Day 2 of 5 - All is Bright (with AI Insight): Iterable's Festive Five

AI has helped us rethink how we market live experiences at scale while still feeling personal. The insight for me is that personalization no longer has to come at the cost of speed; we can do both! A prime example of this is the machine learning I mentioned yesterday in our propensity to buy model. Utilizing machine learning we are able to curate the personalized “Your Top Picks” email. Being able to personalize at scale wouldn’t be possible without this aspect of AI. 

We’re currently in beta with Iterable’s MCP, and the potential is tremendous. After digging in, I’m really excited about how it can automate complex production workflows that previously required significant manual effort—ultimately reducing hours spent on audience building, QA, and email production, and freeing our team to focus on more impactful priorities. Great work, Iterable!

I currently have a family event every single day, from 12/20 to 12/27! Send help 🙏

Will Iterable Nova allow us to customize the AI copy feature with our brand tone and voice?

I’ve used AI for so many things this year. From analyzing data to grouping like items to segmenting email lists. It’s a HUGE head start on any ad copy. Need a jingle for your company? Check out AI song generators. 

But my absolute favorite has to be letting it write, rewrite, edit, and optimize email HTML code. It can even create entire transactional emails from scratch - inserting handlebars where needed and formatting with brand colors. I’ve uploaded our brand guide PDF and Claude uses our brand colors and complementary colors in every draft. Want the text or buttons larger, 3 columns instead of 2, or to add more FOMO? Just tell Claude what you want and “he” makes it happen WITHOUT having to dig into the code and update 12 different areas yourself. 

I even used it for generating ideas for team meetings and rewriting our welcome sequence so I don’t have to start from a blank page. Creative block is NO MORE. 

AI has been an incredible tool for marketing in 2025, wether helpful or sometimes setting a good example of what not to do. One primary insight AI has really allowed itself to shine is in how we plan to target audiences. The responses from AI are primarily what you feed it to drive the outcome. By feeding past campaign metrics, copy and creative, providing context to the campaign and frequency, AI has helped us discover potential audiences we haven’t even thought of to target and expand our impact!

At The Post, we know that certain customers are comfortable reading long form journalism in print.  They’re happy with the print product and they want it delivered to their home.  Others prefer to read or scan journalism via our website or app.  Yet some only want AI summaries or to listen to stories via our AI-text-to-speech feature.  These are still passive forms of engagement though and with the power of AI, we believe that other customers want to interact with the news -- literally asking it questions via text or speech.

We’re excited to continue to experiment with AI to create these active forms of engagement and to lean further into personalization (for those customers who want this kind of experience).  It is not a one-sized-fits-all model and AI helps us unlock these experiential features. 

As Iterable NOVA comes to market, we too are looking forward to explore moment-based marketing (and perhaps content marketing) at scale.

If AI can generate endless variations, what becomes the real competitive advantage — creativity, data, brand voice, or something else entirely?
As AI makes it easier for anyone to create lots of content quickly, the real advantage shifts away from how much you can produce and toward what truly sets you apart. It’s less about volume and more about having a unique point of view, really understanding your audience, and delivering a brand voice people actually trust. When everyone has access to the same tools, the difference comes from stronger ideas, smarter use of data, and staying consistent across all those new pieces of content. In a world where content is everywhere, clarity and authenticity matter more than ever.

Plus here is a question about AI and the precious metals industry I am in.
How AI could transform customer education for APMEX?
AI can make learning about precious metals much easier, especially for first-time customers who may feel unsure about where to start. Instead of sorting through long articles or confusing charts, people could get simple, clear explanations based on their experience level. AI could answer common questions, compare products, and offer quick, beginner-friendly guides that build confidence. This makes it easier for new buyers to educate themselves and feel comfortable taking their first step with APMEX.

I’m curious how Iterable’s AI Nova will handle message channels and types? We have a lot of different brands that all live in the same Iterable project. Each brand has it’s own message channels and each channel has it’s own message types for the different newsletters/email types we send. Anytime we’re creating campaigns, segments or looking at insights we want to be able to view this at the brand or message level (i.e. the message channel or message type level) as opposed to just the project level. Hoping Nova is smart enough to help us with this level of differentiation. 

AI has helped me whenever we are having copywriting fatigue/blocks! Especially when it feels like we’ve already tested everything, it has been great to give new ideas from SLs to CTAs to so many other things.

I use AI to sharpen my copy and strengthen my strategy work in Iterable. It helps me turn rough ideas into clear, member-focused messaging, explore angles I wouldn’t have thought of, and refine value props until they hit cleanly. I also use it to stress-test lifecycle concepts, map out journeys, and make sure every message has a purpose. It speeds up my thinking without diluting the strategy. - Bonus points is AI wrote this for me with my input of course. 

I honestly have mixed feelings about some aspects of AI and because I’ve had situations where it would have given incorrect information without me checking after it (beware of entirely made up quotes when generating summaries 👀). That said, I have been able to train a copy editor for my patient emails that gives suggestions for tone adjustments as needed. Specifically in Iterable, I’ve found the Send Time Optimization AI function to be very helpful. We send out large content marketing campaigns each week, and by turning on Send Time Optimization, I now see 5-10% better engagement rates. Having the message delivered at the time when those patients are regularly engaging with our emails is invaluable. It’s great for the business, but it’s even better for the end user, who feels the personalization.

Today I’m using AI to rewrite the copy from an email in different voices based on brand archetype, and A/B test them. I’m also a fan of having it suggest multiple subject line options to test against each other.