Email is 20 years old and everyone claims to hate it … but it still tops the charts as a leading marketing channel. Today’s email, however, is not your grandma’s “You’ve Got Mail.”
For one thing, there’s a lot of AI behind the message.
The reason: to protect the future viability of the medium.
“We have had to invest an incredible amount of time and people and process and time in protecting email as a channel,” Sendgrid chief executive officer Sameer Dholakia told me today at Traction Conference in Vancouver, Canada. “We have numerous AI systems in place to determine: are companies a good customer at sign-up, and 100 different variables that tell us: is this mail actually wanted.”