Oct 6, 2026 · 31 min · 8 segments
Why not hand every email to AI, from the first build to the final send? It would be faster. It would also give you twenty different versions of your brand, headlines that run past the character limit…
um but i suppose combined with that and quite a lot of the kind of stuff you see on linkedin and and that kind of thing i thought this week's question could be around like why not just ai everything like why why not ai the entire process of email from beginning to end um like i i quite often see the kind of Hey, here's my magic ebook full of prompts and comment, and I'll send you the first one and then send me a load of money and I'll give you the rest, which is presumably all written by AI anyway.
So how, like, when that stuff is being put to you, why not? Like, what's going to happen if you did that? And what should we do instead? Is my question.
So, yeah, I suppose there's different answers for different parts of the process, ultimately.
So you have, there's kind of like building your email is kind of a thing in itself, like, you know, getting in one way or another, getting your HTML, but there's also kind of reviews and approvals and that kind of thing which to have their own kind of reason um i think mainly when it comes to to building emails um it's interesting because it's it's still the same it's still the same problem i suppose that we were trying to solve um like a text of email so you with the concepts like email design systems and sort of guardrails and that kind of thing and the And just to kind of recap, I suppose, for anyone not familiar, a design system, the idea behind it is that it contains sort of pre-approved building blocks, like Lego blocks for your brand, essentially.
And the idea of it is that it scales, right? So whether you're a team of like three or a team of 20 or a team of 100, you can kind of...
yeah so it becomes a kind of i guess there's the source of truth right for what is what
is good email yeah yeah and i think so what's it's not what we were thinking about at the time in those days it's kind of just a coincidence this sort of the right solution i suppose but um kind of without that if you're just asking claude to you know write an email you're you're not going to get consistency for a start like you're not and so you end up losing a lot of time you know because you have to to rebuild everything so if you ask you to build 20 emails you'll get 20 different emails every time so there's nothing kind of enforcing the thing so if you if you have to spend just as much time um yeah rebuilding it or make you know making sure it's picking the right shade of red or making sure it's big so you kind of I think you do want some layer in the middle, which we would say is the email design system, but just something that's going to kind of force it to stay on brand.
So I suppose it's still like you can close everything, but you want to give it access to something that tells it how your brand does email without having to write.
yeah and that that feels way beyond what a skill does right like that feels much more intrinsic in like how like there's so much stuff embodied in there rather than just here is what a good email code is even like it's here's what's right for our brand here's what um what our specific choices are that we've made for rendering, but also how modules and components should behave when content changes and things like that.
It's kind of an opportunity to encode just a lot more information, I suppose, for Claw.
So just as an example, in our email shepherd design systems, you can put things like validation rules and that kind of thing.
So you can say this title must be... up to 40 characters long, for example, and that kind of stuff, which you can put in a skill, but it's not kind of enforced, I suppose, if that makes sense.
Yeah, that's what I found actually, because even in this fairly straightforward task of go and find all the emails sent to this person, go and find the unsubscribe link and click through, like it does fall down.
And it's done, you know, probably each person's maybe, you know, 50 to 100 different emails that they subscribe to.
It comes back with, I'd say a good five or 10 for each sort of person saying this one didn't work out.
um but i suppose combined with that and quite a lot of the kind of stuff you see on linkedin and and that kind of thing i thought this week's question could be around like why not just ai everything like why why not ai the entire process of email from beginning to end um like i i quite often see the kind of Hey, here's my magic ebook full of prompts and comment, and I'll send you the first one and then send me a load of money and I'll give you the rest, which is presumably all written by AI anyway.
So how, like, when that stuff is being put to you, why not? Like, what's going to happen if you did that? And what should we do instead? Is my question.
So, yeah, I suppose there's different answers for different parts of the process, ultimately.
So you have, there's kind of like building your email is kind of a thing in itself, like, you know, getting in one way or another, getting your HTML, but there's also kind of reviews and approvals and that kind of thing which to have their own kind of reason um i think mainly when it comes to to building emails um it's interesting because it's it's still the same it's still the same problem i suppose that we were trying to solve um like a text of email so you with the concepts like email design systems and sort of guardrails and that kind of thing and the And just to kind of recap, I suppose, for anyone not familiar, a design system, the idea behind it is that it contains sort of pre-approved building blocks, like Lego blocks for your brand, essentially.
And the idea of it is that it scales, right? So whether you're a team of like three or a team of 20 or a team of 100, you can kind of...
yeah so it becomes a kind of i guess there's the source of truth right for what is what
is good email yeah yeah and i think so what's it's not what we were thinking about at the time in those days it's kind of just a coincidence this sort of the right solution i suppose but um kind of without that if you're just asking claude to you know write an email you're you're not going to get consistency for a start like you're not and so you end up losing a lot of time you know because you have to to rebuild everything so if you ask you to build 20 emails you'll get 20 different emails every time so there's nothing kind of enforcing the thing so if you if you have to spend just as much time um yeah rebuilding it or make you know making sure it's picking the right shade of red or making sure it's big so you kind of I think you do want some layer in the middle, which we would say is the email design system, but just something that's going to kind of force it to stay on brand.
So I suppose it's still like you can close everything, but you want to give it access to something that tells it how your brand does email without having to write.
yeah and that that feels way beyond what a skill does right like that feels much more intrinsic in like how like there's so much stuff embodied in there rather than just here is what a good email code is even like it's here's what's right for our brand here's what um what our specific choices are that we've made for rendering, but also how modules and components should behave when content changes and things like that.
It's kind of an opportunity to encode just a lot more information, I suppose, for Claw.
So just as an example, in our email shepherd design systems, you can put things like validation rules and that kind of thing.
So you can say this title must be... up to 40 characters long, for example, and that kind of stuff, which you can put in a skill, but it's not kind of enforced, I suppose, if that makes sense.
Yeah, that's what I found actually, because even in this fairly straightforward task of go and find all the emails sent to this person, go and find the unsubscribe link and click through, like it does fall down.
And it's done, you know, probably each person's maybe, you know, 50 to 100 different emails that they subscribe to.
It comes back with, I'd say a good five or 10 for each sort of person saying this one didn't work out.
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