Introduction

Personalization in Email Marketing for Ecommerce has evolved from simple demographic segmentation to complex systems based on Artificial Intelligence. Recent studies demonstrate that the effectiveness of marketing campaigns no longer depends on sending frequency, but on the user’s “perceived uniqueness” of the content. While traditional methods relied on static data (name, age, location), modern Machine Learning algorithms analyze behavioral patterns in real-time. However, there is a critical threshold beyond which excessive personalization can generate negative effects, known in literature as the “Privacy Paradox”.

From “Bulk Sending” to Predictive Personalization

Historically, email marketing relied on the concept of “Bulk Sending,” with conversion rates often below 2%. The introduction of machine learning models has shifted the focus to the relevance of the message. Research published on Aaltodoc highlighted how the personalization of the content (email body) has a statistically more significant impact on performance compared to simple subject line personalization. This suggests that Ecommerce users are less influenced by copywriting tricks and more by the actual utility of the suggested products.

The Economic Efficacy of AI Segmentation

Transactional data analysis via AI allows for predicting Customer Lifetime Value (CLV) with superior accuracy compared to classical statistical methods. According to a McKinsey & Company study cited in academic literature, highly personalized emails can generate transaction rates up to six times higher than generic ones. Furthermore, the use of predictive models helps mitigate the risk of “Marketing Fatigue,” reducing the total number of sends while increasing their precision—a key factor in maintaining high sender reputation.

References

• [1] Järvinen, J. (2024). The impact of customization on email marketing automation in the B2B context. Aaltodoc.
• [2] McKinsey & Company (2023). Personalization in Email Marketing: How to Increase Open Rates and Engagement. ResearchGate.
• [3] Moqaddem, S. (2025). Investigating the Impact of AI on Personalization and Customer Engagement. International Journal of Science, Engineering and Management.