Trends come and go. What stays the same is people: where they hang out, what they care about, and why they act the way they do. If you keep your eye on those factors, the new stuff like AI, new platforms, new formats, becomes easier to use.
Omnichannel simplified
Your audience doesn’t live in one place. Some check Reddit on the train, scroll on TikTok at night, chat on Discord while they work, and still open emails most mornings. Omnichannel isn’t about being everywhere all the time. It’s about showing the same clear promise in the places your people actually use.
Pick a small set of channels that fit your brand and your buyer. If you sell to developers, a helpful thread on Reddit or a straight answer in a Discord channel can beat a fancy Instagram post. If you sell to marketers, a short TikTok demo and a clean email follow‑up can work together. The key is consistency: the message should feel like it comes from the same person, even if the format changes.
Personalization that actually helps
Personalization is not a first name in a subject line. It’s relevance. For some people (often Gen Z), that means a human voice and proof from other users like screenshots, quick wins, short clips from real people. For others (often millennials), that means clear facts, comparisons, and links so they can do their own research.
Start simple. Use what you already know: what someone signed up for, what they clicked, what plan they’re on, which features they used, and when they usually open. Write a version of your message for each key group. Keep the promise tight and the next step obvious. When the email matches the reader, it gets opened, read, and acted on.
Give people a reason to pay attention
People invite news into their inbox, that is one thing that will never change. They want to be informed about things that matter to them. If your message feels like news, timely, useful, tied to a real event, it gets a warmer welcome than a vague “update.”
“News” can be small. A new feature that solves a pain your users complain about is news. A new update that removes a manual step is news. A real case study from someone like your reader is news. Tie your message to what just changed and explain why it matters today. That frame cuts through noise.
Blend news with personalization
The best results come when a message is both timely and personal. Picture an airline emailing a marketer:
- It flags new routes from their home airport that fit their usual travel days.
- It calls out two industry events they’ve shown interest in before.
- It offers a simple bundle: flight + hotel near the venue + a shuttle code.
That email feels helpful because it solves a real task at the right time. You can do the same in SaaS. If you see a user export data every Friday, email them Thursday with a new “one‑click export” tip and a short clip.
Where AI fits (and where it doesn’t)
AI can read past campaigns, find patterns in what worked for each segment, and draft options faster than you can blink. It can rewrite your copy in the language your users actually use if you feed it real messages from support tickets and replies. It can help you plan tests, segment subscribers by behavior, and time your sends to when each person tends to open.
What AI can’t do on its own is care. It doesn’t know your brand’s promise the way you do. It doesn’t feel when a line sounds off. Use it to speed up the hard parts like research, first drafts, clustering, analysis, but let a human make the final call, set the promise and the tone.
Conclusion
The tools change. The basics don’t. Be present where your audience hangs out. Talk to them like people. Make each message feel timely and personal. Use AI to do more of what works and less of what doesn’t. Protect trust by using data with care. Write clear promises and deliver on them.
