Marketers have long faced a difficult dilemma when sending emails.
You could use marketing automation platforms to quickly and effectively reach your entire audience, but with relatively generic emails with limited personalization, or…
You could write individually tailored emails to each recipient. Personalized emails usually have stronger response rates — they’re more effective — but they can’t be done at scale without the use of massive labor hours.
Pick a path. Either way, the results tend toward meh.
| Automate (Using a traditional MAP) | Personalize (Manual Outreach) |
|---|---|
| Pros Easy to scale More reach | Pros Better engagement Higher win rates |
| Cons Limited personalization Generic Low engagement | Cons Take too long Can’t effectively scale Limited reach |
| Results: Mediocre Impact | Results: Mediocre Impact |
But what if this trade-off was no longer necessary?
AI-powered email marketing tools are revolutionizing the way marketers approach email campaigns. They bridge the gap between automation and personalization by offering the best of both worlds. With advanced AI and data integration capabilities, tools like Conversational Email allow marketers to deliver hyper-personalized emails at scale, without the overwhelming manual effort. The days of choosing between effective personalization and broad reach are over.
AI Email Assistants Take Center Stage
You’re already familiar with tools that can help you write emails one at a time or in small batches. If you take the time to describe what you want, and you write a good prompt, you can finish individual marketing tasks much more quickly.
That type of generative AI can help you handle 10 tasks in the time that it might have taken you to finish three. But when your task list numbers in the hundreds, or thousands, piecemeal help doesn’t cut it.
Let’s take a look at categories of AI Assistants and what they make possible, moving from “pretty good” to “Holy smokes, how is this even possible?”
Good: AI Co-pilots
Think ChatGPT. These tools offer powerful text generation capabilities that can help craft compelling email copy in a fraction of the time it would take manually. They generally come with the following capabilities:
- Speed: Produces content at a rapid pace, allowing marketers to draft and refine emails much faster than traditional methods.
- Efficiency: Streamlines the content creation process, providing a solid starting point that can be customized as needed.
- Content Feedback: Suggests subject lines, calls-to-action, and even entire email structures based on the campaign’s goals and audience.
AI co-pilots do, however, come with the following limitations:
- Manual Input Required: While AI co-pilots are excellent for generating content quickly, they still require significant manual input to achieve sophistication or specificity. The generated content often needs to be edited and refined to align with specific audience segments or individual recipients.
- Limited Depth in Personalization: These tools typically don’t have access to specific sources important for B2B selling — such as updated company info or contact information mapped to personas.
Better: AI Agents
A more advanced step in AI-driven email marketing is not only capable of generating content, but also executing entire email campaigns. By integrating with your Marketing Automation Platforms (MAP), AI agents can manage and optimize campaign delivery, ensuring that emails reach the right audience at the right time.
In addition to the same benefits of speed and efficiency offered by AI co-pilots, AI agents grant a more enhanced level of personalization by pulling data available within the MAP, such as updated company info, contact data, and details from past interactions. The more personalization, the more bespoke your outreach feels and the greater impact it has.
But using AI agents still come with the following caveats:
- Not Fully Data-Enriched: Although AI agents offer more personalization, they often rely solely on the data available within the MAP, which may not be as comprehensive as the data stored in other systems.
- Some Manual Intervention Needed: Despite their advanced automation capabilities, AI agents may still require human oversight to ensure that campaigns are aligned with broader marketing strategies and brand messaging.
- A Better Spam Bot? Basic Intelligence + Automation = Better Spam. Because MAP and CRM data can be stale, the emails may miss the mark.
Best: 6sense AI Agents
The data-enriched AI agents offered by 6sense are the pinnacle of AI-driven email marketing. These agents are deeply integrated with not only your MAP, but your CRM and Customer Data Platforms (CDP) too, enabling them to hyper-personalize email content at scale.
But wait, there’s more:
- Full Campaign Execution: 6sense’s AI agents can manage the entire email campaign lifecycle, from content generation to delivery, and from responding to replies to booking meetings, while leveraging data from multiple sources to optimize performance.
- Hyper-personalization: 6sense AI agents can tap into intent data and Predictive Analytics to understand the topics accounts care about and their stage in the buying journey. By combining those details with extensive data across CRM, MAP, and CDP systems, these AI agents can tailor emails to the specific needs, behaviors, and preferences of each recipient, ensuring that every message resonates on a personal level.
The ability to hyper-personalize at scale results in more effective email campaigns, leading to higher engagement rates, better conversions, and ultimately, more revenue. It also eliminates the time-consuming manual effort typically associated with it, freeing up resources for other strategic tasks.
Best of all: You have control. You can use AI Agents to set up campaigns, then approve content before it goes, or — as you train the tool and learn to trust it — you can let ’er rip.
Automation and Personalization: How It’s Possible
What’s behind the technology that gives marketers custom-fit messaging at scale? Let’s peek at 6sense’s hyper-personalization engine.
Only the Best Signals
It starts with account identification and pulling the right signals into your CRM, MAP, and CDP systems, like accurate company and technographic data, persona data, and contact information. 6sense also detects intent data based on buyer behavior and uses predictive analytics to accurately calculate where prospects are in the buying journey.
All this data is useful for…
Optimizing Your Personalization Strategy
With a vast collection of data points, you can create a personalization strategy that meets specific goals based on, but not limited to:
- Buying Stage
- Vertical/Company Size
- Recent Activity
- Persona
- Technology Integration/Compatibility
- Competitive Plays
Prospects that fall into these buckets can be automatically identified, and emails can be automatically personalized by pulling relevant information from the database. Prospects are only placed in campaigns that are relevant to their needs and receive messaging tailor fit to them, delivering on the promise of way better emails with zero spam.
Replicating Your Company Voice
You can teach your 6sense AI agents to talk the way marketers and sales reps do. Just like you would a junior employee, onboard your AI agents with:
- Voice and tone guidelines
- Sales methodologies
- Products/Solution offerings
- Customer stories and stats
This customization makes your AI agents sound smart when they compose emails, keeps them on brand, and gives them personality, too.
AI Agents: Not Just for Emails
We’ve promised a solution for bridging the gap between crafting highly personalized emails and running campaigns at scale, but we haven’t been entirely honest. Here’s the truth: This solution’s not just for email.
With 6sense AI agents, you can activate personalized messages across all your channels:
- Sales outreach
- Social media
- Digital ads
- Website
All hyper-personalized, all relevant to the audience, all consistent with your brand messaging guidelines, and all at scale.
Conclusion
The days of sacrificing scale for effective engagement or personalization for broad reach are over. With the advent of AI-powered tools, especially data-enriched AI agents like those offered by 6sense, marketers can now achieve the perfect blend of automation, personalization, and intelligence.
Embrace this new era of email marketing and book a demo now.
