South Africa, April 7 -- Customers are not disengaging because they are overwhelmed by communication alone. They are disengaging because too much of what they receive does not reflect their behaviour, intent, or stage in the customer journey.

That distinction matters, because it changes the role email can play in a business.

Instead of being treated as a channel for batch campaigns or operational updates, email should be seen for what it really is: one of the most powerful opportunities a brand has to deliver timely, personalised, high-intent communication at scale.

The brands getting this right are not necessarily sending more. They are making the messages they already send work harder.

This is becoming increasingly clear across indu...