{"id":76648,"date":"2025-06-16T08:26:43","date_gmt":"2025-06-16T12:26:43","guid":{"rendered":"https:\/\/www.litmus.com\/?p=76648"},"modified":"2026-02-06T14:41:44","modified_gmt":"2026-02-06T19:41:44","slug":"ai-email-workflow","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/ai-email-workflow","title":{"rendered":"How Can AI Simplify the Email Workflow?"},"content":{"rendered":"\n\n\t<div id=\"simple-text-block-block_2bafe3baa0ea4604fe47232b6f8342bd\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<table style=\"background-color: #f2f3f6;\">\n<tbody>\n<tr>\n<td class=\"block-1\" style=\"padding: 20px;\">\n<h3>Key takeaways \u2728<\/h3>\n<ul>\n<li aria-level=\"1\"><strong>AI can be used in the entire email marketing workflow<\/strong> as a partner, from strategy to your approval process.<\/li>\n<li aria-level=\"1\"><strong>If you want email to live up to its reputation<\/strong> as the <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/infographic-the-roi-of-email-marketing\">strongest ROI of any channel<\/a> ($36+ for every $1 spent), then using generative AI for your writing is not the best use of the tool.<\/li>\n<li aria-level=\"1\"><strong><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-deliverability\">Combining artificial intelligence with automation<\/a><\/strong> is what creates the most efficiencies for your team.<\/li>\n<li aria-level=\"1\"><strong>29% of email marketers believe<\/strong> that AI-driven content generation and analytics will be the biggest change in email marketing this year\u2026maybe even this decade.<\/li>\n<li aria-level=\"1\"><strong>The shift in how email is done has already begun<\/strong>\u2014and marketers who understand how to work alongside it will have an advantage. There\u2019s so much potential to explore email with AI, but in the meantime, promotional emails should still have a human eye.<\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<p>In the <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/state-of-email-workflows\">2023 State of Email Workflows Report<\/a>, we discovered marketing teams spend, on average, two weeks or more creating a single email. From the campaign inception to campaign delivery\u2014they\u2019re spending two weeks on everything that goes into a great email campaign like strategy, copy, design, code, setup, segmentation, testing, approvals, and sending.<\/p>\n<p>That was before <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/guide-to-ai-in-email-marketing\">artificial intelligence (AI)<\/a> changed everything about how we work.<\/p>\n<p>As the promise of AI is top of mind for everyone around the world, <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/embracing-a-new-era-of-email-marketing\">our main focus at Litmus<\/a> is optimizing the email workflow.<\/p>\n<p>We\u2019re already seeing some of the <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-guardian\">changes AI is making on email marketing<\/a>, yet we\u2019re still in the flip-phone-phase. 70% (!!) of email marketers we talked to for this year\u2019s <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/landing-page\/state-of-email-2025\">State of Email <\/a>report say that up to half of their email marketing operations will be AI-driven by the end of 2026.<\/p>\n<p>Fundamentally, the way email marketers strategize, conceive, create, and analyze your communications is already changing, and AI is only going to get better from here. This raises the question:<\/p>\n<p>Where will AI have the greatest impact on streamlining the email workflow, so marketers can spend less time on manual tasks and more time creating amazing campaigns?<\/p>\n<h3>Table of contents<\/h3>\n<ul>\n<li aria-level=\"1\"><a rel=\"noopener\" href=\"#ai-email\">AI in email marketing is more than just writing<\/a><\/li>\n<li aria-level=\"1\"><a rel=\"noopener\" href=\"#workflows\">Where email workflows get stuck (and how AI can help)<\/a>\n<ul>\n<li aria-level=\"2\"><a rel=\"noopener\" href=\"#email-strategy\">Email strategy<\/a><\/li>\n<li aria-level=\"2\"><a rel=\"noopener\" href=\"#content-creation\">Content creation<\/a><\/li>\n<li aria-level=\"2\"><a rel=\"noopener\" href=\"#design\">Design<\/a><\/li>\n<li aria-level=\"2\"><a rel=\"noopener\" href=\"#coding\">Coding<\/a><\/li>\n<li aria-level=\"2\"><a rel=\"noopener\" href=\"#feedback\">Feedback and approvals<\/a><\/li>\n<\/ul>\n<\/li>\n<li aria-level=\"1\"><a rel=\"noopener\" href=\"#whats-next\">What\u2019s next for email marketers?