The Rise of AI in Email Marketing: A Threat or a Boon to Copywriters?

38% of marketers are already using generative AI to craft their emails.

As technology continues to advance, it's drastically reshaping various sectors, including marketing. One of the most debated topics within this space is the role of generative AI tools, particularly in copywriting. These tools are not only transforming the digital marketing landscape but also altering job roles and sparking conversations about the future of the profession. This article delves into how generative AI is influencing email marketing and what it means for copywriters.

The Current State of AI in Email Marketing

Did you know that 38% of marketers are already using generative AI to craft their emails? Email marketing has long been considered a potent channel for customer retention and lead generation. The rise of AI tools in this domain poses a question: Is AI a threat or a boon to human copywriters?

Threat: Automation Anxiety

The efficiency and scalability offered by generative AI tools like ChatGPT are causing concerns among copywriters. The fear is that companies may increasingly opt for AI over human expertise, especially for formulaic or data-driven content. The ability of AI to quickly produce content and efficiently analyse data could, in theory, overshadow the need for a human touch in copywriting.

Boon: Creative Collaboration

On the flip side, many argue that AI can serve as a powerful assistant to human copywriters. Here are some ways AI could be beneficial:

  • Idea Generation: AI can quickly churn out ideas, outlines, or even draft content, which copywriters can later refine.
  • Data Analysis: AI can handle the "heavy lifting" of analysing complex data sets, freeing up copywriters to focus on creativity and strategy.
  • Brainstorming Aid: AI can offer a different angle on a topic, helping copywriters overcome writer's block or explore new ideas.

A Balanced Perspective

Whether one views AI as a threat, or a boon largely depends on perspective and application. The narrative that AI and humans are in direct competition can be misleading. Ideally, AI should be considered a tool in a copywriter's kit—a means to augment their capabilities, not replace them.

The human understanding of nuance, the emotional depth behind words, and the subject matter expertise that copywriters bring are irreplaceable elements that make content truly great.

Final thoughts:

While AI's influence in email marketing is undeniable, its impact on the role of copywriters remains a subject of discussion. One thing is certain: those who adapt to these changes are more likely to find success in this evolving landscape.

 

Want to know how to optimise for AI search? Check out this article.

Author

Hope Varnes is a Chartere Marketer with over 15 years experience in digital marketing. She is specialises in Google Ads, PPC, content marketing, and marketing strategy. She has a Master’s in Digital Marketing and eCommerce and is Google Certified. She is an expert in leveraging digital platforms to drive brand awareness, lead generation, and revenue growth.