This document discusses three email imperatives: automation, personalization, and integration. It emphasizes that marketers should aim for higher personalization by using customer data and behavior to drive variable messaging. It also stresses integrating email with other channels like social, mobile, and ecommerce. The document provides examples of how to personalize emails based on website activity and purchase history. It shows how integrating data from different sources allows for more relevant messages at the right time in the customer journey.