AI in Email Marketing: Benefits and Challenges

ai email marketing with an ai generated image of a woman with hi tech eyewear

You can use AI in email marketing to generate content, perform smart segmentation, and personalize your emails based on user interactions. AI is also helpful in list cleaning and increasing engagement metrics. 

If there’s one rule for using AI in email marketing, it’s “work smart, not hard.” AI speeds up your tasks without cutting (too many) corners on quality and performance.

AI isn’t a newcomer to email marketing. It’s been around for a while, automating tasks and making email campaigns more efficient and accurate.

What’s new is “generative AI,” a new technology that lets you generate texts and images by describing what you want. 

Let’s unpack how AI can enhance your email marketing efforts. We’ll also go over the challenges to watch out for.

How Is AI Used In Email Marketing? 

AI in email marketing helps in two big ways: it takes care of repetitive tasks and makes decisions based on data to improve your campaigns. And now, with generative AI, it can also create content that speaks directly to your audience’s needs and interests. 

Machine learning: This is the previous generation of AI algorithms, which learns from past campaigns to make future ones better. For example, you can use machine learning to figure out the best time to send your messages based on previous user interactions. 

Generative AI: This new technology takes AI’s role in email marketing from automation and optimization to content creation. Generative AI can look at what each person likes and uses that to write emails that feel personal and relevant.

Now, let’s discuss the specific applications of AI in email marketing. 

Content Creation Made Easy

AI in content creation can start with something as simple as predictive text when you type. It’s been a part of our lives for the better part of the past decade, helping in ways we might not even notice, like when we’re writing emails.

Grammar correction is another functionality brought about by AI. It helps make your messages clearer and more professional.

Lately, AI has taken a bigger role in crafting content. Tools like ChatGPT allow businesses to generate everything from catchy subject lines to full email messages effortlessly. 

Whether you’re stuck for words or just short on time, AI can produce the first draft of your content to make your job easier. Of course, you’ll have to edit the generated content, but AI will save you lots of effort. 

Advanced generative AI can understand your brand, who you’re talking to, and what you want to achieve with your campaign. It can learn from data to make sure the emails sound just right for your business.

The table below lists some of the most popular generative AI tools you can leverage for your email content

Generative AI ToolCapabilities
ChatGPTResponds to human conversations and natural language input. Creates email copy, blog posts, and essays.
Jasper Creates custom content based on templates like blog posts, Facebook ads, emails, and social media posts. 
GrammarlyA powerful tool for checking plagiarism, proofreading, and spell-checking.
DeepLContent creation and translation to expand your reach across international markets.
Compose.aiReflect your brand voice in your email copy or write personalized content. 
Generative AI tools for email copy

Smart Segmentation for Better Email Marketing

Sending the same content to everyone on your email list is hardly a good email marketing practice. Each subscriber is unique. They come from different geographical, cultural, and economic backgrounds. 

What’s the solution? Segmentation. 

It organizes your subscribers into groups based on what they like and how they behave. This way, you can send them content they’re more likely to enjoy and engage with.

AI makes segmentation easy and precise. It looks at how subscribers behave, what they open or click on, and what they’re interested in online. Then, it quickly sorts them into groups, and you can send targeted emails to each group. 

But there’s more. Manual email list segmentation can quickly become outdated. AI offers the advantage of real-time segmentation. It adjusts segments as new data comes in. So, your marketing efforts are always targeted at the right group of subscribers.

Making Emails Feel Personal

Without AI email marketing, sorting through thousands of emails to figure out what each person likes to read is a huge task. It’s slow, frustrating, and not the best use of your time.

AI algorithms look at your audience’s past emails and engagement to see how they like to be chatted with. Then, they create emails that match these preferences, making each message feel like it was written just for them.

All you need to do is tell the AI what you’re looking for. Maybe you want to write with a specific tone or for a special event, such as Valentine’s Day or Thanksgiving. The AI then offers a variety of emails, so you can pick the one that fits best.

Enhancing Email Campaigns with Customer Feedback

You can create better email marketing campaigns by asking your subscribers what content they prefer. Signup forms and surveys are traditional ways of gathering this information. 

