AI Best Practices for Writing Better Marketing Emails

Use this article to write better AI-assisted emails in Patch without creating generic, misleading, or spam-like campaigns.

In this article

• Use AI as a draft, not the final approval
• Start with a specific prompt
• Keep the subject line honest
• Use one main call to action
• Personalize carefully
• Remove spammy formatting
• Review AI copy with this checklist

Use AI as a draft, not the final approval

AI can help you write faster, but your team should still review every email before sending. AI may create copy that sounds polished but is too vague, too aggressive, inaccurate, or not aligned with your actual offer.

Before sending, read the email as if you are the customer. If it feels generic or unclear, revise it.

Start with a specific prompt

Better AI output starts with better instructions.

Include:

• Your business type
• The audience segment
• The offer or message
• The goal of the email
• The tone you want
• The call to action
• Any words or claims to avoid

Keep the subject line honest

The subject line should match the email content. Do not use fake urgency or misleading claims to get opens.

Avoid:

• “URGENT!!!” when it is not urgent
• “Your account is closing” for a promo email
• “Free” if there is a purchase requirement
• Overly personal lines that feel invasive

Better subject lines are specific and true.

Use one main call to action

Every marketing email should have one primary next step. Too many links or offers can confuse the reader and reduce clicks.

Examples:

• Book your next visit
• Reserve your birthday party
• Renew your membership
• Claim your offer
• View upcoming events

Place the main call to action near the top and repeat it once if the email is longer.

Personalize carefully

Personalization works best when it is helpful, not creepy. Use customer data to make the message relevant, but avoid showing sensitive or surprising details.

Good personalization:

• First name
• Membership status
• Recent visit or booking category
• Birthday month

Use caution with personal details that may feel too specific or unexpected.

Remove spammy formatting

Before sending, clean up the email.

• Remove excessive emojis.
• Remove repeated punctuation.
• Avoid all caps.
• Use short paragraphs.
• Use plain language.
• Make sure links go to the correct page.
• Make sure the offer is real and current.

Simple, relevant email usually performs better than loud email.

Review AI copy with this checklist

1. Is the audience clear?
2. Is the offer accurate?
3. Is the subject line honest?
4. Is there one main call to action?
5. Does the email sound like your business?
6. Would the recipient understand why they received it?
7. Are unsubscribed or unengaged contacts excluded from the send?

If any answer is no, revise before sending.

Customer Support

If you need help or are not sure which step to take next, contact Patch Customer Support at success@patchretention.com or 888.605.4429.