Artificial Intelligence for Email Personalization

Abstract

This thesis explores the integration and impact of Artificial Intelligence (AI) on email personalization. Utilizing a qualitative approach through structured interviews with marketing professionals, the study investigates how AI is currently being leveraged to tailor content to individual preferences, behaviours, and demographics, enhancing the effectiveness of marketing campaigns. The research reveals that AI aids in automating and optimizing email personalization, from crafting individualized messages to predicting customer behaviours, thus improving engagement and operational efficiency. However, challenges such as potential data privacy issues, the risk of depersonalization, and reliance on technology, which may limit creative human input, are also identified. Email marketers express optimism about the future of AI in email marketing, anticipating advancements that will lead to even more sophisticated personalization techniques. Nonetheless, they acknowledge that the human touch will still be essential for achieving high-quality personalization. Despite its contributions, the study is limited by its small sample size and the scope of data collection, suggesting the need for future research to include quantitative methods to validate and expand on these findings. Overall, this thesis underscores the transformative role of AI in email marketing, highlighting both its potential and its pitfalls.