Getting your emails into a customer’s inbox has always been a core challenge for marketers. In 2025, that challenge is set to become significantly harder. With stricter rules from major email providers and more sophisticated filters, the days of blasting your entire list and hoping for the best are over. This is especially true during high-stakes periods like Black Friday and Cyber Monday (BFCM), where a dip in deliverability can have a direct and devastating impact on your revenue.

This post will break down why email deliverability is becoming more difficult and provide actionable strategies to ensure your messages land where they belong: in front of your customers.

The New Landscape of Email Deliverability

The short answer to the title question is yes, it will be harder. Several converging factors are creating a perfect storm for email marketers. Understanding these changes is the first step toward navigating them successfully.

Stricter Enforcement from Major Providers

In 2024, major mailbox providers like Google (Gmail), Yahoo, Microsoft, and Apple (often called MAGY) rolled out new requirements for bulk senders. Now, in 2025, they are in full, strict enforcement mode. Google began rejecting non-compliant bulk mail in late 2024, and Microsoft has been enforcing these rules since mid-2025.

These rules are no longer just recommendations; they are mandatory for anyone who wants to reach the inbox. The core requirements include:

• Full Authentication: Senders must have SPF, DKIM, and DMARC records properly configured. A DMARC policy of p=reject is becoming the standard.
• One-Click Unsubscribe: Emails must include an easy, one-click unsubscribe option in the header.
• Low Spam Complaint Rates: Senders must maintain a spam complaint rate below 0.3%.

Emails that fail to meet these standards are no longer just at risk of being flagged—they are being actively blocked or sent directly to the spam folder.

Reputation Sensitivity During Volume Spikes

Mailbox providers, especially Gmail and Yahoo, are scrutinizing sender reputations more than ever during peak volume periods like BFCM. A sudden, massive increase in sending volume, particularly to unengaged subscribers, is a major red flag. This can quickly damage your sender reputation, leading to your emails being throttled or routed to spam for the remainder of the shopping season.

Your reputation is your passport to the inbox. Protecting it during BFCM is paramount, even if it means sending fewer emails.

Apple Mail Privacy and AI Features

Apple’s Mail Privacy Protection (MPP) continues to obscure open rates, making it harder to measure traditional engagement. Beyond that, new AI-powered features in email clients are changing how users interact with promotional content. AI can summarize emails, sort them into less visible tabs, or even highlight messages from senders a user frequently engages with. This means your email not only has to be delivered but also has to be deemed important enough by an algorithm to be prominently displayed.

How to Maximize Deliverability and Performance

With these challenges in mind, a proactive and strategic approach is essential. Poor deliverability can wipe out 20-50% of your potential revenue. Here are the key pillars of a successful email strategy for 2025.

1. Lock In Your Technical Compliance

This is non-negotiable. Before you send another campaign, ensure your technical foundation is solid.

• Verify Authentication: Implement and confirm that your SPF, DKIM, and DMARC records are correctly set up. Use a DMARC enforcement policy (p=quarantine or p=reject) to protect your domain from spoofing.
• Implement One-Click Unsubscribe: Make it easy for subscribers to opt out. This not only keeps you compliant but also helps lower spam complaints.
• Use a Custom Domain: Send from a custom, authenticated domain. Using a generic address like @gmail.com for bulk sending is a guaranteed path to the spam folder.

2. Clean and Segment Your List Aggressively

A healthy list is an engaged list. Sending to people who don’t want your emails is the fastest way to ruin your sender reputation.

• Remove Inactive Subscribers: Regularly clean your list of hard bounces and subscribers who haven’t engaged (opened or clicked) in the last 6-12 months.
• Segment Ruthlessly: Prioritize your most valuable segments, like recent purchasers and highly engaged users. Send to them first to generate positive engagement signals. Consider suppressing low-engagement segments entirely during BFCM to protect your reputation.
• Warm Up Gradually: If you are increasing your sending volume or using a new IP address, warm it up by sending to your most engaged subscribers first and gradually increasing volume.

3. Drive Real, Meaningful Engagement

Inbox providers reward senders whose emails receive positive engagement signals (opens, clicks, replies).

• Personalize Your Content: Go beyond using a first name. Leverage data like browsing history, past purchases, and location to deliver truly relevant content. AI-powered product recommendations are becoming a powerful tool for this.
• Provide Value: Focus on sending content your audience wants. Gift guides, exclusive bundles, and helpful tips often perform better than generic discount blasts. This approach naturally keeps spam complaint rates low.

4. Stand Out in a Crowded Inbox

Getting delivered is only half the battle; you also need to get noticed.

• Craft Compelling Subject Lines: Use a mix of urgency, personalization, and curiosity. A/B test your subject lines now to learn what resonates with your audience before BFCM.
• Optimize for Mobile: With over half of all online purchases happening on mobile, your emails must be designed for small screens. Use a single-column layout, large fonts, and clear, tappable calls-to-action (CTAs).
• Go Omnichannel: Don’t rely solely on email. Pair your campaigns with SMS for urgent messages and use social media to build anticipation. A coordinated omnichannel approach can significantly lift performance.

Start Preparing Now

The landscape of email marketing has changed. The strategies that worked in previous years are no longer sufficient. Success in 2025 requires a shift in mindset from volume-based blasting to a focused, engagement-driven approach.

Treating your email program as a marathon, not a sprint, will yield the best results. Start by ensuring your technical setup is compliant, cleaning your lists, and testing your content. By focusing on delivering value to an engaged audience, you can navigate the challenges of 2025 and make this BFCM your most successful one yet. Don’t wait—the time to prepare is now. Talk to us about what you can do.