“Essentially machine learning allows email marketers to not only deliver 1:1 emails to individuals – emails that are personalized to that specific individual, with ease, but also to be continually learning and improving the results. The more data that is available, the more accurate, personalized and valuable the results are.”
As you collect more behavioral data about your customers and general audience, you can use that information to influence sales in future campaigns. Machine learning is when algorithms are directly applied to your data giving you predictive insights as opposed to following a single sales path for every client. Using this technique will help you personalize without coming off as disingenuous.