<\/a><\/li>\n<\/ul>\n<h2 id=\"ai-email\">AI in email marketing is more than just writing<\/h2>\n<p>When you think about the entire email marketing workflow, the copy is just one small part. (Although some writers\u2014myself included\u2014like to think it\u2019s the most important part!) Using generative AI to write your business emails, sales emails, and cold emails is a valid tactic. You can train generative AI to write like you do and to learn the value in what you\u2019re selling\u2014and even help you personalize the emails easily. The options are endless and the potential is huge.<\/p>\n<p>But if you want email to live up to its reputation as the <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/infographic-the-roi-of-email-marketing\">strongest ROI of any channel<\/a> ($36+ for every $1 spent), then using generative AI for your writing is not the best use of the tool.<\/p>\n<p>There are so many more applications for using AI throughout your email workflow\u2014and they work much, much better than generic, vague, or so-so copy that AI is currently producing.<\/p>\n<img decoding=\"async\" class=\"alignnone wp-image-117917 size-large\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/06\/01_AI_EmailMarketin-1024x830.jpeg\" alt=\"Bar graph from Litmus' State of Email report outlining which uses of AI have been the most impactful in email marketing: 25% gen AI tools, 18% personalizing email content, 16% analyzing campaign performance, 14% optimizing send times, 12% A\/B testing email elements, 12% segmenting audiences, 3% other\" width=\"1024\" height=\"830\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/06\/01_AI_EmailMarketin-1024x830.jpeg 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/06\/01_AI_EmailMarketin-300x243.jpeg 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/06\/01_AI_EmailMarketin-768x623.jpeg 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/06\/01_AI_EmailMarketin.jpeg 1500w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\n<p><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/guide-to-ai-in-email-marketing\">Think of AI as an extension of the automation<\/a> you\u2019ve already come to rely on as an email marketer with a million items on your to-do list. Whether you use AI or not, a great email marketing campaign still needs to have:<\/p>\n<ul>\n<li aria-level=\"1\">A compelling and engaging design that aligns with your brand experience.<\/li>\n<li aria-level=\"1\">Valuable content that a subscriber or customer can use or benefit from.<\/li>\n<li aria-level=\"1\">Clear insights on the back end to help you measure what\u2019s working.<\/li>\n<\/ul>\n<p>Let\u2019s talk about how AI can help you with each of these elements.<\/p>\n\n<div class=\"container pt-3 pb-5 px-1\">\n\t<div class=\"row blog-cta-blue rounded-5 p-4\">\n\t\t<div class=\"mx-auto col-12\">\n\t\t\t<div class=\"row d-flex align-items-center\">\n\t\t\t<div class=\"col-lg-6 col-12\">\n\t\t\t\t<p class=\"bold fs-4\">Power up your email strategy<\/p>\n\t\t\t\t<p>Gain expert insights and industry benchmarks from the latest State of Email Report. Elevate your email game.\n<\/p>\n\t\t\t\t<button class=\"button-blue download\"><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/state-of-email-reports\" class=\"text-white text-decoration-none\">Access the insights<\/a><\/button>\n\t\t\t<\/div><!--col-6-->\n\t\t\t<div class=\"col-6 d-none d-lg-block\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/09\/download-blog-cta-09232024.svg\" width=\"221\" height=\"175\" alt=\"\">\n\t\t\t<\/div><!--col-6-->\n\t\t\t<\/div> <!--row-->\n\t\t<\/div><!--col-12-->\n\t<\/div><!--row-->\n<\/div><!--container-->\n\t\n\t\n\t\n\t\n\n<h2 id=\"workflows\">Where email workflows get stuck and how AI can help<\/h2>\n<p>When we asked email marketers about their email processes for <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/landing-page\/state-of-email-2025\">our annual State of Email survey in 2024<\/a>, 62% of teams said they needed two weeks or more to produce a single email.