AI is changing how we plan, draft, and analyze emails—but the best emails still feel like they’re written by a human who knows you. Here’s how to keep performance (and trust) high.
1) Dodge AI slop. Sound like a real person
Use AI for outlines, research, and variations, not final copy. Add specifics only you would know (names, examples, outcomes). Keep sentences tight, avoid clichés, and state the idea plainly. And if you do use it for final copy, just make sure a human is carefully reviewing it.
2) Start with segments, not templates
Send fewer, smarter emails. Group by behavior (what they clicked), lifecycle stage, and product/service interest. The more relevant the segment, the shorter the path to a reply. It is good to have a general e-newsletter but pairing it with targeted emails is best.
3) Treat subject lines like headlines
Write 5–7 options, then choose the one that promises a clear outcome. Trim filler words. If your preheader repeats the subject, you’ve wasted space. Use it to finish the thought.
4) Make it scannable on a phone
Single purpose. One call-to-action (CTA). Short paragraphs. Bulleted benefits. Buttons that are easy to tap. Plain text or simple HTML will often outperform heavy templates because they feel personal.
5) Prioritize clicks and replies over opens
Opens are noisy; clicks and replies demonstrate intent. Optimize your message for one action, then watch the click-through rate, click-to-open rate, and actual responses.
6) Clean your list; protect deliverability
Prune unengaged contacts, fix broken links, and send at a consistent pace. A smaller, healthier list beats a big, sleepy one—every time.
AI can make your email program faster and smarter. But differentiation comes from clarity, restraint, and a real human voice. If you want help tightening your strategy—or just need someone to build the next nurture while your team tackles the day job—TRG’s email and web team is ready to jump in and assist.
