AI writes the best email copy when you brief it like a junior writer: who it is for, what the offer is, the one action you want, the voice and the things never to say. Done that way it produces drafts that convert and that sound like you, not like every other AI email.
What AI is good at in email copy
- Turning a one-line offer into a structured email in seconds.
- Rewriting the same idea ten different ways for testing.
- Matching a tone you describe, especially with examples.
- Keeping the structure clean: opener, value, proof, CTA.
How to brief it
- Audience: who is on the list and what they care about.
- Offer: the thing you want them to act on, with the actual numbers.
- Action: the one CTA and the URL.
- Voice: short, plain, confident, British English, no em dashes, etc.
- Must-include: facts, dates, partner names, disclaimers.
- Avoid: hype words, false urgency, anything off brand.
Keeping brand voice
A two-page voice guide plus three past emails you liked will usually move output from generic to clearly yours. Save it as a brand profile and reuse it on every campaign. See AI email marketing for how the whole flow fits together.
Common mistakes
- Asking for ten benefits and ending up with a wall of text. Cap it.
- Letting the model invent stats. Provide them or strip them.
- Skipping the human pass. Always check claims and prices.
Frequently asked questions
Is AI-written email lower quality?
Not if it is briefed and edited properly. Most readers cannot tell, and the metrics that matter are open, click and revenue, not authorship.
How long should an AI-drafted email be?
As long as the offer needs and no longer. For most promotional sends, 80 to 200 words plus a clear CTA.
Should I disclose AI use?
There is no legal requirement in the UK or EU for marketing copy. Disclose if your brand has committed to it; otherwise treat AI like any other drafting tool.