<\/p>\n<p>That number in 2025? It dropped to only 6%.<\/p>\n<img decoding=\"async\" class=\"alignnone wp-image-117918 size-large\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/06\/02_TimetoDeplo-996x1024.jpeg\" alt=\"Graph from Litmus' State of Email report showing the average time it takes a team to produce and deploy one marketing email: 32% between a few days and one week, 18% between 1 and 2 weeks, 4% between 2 and 4 weeks, 2% more than 4 weeks, 44% less than a few days\" width=\"996\" height=\"1024\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/06\/02_TimetoDeplo-996x1024.jpeg 996w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/06\/02_TimetoDeplo-292x300.jpeg 292w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/06\/02_TimetoDeplo-768x790.jpeg 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/06\/02_TimetoDeplo-1494x1536.jpeg 1494w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/06\/02_TimetoDeplo.jpeg 1556w\" sizes=\"(max-width: 996px) 100vw, 996px\" \/>\n<p>Automation and AI are completely changing the way emails are created, making teams more efficient and productive. This frees up teams to think more creatively and strategically about where email falls in the overall marketing lifecycle, rather than just churning out email after email \u201cbecause so-and-so asked for it.\u201d Combining AI with automation tools like Litmus and <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.validity.com\/\">Validity<\/a> can unify segmentation, AI-driven content, and testing into a seamless workflow.<\/p>\n\n\n\n<div class=\"quote my-5 col-12 blue-quote\" >\n\t\n\t<div class=\"row d-flex align-items-center\">\n\t<div class=\"col-12 col-lg-9\">&#8220;<em>As an email marketer, you\u2019re already doing so much that, for many of us, adding AI feels like one more thing to make you overwhelmed. With AI, I think the idea is not to use it so you can create more new campaigns every day, but so you can manage more personalized, dynamic, or detailed email campaigns that perform better.<\/em>&#8220;<\/div>\n\t<div class=\"col-12 col-lg-3 text-center\">\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/06\/rafael-viana.jpeg\" alt=\"Rafael Viana\" width=\"125\" height=\"125\" class=\"mt-3 mt-lg-0\">\t<p><strong>Rafael Viana<\/strong>\t<br><span class=\"quote-title\">Sr. Email Marketing Strategist at Validity<\/span><\/p>\t<a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/rafaelfpviana\/\" target=\"blank\"><i class=\"fa-brands fa-linkedin\"><\/i><\/a>\t<\/div>\t<\/div>\n<\/div>\n\n<figure id=\"attachment_117962\" aria-describedby=\"caption-attachment-117962\" style=\"width: 1000px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-117962 size-full\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/06\/Email-Workflow-Graphic.png\" alt=\"Six stages of an email workflow: Strategy, Copywriting, Design, Coding, Feedback, Analysis\" width=\"1000\" height=\"696\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/06\/Email-Workflow-Graphic.png 1000w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/06\/Email-Workflow-Graphic-300x209.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/06\/Email-Workflow-Graphic-768x535.png 768w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><figcaption id=\"caption-attachment-117962\" class=\"wp-caption-text\">Email workflow stages AI can help with<\/figcaption><\/figure>\n<h3 id=\"email-strategy\">1. Spitball your email strategy with AI<\/h3>\n<p>One of the overlooked ways AI can help break through any sticking points is by using it as a strategic consultant. Taking the time to train a company-specific version of Claude or Chat-GPT can pay off with insights about your customers and subscribers you may not have thought to look for.<\/p>\n<p>To do this right, though, you need to take the time to feed the machine important information like:<\/p>\n<ul>\n<li aria-level=\"1\">Persona and target audience information.<\/li>\n<li aria-level=\"1\">Subscriber metrics.<\/li>\n<li aria-level=\"1\">Past high-performing campaign examples.<\/li>\n<li aria-level=\"1\">Your goals.