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AI writing tools have made all kind of content faster to produce. Most marketing teams use them in some form, and the results are often fine and mostly very quick so every campaign  can go out on time.

But something is happening across inboxes everywhere: when every brand reaches for the same tools with the same brief, then the output starts to look familiar. nd once your emails start to blur into the background, it becomes very difficult to stand out again.

Apsis Deliverability Blog Series — Part 1 of 3

Did You Notice Anything?

In early 2026, Microsoft quietly changed their filtering rules. Without warning, a considerable share of emails sent to Microsoft-managed domains started getting blocked. Lower-volume sending IPs were unexpectedly affected, impacting automated marketing and transactional traffic more severely than high-volume bulk senders. 

For most Apsis customers? They didn't notice a thing.

Marketing automation is one of those terms that sounds impressive in a meeting, but what does it actually look like in practice?

 For many marketers, the concept is clear in theory yet frustratingly vague when it comes to execution.

The truth is, marketing automation doesn't have to be complicated. At its core, it's about delivering the right message to the right person at the right time, without manually pressing 'send' every single time. And when done well, it saves you time, improves your customer experience, and drives measurable results.

Change is exciting. It's also terrifying. And when that change involves artificial intelligence reshaping how your entire team works, the stakes feel impossibly high.

But what if AI transformation doesn't have to be a source of stress? What if, with the right approach, it could actually energise your team and unlock new levels of creativity?

Inboxes are filling up with Black Friday emails long before the day even arrives. As a counter-reaction, the phenomenon of Unsubscribe Friday is growing. This is a protest where consumers delete senders who shout too loudly or send too much. It is a clear signal that volume alone does not work. Perhaps it is time to email less, but better?