Personalised email marketing — every customer gets an offer made for them
Fashion e-shop: 10 000 subscribers, one newsletter — and 88 % never even open it
Lucy runs a fashion e-shop with 10 000 subscribers. Every week she sends one newsletter with discounts for everyone — men and women, teenagers and customers 50+, sportswear and formal fashion. Average open rate is 12 %, while the industry average is 22 %. Unsubscribes are growing, revenue from emails is stagnant. Lucy suspects the problem is relevance, but she has no time to segment the database manually.
After deploying AI, the system analyses each customer's purchase history, age group, favourite categories and website behaviour. Every subscriber receives a different email — a woman aged 35–45 gets an offer from the women's collection, a regular buyer of men's jackets gets an offer for matching accessories. Open rate jumped to 35 %, email revenue grew by 25 % and unsubscribes dropped to a minimum.
Before and after AI
❌ Before AI
- One mass newsletter for all 10 000 subscribers
- Open rate 12 % — 88 % of emails go straight to the bin
- Growing number of unsubscribes from the database
- Stagnant revenue from email campaigns
- Hours of manual work assembling each newsletter
✅ After AI
- AI segments customers and personalises content for each one
- Open rate 35 % — customers open because the offer interests them
- 25 % more revenue from email campaigns
- Unsubscribes dropped — customers receive value, not spam
- 10 000 personalised emails generated automatically
Results in numbers
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