<\/li>\n<\/ul>\n<p>\u201cYou can\u2019t dump AI onto your emails and say it\u2019ll fix everything without thinking about your strategy,\u201d says Rafael. \u201cIf you use AI to create six different emails sent to the same person in forty-eight hours, they\u2019re not going to read it. It doesn\u2019t matter which variation of subject line you\u2019re doing if they won\u2019t engage, and it just hurts your deliverability. You still need to think.\u201d<\/p>\n<p>Asking AI to be \u201can email marketing expert\u201d with this information is a useful way to help yourself think more clearly about your email marketing strategy. Try asking it to suggest campaign ideas based on your first-party data, drip campaign, or email sequences based on your product, or ask it for special offers ideas to sell more products.<\/p>\n<p>Think of it as another person in the brainstorming meeting, rather than an oracle, so that when you do use <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.validity.com\/briteverify\/\">tools like BriteVerify<\/a> for segmentation and email hygiene, you\u2019re ready to put those new segments to use.<\/p>\n<h3 id=\"content-creation\">2. Create copy quickly with AI\u2014but use caution<\/h3>\n<p>This one gets a pass because inboxes are crowded and email is as close as we get to our customers, prospects, and communities. That means content is more important than ever. In fact, according to the State of Email Report 2025, content creation is the most highly sought-after skill when hiring for email marketing roles.<\/p>\n<p>\u201cI find AI to be very useful as I do research ahead of my writing, in addition to helping edit my work,\u201d says Rafael. \u201cI can ask it to create a dossier of data around the topic I\u2019m trying to learn more about, and then I use a tool called Canvas, which throws all that data as input and it spits out an infographic to make it super digestible. It\u2019s invaluable as I create content.\u201d<\/p>\n<p>Generative AI can speed up many copy-related areas:<\/p>\n<ul>\n<li aria-level=\"1\">Email subject line brainstorming<\/li>\n<li aria-level=\"1\">Generating subject line options<\/li>\n<li aria-level=\"1\"><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/email-copywriting-kit\">Copywriting<\/a> and editing<\/li>\n<li aria-level=\"1\">Image generation<\/li>\n<li aria-level=\"1\">Video content creation<\/li>\n<\/ul>\n<p>Where AI can be most useful is as a tool to help get you started or fight through writer\u2019s block. And don\u2019t forget about generative AI\u2019s partner in crime\u2014assistive AI. This type includes tools like <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.grammarly.com\/\">Grammarly<\/a> to support content creators while they\u2019re doing their best work. <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/litmus-assistant\">Litmus Assistant<\/a>, for example, can optimize your copy by suggesting compelling subject lines and copy alternatives in different tones.<\/p>\n<h3 id=\"design\">3. Templatize your design with AI<\/h3>\n<p>Of course, we\u2019re big believers that your <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-design\">email design<\/a> should be some of your best work, built to drive your most compelling and thoughtful campaigns. It\u2019s insulting to subscribers when brands spend the big bucks and all their resources trying to pull in new audiences\u2014and then the loyal subscribers are stuck with an afterthought like \u201ctemplate 42\u201d with a logo upload.<\/p>\n<p>Generative AI is moving quickly on the design front, but when it comes to being on-brand and effective, you need to pay as much attention to design here as you are to the copy to ensure your brand stands out in the inbox. AI is no replacement for your brand\u2026we\u2019ve all seen how AI has struggled with the <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/dev.to\/evanmarie\/the-ai-hand-conundrum-why-generative-models-struggle-with-human-hands-21ib\">human hand<\/a>.