Email marketing is being destroyed by marketers who flood inboxes with slop generated by artificial intelligence (AI).
That’s the opinion of Breaker, an email engagement
platform that made this pronouncement in the course of promoting its "TrueSend" technology.
"Email has turned into a social media feed — a chaotic mess of chronological noise that
doesn't work anymore," says Ben Billups, founder and CEO of Breaker, in a statement.
Billups adds that "The old model of running traffic to a signup page where people don't know how many
emails they'll get or what the content will be — that's incredibly outdated.”
In contrast, Breaker is trying to make "email algorithmically driven on the sender side, just like
social media platforms do for their feeds," Billups adds.
Breaker's TrueSend technology analyzes subscriber behavior in an effort to help marketers focus on individual preferences and
interests. It is not a distribution engine, Billups says. Instead, the company is "creating Facebook for email, where granular data drives precise targeting" to provide relevant content.
advertisement
advertisement
According to Breaker, the features of this technology include:
- Behavioral intelligence based on advanced algorithms that track subscriber engagement
- Compliance-First approach: Built-in legal safeguards that help brands run into privacy issues in all 50 states
- Zero-party data strategy
focusing on first-party data collection
- ROI-driven metrics instead of vanity metrics like brand awareness
Breaker cites research showing that 54% of
Americans are suffering email overload and that 39% say most emails they receive are useless.
Despite these issues, Breaker is “targeting B2B initially because the ROI is higher,
but our algorithm gets smarter every day," Billups concludes. "As we collect more behavioral data, we're creating opportunities to revolutionize how businesses communicate with their audiences across
all sectors."