Bonus material: The future of email [PDF]

by Mike Nelson and Matthew Smith

Really Good Emails

Robots will take our jobs eventually, but emailers will still control the inputs even when AI and machine learning compile the outputs. Segmentation will become so precise that an email will be personalised and targeted with everything it needs and nothing more. This isn’t just with on-site behaviour (such as order history, categories viewed, or content consumed) but email behaviour that builds the foundation for predictable engagement.

Where emailers will still play a part is in the design, copywriting, and promotions, but treating them as cogs that can be placed or omitted for optimisation efforts.

This article is from our white paper ‘The Future of Email’. To download your free copy, head to