<\/p>\n<p style=\"padding-left: 15px; border-left: 10px solid #0d5477;\"><strong>Machine learning and predictive analytics will play an increasingly important role in how email marketing campaigns are designed for personalization and that strategy will be core to the design. <\/strong><\/p>\n<p>We recommend working with your email developer and email designer to craft a highly templated, modular <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-design-system\">email design system<\/a> with re-usable components to make things faster and easier. (As a bonus, we have a whole <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/new-litmus-ai-recommendations-for-email\">library of pre-tested email snippets<\/a> for you here at Litmus!) We were surprised to learn that only 28% of companies in our State of Email report told us that they used a centralized design template system to maintain brand consistency across email types. AI can recommend (and build) some of those components to make your designs and accompanying code more scalable across different campaigns.<\/p>\n<h3 id=\"coding\">4. Use AI for basic coding to spend more time on personalization<\/h3>\n<p>A strong workflow process and project management tool will allow this phase to be as quick as possible at this stage. While there has been some experimentation with generative AI tools in email code creation, AI can miss the mark by failing to:<\/p>\n<ul>\n<li aria-level=\"1\">Include workarounds for <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/the-ultimate-guide-to-dark-mode-for-email-marketers\">Dark Mode<\/a>.<\/li>\n<li aria-level=\"1\">Write <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/ultimate-guide-to-email-accessibility\">accessible code<\/a>.<\/li>\n<li aria-level=\"1\">Take into account the <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/why-is-email-rendering-so-complex\">potentially 300,000+ ways an email could render<\/a>.<\/li>\n<\/ul>\n<p>A dedicated email developer will always take on these considerations.<\/p>\n<p>AI can also help with basic code and de-bug your code more quickly. Think: the repetitive tasks your developers haaaate doing anyway.<\/p>\n<p>That way, your email developers can spend their time testing new ways to innovate and personalize emails than custom coding every single email design. Using dynamic content tailored to individual preferences or location-based personalization can be extremely effective, but it\u2019s more technically challenging than classic segmentation or subject line personalization.<\/p>\n<img decoding=\"async\" class=\"alignnone wp-image-117919 size-large\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/06\/03_PersonalizationStrategie-1024x599.jpeg\" alt=\"Pie chart from Litmus' State of Email report showing which personalization strategies marketers find most effective: segmentation (most), dynamic content, personalized subject lines, location-based personalization, and behavior-based triggers (least).\" width=\"1024\" height=\"599\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/06\/03_PersonalizationStrategie-1024x599.jpeg 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/06\/03_PersonalizationStrategie-300x176.jpeg 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/06\/03_PersonalizationStrategie-768x450.jpeg 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/06\/03_PersonalizationStrategie.jpeg 1500w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\n<p>This is where AI can really shine. You\u2019re already collecting mountains of data about your subscribers\u2014harnessing artificial intelligence to pull that data together can offer more effective opportunities for dynamic, personalized content that converts.<\/p>\n<p>Thamima Christensen, Head of Product for Oracle Eloqua Marketing Automation at Oracle says, \u201cMany brands collect vast amounts of customer data, but without a centralized data strategy and real-time activation, that data often sits unused. Integrating AI-driven segmentation and automation can bridge that gap and turn data into meaningful customer interactions.\u201d<\/p>\n\n<div class=\"container pt-3 pb-5 px-1\">\n\t<div class=\"row blog-cta-green rounded-5 p-4\">\n\t\t<div class=\"mx-auto col-12\">\n\t\t\t<div class=\"row d-flex align-items-center\">\n\t\t\t<div class=\"col-lg-6 col-12\">\n\t\t\t\t<p class=\"bold fs-4\">Engage with 1:1 experiences<\/p>\n\t\t\t\t<p>Deliver personalized content at scale. Use live polls, dynamic content, and advanced targeting to drive results.