She explained that by offering valuable information - the ethical bribe - to those who give their email address, a firm can build up their contacts database while at the same time helping potential customers with tips, exclusive content or lessons.
However, she advised against taking an overtly sales-driven stance in such emails; it should be all about quality content.
Ms Sansevieri stressed some parts of the customer experience should undoubtedly be personalised, but other interactions can be standardised, explaining: "As your email list starts growing and your followers start multiplying, you really want to automate as much as you can."
One way of using this form of automated message is send an alert out to your whole contact list regarding a limited availability opportunity, with ft.com's Barney Jopson pointing out that this has worked out particularly well for retailers that have physical sites as well as online spaces.
He described how such messages turn shopping into a type of game, where "flash sales" give consumers the chance to take advantage of low prices if they act quickly on the call to action contained in an email.