Innovations in Email Marketing (Email & More)
What’s driving change in email marketing today? Is it AI, interactivity, or a return to the fundamentals? In the final episode of Email & More Season 5, moderator Skip Fidura guided a lively and insightful discussion on “Innovations in Email Marketing” with an all-star panel: Kelly Haggard, VP of Marketing Innovation at Synchrony, Ryan Phelan, CEO of RPE Origin, and Kath Pay, best-selling author and founder of Holistic Email Marketing.
Together, they explored emerging trends, debated the impact of new tools like generative AI, and shared practical tips for email marketers to thrive in 2024 and beyond.
Highlights from the Discussion
Moving Beyond Open Rates: A Paradigm Shift
Kelly Haggard kicked things off by addressing a major industry evolution: the decline of open rates as a key performance metric. “The Apple iOS updates forced everyone to rethink how we measure email success,” she explained. With bot-triggered opens inflating numbers, marketers have had to pivot toward more balanced and meaningful metrics.
“Everything this group has been preaching for years—going beyond open rates—has finally become necessary,” Kelly noted.
AI in Email Marketing: Hype vs. Reality
Artificial intelligence was a hot topic, with Ryan Phelan offering both skepticism and enthusiasm. While acknowledging the buzz, Ryan highlighted that generative AI (GenAI) tools are still in their infancy.
“Good things take time, and AI-generated content still requires human oversight,” he cautioned. “But what excites me is not just the copy—it’s the potential for AI to revolutionize data analysis, cohort identification, and strategic planning.”
Kath Pay shared a more optimistic perspective, describing how her team has successfully integrated GenAI into their workflow, especially for smaller businesses. However, she emphasized that AI tools need to be carefully trained and used as an enhancement—not a replacement—for human expertise.
“AI should be treated as a partner, not a standalone solution,” Kath advised.
What About Interactivity?
The conversation also touched on AMP for email and interactivity. While tools like AMP can enhance user experience, the panelists agreed that they’re not a one-size-fits-all solution.
“Always code for the lowest common denominator,” Kelly advised, noting that many users still access email via platforms that don’t support advanced features.
Kath added that interactivity often works best in automation or high-impact campaigns where the ROI justifies the additional effort.
“Anything you add to an email—be it interactivity or personalization—must serve a clear purpose,” she said.
The Basics Are Back
The panelists agreed that innovation doesn’t mean abandoning foundational practices. Ryan Phelan encouraged marketers to focus on core strategies like segmentation and customer journey mapping.
“Get the basics right first. Then you can layer on the shiny tools,” Ryan recommended.
Kath echoed this sentiment, predicting a resurgence in A/B testing and the use of cognitive biases to craft persuasive, customer-focused email journeys.
“Email is a powerful tool when we understand the psychology of decision-making,” she said.
Practical Tips for Innovating Your Email Strategy
If you’re looking to innovate your email program, the panelists offered actionable advice:
- Audit Your Program: Kath Pay emphasized the importance of stepping back to assess your processes and uncover inefficiencies. “You only know what you know,” she said.
- Start Small with AI: Ryan recommended starting with specific use cases to see where AI can save time or improve outcomes without overhauling your program.
- Identify Pain Points: Kelly advised focusing on areas that feel unnecessarily difficult or time-consuming. “Be willing to blow things up and rebuild,” she urged.
Why Email Matters More Than Ever
As Kelly pointed out, 2025 could very well be “The Year of the Email Marketer.” The combination of technological innovation and a renewed focus on fundamentals puts email at the heart of modern marketing.
“The email marketer is going to have a louder voice this year,” she predicted.
Watch the Full Episode
Want to dive deeper into the conversation? Watch Innovations in Email Marketing, Episode 9 of Email & More, on-demand now via our website or YouTube.
Many thanks to our brilliant guests, Kelly Haggard, Ryan Phelan, and Kath Pay, for sharing their expertise and insights, and to our live audience for their engaging questions.
A huge thank you to our sponsors for their support of this series: platinum sponsor RPE Origin, silver sponsors Email Expert and Seinō, and gold sponsor Bouncer.
Stay tuned for what’s next from Holistic Email Marketing! Sign up to receive our newsletter, Holistic Insights and follow us on social media.