However, you can leverage the power of AI to analyze huge piles of data and gain actionable insights. AI digs deeper than standard methods and helps you understand what your subscribers really want.

You can also use AI to come up with survey questions for different segments of your audience. So, you can ask the right questions from the right people and gain even more valuable feedback. 

Keeping Your Email List Sparkling

A clean email list is key to making sure your messages actually get to your audience and don’t end up in the spam folder. But imagine having to go through thousands of email addresses and deciding whether they are spam traps or invalid addresses.

This is where AI can help. It can keep an eye on your email list, spot risky addresses, and remove them before they cause problems.

AI can also work as an email validation tool that weeds out misspelled or non-existent emails. This way, it can maximize your deliverability and reduce bounce rates

Boosting Your Email Marketing Results 

The ultimate goal of email marketing is to convert subscribers into customers by delivering the perfect content to the right people at the best time. While a good email marketing platform can help you with this, adding AI email marketing into the mix can take your results to the next level. 

AI boosts your conversion rates by spotting trends and using them to your advantage. It predicts what will work best and helps you set up your campaigns for success. 

Plus, you analyze your metrics in real-time and make changes on the fly to improve your metrics. 

Optimizing Email Timing and Strategies

Finding the perfect time to send an email can really boost how many people open and engage with it. But with so many factors to consider, like the type of campaign, where your subscribers live, and their habits, it’s not easy to get it right every time.

There are general guidelines on the best times for sending different types of emails. Still, AI can fine-tune these strategies and pinpoint the best times to send your emails for the highest open rates. 

You can also use AI email automation by sending automated sequences based on customer behavior. Drip campaigns, welcome emails, and cart abandonment messages are all examples of automation that email marketing AI tools can streamline.  

Enhancing Your Email Campaigns with AI-Driven A/B Testing

From catchy subject lines to compelling CTAs, you need to pick the right elements in your emails to encourage subscribers to take action. But how do you know what works best?

Through A/B testing. And with AI, the process becomes more efficient and effective.

Let’s say you’re trying to find the perfect sign-off for your emails. You have a few good options, but you’re not sure which one will resonate most with your audience. By using A/B testing, you can send out variations of your email with different sign-offs to see which one gets the best response.

Elevating Your Email Content for Better SEO 

Making sure your content ranks well on search engines is a key part of content marketing. 

AI marketing tools can help you improve your email SEO. They can analyze your email content and suggest catchy titles that also match the keywords in your website content. Alternatively, they can comb through your website content and offer ideas for your email marketing newsletters and promotions. 

The Benefits of Using AI in Email Marketing

Email marketing AI tools are here to help marketers become more efficient and productive. While you can manage without AI, incorporating it into your strategy significantly enhances your efforts. 

These are of the advantages of AI in email marketing:

  1. Increased efficiency. Email marketing is complex. From crafting the perfect subject line to picking the right time to send, getting all the details right can take massive time and resources. AI streamlines these processes by taking human labor out of the process. 
  2. Enhanced accuracy. Human error is inevitable, but even small mistakes can impact the success of your email campaigns. Machine learning algorithms are less prone to errors, though. 
  3. Less repetitive work. AI takes over the repetitive, time-consuming tasks of email marketing. This frees up your time, so you can focus on strategy and creative tasks that AI can’t handle. 

Challenges of AI in Email Marketing

So, AI can take loads off your marketing plate. But it’s not without its drawbacks and challenges. 

Here are four reasons why marketers might hesitate to fully embrace AI:

  1. Missing the human touch. Marketing thrives on personal connections. No matter how data-driven your campaigns are, you still need to appeal to the human audience. And that’s where AI falls short. It lacks empathy and intuition. Your campaigns risk feeling impersonal and failing to emotionally engage the audience without this human element. 
  2. Limited creativity. AI operates on algorithms and data analysis, which can limit its creative output. Unique and innovative campaigns require a human touch to stand out and capture attention in a crowded inbox.
  3. Data dependency. Artificial intelligence feeds on data. This means the better the quality and quantity of your data, the more reliable the AI-generated results. Unless you’re a large corporation, the data you feed into your AI email marketing software probably won’t be enough to generate accurate results. 
  4. Regulatory and ethical concerns. The legal landscape around AI is still evolving, with issues like copyright and plagiarism presenting real concerns. AI-generated content isn’t subject to copyright. This can create challenges that don’t exist in human-generated content. 

