Personalized Email Campaigns Powered by AI: Effects on Engagement, Conversion, and Unsubscribe Rates

Abstract

This article examines how artificial intelligence powered personalised email campaigns influence engagement, conversion, and unsubscribe behaviour in contemporary digital marketing. Using a systematic literature review approach, the study synthesises evidence from peer reviewed research on email marketing, interactive marketing, and artificial intelligence enabled personalisation. The review shows that data driven personalisation generally increases open and click through rates, and can raise conversion when messages are grounded in meaningful behavioural, contextual, and volunteered data rather than superficial cues. Behavioural and triggered campaigns based on browsing or cart abandonment signals are particularly effective in directing persuasive effort toward high propensity recipients. However, the findings also reveal that unsubscribe behaviour and spam complaints operate as systematic indicators of micro churn, especially when contact frequency is high or personalisation is experienced as intrusive or manipulative. Cultural context and customer journey stage further moderate these effects. Overall, the review highlights a central trade off in which artificial intelligence amplifies both the benefits and risks of personalised email strategies.