One of the most recognized sounds computer lovers remember is the dial-up connection and AOL’s announcement that says, “You’ve Got Mail!” It was like a sugar high whenever you heard that sound. Nowadays, most of us feel like we have the stabbing pain of a cavity when we hear our Outlook or Gmail inbox notification saying, “You’ve Got Mail!”

What changed?

The biggest difference is that many (if not most) of the emails we get today have one goal: to sell us something. Some of that is subtle, like email lists we have signed up for, while others are just blatant phishing, which is a random solution (or at least they say so) in search of a problem.

It’s hard to have the time and resources to optimize data, but that is one of the single activities that can impact email marketing success.

All too often, we import names and emails into email programs and lists because it’s easy. What’s a bit harder is collecting more detailed information and tagging contacts along their lifecycle on your email list.

I hate to break it to you, but people don’t want your newsletter. Newsletters are about you, and they are interested in what benefits them. Yet companies create emails with five or twenty stories (some or all with links).

The real challenge is finding and creating content relative to your audience when you send it. It is so important to create fresh, specific, and timely content.

The best way to prime your business for the AI revolution is to learn how it works for you and your company in the current business environment and then adapt as the tools become smarter and more accessible (and affordable).