Deprecated page: AI Personalization

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Conversational Email (CE) can generate email templates that use AI to personalize communications with the leads you want to contact. The AI personalization feature imports information from both your CRM and 6sense to personalize emails based on the company and the leads uploaded into the campaign.  

To personalize each email and garner interest from the lead, this would require marketing operations to conduct extensive research of the lead through different platforms to understand behavior and interests.  

Create a new CE campaign using personalization

To set up a new CE campaign that includes copy personalized for leads:  

1. Go to Conversational Email > Campaigns > Create new campaign.

2. Select a campaign playbook suitable for your use case.
   Playbooks are categorized into conversion and progression. They shape the content of the introduction emails based on the specific goal of the campaign.

3. Read and edit the campaign prompt.
   Each campaign playbook has a campaign prompt to show introduction emails that use best practices. You can edit the email with more details about your campaigns, such as your target audience and the number of emails.

   CE generates introduction emails based on your company’s information and content documents.

4. Experiment using different personalized fields for each AI-generated personalization block.

5. Based on the personalized fields of the lead, the CE AI rewrites the personalization block in the preview panel. Refer to the Set up AI text blocks section below.

6. Use the email editor to change the content or generate new content.
   Refer to Edit the AI text block section below.  

7. Include case studies. Upload case studies into your campaign to engage your leads.

8. Preview your email based on the different leads.  

Set up AI personalization blocks

AI personalization blocks are the texts in the email that CE will personalize for your lead based on certain data.

AI text blocks in the email editor panel are highlighted in purple, and have a lightning icon.  

Edit the AI personalization block

You can modify the generated AI personalization block.

To change the AI block:

1. Click on an AI block to edit it directly.  
   This will be the base paragraph without any personalization made and will be customized to each lead based on their data. If the lead has no data, this will the base paragraph shown to them in the email.

2. Select personalized fields relevant for each block.
   There are default fields for each personalized block in the first generation of emails. Select specific fields to personalize the content. You can see your rewrites in the preview panel.  

3. (Optional) Change personalized blocks to plain text, if applicable. For example, you may want to include key points or call-to-action sentences.

   It is not guaranteed that all fields will be used to personalize the content as it depends on how relevant the information is to the email context. After each generation, click on the purple blocks in the Preview panel and CE will display the personalized fields that helped generate the content and show what was omitted.

   

   If there is data found in both your CRM and 6sense platform, the data shown in the lead details panel will be from your CRM.  

Edit and preview the emails

There are two panels in the email campaign editor, the Editor and Preview panels.

In each panel, personalization blocks are highlighted in purple.  

Email Editor panel

The Email Editor panel is where you edit the email content. You can:

• Use the AI command tool to generate new email content.

• Use the AI editor tools to improve existing email content such as simplifying and shortening the content or modifying the grammar.

• Identify which email content to personalized based on the lead and personalize it on certain fields.  

Email Preview panel

The Preview panel shows the example of the email content that will be personalized and sent to the lead. AI personalization blocks are customized to the specific lead and are intended to different for each lead compared to personalization blocks in plain text. You can:

• Toggle between different leads in your team and check the details for that lead pulled from 6sense and your CRM.

• Improve the personalized personalization blocks by coaching the AI with more detailed instructions.

• Rate the quality of the AI generation.

AI Editor toolbar

The AI Editor toolbar appears when you select plain text in the email editor. You can improve the existing text. Rewrite the content by selecting the toolbar options:

• Fix the spelling and grammar

• Simplify the language

• Shorten the text  

• Change voice or tone, such as friendly, professional, witty, etc.

Tips for optimizing personalization

To optimize CE personalization, check the following in your CE integration.

Verify system integrations

Ensure that your CRM and 6sense integrations are connected to obtain the data used to personalized your emails. If one of the integrations are not connected, personalization fields are blank.

Verify that personalized fields contain data

Ensure that the personalized fields you select contain data and are contextually appropriate for the specific sections of the emails. Check the lead’s details panel to ensure the personalized fields contain data.  

Verify your company details

Verify that the details of your company are accurate and up-to-date. Your company description and personas help when generating relevant content in introductory emails.  

Preview the emails

Use the Preview panel to see how the email appears to different types of leads. As leads can vary and personalized blocks are based on the lead’s data, ensure you are satisfied with how the email is personalized to different types of leads before publishing the emails.

Optimize and test combinations

Experiment with the optimal combination of personalized fields. We suggest selecting a maximum of three personalized fields for each personalization block. Test different combinations of personalized fields and compare them to a baseline.

Upload case studies relevant to the campaign

Upload case studies to improve the content of your campaign. We recommend only uploading case studies relevant to the campaign. The documents you have uploaded into the AI Writer’s knowledge base will not contribute to the content in your campaign.  For example, only upload documents about your product that you want to cross-sell in the campaign.

Personalize subject lines

Personalize subject lines to help boost the rate of emails that are opened.

Use A/B testing

Perform A/B testing to verify the effectiveness of personalizations. Test which combinations of data fields yield more results, or test the emails with and without personalizations.

What can be personalized in emails to leads

Emails to leads can be personalized based on the following categories of data.

CE Email Editor Glossary

FAQ

If I want to send the same thing across all leads, how do I do that?

Click on the AI personalization block, and click revert to plain text. That same text will be sent to all leads and will not be personalized by the CE AI.

Can I add my custom fields to train the personalization of the AI block?

Currently, custom fields are not supported.

Where do the sample contacts come from?

The sample contacts are created from dummy data and will not be enrolled into any campaigns. They are shown for you to experiment with.

How do I improve the content of the emails generated by the AI?

• Use the Selected fields option when you click on the AI personalization block. Ensure that selected fields have the data.

• Add more prompts or instructions for the AI when you click on blocks in the preview dialog.

• See the Tips for optimizing personalization section above.    

If there is no field availability for the lead, what does it default to?

The original base copy in the Editor view.

I am currently a customer that uses only CE and do not subscribe to ABM or Sales Intelligence, can I still have access to 6sense data for personalization?

No, you will only have the data obtained from your CRM and not 6sense. The fields that you won’t have access to will be recent activities, web visits, technographics and psychographics.