Brands move in an ecosystem where attention has become a scarce good and changes in platform algorithms hinder the impact on the audience. In volatility, email marketing stands out as one of the few channels that still provide control over the message and its scope. Although its essence and mechanisms have remained virtually immutable for decades, the power and potential of the email promises to continue climbing thanks to artificial intelligence.

This technology can help brands to strengthen consumers through a channel that enjoys good perception. Email is the medium through which 63% of users prefer to be contacted by brands. It is followed by the SMS, a preferred option for 44% (it grows from 32% of 2023).
Social networks, on the other hand, lose land, according to a study of the Square payment platform, carried out in 2024 between 6,000 stores and 4,000 consumers from the United States, Canada, Australia and the United Kingdom,

Email marketing: personal land

This is due, as explained by the E-GOI marketing automation platform, that email is a channel that, despite being used as a commercial tool, still feels personal. The entrance tray is an intimate space and under user control, which decides what to open, when to do it and how to interact. Email provides a feeling of privacy and relevance, something that is often lost, for example, in social networks, and allows conversations out of public scrutiny. It is also where consumers hope to receive their most important communications.

This has an impact that the content received from the brands, if well worked, personalized and useful, is almost as a service, that as advertising. While it is true that in the entrance tray the messages of the brands compete with others, whether personal or commercial, the email is a less noisy and stable channel.

Its characteristic and perception by the user can be capitalized, but not from a transactional perspective but relational, that is, with an approach based on relevance and value delivery. “The key is no longer in volume, but in relevance”, Says Iuri Ferreira, Email Marketing & CRM Specialist in E-GOI.“The well -worked email is not a campaign, but a structured conversation with business logic”

71% of consumers expect companies to offer personalized interactions, and 76% are frustrated when this does not happen, according to data found by McKinsey in recent years among US users. In addition, 65% of customers consider custom promotions as one of the main reasons for making a purchase.

But, like an advertisement, it is no longer worth impacting consumers, email marketing must be part of a comprehensive strategy. Because of its characteristics, however, it works as a central axis of the relationship with the client: connects the physical store with the online, activates the SMS, enhances the WhatsApp, feeds the CRM and reinforces loyalty. From E-Goi they point out that while other channels capture attention, the email consolidates it and converts, joining all the consumer experience.

Advantages of artificial intelligence

With the integration of artificial intelligence solutions, this experience can be improved. For example, this technology enables the evolution of segmentation to dynamic microsegmentation, since it facilitates audiences creation based on behavioral patterns, emerging interests, propensity to conversion or intention to abandon the subscription.

In addition, it allows the customization of the content in real time, provide for the best time to send communication, generate issues automatically, recommend products with precision, evaluate the writing or perform performance analysis and diagnoses and receive recommendations in this regard.
In practice, all this can translate into more openings, more clicks or more sales.

However, artificial intelligence will not replace creativity or human intelligence. Without a strategic approach, email marketing will not provide results that bring brands to their business objectives, for a lot of technological integration that is betting. The relevance and contribution of real value must be in the center of said strategy.

To achieve it there are a number of basic aspects to which it must be addressed, as they remember from e-GOI in their ebook about email marketing. These are:

• Organize the database: Perform constant maintenance of contacts to enhance the effectiveness of communication through the elimination of inactive or duplicate contacts
• Segment with intention: depending on behavioral data (last purchase or recent clicks) and contextual variables
• Automatize with relational and business logic: create welcome flows, abandoned or reactivation cart, and test different content versions for promotional campaigns
• Apply AI gradually: prioritize tools that generate immediate and measurable impact, such as suggestions or automatic content generation
• Measure, interpret and redesign: periodically review the main metrics, cancellation of what does not work and reinforcement of what is.

In this sense, the most prominent transformation that artificial intelligence is generating in email marketing is its evolution as a mass shipping channel to one with a focus on personalized and effective communication. The medium, through artificial intelligence, is reinforcing its relevance for brands at a time when they no longer are worth it only to capture attention, but need to build sustainable relationships.