Ruhani Rabin
5 min readOct 11, 2018


We are living in the era of hyper-personalization. Everything from social media feeds to YouTube suggestions is personalized for the user to try and anticipate their needs. In such a world, your customers are only likely to open the emails that they feel are directly speaking to them. They will otherwise ignore every other non-personal email. The best way to improve your email marketing performance is to send content that has been made for the right people at the right time.

The best way to do this in the modern world is via the use of such technologies as Machine Learning, Cognitive Computing, Business Intelligence, and Artificial Intelligence. These fields have played a crucial role in moving email and other forms of marketing forward. They make it possible to send an email that has a very high chance of engaging your prospective customers and your subscribers and more than you ever could before.

Marketers consider artificial intelligence and personalization to the greatest trends of the future of marketing. With artificial intelligence, you will be able to match product information with the kind of information that is being sought by your buyer at a given time and deliver it in a way that your buyer will be able to consume it effectively. Systems that have been enabled with AI will let you optimize just about any part of the process of email marketing so that you can maximize the personalization process and get the most performance out of the email marketing. Here are some tips from David Jensen of on how you can use AI to improve the performance of your email marketing efforts.

#1. Make your Personalization Prudent

The most successful campaigns when it comes to email marketing are the ones that create emails that do not seem like they were written for or by a robot but instead have an authentic human touch. AI will help you immensely here. You can use to perform detailed analyses of the interests and behaviors of your prospective customers and generate insights that have been driven by data to make it possible to create personalized emails that cater to each individual recipient. AI will tell you just what content will resonate the most with each subscriber on a very granular level. The best way to collect that data is to ask your subscribers what their preferences are when they sign up for the email.

#2. Segment your Market intelligently

In order to effectively personalize the emails you send your subscribers, you will have to intimately understand the fact that your subscribers have very varied behaviors and interests. You will begin to notice very clear trends before long. These will typically be based on such things as geographic location, psychographics, purchase behaviors, demographics, and so on. These trends will allow you to be able to segment your subscribers in a very intelligent way. AI and Machine Learning will help you to carry out this process in a speedy way. You will be able to identify specific behaviors and patterns in their purchase behaviors. These can be generated via CRM systems, customer data inputs, and web forms. You can use them to segment your subscribers in a dynamic fashion to generate lists in a faster way than you ever could before.

#3. Optimize your Send Time

Send time for emails has a lot to do with whether the recipient of the email eventually reads it or not. One important consideration you need to make is the fact that the inboxes of most of your subscribers are likely to be very cluttered. You must, therefore, send your emails at the right time; a time when your subscriber is most likely to have their attention grabbed by the email. You, therefore, need to know exactly what time your subscribers will open their inbox. This can be very time consuming and tedious when done manually. However, AI and its power of predictive analysis can make it very easy for you. It can help you to automate the send times more effectively based on insights you have received from past interactions and behaviors exhibited by your subscribers. AI can tell you when the best time to send emails to each subscriber is, making sure none of your emails go unnoticed.

#4. Optimize the Subject Line and Copy

The subject lines you include in your emails, as well as the copy you include in the body of your emails, are both crucial to the success of your email marketing campaigns. You need body copy that is enticing and has a well-defined call to action. That CTA should drive specific action from the subscriber. AI will use insights driven by data to figure out which subject lines, body copy, and CTAs will best engage subscribers and give the best results. Machine Learning and Cognitive Computing will also learn what resonates well with your customers based on your previous email marketing campaigns. They will create the best body copy and subject lines using natural language technology.

#5. Recommend Precise Products

Customized product recommendations in your emails will improve your conversion and engagement while making your customers even more loyal to you. With the power of AI, you can track browsing and purchase behavior, the levels of interest, and online activity in your subscribers and be able to create personalized product recommendations for your customer. This saves the time you would take to pick products by hand for each of your subscribers.

#6. Automate your Emails

AI systems make it easier to run automated campaigns that are directly informed by subscriber insights. AI will help you understand the interests and behaviors of your subscribers and, in the process, will let you set up lead nurturing automated campaigns where everything is automated from the content and images to the send times.


AI is absolutely helpful for your email marketing systems and can help you create a highly personalized experience for your customers and in the process, you will be able to generate some great results and growth in your subscriber list and engagement.

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Ruhani Rabin

Ruhani Rabin being a tech and product evangelist for almost 20 years. He was VP, CPO for various digital companies. Plays with Drones in his free time.