Diving into the world of email marketing, we’re thrilled to sit down with Aisha Amaira, a MarTech expert renowned for her innovative approach to blending technology with marketing strategies. With a deep background in CRM marketing technology and customer data platforms, Aisha has helped countless businesses uncover critical customer insights through cutting-edge tools and tactics. In this conversation, we explore the evolving landscape of email as a communication channel, the power of transforming initial subscriber interactions into meaningful onboarding experiences, the shift toward dynamic audience segmentation, and the latest trends in crafting compelling subject lines that cut through inbox clutter.
How do you respond to the notion that email is a “dead” medium, and what keeps it a vital tool for marketers today?
I hear that “email is dead” narrative a lot, and honestly, it’s more about frustration with outdated tactics than the channel itself. Email isn’t dead; it’s just been misused by brands stuck on blasting generic messages. The reality is, email marketing revenue is still climbing globally because it offers unparalleled direct access to consumers. What keeps it vital is its adaptability—email can be hyper-personalized, automated, and integrated into broader digital strategies. It’s a space where you can build real, one-on-one connections at scale, something social media or ads often can’t match. The key is evolving with consumer expectations, not treating email like it’s still 2005.
What shifts have you noticed in consumer expectations for email, and how do these create hurdles for brands?
Consumers today expect email to feel personal and relevant, almost like a conversation tailored just for them. They’re not just looking for promotions; they want value, whether that’s useful content or offers that match their needs. This shift puts pressure on brands to move beyond mass emails and invest in data-driven personalization. The hurdle is that this requires robust tech and a deep understanding of customer behavior—something many brands aren’t equipped for. Plus, with inbox fatigue setting in, you’ve got to stand out immediately, or your message is buried.
Why do you think a single welcome email falls short for new subscribers in today’s landscape?
A single welcome email is like saying ‘hi’ and then walking away—it’s polite, but it doesn’t build a relationship. Today’s subscribers expect more than a generic thank-you note. They’re at peak curiosity right after signing up, and if you don’t engage them with relevant content or next steps, you’ve missed a huge opportunity. A single message can’t capture their preferences or guide them deeper into your brand, which means you’re starting off on shaky ground.
Can you walk us through the idea of turning a welcome series into a full customer onboarding funnel?
Absolutely. Think of the welcome series as a structured journey, not just a greeting. It’s about creating a multi-touch sequence—maybe three to five emails over a few days—that introduces your brand, gathers key data like preferences, and nudges them toward a first action, like a purchase or setting up a profile. Each email builds on the last, using branching logic to adapt based on their responses or clicks. It’s essentially onboarding them into your ecosystem, setting expectations, and showing them the value of sticking around. Done right, it’s a funnel that converts curiosity into loyalty.
Your research highlights a significant boost in conversions with multi-touch onboarding. What specific components make these sequences so effective?
The data we’ve seen shows a 42% higher conversion rate with multi-touch sequences, and it comes down to a few key elements. First, timing—spreading touchpoints over the initial 72 hours captures subscribers when their interest is highest. Second, personalization—using early interactions to tailor content, like asking for preferences and reflecting that in the next email. Third, clear calls-to-action at each step, whether it’s exploring a product or claiming a welcome offer. These sequences work because they’re deliberate and adaptive, making the subscriber feel seen rather than just another name on a list.
Why is traditional segmentation based on demographics or past behavior becoming less effective, and what’s a better approach?
Traditional segmentation often puts people in static boxes—age, location, or what they bought six months ago. But consumer behavior changes fast, and those fixed categories can’t keep up. A better approach is what I call “liquid segments,” where you define audiences by real-time signals like how recently they engaged or how quickly they’re moving through a funnel. This lets you respond to their current intent, not some outdated profile, and craft messages that feel timely and relevant.
How does focusing on the recency and speed of customer engagement improve email campaigns?
Tracking recency and speed—basically, when and how fast someone interacts with your emails—gives you a pulse on their interest level. If someone clicked on a link two hours ago, they’re likely still in a decision-making mode, so a follow-up offer right then can seal the deal. On the flip side, if engagement slows, you can trigger a re-engagement email before they drift away. It’s about striking while the iron is hot, and our findings show this dynamic approach can lift campaign performance by as much as 38%. It’s night and day compared to waiting for a monthly batch update.
Why are urgency-driven subject lines losing their edge, and what alternatives are resonating more with subscribers?
Urgency-driven subject lines like “Hurry, Sale Ends Tonight!” are losing steam because inboxes are flooded with them. Subscribers are desensitized—they see through the gimmick. What’s working better are subject lines that spark curiosity or promise insight, like “Here’s What We Noticed About You” or a question that piques interest. These create a sense of intrigue or value, making someone want to open the email to learn more. Our data shows they can outperform urgency tactics by up to 22%, especially as metrics shift toward real engagement over just open rates.
What role do you see technology, like AI, playing in the future of email marketing strategies?
AI is a game-changer, but not in the way some might think. It’s fantastic for scaling ideation—generating subject line variations or content ideas at lightning speed. But the real value is in testing hypotheses, not just churning out final deliverables. I’ve seen campaigns gain a 34% lift when AI outputs are treated as starting points and rigorously tested with human oversight. Looking ahead, AI will keep getting better at uncovering insights from customer data, helping marketers predict behavior and personalize at scale. But it’s not a replacement for strategy—it’s a tool to amplify it.
Do you have any advice for our readers who are looking to elevate their email marketing game?
My biggest piece of advice is to stop thinking of email as a standalone channel and start seeing it as part of a bigger customer journey. Focus on relevance over volume—use data to personalize every interaction, from the welcome series to ongoing campaigns. Invest in tools that let you track real-time behavior and adapt on the fly. And don’t be afraid to experiment—test different subject lines, sequences, and segments to see what resonates with your audience. Email is still one of the most powerful tools out there, but only if you’re willing to evolve with it.