Expert roundtable: The future of email marketing—AI, automation, and the rise of intelligent customer journeys
Email marketing continues to evolve—faster, smarter, and more connected than ever. In the age of artificial intelligence and rising privacy expectations, marketers are rethinking how they engage audiences through the inbox.
To unpack the trends shaping the future of email, we brought together voices from across the digital marketing landscape. From real-time personalization and automation to data trust and omnichannel journeys, here’s what the experts—and Xperience by Kentico—see coming next for email marketing.
Value over volume: Using transactional emails as a strategic opportunity
Not every email has to be a campaign. In fact, some of the most effective opportunities come from the messages your customers already expect.
“As competition for inbox attention continues to grow, marketers should focus on adding more value to transactional emails—messages that recipients already expect to receive. Enhancing emails with additional, relevant content, such as tutorials or exclusive discounts helps marketers increase loyalty and engagement while staying within the scope of legitimate interest.”
These “functional” emails—like confirmations, receipts, or shipping updates—offer a powerful chance to deliver added value. Whether it’s a how-to video post-purchase, or a timely upsell suggestion, strategic content turns these touchpoints into opportunities for engagement.
Xperience by Kentico enables marketers to inject dynamic content and relevant offers into automated transactional flows, turning routine messages into relationship-builders.
AI and automation: The new standard for email marketing
AI has rapidly become the backbone of effective email campaigns. From intelligent segmentation to real-time personalization, artificial intelligence helps marketers deliver what customers want before they even ask.
“Email marketing will evolve through AI-powered personalization, automation, and privacy-focused strategies. AI will enable hyper-personalized content, automated campaigns, and real-time dynamic emails.”
“Email is evolving in two critical directions: more tailored content and more connected customer journeys... AI won't replace human marketers but will amplify their capabilities through predictive analytics that anticipate needs before customers articulate them.”
This isn’t about replacing creativity—it’s about enhancing it. Marketers can use AI to create layouts, generate subject lines, and segment audiences based on intent and behavior.
Check out this example from Xperience by Kentico—it shows how built-in AI features like AIRA help marketers create fine-tuned email newsletters, with options to automatically generate subject lines or edit existing content.
Redefining personalization
Saying “Hi John” without any extra flair won’t cut it anymore. Today’s users expect email content that reflects where they are in their journey—and what they care about right now.
“Personalization will move beyond just using first names—it will be about hyper-relevant content powered by AI, real-time behavioral data, and predictive analytics.”
“In the near future, email marketing will continue becoming more personalized and privacy-conscious...marketing teams need to think about email marketing not as an isolated communication tool, but as part of a connected, omnichannel experience.”
Personalization isn’t a feature to use in moderation—it’s a necessity for capturing attention. With Xperience by Kentico, marketers can trigger personalized content, offers, and layouts based on customer behavior, profile data, and channel interaction, creating emails that feel relevant and human.
Privacy and trust: the new rules of engagement
With data regulations tightening and consumer trust becoming a differentiator, email marketing must walk a fine line between personalization and privacy.
“Email marketing will remain one of the most effective (and efficient) marketing tools, as long as campaigns are relevant and fully compliant with GDPR and other privacy regulations.”
“Brands can gain a deeper understanding of consumer behavior through capturing more relevant data, always with consent. Transparency on data usage remains crucial.”
Marketers must now design strategies that prioritize zero-party and first-party data—earned through trust, not just clicks.
Xperience by Kentico makes compliance and consent management a built-in feature, helping marketing teams protect customer trust while still delivering relevant, data-driven content.
Email in the omnichannel journey: From message to experience
Email campaigns are a vital link in the broader customer experience. The best strategies don’t treat email as a silo, but as a fully integrated part of a cohesive, cross-channel journey.
“Ultimately, marketing teams need to think about email marketing not as an isolated communication tool, but as part of a connected, omni-channel experience—DXPs like Kentico that allow for content consolidation and data unification are in the best position to help.”
“Email integrated into the full omni-channel journey...to create cohesive, unified user journeys.”
This is where a consolidated platform like Xperience by Kentico stands out. It unites content, email, web, and automation into one central hub—enabling brands to create seamless, connected experiences across every channel and stage of the journey.
The inbox of the future is intelligent, intentional, and integrated
Every expert agrees: the future of email marketing won’t be defined by how many messages you send, but how smartly, securely, and strategically you send them. With AI, automation, privacy-conscious personalization, and omnichannel thinking, marketers now have the power to make more impact with fewer clicks.
Xperience by Kentico empowers marketing teams to stay ahead, delivering the tools they need to craft relevant journeys, build trust, and drive growth through smarter email campaigns.
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