"Interactive email" and "AI” (artificial intelligence) are all the rage in email these days because they offer lots of promise to keep email's future bright. But, they're tops on my list of overhyped trends. So let’s step back for a moment and look at where we are now and where we should go with them in the future.
I don't mean that we shouldn't get excited about either trend. Rather, we should look at the practicalities and implications of both and eliminate the confusion about what they are and how to use them in email.
1. Interactive email
"The rise of interactive email is upon us!"
This has been a major prediction for at least the past 2 years. Interactive email has a lot of promise as a tool to keep people engaged inside the inbox. The trouble is that people are often confused about what an interactive email is and how and when it should be used. So first, let’s agree...