Email marketers should keep a wary eye on the
growing merger between email and agentic AI.
Case in Point: Norton has announced that it is killing its Notion Mail feature, which it debuted little more than a year
ago, according to 9to5 Mac.
Why? Because Norton feels email has moved beyond Notion Mail.
Norton explains it as follows: “We’re winding down the Notion
Mail inbox across web, desktop, and iOS on September 22.
“We launched Notion Mail with a belief that your inbox should think like you—more personal to how you work and over
time, more capable with AI.
“As Notion agents have gotten more capable, we’ve seen more users hand off email workflows to them. Today, more than half of Notion Mail users manage
emails without ever opening their inbox. So, we’re going all in on using agents to run your inbox.”
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In another development, Hightouch—a firm that specializes in data and AI
for marketing—has launched Lifecycle, a workspace for creating on-brand emails, texts and push notifications within minutes, the company says.
The goal is to collapse “what
has traditionally been a 50-step process into a single agentic workflow,” says Tejas Manohar, co-founder and co-CEO at Hightouch, in a statement.
As Manohar tells it,
““Most lifecycle teams have far more campaign ideas than they can realistically execute, The targeting capabilities exist, but the content operation and workflow often can’t keep
up.”
How does it work? Agents pull content from product catalogs, DAMs and campaign history to generate material that cannot be accessed by task-specific tools and general-purpose
LLMs.
In addition, compliance checks and dark-mode rendering to ESP templating are automatic.
One client that has tried it is Thumbtack.
"Lifecycle Studio has changed the
way our team operates,” said Josh Mack, head of lifecycle marketing, at Thumbtack. “We can now self-serve and launch on-brand campaigns across channels without the weeks of cross-team
coordination and dependencies.”
Have you adopted agentic AI? Better get on it.