{"id":72120,"date":"2023-05-31T10:37:53","date_gmt":"2023-05-31T14:37:53","guid":{"rendered":"https:\/\/www.litmus.com\/?p=72120"},"modified":"2025-10-07T13:41:58","modified_gmt":"2025-10-07T17:41:58","slug":"this-month-in-email-may-2023","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/this-month-in-email-may-2023","title":{"rendered":"This Month in Email: A Recap of Email Marketing News in May 2023"},"content":{"rendered":"\n\n\t<div id=\"simple-text-block-block_f9fc042c10f79eb2f64e15a7695c28b6\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<p><span style=\"font-weight: 400;\">You know what time it is! Welcome back to This Month in Email\u2014our monthly series on the latest and greatest happenings in the world of email marketing.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s dive into the biggest headlines shaping the email industry in May 2023.<\/span><\/p>\n<ul>\n<li><a rel=\"noopener\" href=\"#news\"><span style=\"font-weight: 400;\">\ud83d\udcf0 News headlines<\/span><\/a><\/li>\n<li><a rel=\"noopener\" href=\"#ai\"><span style=\"font-weight: 400;\">\ud83e\udd16 Beep boop. It&#8217;s robot time.<\/span><\/a><\/li>\n<li><a rel=\"noopener\" href=\"#cheese\">\ud83e\uddc0 <\/a><a rel=\"noopener\" href=\"#cheese\"><span style=\"font-weight: 400;\">Did someone say cheese?<\/span><\/a><\/li>\n<li><a rel=\"noopener\" href=\"#ecms\"><span style=\"font-weight: 400;\">\ud83d\udcca Email Client Market Share<\/span><\/a><\/li>\n<\/ul>\n<h2 id=\"news\"><span style=\"font-weight: 400;\">\ud83d\udcf0 News headlines<\/span><\/h2>\n<ul>\n<li><strong><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/workspaceupdates.googleblog.com\/2023\/05\/expanding-gmail-security-BIMI.html\">Google launches blue checkmarks<\/a><\/strong><span style=\"font-weight: 400;\"> for brands verified with <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/getting-started-with-bimi\/\">Brand Indicators for Message Identification (BIMI) in Gmail<\/a>. Now you (and your brand) can be fancy, too.\u00a0<\/span><\/li>\n<li><strong><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/blog.google\/technology\/safety-security\/updating-our-inactive-account-policies\/\">Google will start deleting inactive accounts this December.<\/a><\/strong><span style=\"font-weight: 400;\"> Email marketers: something to note as you do any year-end list cleaning.<\/span><\/li>\n<li><strong><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/techcrunch.com\/2023\/05\/25\/instagram-ads-search-results-via-marketing-api\/\">Instagram now allows for ads in search results<\/a><\/strong><span style=\"font-weight: 400;\"><strong>.<\/strong> There is no escape! They are coming. Ads, ads in all the feeds\u2026<\/span><\/li>\n<li><strong><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.thecurrent.com\/advertising-trends-omr-marketing\">The Online Marketing Rockstars (OMR) festival<\/a> <\/strong><span style=\"font-weight: 400;\">brought together some of the best marketing minds in Europe\u2014and they sure got to ideating.\u00a0<\/span><\/li>\n<li><strong><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.entrepreneur.com\/growing-a-business\/how-to-create-an-effective-multilingual-email-marketing\/451771\">Creating an effective multilingual marketing campaign<\/a><\/strong><span style=\"font-weight: 400;\"> is way easier than it used to be. Check out these tips for making it happen.\u00a0<\/span><\/li>\n<li><strong><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.thecurrent.com\/brand-engagement-advertising-campaigns-weather\">Cloudy with a chance of subliminal messaging<\/a><\/strong><span style=\"font-weight: 400;\"><strong>.<\/strong> Are you using the weather to your advantage when reaching consumers?\u00a0<\/span><\/li>\n<li><strong><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.prospectmagazine.co.uk\/views\/people\/60880\/could-email-newsletters-keep-local-journalism-alive\">All hail the email newsletter.<\/a><\/strong><span style=\"font-weight: 400;\"> The email newsletter is riding the winds of marketing change smoothly, despite the best efforts of clickbait.