Gmail, Gemini, & Iterable: What You Should Know

Email isn’t disappearing, but how people experience it is fundamentally changing.

With Google’s announcement that Gemini will now help users search, filter, summarize, and prioritize emails, Gmail is evolving from a passive inbox into an intelligent assistant. For marketers, this marks a major shift: success is no longer just about getting an email delivered. It’s about being deemed important.

Here’s what you should know:

The Inbox Is No Longer Neutral

For years, inbox success was largely binary: you either landed in spam or you didn’t. Gemini changes that.

Gmail’s new AI-powered features actively decide:

• Which emails surface first
• Which get summarized instead of fully read
• Which fade into the background

In other words, delivered doesn’t mean seen anymore.

Your Message May Be Read by AI Before It’s Read by a Human

Gemini can now summarize long emails and entire threads into concise overviews. That means many users may never read the full message. They’ll rely on what AI extracts as “the important parts.”

For marketers, this raises a critical question:

If your email were summarized into three bullet points, would it still communicate value?

If your core message is buried, vague, or overly brand-heavy, it may never reach the customer at all.

Inbox Placement Now Depends on Relevance and Relationship

Gmail’s new AI Inbox prioritizes messages based on signals like:

• How often a recipient engages with the sender
• Whether the sender feels “important” or trusted
• Whether the message implies urgency, relevance, or an action be taken

This means inbox visibility is increasingly earned over time, rather than guaranteed with each send.

High-volume, low-relevance programs will struggle. Brands that consistently send messages that customers open, read, and act on will rise to the top.

Our Advice for Email Marketers

As a marketer, it’s natural to have questions about how Gmail’s move into the Gemini era will impact your campaigns. Will Gemini understand the intent of my message? How will AI-generated summaries shape what customers actually see? Could smarter filtering and suggested replies impact engagement or unsubscribe behavior?

These are all valid concerns. The good news is that marketers who focus on the fundamentals of clarity, relevance, and engagement will be well-positioned. Below are four tips to help ensure your messages continue to reach the inbox — and, more importantly, remain visible and effective — in a Gemini-powered Gmail experience.

1. Lead with value — immediately

Your most important message should appear in the first few lines of the email. Skip the long intros and get straight to:

• What this is
• Why it matters
• What the customer should do next

If Gemini summarizes your email, make sure it summarizes the right thing.

2. Write for summarization, not just skimming

Emails should be easy for both humans and AI to understand. That means:

• Clear structure and short paragraphs
• Explicit statements of change, benefit, or action
• Avoiding overly clever or vague language

When it comes to visibility, clarity now beats creativity.

3. Relevance beats frequency

Gemini will filter noise aggressively. Sending fewer, more relevant emails is no longer just best practice. It’s how you stay visible. Marketers should:

• Use behavioral and lifecycle signals to trigger messages
• Suppress disengaged users sooner
• Focus on quality of engagement, not volume of sends

Every irrelevant message trains the inbox to ignore you.

4. Build engagement over time

Inbox priority is increasingly tied to relationship signals. Brands that users consistently open, read, and trust will win. That means:

• Consistent sender identities
• Thoughtful segmentation
• Messages that feel helpful, not promotional

Email Visibility Is Now Earned, Not Guaranteed

Email is becoming a reputation-based channel. The inbox is no longer a simple list of delivered messages—it’s a curated experience where AI decides what matters, when it matters, and how it’s presented.

This reflects a bigger shift in email: from delivery to importance. It’s no longer enough to reach the inbox. What matters is whether your messages are timely, relevant, and genuinely valuable. Email reputation built through consistent usefulness and trust now determines visibility.

What the Next Chapter of AI-Driven Engagement Looks Like

As inboxes become more intelligent, the platforms powering customer engagement need to evolve as well. At Iterable, we’re leaning into this shift by investing deeply in agentic capabilities, from MCP and Nova agents to new ways AI can help marketers act, optimize, and reason in real time. Stay tuned for more exciting agent-driven releases from Iterable as this next chapter of AI-driven engagement unfolds.

Gemini signals a broader change in how email works. Email isn’t dying. It’s getting smarter. And the marketers who adapt to this reputation-driven reality will be the ones customers continue to see, read, and trust.