AI Meets SFMC: The End of Generic Emails and the Start of True Personalization

As a seasoned email marketer, remember when your email inbox was flooded with boring, one-size-fits-all messages? You know, those uninspired blasts that read like they were written by a robot trying to sell you something you don’t even need. “Dear Valued Customer,” they’d start, only to be swiftly sent to your spam folder or, worse, deleted without a second thought.

But let’s face it: today’s consumers are so over generic emails. People crave experiences that feel tailored, thoughtful, and personalized—whether it’s the perfect Spotify playlist, a spot-on Netflix recommendation, or, yes, even an email that seems like it was crafted just for them.

That’s where artificial intelligence (AI) steps in to save the day, transforming email marketing from outdated mass blasts into hyper-personalized messages that actually get noticed and loved. And with Salesforce Marketing Cloud (SFMC) leading the charge, you can wave goodbye to old-school tactics and say hello to a world of endless possibilities.

We at Mavlers have 10+ years of SFMC experience and have successfully catered to the SFMC needs of 800+ clients.

In the following blog, we will help you understand how AI can revolutionize your approach to personalized email marketing. 

Table of contents

• An insight into why blast emails don’t just work anymore
• How AI makes email personalization possible with SFMC
• Key benefits of AI-powered personalized email marketing
• How to get started with AI-powered email personalization in SFMC
• Best practices for effective personalized email marketing

Let’s get rollin’!

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Why do blast emails just don’t work anymore?

Imagine throwing a party and inviting everyone you know with a single group text: “Hey, come over for some food and fun!” You’d probably end up with some confused looks. Vegans wouldn’t want to come if you’re serving BBQ ribs, and your introverted friends would be horrified by the thought of a loud crowd. This is the problem with blast emails: they’re one-size-fits-none.

Today, consumers are tired of irrelevant emails cluttering their inboxes. According to research, 72% of people only want to hear from brands if the message is tailored to their interests. And when companies fail to do that? People click “unsubscribe” faster than you can say “spam folder.”

Email marketing has evolved, and now, personalization is everything. But how do you pull off that level of customization? The answer lies in AI, and with Salesforce Marketing Cloud leading the way, the game has officially changed.

How AI takes email personalization to the next level with SFMC

Now, let’s talk about how AI actually works its magic in SFMC. The short version? It’s like having a super-smart assistant who knows your subscribers better than they know themselves. Here’s what’s going on behind the scenes:

• Predictive analytics: Imagine being able to predict what someone wants before they even realize it themselves. That’s what AI’s predictive analytics do. By analyzing past behaviors—like which emails people opened, what links they clicked, or what products they bought—AI can forecast what each person is likely to be interested in next. This lets you send offers and recommendations that feel surprisingly relevant.

• Journey Builder and Einstein AI: If predictive analytics are the brain, then Journey Builder and Einstein AI are the heart of SFMC. They help you create personalized email journeys that adjust in real time. Let’s say a subscriber clicks on a recipe link in your email but ignores the product offers. Einstein AI notices that and suggests sending more food-related content in the future. It even knows when your subscribers are most likely to check their inboxes and adjusts the send time accordingly. It’s like having a marketing wizard on your team.

Think about a fashion brand using Einstein AI. Instead of blasting every subscriber with a generic “Spring Sale” email, AI allows the brand to personalize each email based on previous purchases. One subscriber might get an email highlighting spring dresses, while another gets new sneaker styles. It’s smart marketing that makes every email feel handpicked.

Perks of AI-powered personalized email marketing

Let’s be real: who doesn’t love the idea of more clicks, higher conversions, and an audience that actually looks forward to your emails? Here’s why AI-powered personalization is a total game-changer:

• Relevance like never before: No more guessing games. AI ensures every email is tailored, from the content down to the perfect send time. If a subscriber is a night owl who loves makeup tutorials, AI knows to deliver a beauty guide at 11 PM. The result? Emails that feel like they were made just for them.

• Skyrocketing engagement and ROI: People open and engage with emails that matter to them. Brands using AI-driven personalization have seen open rates jump by 29% and click-through rates increase by 41%. It’s simple math: relevant content equals more engagement, which equals a higher return on your marketing investment.

• Effortless audience segmentation: Manually segmenting your email list is tedious and time-consuming. AI does it automatically, analyzing tons of data points to group people based on their behavior, interests, and even how they interact with your brand. You get perfect segments without the sweat.

In other words, AI transforms personalization from a tedious task into a seamless, automated experience. Your audience gets emails they love, and you get results that’ll make you want to dance around the office.

How to use AI in SFMC without feeling overwhelmed

Ready to jump in? It might sound complicated, but getting started with AI-powered personalization in Salesforce Marketing Cloud is easier than you think. Here’s how to take those first steps:

Step 1: Set up your data

AI needs data to work its magic, so make sure your CRM is organized and filled with useful information about your subscribers. Details like past purchases, email engagement, and browsing behavior are gold.

Step 2: Use AI to predict behavior

With your data ready, it’s time for AI to get to work. SFMC’s predictive analytics will help you identify what content your subscribers are likely to respond to. Maybe one group loves how-to guides, while another prefers product reviews. Let AI guide you.

Step 3: Build personalized journeys

Now comes the fun part: creating AI-driven journeys. SFMC’s Journey Builder lets you customize each subscriber’s experience. If someone doesn’t engage with a sales email but loves blog content, AI will automatically adjust the journey to include more educational content. Think of it as your marketing on autopilot, but smarter.

Pro tip: Don’t try to do everything at once. Start small, test out a few features, and get comfortable. The goal is to elevate your marketing, not overwhelm your team.

Best practices for effective personalized email marketing

Even with AI doing most of the heavy lifting, there are some things you should keep in mind to get the best results:

• Respect subscriber privacy: Be transparent about how you use data and always prioritize privacy. People need to trust you, so follow ethical guidelines and let subscribers know their info is safe with you.

• Test, optimize, repeat: AI is amazing, but it’s not perfect. Regularly test subject lines, email content, and even the images you use. See what works best and use A/B testing to continually improve your campaigns.

• Add a human touch: Just because AI helps personalize emails doesn’t mean they should sound robotic. Make sure your brand voice is warm, fun, or whatever suits your brand best. Personalization is key, but so is authenticity.

AI is like having a genius sidekick, but your creativity and intuition still matter. When you strike the right balance, magic happens.

The road ahead

The days of shouting into the void with generic emails are long gone. Thanks to AI and Salesforce Marketing Cloud, you can deliver hyper-personalized experiences that resonate and convert. Imagine every subscriber feeling like you’re speaking directly to them—that’s the power of AI-driven email marketing.

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