The emergence of artificial intelligence has marked a turning point, leading marketers to prioritize channels that offer greater control and reliability.
The influence of «Zero Clicks Search» on email return
The «Zero Click Search» phenomenon, where users find the answer to their query directly on a search engine results page without needing to click on a link, significantly influences marketers’ tendency to prioritize email. While this immediacy improves the user experience, the impact for website owners is a considerable reduction in direct organic traffic. This means fewer opportunities to generate leads and conversions that depend on a web page visit. Data from 2025 indicates that a growing percentage of searches end without a click, forcing companies to reconsider how their content is consumed and monetized.
Given this scenario of declining web traffic as a primary source, email is re-emerging as a direct and controlled communication channel. Unlike search engines or social media, where brands are subject to changing algorithms, the email list is a proprietary asset. This gives companies complete control over the message, the timing of delivery, and the audience, without intermediaries to filter or modify the interaction. This channel property becomes invaluable when other sources of traffic become less predictable or efficient.
Artificial intelligence as a catalyst for efficiency and empathy
Current technology has revolutionized marketing in the last year, integrating dozens of new artificial intelligence tools into platforms. This advancement has allowed industry-leading companies, such as Mailchimp, HubSpot, Benchmark Email, ActiveCampaign, and especially Egoi, to experience significant growth in their customer base.
These technological innovations provide marketers with unprecedented capabilities. They can now optimize their processes, analyze complex data sets, and predict audience segments with an accuracy previously unattainable for most companies. This represents a true opportunity for innovation, transforming once arduous tasks into efficient and agile processes. In a context of macroeconomic pressures that have forced budget cuts in marketing spending, these tools are crucial. They drive companies to seek more cost-effective methods to maintain a constant connection with their customers, reducing their overreliance on promotions and discounts.
The emergence of artificial intelligence has marked a turning point, leading marketers to prioritize channels that offer greater control and reliability.
Email stands out in this regard, as brands own this channel from start to finish, eliminating dependence on intermediaries and strengthening the direct connection with their customers and prospects. This autonomy allows for unprecedented personalization and segmentation, tailoring messages individually, which represents a significant advance over previous practices.
The integration of artificial intelligence and automation into email marketing doesn’t just assume human connection, it facilitates it, driving the same goal: deeper, more personalized engagement. Previously, personalization was limited to generic content blocks or interests; now, advanced technology enables individualized communication, analyzing and leveraging data to establish a more authentic connection. Artificial intelligence tools for predictive segments are a clear example of this advancement, analyzing past behaviors and user patterns to identify similarities, which has resulted in a 140% increase in revenue for the companies that use them. Educational institutions, for example, have achieved significant improvements in their communications with alumni, observing higher engagement and open rates from small tweaks suggested by artificial intelligence.
It’s undeniable that marketers face the challenge of operating with tight budgets while being expected to strengthen customer relationships. A recent report, which surveyed professionals across various industries, revealed that 89% of revenue leaders are automating almost the entire customer journey. This doesn’t imply neglect, but rather meticulous planning of every touchpoint to maximize each stage and scale it through automation. Intelligent automation and artificial intelligence have become the only ways to scale effective customer interactions in the current environment.
The future of marketing and investment in key markets
Looking ahead, the key to success for marketers will lie in the ability to discern where to integrate artificial intelligence and where to apply human creativity and ingenuity. While artificial intelligence can optimize content planning and creation, there is a risk of falling into monotony. The brands that will truly excel will be those that invest in human ingenuity at the same level as in artificial intelligence, employing individuals with the critical thinking skills and insight necessary to use it effectively.
This balance is crucial to maintaining a point of differentiation in the market. The importance of a genuine and timely connection with customers, responding to their behavioral signals in real time, is equated with a person-to-person relationship, and intelligent automation is the only way to achieve this at scale. Companies under pressure will distinguish themselves by their ability to integrate their marketing and growth strategies with financial operations, ensuring that decisions are closely aligned with the bottom line.
Fountai: www.puromarketing.com
