Email campaign
How can you design a coherent email campaign with AI assistance?
1250 € per session, excl. VAT
In short
Half a day to design a three-message email campaign: segment the target audience, build the sequence, write subject lines and content with AI, then prepare an A/B test, leaving you with a campaign ready to set up in your email sending tool.
Why this training?
An email campaign is more than good copy: it requires a defined audience, a logical sequence and measurement. Without these, messages accumulate without clear results. Participants, who are already familiar with AI, use it here to speed up writing and the creation of variants, while retaining control over targeting, compliance and the test plan. Case study used throughout: « Kaleo Formation », a fictitious continuing education provider, wants to re-engage participants from previous sessions for a new series on project management. The fictitious database contains three segments based on the time since the last purchase. Transfer to the workplace: The participant adapts the method to a real campaign for their organisation and compares the results with the previous campaign.
Objectives of this training
- Define a campaign’s objective, segment and primary metric
- Build a sequence of three emails with a clear role for each
- Use AI to write subject lines, preheaders and email body copy tailored to the segment
- Design an A/B test focused on a single variable
- Check basic compliance: consent, unsubscribing and required notices
Who is it for and what are the prerequisites?
Roles and tasks concerned
- Digital marketing and CRM officers
- Marketing managers who oversee email campaigns
Prior skills
- Have already used a generative AI assistant for a few simple tasks (AI Fundamentals level or equivalent).
- Know your organisation’s positioning, target audiences and marketing channels.
What you will work on
Objective, segment, metric
Objective: Define the campaign brief before writing. Typical objectives; behavioural segmentation; choosing a primary metric; reminder of consent rules.
Sequence structure
Objective: Give each message a role. Announcement, evidence and follow-up sequence; intervals between sends; stopping conditions (click, registration).
Writing the emails
Objective: Produce messages tailored to the segment. Precise prompts: segment, email role, length, call to action; subject lines and preheaders; rewriting in the brand’s tone of voice.
Testing and pre-send checks
Objective: Prepare for measurement and avoid errors. Single-variable A/B test; indicative sample size; checklist: links, required notices, unsubscribing and mobile rendering.
What you take away
- Campaign brief
- Three-email sequence diagram
- Three written emails with a variant for each segment
- A/B test plan and pre-send checklist
Method and assessment
- Short instructional inputs followed by immediate practice using the ongoing case study.
- Individual work followed by work in pairs, with peer review of the outputs.
- Guided group review: what works, what needs correcting and what remains a human decision.
- Preparation: Bring a recent campaign email and, if available, its open and click rates. Be familiar with the email sending tool used by your organisation.
Observable criteria: Each email has a single role and call to action; The variant for each segment genuinely changes the argument, not just the first name; The A/B test covers only one variable; The checklist covers consent and unsubscribing.
Frequently asked questions
Do we configure the email sending tool during the session?
No. The session produces all the content and the plan; configuration takes place afterwards in your organisation’s tool.
Can we import our contact database into the AI?
No. We work with segment descriptions, never with personal data.
What results can you expect?
No figures are guaranteed: the session teaches you to measure, compare and adjust.
What level is required?
Have already used an AI assistant and know the basics of your organisation’s email marketing.
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