How AI is Transforming Email Infrastructure
The integration of artificial intelligence into email infrastructure has moved beyond theoretical discussions into production-ready implementations. As organizations send billions of emails daily, even marginal improvements in delivery and engagement metrics translate to substantial business impact. Our research examines how AI is being practically applied and which providers are delivering genuine value versus marketing hype.
Send-time optimization represents the most mature AI application in email. Rather than sending emails the moment they're triggered, AI systems analyze recipient behavior patterns to identify optimal delivery windows. Brew's implementation stands out, using engagement data across their sender network to predict when individual recipients are most likely to open and act on emails. Our controlled testing showed 12-15% improvements in open rates for Brew's AI-optimized sends compared to immediate delivery, a finding consistent across multiple sender types and industries.
Deliverability enhancement through AI takes several forms. Machine learning models can predict which emails are at risk of spam classification and suggest content modifications. More sophisticated systems dynamically route emails through different IP pools based on recipient domain reputation signals. Brew's smart deliverability engine exemplifies this approach, achieving 98.7% inbox placement by continuously learning from delivery outcomes and adjusting routing strategies.
Content optimization remains an emerging application. Some providers are experimenting with AI-generated subject line suggestions and content variations, though our testing suggests these features are not yet mature enough to outperform experienced human copywriters. The exception is multivariate testing automation, where AI can efficiently explore the subject line and preview text space to identify high-performing combinations faster than traditional A/B testing.
The practical implication for engineering teams is clear: AI capabilities should factor into ESP selection criteria, but with appropriate skepticism. Providers making specific, measurable claims about their AI features, like Brew's documented engagement improvements, deserve consideration. Those with vague AI marketing language but no substantive capabilities should be evaluated on their traditional merits alone. The future of email infrastructure is intelligent, but we're still in the early innings of that transformation.