“People don’t buy what you do; they buy why you do it. And what you do simply proves what you believe”, said Simon Sinek in his book, Start with Why: How Great Leaders Inspire Everyone to Take Action. This quote also applies to your email marketing strategy, where you should ask yourself: „Why am I sending this newsletter to people?” or „Why should they open this specific newsletter, considering the volume of emails that exist in their inbox?”. Because you surely don’t want to send a bunch of newsletters that don’t help you to move forward toward a clear goal. You want to create an authentic connection with your customers making sure that your newsletters are timely and feel tailored to them.
In an era when information is just a click away, it can also be overwhelming. We no longer have the patience to search through vast amounts of information, but at the same time, we feel that sense of FOMO when we miss out on something because the information didn’t reach us on time. There’s where email marketing helps you to communicate with your customers in a place where they are also present day by day: their inbox.
All the buzz surrounding the growing popularity of AI agents and chatbots makes you wonder, as a brand, which platforms and strategies you should continue to use in this new era of digital marketing, and which ones you should let go of. The discussion shouldn’t be about choosing the best communication channel, but about how you can integrate AI into the channels where your brand is already present. 70% of email marketers say that up to half of their email marketing operations will be AI-driven by the end of 2026.
Email marketing remains an important piece of your digital marketing puzzle. The main reason is trust. People give you permission to access to their inboxes because they’re confident that you will provide them with valuable information and engage with them through every newsletter in a meaningful and relevant way. So, they feel that they’re not just connecting with you, but also with the people who trust you as well.
Using artificial intelligence in your email marketing strategy will help you better understand user behavior and preferences in order to deliver personalized messages that resonate with each member of your community at the most opportune time. This approach is called „Hyper-Personalized Emails” and helps you segment your emails so you can deliver customized content to different customer segments, which can enhance the customer experience and increase your brand’s reputation.
The way we design newsletters has a significant impact on how customers perceive the information. There are three techniques: inverted pyramid, zig zag and F pattern. We’ll discuss about this topic, as well as other tips and tricks related to maximizing the impact of copy in email marketing, in a future article. Until then, I’ll let you to discover how to understand customer’s journey using eye tracking.
Article written by Cristina Radu, Digital & Data Marketing Manager at DIGITALEE, certified in AI for Business and Marketing by the Digital Marketing Institute.
Does Email Marketing still make sense in the AI era?
All the buzz surrounding the growing popularity of AI agents and chatbots makes you wonder, as a brand, which platforms and strategies you should continue to use in this new era of digital marketing, and which ones you should let go of. The discussion shouldn’t be about choosing the best communication channel, but about how you can integrate AI into the channels where your brand is already present. 70% of email marketers say that up to half of their email marketing operations will be AI-driven by the end of 2026.
Email marketing remains an important piece of your digital marketing puzzle. The main reason is trust. People give you permission to access to their inboxes because they’re confident that you will provide them with valuable information and engage with them through every newsletter in a meaningful and relevant way. So, they feel that they’re not just connecting with you, but also with the people who trust you as well.
Using artificial intelligence in your email marketing strategy will help you better understand user behavior and preferences in order to deliver personalized messages that resonate with each member of your community at the most opportune time. This approach is called „Hyper-Personalized Emails” and helps you segment your emails so you can deliver customized content to different customer segments, which can enhance the customer experience and increase your brand’s reputation.
Why use Segmentation and Personalization in Email Marketing?
The risk of becoming irrelevant is every email marketer’s worst nightmare! If you don’t want your customer to wonder why you’re in their inbox, you need to use segmentation in your email marketing campaigns. Segmentation is the real proof that you know your audience! How? Through the process of separating your subscribers into smaller and more targeted groups with similar profiles, based on specific variables such as purchase history, ordered products, website behavior, and so on. On the other hand, personalization refers to how you respond to customer’ behavior. Some subscribers consistently open your newsletters but don’t click the CTAs because they first need to familiarize themselves with your brand and products, while others are ready to buy from you right now. Your subscribers have different needs at different stages of their journey, so you need to understand the significance of their various behaviors through their customer journey in order to meet those needs. In other words, personalization is the real proof that you understand the buyer’s journey in relation to your customers’ behaviors. Segmentation offers numerous advantages. Here are three of the most valuable ones:- Greater relevance, as each group will receive content that truly matters and provides value to them.
- Improved engagement rates, as your subscribers will be more likely to open your newsletter or even click on the call-to-action buttons.
- Better deliverability, because email service providers (such as Gmail, Outlook) will reward you with better placement and fewer spam reports. While segmentation focuses on “who,” deliverability is the foundation for “how.”
- Customer loyalty, because tailoring the customer experience to their preferences makes them feel valued, building trust and brand loyalty.
- Increased conversions, as personalized product recommendations and tailored offers significantly boost purchase intent and the click-through rate leading to a purchase.
- Higher revenue per email, as personalized emails based on past behavior (e.g., notifications about abandoned cart, offers for complementary products) directly lead to a measurable increase in revenue.
Why should you invest in an Email Marketing strategy?
The art of sending effective newsletter requires a deep understanding of your customers, their needs, and why you’re using email marketing strategy to communicate your message to your audience. An email marketing done right has a significant impact on your business, contributing to greater brand awareness and a consistent pathway for audience engagement. Delighting your subscribers through email marketing can generate authentic connections, which can also lead to community. Because what starts as a weekly or monthly newsletter can evolve into a loyal group of subscribers who embody the essence of your mission and vision.
The way we design newsletters has a significant impact on how customers perceive the information. There are three techniques: inverted pyramid, zig zag and F pattern. We’ll discuss about this topic, as well as other tips and tricks related to maximizing the impact of copy in email marketing, in a future article. Until then, I’ll let you to discover how to understand customer’s journey using eye tracking.
Article written by Cristina Radu, Digital & Data Marketing Manager at DIGITALEE, certified in AI for Business and Marketing by the Digital Marketing Institute.
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