Discover more of what matters to you

Apsis Deliverability Blog Series — Part 2 of 3

When ISPs Change Their Rules, Someone Needs to Be on the Case

Deliverability champions don't just manage technology, they manage relationships. When Microsoft quietly changed their filtering logic in early 2026, it wasn't a technical problem that needed solving. It was a communication challenge that required persistence, expertise, and established ISP connections.

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?

 As a marketer, I’m sure you’ve come across QR codes many times during your career, especially if you work with events, printed materials, or any situation where you need to guide people from a physical touchpoint to a digital one. They’re everywhere: posters, badges, packaging, brochures, even TV screens.

But despite how common they are, many marketers still feel a bit unsure about what a QR code actually is and how it really works behind the scenes.

Email privacy has been moving in one direction for years: more protection for recipients and less passive tracking for senders. Regulations, browser changes, and platform decisions have steadily reshaped how data can be collected. Email marketing is not an exception — and that’s not a bad thing.

Privacy-first email marketing isn’t a temporary phase or a trend to wait out. It’s the environment we operate in today.

As we await new reports on 2025 GDPR enforcement, let’s revisit trends observed across Europe during 2024. 

Black Week has once again proven to be the most demanding period of the year for email marketing.

As brands competed for attention in crowded inboxes, the Apsis platform handled significant volumes while maintaining fast delivery speeds. Here's a closer look at what we observed across our platform during this year's biggest shopping event.