Enhancements to Segmentation and Personalisation in Email Marketing

Chapter 5 of Segmentation and Personalisation in Email Marketing

Brands’ segmentation and personalisation strategies can be enhanced with technology. This chapter looks at the benefits of marketing automation, machine learning tools for data mining and generative AI.

By Kath Pay

13 minute read

Technology can enhance a brand’s approach to segmentation and personalisation. This chapter looks at some of these enhancements and how they work. It covers:

Marketing automation: Automation tools allow marketers to do more with their budget and aid segmentation.
Machine learning and AI: Artificial intelligence (AI) powers many of the tools currently being used by marketers. With vast data-mining capabilities, what applications can AI tools have in email marketing?
Generative AI: Generative AI has seen incredible growth with the emergence of OpenAI’s ChatGPT and Google Bard and has huge potential for email creative.