\n<\/p>\n\t\t\t\t<button class=\"button-blue arrow\"><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-personalization\" class=\"text-white text-decoration-none\">Personalize now<\/a><\/button>\n\t\t\t<\/div><!--col-6-->\n\t\t\t<div class=\"col-6 d-none d-lg-block\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/07\/blog-cta-email-guardian-07292024.svg\" width=\"210\" height=\"180\" alt=\"\">\n\t\t\t<\/div><!--col-6-->\n\t\t\t<\/div> <!--row-->\n\t\t<\/div><!--col-12-->\n\t<\/div><!--row-->\n<\/div><!--container-->\n\t\n\t\n\t\n\t\n\n<h3 id=\"feedback\">5. Speed up feedback and approvals with AI<\/h3>\n<p>Teams consistently report that the most time consuming part of sending an email is the feedback and approvals stage of the send. Anyone who has ever tried to get an email out the door and needs to get approval from multiple stakeholders can relate.<\/p>\n<p>It goes something like this: You send a test email and forward it to the group who needs to review it. You think you\u2019re asking for a last pass at grammar edits to give you some peace of mind. Inevitably someone in the reviewing group takes that moment to question the approach, the image, the <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/click-tap-and-touch-a-guide-to-cta-best-practices#:~:text=Your%20primary%20CTA%20is%20the,to%20help%20it%20stand%20out.&amp;text=One%20of%20the%20key%20ways,is%20uninterrupted%20by%20other%20elements.\">call-to-action (CTA)<\/a> button color, the audience\u2014or even the whole idea. (Note to marketing leaders here: let\u2019s either empower our teams to own the final product or be timely in our feedback.)<\/p>\n<p>How can we speed this up? We recommend taking an Agile approach, a strong creative brief, and very defined roles within the proofing stage. (And <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/collaboration\">Litmus Proof<\/a> takes those email threads out of rotation altogether.)<\/p>\n<p>Is AI going to have an impact on this? We\u2019d love it to\u2014but a human touch is crucial at this final stage. To ensure the multitude of boxes are checked correctly for the perfect email send, humans need to be involved in this process.<\/p>\n\n<div class=\"container pt-3 pb-5 px-1\">\n\t<div class=\"row blog-cta-green rounded-5 p-4\">\n\t\t<div class=\"mx-auto col-12\">\n\t\t\t<div class=\"row d-flex align-items-center\">\n\t\t\t<div class=\"col-lg-6 col-12\">\n\t\t\t\t<p class=\"bold fs-4\">Build better emails with your teammates<\/p>\n\t\t\t\t<p>Shave 2+ hours off your review and approval process and get error-free emails to market, faster, with Litmus Proof. <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/collaboration\" class=\"bold\">Learn more.<\/a><\/p>\n\t\t\t\t<button class=\"button-blue arrow\"><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/pricing-litmus\" class=\"text-white text-decoration-none\">Book a demo<\/a><\/button>\n\t\t\t<\/div><!--col-6-->\n\t\t\t<div class=\"col-6 d-none d-lg-block\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/02\/collaborate.svg\" width=\"210\" height=\"130\" alt=\"\">\n\t\t\t<\/div><!--col-6-->\n\t\t\t<\/div> <!--row-->\n\t\t<\/div><!--col-12-->\n\t<\/div><!--row-->\n<\/div><!--container-->\n\t\n\t\n\t\n\t\n\n<h3>6. Analyze your performance with AI<\/h3>\n<p>So much of the hype with AI is about content creation and copy\u2026when the best use of AI is still in the land of numbers. Many analytics tools (like <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-analytics\">Litmus Analytics<\/a> and <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.validity.com\/everest\/\">Validity Everest<\/a>) include recommendation engines (sometimes with AI, sometimes without) that can offer next steps based on your current performance. At least 41% of companies are using <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/ai-emerging-email-technology\">AI-driven analytics in some form<\/a>, according to our State of Email report.<\/p>\n<p>Understanding the huge amount of data that email marketing creates will make your future campaigns more tailored and interesting to your subscribers. The most common use case is basic segmentation and targeting, followed by automated preference optimizations such as email send time (34%), advanced behavioral predictive modeling based on customer behavior (32%), customer journey mapping (30%), and churn\/retention prediction (22%).