AI rules the world! At least, that’s what you’d think if you listen without thinking to the scaremongering that threads its way through the marketing world. And, as an adjunct to the rise of our robot marketing overlords and the worldwide ubiquity of social media, email, surely, is dead.
Only, quite the opposite is true. As AI proves again and again to be useful only in the right circumstances (and a complete hindrance in the wrong ones), more and more people are realising just how much they love a real human connection. When it comes to marketing, email is at the heart of that connection – now, and for the years to come.
Why Email Newsletters Are Here To Stay
Emails have an impressive return on your investment. Some minor costs aside, well-crafted emails really deliver. Why is that?
It’s because with emails, you’re building your relationships with your customers. They’re a direct line to your audience that’s not invasive or pushy, but provide a relaxed and informative way to show your best side. Emails have just the right level of personal contact, which is why they typically have far higher engagement than social media.
And there’s no way AI can really compete. Try as it might, AI will never actually be you. It’s never going to have the passion and belief in your company and its products or services that you do. It’s incapable of making a true connection, stuck forever being somewhat distant and fake. That’s not to say that it’s not an amazing tool – when it comes to helping out with the logistics of email marketing and data analysis, AI is absolutely incredible, but I don’t want to meet up with it for a drink in the pub, and I doubt I ever will (not unless I have some stats I really need to get to grips with over a pint!).
The fact is, properly managed marketing emails have the power to get your message seen, the content needed to build relationships, the non-invasive quality to ensure you’re never being pushy, and the all-important personal touch that’ll drive the reader to action – all with minimal financial investment. Nothing else really comes close.
Why Email Newsletters Are More Important Than Ever in the Age of AI
Let’s get back to that artificially intelligent elephant in the room – am I really convinced it’s not a threat to human-written email content? Yes.
Why? Well, when good AI-written content started becoming a thing, we were all blown away by its ability. Even the staunchest anti-AI people out there (which I am not!) had to concede that the technology was impressive and the words coming out of a computer were incredible.
But all these months down the line, even with multiple improvements, it’s easy to see the constant uniformity and same-ness of AI-written stuff. It has its own voice, which is great, but it’s not your voice. Even the best AI tools cannot replicate the real depth of feeling that a human being embodies in the text when writing something – and that goes for everyone, no matter your skill in writing.
Human-written emails are just better. They’re more engaging, more in touch, warmer and funnier. When you take the time to create good email marketing, it’s way above AI content – and it’s unlikely that’s going to change in 2025 or the years coming after that
If anything, AI has got itself into a bit of a loop, whereas more AI-generated content gets thrown out, the more obvious new AI writing becomes, both through recognition and also because it starts to rely on its own poor content as its source. Garbage in, garbage out, as they say.
Only you can establish your strong brand identity. Only you have your voice. Use it!
The Benefits of Email Newsletters for Lead Nurturing
Nurturing is what we’re talking about here. Build a connection with your audience and keep that connection when they go from ‘prospective leads’ to ‘regular customers’.
Nurturing takes time, and email marketing gives you that time. Regular newsletters provide consistent touchpoints with your customers, which in turn keeps your brand top-of-mind so when they go to make a purchase, it’s you they turn to.
Email marketing is:
- Targeted - With email lists segmented to make sure content is tailored to the recipient.
- Trusted - Your expertise comes across in your content, positioning as the company to be relied on.
- Cost-effective - There’s no cheaper way to get your message out there!
- Agile - You can respond to the latest news and events with ease.
- Trackable - Data returned from email marketing is comprehensive and valuable (and the AI tools are amazing at helping you understand and use it).
How To Use Email Newsletters in 2025
Going into 2025, email marketing is as valid and viable as it’s ever been. Use it to promote your blog posts, make customers aware of your new products and services, drive traffic to your website, and ultimately increase conversions.
Consider:
- Offering rewards, from discounts to early access to new products.
- Improving interactivity with buttons, menus, and surveys to solidify your brand through engagement.
- Making the most from AI! Don’t get it to write the content, please, but get on board with the vast range of ever-improving tools that will help you, including:
data analysis
customer behaviour insights
automation
content personalisation
email structure ideas
first stage research (double-check results!)
getting you past writer’s block
scheduling and time management
grammar checking and writing evaluation
Email Newsletters in 2025 with Nathan Littleton
I’m always looking forward, embracing the new technology and tools that can improve email marketing for myself and my clients. Every year brings something new, and 2025 will be no different, adding to our skillsets and experiences. Why not book a consultation to talk to me about your email newsletters and what improvements can be made to boost your sales?
