Email is still one of the best channels in DTC ecommerce, but the inbox is not what it used to be. Gmail is rolling out more AI-driven changes, including Gemini features that can summarize threads, prioritize messages, and change what gets surfaced. Most consumers are not tracking email updates, and they are not thinking about inbox filters. They are checking their email like they always have, which is exactly why marketers have to pivot, and pivot fast. Most Consumers Do Not

More emails do not mean more sales. In DTC ecommerce, quality beats quantity every time. Your unsubscribe rate is telling you more than you think.