<\/p>\n<p>Predictive analytics and recommendation engines give you a much clearer picture of what your data means for your email strategy and equip you with better evidence to bring to your larger marketing team about next steps. The data shows that companies using AI outperform companies that don\u2019t and also have a clearer sense of ROI generated from email.<\/p>\n<h2>AI in email marketing: A summary<\/h2>\n<p>Generative AI gets all the hype, but much of the success of AI in email marketing comes from <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/the-4-types-of-ai#types\">other types of AI, like reactive recommendation engines.<\/a><\/p>\n<table class=\"table table-striped\">\n<thead>\n<tr>\n<th>Email workflow stage<\/th>\n<th>Challenges<\/th>\n<th>How to use AI<\/th>\n<th>What humans should still do<\/th>\n<th>How Litmus and Validity can help<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Email Strategy<\/td>\n<td>Pulling data from disparate sources into one place.<\/td>\n<td>Tailoring your strategy to your audience using data from a wide variety of sources.<\/td>\n<td>Use AI recommendations to think more deeply and creatively about delivering high-performing email to your subscribers.<\/td>\n<td>Validity BriteVerify provides secure, scalable contact validation so you can easily build and maintain an actionable database.<\/td>\n<\/tr>\n<tr>\n<td>Content creation<\/td>\n<td>Doing more with less.<\/td>\n<td>Generate copy and images quickly with generative AI.<\/td>\n<td>Edit, edit, and edit.<\/td>\n<td>Litmus Personalize makes it easy to incorporate dynamic personalized content into your emails.<\/td>\n<\/tr>\n<tr>\n<td>Coding<\/td>\n<td>Handling finicky email clients and requirements across dozens of devices.<\/td>\n<td>Create a code snippet library to templatize your designs in a flexible way.<\/td>\n<td>Test your emails with a human eye.<\/td>\n<td>Litmus Guardian monitors your emails and flags any issues. Plus, Litmus Previews helps you QA before you hit send.<\/td>\n<\/tr>\n<tr>\n<td>Feedback and approvals<\/td>\n<td>The constant back-and-forth with stakeholders.<\/td>\n<td>Not yet!<\/td>\n<td>Take an agile approach with a strong creative brief.<\/td>\n<td>Litmus Proof helps you skip that back-and-forth with email.<\/td>\n<\/tr>\n<tr>\n<td>Analysis<\/td>\n<td>Figuring out what action to take from your performance data.<\/td>\n<td>Run analyses across your marketing lifecycle and offer recommendations.<\/td>\n<td>Filter those recommendations through what makes sense for your business.<\/td>\n<td>Litmus Analytics offers recommendations based on your current performance.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n\n<div class=\"container pt-3 pb-5\">\n\t<div class=\"row blog-cta-blue rounded-5 p-4\">\n\t\t<div class=\"col-12 mx-auto\">\n\t\t\t<div class=\"row d-flex align-items-center\">\n\t\t\t<div class=\"col-lg-6 col-12\">\n\t\t\t\t<p class=\"bold fs-4\">Learn from the best<\/p>\n\t\t\t\t<p>Your favorite brands use Litmus to deliver flawless email experiences. Discover the ROI your emails can achieve with Litmus.<\/p>\n\t\t\t\t<button class=\"button-blue arrow\"><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/customers\" class=\"text-white text-decoration-none\">Explore Case Studies<\/a><\/button>\n\t\t\t<\/div><!--col-6-->\n\t\t\t<div class=\"col-6 d-none d-lg-block\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/12\/blog-cta-12172024.svg\" width=\"208\" height=\"171\" alt=\"\">\n\t\t\t<\/div><!--col-6-->\n\t\t\t<\/div> <!--row-->\n\t\t<\/div><!--col-12-->\n\t<\/div><!--row-->\n<\/div><!--container-->\n\t\n\t\t\n\t\n\t\n\t\n\n<h2 id=\"whats-next\">What\u2019s next for email marketers?<\/h2>\n<p><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-debrief-ai\">Do we need AI?<\/a> The <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/ultimate-email-workflow-kit\">email workflow<\/a> is complex and nuanced. Everyone does email differently.