AI is everywhere.
Your playlist. Your car. Your inbox.
But when it comes to email marketing, is AI the golden ticket to better engagement, or just another shiny tool?
Let’s break it down.
The advantages of using AI in email marketing
Hyper-personalisation at scale
AI can analyse user behaviour, preferences, and past interactions faster than any human team ever could.
This means emails that are tailored to each individual, not just “Hi [FirstName]” level personalisation, but subject lines, content, timing, and even product recommendations that feel spot on.
Smarter send times
AI doesn’t guess when to send emails; it learns.
It tracks open patterns and engagement history to figure out the best time to land in someone’s inbox, increasing the chances of actually being seen (and clicked).
Content optimisation
From predicting which subject lines will get opened to which CTAs will convert, AI tools can test and optimise every part of your email.
Say goodbye to guesswork, hello to data-backed creativity.
Automated campaigns that still feel human
AI can trigger automated workflows based on real-time behaviour, such as abandoned cart emails, birthday offers, or re-engagement nudges, without sounding robotic (if done right).
Better segmentation
Forget broad lists. AI creates dynamic segments that constantly update based on user behaviour. The result? More relevant content for your audience and better ROI for you.
The disadvantages (because it’s not all sunshine)
It’s only as good as your Data
AI needs data to work its magic.
If your CRM is messy or your tracking is incomplete, AI tools can make inaccurate predictions, and your emails can end up feeling off.
It can feel robotic
There’s a fine line between helpful automation and creepy or generic messaging.
Overusing AI can lead to emails that lack the human touch, especially if you use generated content without reviewing it.
It can get expensive
The good AI tools aren’t always cheap.
Add that to your existing email marketing platforms, and suddenly your “cost-effective” channel starts eating into your budget.
Creative limitations
AI can help you write, but it can’t replace original brand voice, storytelling, or gut instinct.
Lean on it too much, and everything starts to sound the same.
Over-reliance
There’s a risk of marketers becoming too dependent on AI and losing touch with real audience insight and strategy. The best email marketers know when to let AI lead, and when to override it.
So… Should you use AI in email marketing?
Yes, but with a human at the wheel.
AI is an incredibly powerful tool for enhancing your strategy, not replacing it.
Use it to save time, get smarter with your data, and scale your campaigns.
But always bring your own creativity, judgment, and brand voice to the table.
Because at the end of the day, your subscribers aren’t algorithms.
They’re people. And people want to connect with real, relevant, human content.
