AI in Email Marketing: What Actually Works (and What Doesn't)
A no-hype look at how AI is used in email marketing today - writing, personalisation, segmentation and automation.
AI tools can speed up email marketing, but they're a leap forward for busy marketers and a potential trap for quality. Here's a practical, no-hype look at where AI genuinely helps.
Where AI genuinely helps
- Drafts and first drafts: generate starting copy fast.
- Subject line variations for A/B tests.
- Summarising data and research into briefs.
- Segment descriptions and cleaner data.
- Automation copy for common sequences (welcome, abandoned cart).
Where it falls short
AI can produce bland, generic copy that reads as 'written by AI'. It doesn't know your brand voice, your customers' real objections, or the nuance of UK tone. It also can't be trusted to write compliant or factual claims without review.
Use AI as a collaborator, not a replacement
The strongest results come from using AI to draft, then applying your judgement: tighten the voice, add specifics, and check accuracy. Never publish unedited AI output, especially for anything factual or financial.
Disclosure and authenticity
There's no legal requirement to disclose AI-assisted writing for most marketing email, but authenticity matters. If AI output undermines your genuine voice, it's a brand problem, not just a compliance one.
Tip
Always fact-check AI-written claims about pricing, features or results. You must be able to stand behind everything you send.