AI Is Sorting Your Emails—Now What?

 

You can also listen on: 
Apple Podcasts | Spotify

 

Artificial intelligence is officially part of your inbox — whether you like it or not.

In Episode 265 of the Winning With Shopify podcast, Nick is joined once again by Brian from Seguno to unpack how AI is changing email marketing, inbox placement, and customer engagement for Shopify brands.

This episode isn’t about chasing shiny AI hacks. It’s about understanding how inbox providers think, why engagement matters more than ever, and how brands can stay human in an increasingly automated world.

Email Is Still the Highest ROI Channel

Despite all the noise around AI, one thing hasn’t changed: email is still the highest ROI marketing channel.

Why? Because you’re speaking directly to customers who already know your brand. You’re not shouting into the void of paid ads or hoping an algorithm is in your favour — you already have permission.

AI hasn’t replaced email. It’s simply raised the bar for what gets seen.

How AI Decides Where Your Email Lands

One of the biggest fears marketers have right now is inbox filtering — and for good reason. AI is now deeply involved in deciding whether your email lands in Primary, Promotions, or Spam.

Brian breaks this down into three core factors AI looks at:

1. Past engagement – opens, clicks, replies, and consistent interaction

2. Content clarity – clear messaging, urgency, and obvious calls to action

3. User feedback – actions like moving emails between folders or replying

The takeaway? Engagement is the main feedback loop. If people interact with your emails, AI learns that your content is worth surfacing.

Why You Should Never Try to “Trick” the Inbox

Trying to game the system with misleading subject lines or fake urgency might work once — but it won’t last.

AI learns quickly. Brands that attempt shortcuts often find themselves digging out of the spam folder, which is harder than ever to recover from.

Instead, the advice is refreshingly simple: send relevant emails to people who actually want them.

Engagement Over List Size

A recurring theme in this episode is the danger of obsessing over list size instead of engagement.

An email list of 20,000 engaged subscribers will outperform a list of 100,000 inactive contacts every time. Inbox providers now prioritise engaged contacts, not vanity metrics.

Unsubscribes aren’t always a bad thing. In fact, they can help improve deliverability by removing disengaged recipients who weigh your reputation down.

Authenticity Wins in an AI-Generated World

As AI-generated content becomes more common, customers are craving authenticity.

That doesn’t mean you can’t use AI tools — it means you should use them wisely.

AI is powerful for brainstorming, research, segmentation, and speed. But real photos, real stories, and real conversations are what build trust. Brands that combine efficiency with a human voice will stand out.

Using AI Tools the Smart Way

The episode also explores practical AI tools that actually help Shopify merchants:

• Shopify Sidekick for faster insights, segmentation, and promo planning

• AI-powered analysis to identify repeat customers and churn risks

• Smarter email previews and Gmail annotations that improve visibility

These tools aren’t about replacing marketers — they’re about making better decisions, faster.

The Future of Email Marketing

AI isn’t killing email marketing. It’s forcing brands to go back to basics.

Clear messaging. Relevant content. Honest engagement. Respect for the customer.

For Shopify merchants willing to embrace those fundamentals, the inbox is still one of the most powerful growth channels available.

 

Check out the full podcast here.
This episode was brought to you by Nick Trueman, Director of PPC & SEO Agency, Spec Digital.