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When Emil Linde, Team Lead Account Manager at Apsis, stepped on stage at The MarTech Summit Stockholm earlier this month, his slide read simply: "There is no framework." It was a deliberate provocation for a room full of marketers looking for one. His lightning talk explored what happens when every brand reaches for the same AI tools and ends up sounding the same, and what the brands getting it right are doing differently. This post is based on that presentation.

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.