Ebrun Analysis: Compliance Becomes the New Battleground in Cross-Border EDM, Deliverability Reshapes Industry Competition
2026.02.28
In 2026, stricter anti-spam policies introduced by Google and Microsoft Outlook have emerged as one of the most significant external factors influencing the global cross-border email marketing industry. According to a joint industry survey conducted by Ebrun, leading EDM service providers, major Amazon sellers, and independent e-commerce brands, the industry is rapidly transitioning from the era of mass email distribution to a new phase centered on compliance-driven and data-driven marketing operations.
The survey found that more than 42% of small and medium-sized cross-border merchants in China are experiencing serious email deliverability issues. Common challenges include incomplete SPF, DKIM, and DMARC authentication, excessive bulk-sending frequency, and elevated complaint rates. As a result, many businesses face emails being routed directly to spam folders, IP addresses being blocked by international service providers, and deliverability rates dropping below 30%.
In contrast, leading compliant EDM platforms have significantly improved email performance through strategies such as dedicated international IP pools, domain reputation management, email list hygiene and validation, and standardized unsubscribe mechanisms. These measures enable bulk email deliverability rates to remain consistently above 80%.
Industry experts emphasize that the future competitiveness of cross-border EDM will no longer be determined by sending volume alone. Instead, compliance capabilities, domain reputation, and audience quality will become the key factors driving success.
For email marketing platforms, building robust compliance and risk-control systems, expanding overseas IP infrastructure, and providing merchant compliance training programs have become critical strategic priorities for 2026.
Meanwhile, enforcement of privacy and anti-spam regulations such as the European Union's GDPR and the United States' CAN-SPAM Act continues to intensify. Non-compliant email practices may result in substantial financial penalties, increasing compliance concerns among cross-border merchants and further highlighting the value of professional EDM service providers.
Source: Ebrun
Previous