Can AI Replace Email Marketers?

With the host of benefits AI-powered email marketing offers, it’s a new trend that’s here to stay. But the question is whether it can replace human marketers. 

Well, the short answer is a big no. 

The essence of marketing, especially email marketing, lies in understanding and connecting with people on a personal and emotional level.

AI lacks the empathy and creativity that humans bring to the table. You may be able to create a personalized email copy and send it at perfect times. However, AI cannot connect with audiences on an emotional level or draw on the human sides of interactions. 

Rather than replacing marketers, AI complements their skills. And while some jobs will inevitably disappear, AI won’t drive out marketers from the scene. 

Email Marketing AI Tools

There are many email marketing platforms with AI capabilities, and some are even specifically made for AI email marketing. Let’s go over a few options and see what they have to offer: 


Twilio SendGrid is an email marketing platform with features for email automation, signup forms, and list management. However, its specialty is large-volume transactional emails

SendGrid leverages AI in different ways, such as: 

  • Email validation. It offers list-cleaning capabilities by detecting invalid email addresses and typos. 
  • Neural protection. The tool identifies your sending patterns to identify behaviors that hurt deliverability. 
  • Real-time metrics. You can improve your key metrics and reduce bounce rates using the insights it offers through real-time scans of your content and campaigns. 


MailChimp is a popular email marketing tool that has recently started to leverage AI. It offers both email marketing and automation features with its customer journey builder. 

Its AI features include: 

  • Email content generator. You can have a human-like conversation with the AI tool to describe the type of content you want. MailChimp’s AI tool creates three versions of content, and you can choose the best one that matches your brand voice and preferences. 
  • Analytics. Mailchimp offers analyses based on previous campaigns’ performances and suggests action points based on market benchmarks to improve metrics.
  • Segmentation. If you connect Mailchimp to other data sources, such as your Shopify store, it can analyze the data and segment your audience accordingly. For example, it can create segments based on previous purchase behavior. 


GetResponse is an email marketing platform that’s been around for a while. It lets you create landing pages, build websites, manage conversion funnels, and run webinars. It also features an easy-to-use drag-and-drop editor that lets you create emails. 

Their new AI email generator offers these functionalities: 

  • Multilingual content. If you have subscribers from different countries, you can use the translator feature to translate your content into multiple languages. 
  • Industry-specific content optimization. It scans industry trends and creates email copy optimized for your industry. 
  • Product recommendation. It uses previous customer behavior and purchases to recommend new products in email. 


Phrasee is an enterprise-level copywriting tool with an AI engine. You can use it to create content for different marketing channels, including email, SMS, social media, websites, and apps.

It offers

  • Data analysis. It uses data on your previous campaigns to find successful patterns and doubles down on them. 
  • Real-time reporting. It analyzes subscribers’ reactions to specific elements of your content, such as emojis, words, or sentiments, in real time and offers actionable insights. 
  • A/B testing. Identify the best parts of your content that resonate with your audience and use them to drive conversions. 

Achieve Real Results with Campaign Refinery

At Campaign Refinery, we’re passionate about email marketing done right. We’re proud to say our deliverability rates are at the top of the industry, nearly hitting that perfect 100 percent mark.


We stick to the core principles and best practices of email deliverability. 

We’re excited about the potential AI brings to email marketing. But we believe there’s a lot of hype out there, with big promises that often lead to rather small improvements. 

We believe in cutting through the noise and providing you with straightforward solutions that work. That’s why we concentrate on solid, reliable methods that deliver real results.

Ready to see the difference real focus and quality can make in your email marketing? 

Apply to join Campaign Refinery today and start seeing the results you’ve been looking for.

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