AI Personalisation: Beyond First-Name Email
What AI-powered personalisation really means for email - and where to draw the line between helpful and creepy.
True personalisation uses behaviour, preferences and timing to send more relevant email. AI makes this easier, but it brings data and trust considerations unique to the UK.
What AI personalisation can do
- Recommend products or content based on past behaviour.
- Optimise send time per individual.
- Predict churn risk and trigger win-back.
- Draft personalised, dynamic copy at scale.
Relevance has a cost: trust and data
Using data to personalise raises questions about consent, fairness and expectations under UK GDPR. If a personalisation feels creepy, it probably crossed a trust line. Be transparent in your privacy policy about what data you use and why.
Draw a sensible line
Personalise what genuinely helps the customer - relevant products, content, timing. Avoid drawing on sensitive or surprising data. When in doubt, ask whether the personalisation serves the reader or just feels clever to you.
Tip
This is general guidance, not legal advice. For anything personal data-related, review the ICO's guidance and consider professional advice.