An email marketer should choose an AI tool based on how well it supports their specific goals, workflows and audience. Here’s a breakdown of how to make a smart choice:
1What do you actually need help with?
Start by identifying where you spend the most time or struggle most. Is it writing subject lines? Personalising content? Segmenting audiences? Analysing results? Focus on tools that address your biggest friction points.
2Check the features (not just the promises)
Look for tools that offer:
- AI-assisted subject line and body copy writing
- Smart send-time optimisation
- Automated segmentation and personalisation
- Campaign performance insights
- A/B testing recommendations
3Does it integrate with your existing platform?
If you already use a platform like Mailchimp, Klaviyo or HubSpot, check whether the AI tool works with it—or whether it replaces it entirely.
4Can it learn from your data?
The best AI tools adapt to your tone and audience over time. Look for ones that use your previous campaigns to suggest what works, not just generic templates.
5Start simple, then scale
Many great tools offer free trials or flexible pricing. Don’t overbuy—start with the basics and only upgrade once you see value.
6Final tip from Gorf
Look for tools that fit your workflow, not the other way around. If it’s clever but clunky, you won’t use it.
