Content First: Why traditional copy principles are your best strategy for AI-powered inboxes

AI is reshaping our industry, but not always in the way you might expect. As Apple Intelligence and the evolving inbox technology transform how billions of readers interact with email, we're seeing a surprising twist: these advances are driving us back to marketing fundamentals.

Discover how to adapt your content strategy for AI-powered inboxes while staying true to proven copywriting principles that engage both Artificial and Human readers.

AI is reading your emails. And it's judging your writing. Welcome to the new world of email marketing, where your first reader isn't human - it's artificial intelligence. Surprisingly, this isn't pushing us toward some sci-fi future of marketing; it's driving us back to the fundamentals of good writing.

Here's where it gets interesting: the more sophisticated our inbox technology becomes, the more it demands crystal-clear, well-structured, value-first content. In other words, exactly what marketing experts have been preaching since the dawn of email.

The New Email Reality: AI meets Organisation

Think of your inbox as a neighbourhood that's getting a major upgrade. For years, Gmail's tab system has been the solo gatekeeper of email organisation, influencing how 1.8 billion users interact with their inbox. Now there's a new sheriff in town. Apple's iOS 18 isn't just joining the party - it's bringing AI to a conversation that affects 1.4 billion iPhone users.

Apple Intelligence: Your new first reader

Remember when we thought emojis in subject lines was revolutionary? Those were simpler times. Apple Intelligence introduces automated email summaries and preview windows, fundamentally changing how users first encounter your content. Think of it as your email's first date - you need to make a good impression fast.

Marigold testing reveals some sobering truths:

• Users see brief AI-generated summaries before opening emails
• Long email threads get automated summaries at the top
• The system prioritises text found in the top section of emails
• Image content and alt text are not included in summaries

New Tab System: Organised by default

Following Gmail's lead, Apple Mail will now automatically categorise emails into:

• Primary
• Transactions
• Updates
• Promotions

With this rollout already underway in the US and global implementation set for April 2025, every email you create today needs to be ready for tomorrow's AI-powered inbox.

Why this matters for your content

Here's the twist: your email content now faces three crucial moments:

1. AI Analysis: Apple Intelligence and Gmail's systems interpret and categorise your content
2. Tab Placement: Your email finds its home in the appropriate tab
3. Human Engagement: Your actual reader encounters your message

 

 

 

 

 

 

 

 

 

This creates both challenges and opportunities:

• AI summaries can either enhance or diminish your carefully crafted messages
• Tab categorisation affects visibility and engagement patterns
• Traditional metrics like open rates may shift as user behaviour adapts
• First impressions now happen at multiple levels

Practical content strategies for today's Inbox

Before we dive into tactics, let's explore a proven framework that puts your reader at the heart of content planning. The KNOW, THINK, FEEL, DO approach ensures your content serves both human understanding and our new AI masters (just kidding - almost).

 

Understanding the Framework

1. KNOW

• What does your reader need to know? Example: Transform "Winter sale now on" into "Save 30% on premium winter essentials - ends Sunday"
• What information is crucial for understanding?
• What facts or details support your message?

2. THINK

• How should readers process this information? Example: Guide thinking from "winter is coming" to "I need to prepare my wardrobe now"
• What conclusions should they draw?
• What perspectives are you offering?

3. FEEL

• What emotional response are you aiming for? Example: Convert "limited time" anxiety into "savvy shopper" confidence
• How does this connect to their needs or challenges?
• What tone best serves your message?

4. DO

• What action should readers take? Example: Elevate "Shop now" to "Get your winter wardrobe ready today"
• How can you make this action clear and compelling?
• What makes taking action worthwhile?

Applying the KTFD framework in an AI world

The beauty of this framework is how seamlessly it aligns with both Human needs and AI categorisation:

1. KNOW elements help AI systems accurately categorise your content
2. THINK aspects support preview summaries
3. FEEL components guide tone and engagement
4. DO elements ensure clear action points

Value-First structure

Structure your email like a well-crafted news article. Lead with your key message and supporting points. This approach serves both AI categorisation and our own human reading patterns, particularly on mobile devices.

Clarity in communication

Subject lines: Focus on specific value (think "headline news", not "clickbait")

Preheader: Reinforce your subject line message

Opening paragraph: Deliver your core message

Call to action: Make it clear and accessible

Balanced content design

While visual elements remain important for engagement, core messages need to exist in actual text. Apple Intelligence doesn't seem to process image text or alt tags making traditional content hierarchy more relevant than ever. Think of it as writing for radio - your words need to carry the full weight of your message.

Implementation steps

When reviewing your email sends and assessing content hierarchy, use the KNOW, THINK, FEEL, DO framework as your guide. This ensures your content:

- Provides clear, categorizable information (KNOW)

- Supports logical progression (THINK)

- Maintains emotional connection (FEEL)

- Drives specific actions (DO)

Looking Forward

The robots aren't coming for your job - they're just insisting you do it better. And that means getting back to what great marketers have always known: clear, compelling content wins every time - whether your reader uses neurons or algorithms.

The key to success remains refreshingly straightforward: create clear, valuable content that serves your audience's needs. Sometimes the oldest wisdom is the best wisdom, even in our modern AI-powered future.

Photo by Daniel Álvasd on Unsplash