Holy pollen Batman.
Down here in ATL, we've officially entered what's best described as THE POLLENING.
Every tree in the Atlanta metro decides to blast its reproductive dust into the air, and literally EVERYTHING gets coated in a nasty, yellowish-green layer of tree sperm.
I got my car cleaned. Five minutes later it was yellow again.
Thank the lord I don't have allergies.
It's gross and impossible to avoid.
You know what else is sorta like pollen?
AI.
It's everywhere you look online - either people in your circle are talking about it, or they're drowning in content about it. You can't escape it.
I've been thinking about this a lot lately. The future of email marketing is going to look wildly different in the next 1 to 3 years.
Here's how I think it shakes out.
Email Automations
These will run exactly like Meta and Google paid ads:
You upload 10 or 15 email variations
AI tests them against your audience
It figures out which email goes to which customer, and when, based on their behavior
This makes sense when you think about it:
Your winback flow is probably set at 30 or 60 days right now. Rigid. You can't adjust it per person
Upsell and cross-sell automations are even worse. If you have 15-20 products, the combinations are infinite
You can't justify spending a week creating all that content manually
If TikTok's algorithm can learn exactly what content you want in 35 minutes - email can do the same thing.
Email Campaigns
These go the same direction - just a little more complex. You still need to give it the strategy (what sales to run, which products to push).
But once Klaviyo, Claude, and Shopify are all synced up? It starts making monthly recommendations for you:
Looks at calendar events and seasonal moments
Checks your inventory levels
Reviews what worked last month and what flopped
Factors in which products have the best margin right now
Spits out a full campaign calendar for the month
It'll write everything. Design everything. We just sign off.
And here's where it I feel it’ll get really interesting.
Right now when you run a sale, everyone on your list gets the same 20% off blast.
In 3 years that's going to feel ancient.
AI will look at each person individually and adjust based on:
How they interact with your site
What they've told you in forms
What they've bought before
What they almost bought
One email goes out to 10,000 people - but it looks a little different for each one. Slightly different copy, different promotion, different copy hook based on what's actually most likely to convert that specific person.
So where does that leave copywriters, designers, agencies, email marketers?
Honestly, I'm still figuring that out.
But here's what I'm 100% sure of - someone has to oversee all of this.
Someone has to be held accountable.
AI already hallucinates and makes dumb mistakes on basic copy.
Now imagine it making those same mistakes on a critical automation or business strategy for an 8 figure DTC brand.
Whose ass is on the line?
You think the brand is going to fire Claude? ChatGPT?
Of course not - their whole business is dependent on it. They need human flesh to fire.
That's us. The chaperones.
Yay.
So here's the deal - being JUST an email copywriter isn't going to cut it anymore. Same goes for designers and developers. You can't hide behind one specialty.
You need to understand all of it. The strategy, the copy, the design, the tech.
AND you need to know how to build and/or operate the AI tools and systems that can do the work for you faster.
Because in a few years, the people who win in this space will be the ones that have unique ideas and can get them shipped out really fast.
Buckle up.
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