How to Implement AI Tools to Personalize Your Email Content

Standing out in customers' inboxes is tough these days.

Generic email campaigns just don’t work anymore.

Personalization is important for several reasons, particularly in enhancing the user experience, improving business outcomes, and creating stronger customer relationships.

How can AI help?

• Understand User Behaviour: AI tracks user interfacetions, preferences, and past behavior to predict future actions.
  
• Deliver Tailored Recommendations: Platforms like Netflix, Amazon, and Spotify use AI to recommend content, products, and services.
• Improve User Engagement: Personalizing email campaigns, website content, and ads to reflect user interests increases engagement and conversion rates.
• Enhance Customer Service: AI-powered chatbots and virtual assistants provide personalized support based on customer data and history.
• Create Content: Get inspiration to create customer-specific content

And the best one, marketers can use AI for Segmentation and Personality Insights, by grouping contacts and understanding their preferences, emails become more relevant.

How can you use AI tools to generate personalized email content

Using AI tools solely to generate content can make your emails feel too superficial or mechanical. Instead, there's greater potential in using AI to provide data-driven insights for segmentation and customer behavior analysis.

By leveraging these insights, you can craft personalized and authentic emails that genuinely resonate with your audience's needs, preferences, and behaviors. This data-informed approach is key to driving higher engagement and increasing open rates.

And how to use a data-informed approach?

We suggest a combination of the following tools:

- HubSpot

- Thalox: A tool that predicts customer engagement by segmenting contacts into High Engagers, Dormant Potentials, and Inactives.

- Traitspotter: An AI tool providing insights into audience personality traits.

- ChatGPT: to create personalized email content for each segment.

Using these tools, we created a successful nurture email campaign that leveraged AI-driven, engagement-based segmentation and personality insights, boosting both open and click-through rates. For further information on how to craft this, click on the link above.

The goal of the nurture campaign was to create personalized email content that resonated with the audience. Two key personality traits were identified: extroversion/introversion and early/late adoption, combined with Thalox's engagement segments.

Next, personalized email messages were crafted for each trait, ensuring the tone matched the recipient's personality and engagement level.

For example, an email to a High Engager who was an extroverted early adopter used an energetic tone, while a message to a Dormant Potential who was introverted and a late adopter was more subdued.

Three workflows were implemented in HubSpot to target different engagement segments, allowing us to monitor the performance of these campaigns effectively.

Want to learn more about the approach and key takeaways?  Watch the full webinar.

AI tools for Email Increased Engagement and Improved Outcomes

By leveraging segmentation, personality insights, and personalized content, we achieved:

• Increased Open Rates: Significant increases compared to previous generic campaigns.
• Improved Click-Through Rates: Higher engagement indicated responsiveness to tailored messaging.
• Steady Momentum: Maintained engagement in the Dormant Potential segment, suggesting effective reactivation.
  
  

How can marketers leverage AI for personalization at scale? 

1. Start Simple, but Think Big

Begin with a manageable scope, focusing on key personality traits and engagement segments to gather insights without complexity.

2. Combine Segmentation with Personality Insights

Segmentation is powerful, but combining it with personality insights enhances personalization, avoiding "one-size-fits-all" campaigns.

3. Leverage AI-Generated Content

AI-generated content can quickly create personalized email copy, but balance and human touch are essential to maintain a natural tone.

4. Measure, Iterate, and Optimize

Personalization is ongoing. Monitor performance metrics to refine strategies and achieve better results over time.