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How did you get into email? 

Email marketing was never part of the plan.

Growing up, I imagined myself as a geologist… then a personal shopper… then a wedding planner. So, when I applied for a sales role at TouchBasePro back in 2017, I had no idea I was about to find my long-term career.

Since then, I’ve worn many hats: sales, customer success, head of agency, and now marketing. But the one constant throughout it all? I fell in love with email.

I started out knowing absolutely nothing about the channel. But with the right guidance, a strong team, and a willingness to learn, I quickly realised how powerful, and underestimated, email really is.

It’s where creativity, data, and direct connection all meet. And even now, years later, I’m still learning something new every day.

How do you see AI impacting the role of email marketers in the next five years?

AI is going to make the role of an email marketer easier, but that comes with a caveat. It’ll speed up workflows, enhance personalisation, and automate a lot of the heavy lifting. But it’ll also challenge us to stay sharp and avoid becoming overly reliant on it.

In the next five years, I see AI becoming a powerful co-pilot. It’ll help with everything from drafting subject lines to designing layouts, segmenting audiences, and optimising send times. But the best email marketers will still bring the strategy, creativity, and brand voice that AI simply can’t replicate.

For creative tasks like copywriting or design, AI will continue to make things faster and more accessible, similar to what we’re seeing now. But the human touch will always be essential. The nuance, tone, and emotional connection still need to come from us.

Where it gets really exciting is on the technical side, segmentation, automation, and predictive insights. I think we’ll see a shift toward hyper-personalised campaigns on steroids, where AI tells you exactly what message to send, to whom, and when, based on real-time data. That kind of precision could completely change the game.

At the end of the day, AI will be an incredible tool, but email marketers still need to be the brains behind the strategy. 

How should email marketers be using AI today?

I don’t think anyone should be letting AI do their work for them but I think you should be using it as another tool in your toolbox. Use it to speed up the repetitive stuff: generating subject line variations, summarising long copy, pulling insights from data, or drafting ideas when you’re staring at a blank screen. It’s great for brainstorming and removing creative roadblocks. But the final strategy, tone, and human touch is still on you.
Email is personal. It’s where brands build trust and AI can’t replicate that connection on its own.So use AI to enhance your work, not replace it.

What’s in your toolbox?

Hardware:
I’m a pretty simple gal. I like tech but I don’t find it necessary to get the job done. As long as I’ve got a powerful laptop and my AirPods I’m good to go. My WFH set up is pretty simple as I spend most of my time in the office. My office set up has a bit more going on but still pretty basic. As long as my workspace is neat I’m happy to work just about anywhere.  

Software:

At TouchBasePro we use Office365 so most of our communication happens over Teams. My role is pretty unique so I’ve got a range of tools that I use on a daily basis. I’d say the most popular are SQL, Asana, Canva, ChatGPT, CoPilot and AuthoredUp

What are some of your favorite trends in email design and content?

One of my favourite trends right now is the focus on re-engagement emails. A strong re-engagement strategy is often overlooked, but it’s such a smart way to win back interest and maintain a healthy, engaged list. I love seeing creative approaches to this, whether it’s humour, exclusive offers, or a bold “We miss you!” message, it’s a great space for brands to show personality.

I’m also really enjoying the return of retro design elements. As a millennial, there’s something nostalgic and fun about seeing 90s-inspired visuals or early 2000s aesthetics brought into modern email design. It’s a great reminder that email doesn’t have to be boring, it can be playful and still on-brand.

And while I absolutely appreciate a clean, snappy campaign, I have a soft spot for long-form newsletters. When they’re done right, with strong structure, valuable content, and a clear voice, they can feel like a mini-magazine in your inbox. It’s a great way to build trust and give subscribers something they genuinely look forward to.

Ultimately, I love anything that shows thought, care, and creativity, because that’s what makes email feel personal and worth opening.

What’s your favorite email campaign of all time? Why?

Almost any campaign sent from Wilderness. I had the privilege of working closely with their team for nearly seven years, and over that time, we transformed their email marketing from broad and basic to beautifully targeted and highly effective.

What I love about their campaigns is the perfect balance: visually stunning design, thoughtful segmentation, and content that genuinely resonates with their audience. Every email feels intentional, crafted for the reader, not just sent for the sake of it.

It was incredibly rewarding to help guide that journey and see the impact that good strategy, strong collaboration, and consistent testing can have on results. And when you combine that with a brand as passionate and purpose-driven as Wilderness, the outcome is something really special.

What’s your advice for new marketers entering the industry in the next few years?

First and foremost, don’t be afraid to speak up. There’s space in this industry for fresh ideas, new perspectives, and bold thinking. Just because something’s always been done a certain way doesn’t mean it’s the best way. So ask questions, challenge the norm, and trust that your voice adds value.

Also, commit to continuous learning. Marketing moves fast, platforms evolve, algorithms shift, and audience expectations change overnight. No one knows everything, and that’s OK. The key is to stay curious, stay open, and always be looking for ways to sharpen your skills.

And finally, never underestimate the power of email. It’s not flashy, it’s not the newest channel, but it consistently delivers results. It’s personal, measurable, and direct, and when done right, it can be one of the most powerful tools in a marketer’s toolbox.

So speak up, stay sharp, and don’t sleep on email. It’s got more staying power than most trends out there.

Much love,
Andy

Email: [email protected]
Twitter: @emaillove