• by Ray Schultz , Columnist, 11 hours ago

Loading up on content in this era of record B2B email volume is a fool’s errand. Better that marketers should focus more on audience understanding and less on faster copy generation, according to the email company Breaker.

"Everybody's going to be doing everything they can to ride the current AI wave," says Ben Billups, founder and CEO of Breaker. "But the more practical opportunity is using AI where it improves commercial relevance, not content velocity."

How does a brand ensure relevance as Gmail, which has 8 billion users worldwide, enters the Gemini era?

By understanding “niches within niches,” and the buyer personas that broad targeting systems often flatten out or miss entirely, Billups adds. 

To that end, Breaker is developing an AI model focused on B2B newsletter performance. Instead of trying to compete with general-purpose “frontier” models in every category, the company is homing in on this one area with the new tool.

The offering is especially pertinent for agencies and other email senders using newsletters as business tools, not as creative products. The key value is that it reaches the most likely buyers.

The best use of AI in email is not “write this for me,” Billups argues.

To focus on volume is to scale a strategy that was already flawed,  Speed and volume will not help at all if the audience is too broad or the segmentation weak. 

So what is the objective?

"The goal is to make execution easier and allow the system to optimize over time," Billups says.