Email Peeps 68: Vicky Smith

How did you get into email? 

Back in 2017 the lady who ran a networking group I was part of asked me to take over her Mailchimp newsletter. She knew I worked in marketing and so thought I was the obvious choice. I tried to protest that I didn’t have any email experience, but she persuaded me into giving it a go.

I had great fun designing and writing those emails! And quite quickly I found myself reading blogs on email marketing. Then I was following email experts on social media, attending webinars…. it’s safe to say it spiraled! Within 6 months I was fully focused on only offering email marketing services.

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

AI is going to change the role of email marketers, but not in a “robots are taking our jobs” way! I see it more as a natural evolution, pushing us to be sharper strategists and more creative thinkers. The marketers who thrive will be the ones who stay curious, adaptive, and open to learning.

How should email marketers be using AI today?

Start by getting familiar with what your ESP is already offering. They’re increasingly adding built-in intelligence – predictive segments, smarter automations, dynamic content personalization, and send-time optimization. Even if you’re not using those tools yet, keeping up with what’s being added is essential. It makes you a smarter strategist.

I also use platforms like ChatGPT to speed up ideation etc. If you’re stuck, it can still be a decent jumping-off point but the key is to use AI as a collaborator, not a copy-paste machine. The underlying strategy, and the final copy still needs a human brain (and heart). For example, I find most of the subject lines AI suggests to be absolute trash 😅 

What’s in your toolbox?

Hardware:

• Macbook Air
• Ring light 
• Multiple planners and notebooks! 

Software:

• Mailchimp and Klaviyo (Currently! ESPs vary on clients)
• Canva and Adobe
• ZeroBounce
• Zapier
• Riverside
• Gmail
• Slack
• Freshbooks

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

One of my favourite trends right now is such a small thing most people don’t even notice it! Microcopy under buttons. Those little bits of extra text do wonders for boosting clicks by clarifying what happens next or easing any hesitation.

For ecommerce emails, I’m also a big fan of interactive offers like spin wheels (clothing brand New Look does this really well). Anything that adds a fun, game-like element really grabs attention and encourages engagement – plus, it creates urgency without feeling pushy.

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

It has to be this email from Four Sigmatic;

I’ve always loved their marketing, but this email (received back in October 2021) was a standout for me. The tone is confident and playful without trying too hard – it leans all the way into the “ancient royals” theme and makes it work. The copy is genuinely fun to read, especially the CTAs, which are super clever little punchlines in themselves.

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

Don’t underestimate the power of doing the basics really well. It’s easy to get distracted by trends, tools, and client demands 😬😆, but our job is to pay attention to what actually moves people to act. Marketing isn’t just about selling – it’s about connecting, educating, and building trust over time. Then delivering that in a design that’s accessible and gets delivered to the inbox. 

Also: test everything. Not every audience is the same, and the best results usually come from experimentation.

Oh, and make friends in the email community! They’re such a clever bunch and I’ve always found them generous with their time and help.