\u00a0<\/span><\/li>\n<li><strong><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.inc.com\/joel-comm\/4-marketing-automation-strategies-to-maximize-efficiency-profitability.html\">We\u2019re all still looking for the best automation hacks.<\/a><\/strong><span style=\"font-weight: 400;\"> Have you tried these on for size? <\/span><\/li>\n<\/ul>\n<h2 id=\"ai\"><span style=\"font-weight: 400;\">\ud83e\udd16 Beep-boop. It\u2019s robot time.<br \/>\n<\/span><\/h2>\n<ul>\n<li aria-level=\"1\"><strong><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.forbes.com\/sites\/jodiecook\/2023\/05\/17\/what-openai-ceo-sam-altmans-congress-testimony-means-for-entrepreneurs-5-key-takeaways\/?sh=6c9cb7622a97\">OpenAI\u2019s CEO Sam Altman testified before Congress<\/a><\/strong><span style=\"font-weight: 400;\"><strong>,<\/strong> as lawmakers push to craft comprehensive guardrails to address growing concerns with <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/guide-to-ai-in-email-marketing\/\"><span style=\"font-weight: 400;\">artificial intelligence (AI)<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/li>\n<li aria-level=\"1\"><strong><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.clickz.com\/chatgpt-beyond-the-hype-how-to-use-ai-models-for-better-email-marketing\/\">Does ChatGPT actually have reasonable email marketing content capabilities?<\/a><\/strong><span style=\"font-weight: 400;\"> Experts discuss.\u00a0<\/span><\/li>\n<li aria-level=\"1\"><strong><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.marketingbrew.com\/stories\/2023\/05\/23\/yes-google-s-ai-infused-search-engine-will-have-ads\">Google is doing an AI-based search engine<\/a><\/strong><span style=\"font-weight: 400;\">\u2026 and yes, there will be ads. Obviously.\u00a0<\/span><\/li>\n<li aria-level=\"1\"><strong><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.marketingprofs.com\/articles\/2023\/49316\/generative-ai-marketing\">AI claims to be here to serve, not replace us.<\/a><\/strong><span style=\"font-weight: 400;\"> Is that really true in practice?\u00a0<\/span><\/li>\n<li aria-level=\"1\"><strong><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.cmswire.com\/digital-marketing\/unleashing-ais-marketing-potential-in-the-metaverse\/\">Welcome to the Metaverse.<\/a><\/strong><span style=\"font-weight: 400;\"> The Metaverse adds AI to increase the realism of immersion and experiences. <\/span><\/li>\n<\/ul>\n<h2 id=\"cheese\"><span style=\"font-weight: 400;\">\ud83e\uddc0 Did someone say cheese?<\/span><\/h2>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.cnn.com\/2023\/05\/23\/business\/kraft-singles-cheese-makeover\/index.html\">Kraft Singles are getting a rebrand!<\/a> <\/strong><span style=\"font-weight: 400;\">It\u2019s cheese like you\u2019ve never seen it before. (Thanks, Gen Z!)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.independent.co.uk\/life-style\/food-and-drink\/tiktok-viral-food-video-caught-snackin-b2287084.html\">What\u2019s the secret to a viral TikTok video?<\/a><\/strong><span style=\"font-weight: 400;\"> The answer might be a #cheesepull. <\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong><a style=\"background-color: var(--bs-body-bg); font-size: 1rem; text-align: var(--bs-body-text-align);\" rel=\"noopener\" target=\"_blank\" href=\"https:\/\/news.kraftheinzcompany.com\/press-releases-details\/2023\/VELVEETA-and-Comparts-Launch-TruffVels-an-Over-the-Top-Indulgent-Treat-Combining-Two-of-Lifes-Greatest-Pleasures\/default.aspx\">\u201cTwo of life\u2019s greatest pleasures are cheese and chocolate<\/a><\/strong><span style=\"font-weight: 400;\"><strong>\u2026<\/strong>so this collab was a no brainer\u201d. Cheese truffles, y\u2019all. Yes or no?