Post by Kath Pay

AI has made email marketing easier. But easier doesn’t automatically mean better. That’s the problem I see creeping into more email programmes now. AI can write the subject line, tidy the copy, suggest the segmentation, create five versions of the campaign, and make everything look perfectly acceptable. And that’s exactly why it’s dangerous. Because “perfectly acceptable” is not the same as distinctive, persuasive, relevant, or useful. The inbox doesn’t need more average email created faster. It needs better thinking before the email is created. Better briefs. Better customer understanding. Better strategy. Better judgement. Better testing. Better use of persuasion, personalisation, and timing. AI can help us do the work. But it can’t decide which work is worth doing. That still sits with us. In my latest article, I explore why the next competitive advantage in email marketing won’t come from who can produce the most campaigns the fastest. It will come from the marketers who know how to use AI without outsourcing their judgement. Because now that average email is easier than ever to create, average email is exactly what we need to surpass.