Developing efficient email marketing considering the relevance of artificial intelligence

Abstract

This study examines the effectiveness of email marketing, informed by a literature review, and explores the role of Artificial Intelligence (AI). Highlighting research, AI is seen as a game-changer in automation, personalization, and content marketing, marking email marketing as a potent channel for high business ROI. The analysis centers on newsletters generated by both AI and human experts. Generation Z university students initially perceived AI-crafted content as more pertinent. However, a three-month study, analyzing 630,000 emails, revealed opposite findings, questioning AI's capability in producing compelling email content.