How to prepare for the GPT age in CRM and email

ChatGPT and its AI-driven cousins have created a ton of discussion about the future of content. What’s gone relatively undiscussed is how this technology could be used beyond content generation to expand the growth potential of email and CRM-based marketing.

That’s not for lack of technology. In March, Salesforce announced its foray into generative AI for CRM, Einstein GPT. Independent platforms like Movable Ink are developing solutions to integrate with ESPs and CRMs to offer compelling generative AI features with a focus on personalized content.

As it has been with marketing automation for years, the sticking point is that email and CRM marketers haven’t developed the data and/or personalization systems to enable the existing technology. 

In this article, I’ll look at what GPT could do for email and CRM marketers — and the steps they need to take to realize its potential.

Dig deeper: Email marketing is changing: Catch up with this Master Class

GPT’s highest-leverage functions for CRM and email

People are largely using GPT today for idea creation, content creation and even research that doesn’t depend on up-to-the-minute information. But this is just scratching the surface for email.

Imagine you’re an event company, and you ask a GPT tool to “draft a personalized email and a send list for everyone who would be interested in a free online conference on networking.” (The prompt likely needs work, but that will come with practice and iteration.) 

The intent is for GPT to come up with an audience list, personalized elements to fill in automatically, a first draft of the copy and even images (whether they pull from a database or create their own will depend on the GPT tool).

That’s a good start, and you can imagine the time-saving implications of using GPT effectively for that prompt. Now add layers like asking GPT to find product-user fits, draft lists and email copy for folks who have purchased recently, etc. And make sure you’re asking GPT to determine the optimal date and time to maximize engagement.

Sounds good, right? But pump the brakes.

The issue with putting all that functionality into play is that very few brands are ready to plug in GPT and go.

There are two big hurdles, the first and most prevalent being that most brands don’t have clean enough data storage and maintenance to leverage GPT’s scale. Remember that AI’s work is only as good as the data it accesses — if you’re asking it to work with a segment of new customers, that segment needs to be clearly defined and maintained in your CRM.

Second, many brands must overhaul their library of creative templates to let GPT flex its muscles. Many brands are sending exclusively image-based emails with static text overlay, which means there are no elements where dynamic, personalized messaging can apply. 

Brands in this situation need to revise their templates to feature live text, not just static text overlaid on imagery, as seen here:

Steps to get traction toward GPT optimization

Understand first that your tech stack is most likely ready for GPT, but that you’re not ready for all your tech stack can offer (given the latest stats on readiness for GA4, something that marketers had months and months to prepare for, that’s hardly a shock).

The key is to invest your internal time and training in developing a crawl/walk/run approach to leveraging GPT. You can do this parallel with a data cleanup project instead of waiting for the whole shebang to be pronounced sea-worthy.

Start by identifying your lowest-hanging fruit: a data segment you’re confident is both up to date and carries plenty of value — or can be implemented right away. For instance, you can start with a welcome series for new users and set up tests for dummy accounts to refine the output before you lock it in. Or, once you have some dynamic creative, test using GPT to personalize it for different segments to see what it comes up with.

The incremental approach will teach you the tool’s limits and functionalities — and will help you refine your skills at prompts at the same time.

The stakes

Email and CRM marketers who aren’t using automation to its fullest potential are in good company, but they still leave much room for competitors to steal an edge. GPT’s functionality only rachets up the stakes.

Done well, GPT-powered email marketing can lead to conversion lifts, long-term engagement and a bigger base of loyal customers. In KPI-speak, it’ll lift customer LTV and let you spend more to acquire new users.

If you’re not fluent in automation, asking you to take GPT out for a spin might sound like a huge leap. I recommend you use this as a motivator to start immersing yourself in the possibilities — especially before the surge of engagement in Q4 hits.