<\/span><\/li>\n<\/ul>\n<h2 id=\"ecms\"><span style=\"font-weight: 400;\">\ud83d\udcca Email Client Market Share<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The top 10 most popular email clients of April 2023 (source: <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-client-market-share\/\"><span style=\"font-weight: 400;\">Litmus\u2019 Email Client Market Share<\/span><\/a><span style=\"font-weight: 400;\">) are:<\/span><\/p>\n<ol>\n<li><strong>Apple<\/strong><span style=\"font-weight: 400;\"><strong>:<\/strong> 58.96%<\/span>\n<ol>\n<li><strong>Apple Mail Privacy<\/strong><span style=\"font-weight: 400;\"><strong>:<\/strong> 56.46%<\/span><\/li>\n<li><strong>Apple iPhone<\/strong><span style=\"font-weight: 400;\"><strong>:<\/strong> 1.49%<\/span><\/li>\n<li><strong>Apple Mail<\/strong><span style=\"font-weight: 400;\"><strong>:<\/strong> 0.86%<\/span><\/li>\n<li><strong>Apple iPad<\/strong><span style=\"font-weight: 400;\"><strong>:<\/strong> 0.14%<\/span><\/li>\n<\/ol>\n<\/li>\n<li><strong>Gmail<\/strong><span style=\"font-weight: 400;\"><strong>:<\/strong> 28.04%<\/span><\/li>\n<li><strong>Outlook<\/strong><span style=\"font-weight: 400;\"><strong>:<\/strong> 4.21%<\/span><\/li>\n<li><strong>Yahoo Mail<\/strong><span style=\"font-weight: 400;\"><strong>:<\/strong> 2.89%<\/span><\/li>\n<li><strong>Google Android<\/strong><span style=\"font-weight: 400;\"><strong>:<\/strong> 1.48%<\/span><\/li>\n<li><strong>Outlook.com<\/strong><span style=\"font-weight: 400;\"><strong>:<\/strong> 0.67%<\/span><\/li>\n<li><strong>Samsung Mail<\/strong><span style=\"font-weight: 400;\"><strong>:<\/strong> 0.17%<\/span><\/li>\n<li><strong>QQ Mail<\/strong><span style=\"font-weight: 400;\"><strong>:<\/strong> 0.07%<\/span><\/li>\n<li><strong>Orange.fr<\/strong><span style=\"font-weight: 400;\"><strong>:<\/strong> 0.07%<\/span><\/li>\n<li><strong>Web.de:<\/strong> <span style=\"font-weight: 400;\">0.06%<\/span><\/li>\n<\/ol>\n<h2><span style=\"font-weight: 400;\">Keep up with the latest in email<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Want more fresh hot tasty email content and news? <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/litmus-news\">Subscribe to Litmus News<\/a><\/span><span style=\"font-weight: 400;\">\u00a0to get more of the email news you love, from Litmus and beyond.\u00a0<\/span><\/p>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n\n\n<div id=\"post-cta-buttonblock_e8aa1846872c43bb64ecbd95ecbca1de\" class=\"block-post-cta-button mt-5\">\n  <div class=\"container px-0\">\n    <div class=\"row\">\n      <div class=\"blog-post-cta-button-wrapper col-12 col-lg-10 mx-auto p-4 d-block d-lg-flex align-items-lg-center align-items-start\">\n\t\t  \t\t  \t\t  \t\t  \t\t  \t\t  \t\t  \t\t \t\t\t  \t\t  \t\t  <div class=\"blog-post-cta-button-icon col-2 float-start mx-auto float-lg-start float-none background-white d-flex flex-column justify-content-center align-items-center text-center\">\n\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/05\/spam-icon.png\" alt=\"4 envelopes in different colors\" width=\"1400\" height=\"1623\"\/>\n\t\t\t\t\t  \t\t  <\/div><!--blog-post-cta-button-icon-->\n\t\t\t\t\t\t\t\t  \t\t  <div class=\"col-12 col-lg-9 ps-lg-4 ps-0 text-center text-lg-start mt-3 mt-lg-0\">\t\t\t  \t\t\t  <h2 class=\"h-sm\"><strong>Hey, you. Yes, you. This isn\u2019t your ordinary email newsletter.<\/strong><\/h2>\n\t\t\t   \n\t\t\t  \t\t\t\t\t<p>Stay in the email loop, but not in a boring way. Get the latest industry news, best practices, and inspo for your next email.<\/p>\n\t\t\t\t\t \n\t\t\t  \t\t  <\/div><!--col-12 col-lg-9 ps-lg-4 ps-0 text-center text-lg-start mt-3 mt-lg-0-->\t\t\t  \t\t  <div class=\"text-center text-lg-end col-12 col-lg-1 ms-lg-2 ms-0\">\n\t\t\t\t\t\t\t\t\t\t<a class=\"btn btn-primary\" rel=\"noopener\" href=\"https:\/\/www.litmus.com\/litmus-news\">\n\t\t\t\t\t\tSubscribe\t\t\t\t\t\t<\/a>\n\t\t\t  \t\t  <\/div><!--text-center text-lg-end col-12 col-lg-1 ms-lg-2 ms-0-->\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t        <\/div><!--blog-post-cta-button-wrapper-->\n    <\/div><!--row-->\n  <\/div><!--container-->\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Discover the latest happenings in the world of email marketing, and the biggest headlines shaping the email industry in April 2023.<\/p>\n","protected":false},"author":54,"featured_media":71969,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[681,9363],"blog_category":[10304],"class_list":["post-72120","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-email-client-market-share","tag-email-marketing-strategy","blog_category-email-industry-updates"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.7) - 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