Use Email AI Personalization - Beta

The AI Personalization feature is in Beta.

Beta access is closed to new participants at this time. However, if you are interested in participating if the Beta opens up again, contact your Customer Success Manager.

Conversational Email (CE) can generate email templates that use AI to personalize communications with the leads you want to contact. CE 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 would usually require a marketing operations team to conduct extensive research about the lead, through different platforms, to understand behavior and recent interests. CE streamlines this process.

Create a new email campaign using personalization

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

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

2. Select Design conversation flow.

3. Select Write with AI.

4. Follow the online instructions (step-by-step guide) to set up personalization in your emails. CE creates AI personalization blocks of texts. These blocks are personalized for each lead, based on certain data.

5. 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.

6. Upload case studies into your campaign.

7. Read and edit the campaign prompt. CE uses the prompt to generate the base text for the introductory emails, including the personalization.

   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.

8. Edit the emails with more details about your campaigns, such as your target audience and the number of emails.

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

10. Based on the personalized fields of the lead, CE rewrites the AI personalization block in the preview panel.  

11. Preview your email based on the sample leads.

12. Select Use personalized emails. The Introduction email panel opens.

13. Preview your email based on the different leads, and modify until you are satisfied with the content.

Set up AI personalization blocks

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

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

The purple AI blocks display:

• The AI block type: Categories that help AE understand the purpose and positioning of each text block, aiding in better context for personalization.

  • Hook: At the beginning of the email, grab the reader’s attention. For example: “Struggling to keep up with your social media content? Discover how our all-in-one platform can save you hours each week—while boosting your engagement by 50%.”

  • Product description: In the main body text, describe the features, benefits, and unique selling points of your product. For example: “The Smart Thermostat is your key to a more comfortable and energy-efficient home. With its intuitive design and AI-powered temperature adjustments, you’ll enjoy personalized comfort while reducing your energy bills by up to 30%.”

  • Case study: Highlights a real-life example of how a product or service successfully addressed a problem or need. For example: “XYZ Corporation, a leading retailer, was struggling with slow website performance during peak shopping seasons, leading to lost sales. After implementing our cloud-based optimization tools, they saw a 40% increase in site speed and a 20% boost in online sales within three months.”

  • General: If the text block is not classified into one of the above types, the type defaults to General.

• Default text: The text without any personalization that will be customized for each lead. If there is no data for a lead, the default text will display in the email.

• Data fields: The data fields about the lead that AE uses to personalize the content.

Edit the AI personalization block

You can modify the generated AI personalization block.

To change the AI block:

1. Select an AI block to edit it directly.
   The default text will be the base paragraph without  personalization and will be customized to each lead based on their data. If the lead has no data, this default text will be 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. Select Make this regular text.

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, select the purple blocks in the Preview panel and CE displays the personalized fields that helped generate the content in the How did AI write this section.

If there is data found in both your CRM and the 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 (left panel)

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

You can:

• Identify which email content to personalized based on the lead and personalize it on certain fields. Highlight the sentence and select Make AI block.

  

• Improve the personalization. Add specific instructions in the Add more instructions section.
  

• Use the AI command tool to generate new email content by typing “/” and then entering a command.

  

Email Preview panel (right 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.

• Select the block in the Preview panel to see how CE wrote it.

• Rate the quality of the AI generation.

AI Editor toolbar

The AI Editor toolbar appears when you select plain text in the email editor and select Write with AI. 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

The following suggestions can help optimize your personalized emails.

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.

If you select Regenerate emails and A/B testing is turned on, the email sequence A is overwritten.

Personalization data fields table

The following table defines the data fields from your lead and the lead's account used to personalize the email content. These data fields can come from CRM or 6sense.

Terminology table