<\/p>\n<p>Yet, there are commonalities in how we do email that could be made better, easier, and less stressful with some help. It\u2019s a real learning curve, but 29% of marketers believe that AI-driven content generation and analytics will be the <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/how-ai-can-make-marketing-better\">biggest change in email marketing this year<\/a>\u2026maybe even this decade.<\/p>\n<img decoding=\"async\" class=\"alignnone wp-image-117920 size-large\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/06\/04_AICapabilitie-1024x789.jpeg\" alt=\"Chart from Litmus' State of Email report about AI capabilities that will be most impactful next year, showing generative AI tools being the highest and optimizing send ties being the lowest.\" width=\"1024\" height=\"789\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/06\/04_AICapabilitie-1024x789.jpeg 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/06\/04_AICapabilitie-300x231.jpeg 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/06\/04_AICapabilitie-768x592.jpeg 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/06\/04_AICapabilitie.jpeg 1500w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\n<p>Most marketers plan to use AI to augment human work\u201470% say that up to half of their email marketing operations will be AI-driven by the end of 2026, while another 18% predict that 50-75% of their email marketing will be AI-driven.<\/p>\n<p>At Litmus, we\u2019re all about testing, and so that\u2019s exactly how we\u2019re approaching incorporating AI into our email workflow.<\/p>\n<p>AI isn\u2019t coming to replace you\u2014especially because it hasn\u2019t solved all of our email marketing challenges yet. But one thing is clear: the shift in how email is done has already begun, and marketers who understand how to work alongside it will have an advantage.<\/p>\n<p>We envision a world where apps are infinitely more helpful, guiding you through natural language processing to solve why emails aren\u2019t showing up with the design you perfected. There\u2019s so much potential to explore with AI and we can\u2019t wait to hear more from email geeks as they find great prompts and applications that send more <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/personalized-email\">personalized, relevant emails<\/a> to their subscribers.<\/p>\n<p>But in the meantime, with complex emails that include high levels of personalization or live content, you\u2019ll want a set of human eyes testing every facet of your emails to ensure you never send a broken email. At Litmus, we\u2019re continuing to explore and support this evolving space\u2014and we\u2019re excited to help you do the same.<\/p>\n\n<div class=\"container pt-3 pb-5 px-1\">\n\t<div class=\"row blog-cta-green rounded-5 p-4\">\n\t\t<div class=\"mx-auto col-12\">\n\t\t\t<div class=\"row d-flex align-items-center\">\n\t\t\t<div class=\"col-lg-6 col-12\">\n\t\t\t\t<p class=\"bold fs-4\">From concept to send, faster<\/p>\n\t\t\t\t<p>Cut email development time in half with Litmus Builder. Create on-brand emails quickly, with or without HTML skills. \n<\/p>\n\t\t\t\t<button class=\"button-blue arrow\"><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-analytics\" class=\"text-white text-decoration-none\">Book a demo<\/a><\/button>\n\t\t\t<\/div><!--col-6-->\n\t\t\t<div class=\"col-6 d-none d-lg-block\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/07\/blog-cta-email-guardian-07292024.svg\" width=\"210\" height=\"180\" alt=\"\">\n\t\t\t<\/div><!--col-6-->\n\t\t\t<\/div> <!--row-->\n\t\t<\/div><!--col-12-->\n\t<\/div><!--row-->\n<\/div><!--container-->\n\t\n\t\n\t\n\t\n\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>See how AI and Litmus help every stage of email marketing\u2014from content creation to approvals\u2014so you can work faster and boost ROI. <\/p>\n","protected":false},"author":25,"featured_media":76546,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[9363,10372,10295],"blog_category":[10301],"class_list":["post-76648","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-email-marketing-strategy","tag-email-workflows","tag-workflows","blog_category-email-campaign-management"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How Can AI Simplify the Email Workflow? 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