enhance both Salesforce’s and Adobe’s marketing platforms, providing marketers with more powerful tools for customer engagement and retention.
Wouldn’t be a complete email with a reminder CTA, right? (IYKYK)
Join our Slack community here and Substack to stay updated on the latest.
Lifecycle Luminaries is supported by Sortment during its early days to help fuel our growth. That said, maintaining a vendor-agnostic, neutral environment will always be my top priority.