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Use AI to get a marketing email draft started—not to decide what your brand sounds like or what your business can claim. Give the tool a short voice guide, approved writing examples, a campaign brief, and verified product or offer facts. Then review the entire email, check every claim, and approve it yourself before sending.
1. Define your voice and the tone for this email
Brand voice is the personality that stays relatively consistent across communications; tone shifts to fit the situation and the reader. A product launch, a service update, and an apology may all sound like the same brand while using different tones. Mailchimp explains this distinction in its brand voice guidance and brand tone guidance.
Write three to five plain-language traits, such as “warm, direct, quietly confident.” Make them actionable with examples of what to do and avoid:
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- Avoid: exaggerated humor, unexplained jargon, and claims such as “best in the market” unless they are approved and supported.
- Preferred wording: note vocabulary, greetings, sign-offs, and calls to action the brand regularly uses.
- Never use: list phrases, tones, or promises that do not fit the brand.
A brief such as “sound like us” is too vague on its own. Pair the guide with examples so the model can see how the traits appear in actual copy.
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2. Give the AI approved examples and a campaign brief
Share two or three approved email excerpts that demonstrate the voice. Include subject lines and calls to action if those matter to the campaign. Remove private customer information and confidential material before providing examples to any tool. Mailchimp’s AI prompting guide recommends giving a concise style description and good examples, along with the task and audience.
Then explain the campaign. Include the information the model needs to write a relevant message:
- Audience: who receives it and any context that matters to them.
- Purpose and action: why you are sending the email and what one action the reader should take.
- Location and language: the relevant country, language, and local conventions.
- Format: the requested components, approximate length, and any required sections.
- Verified facts: product details, prices, discount conditions, dates, and other approved claims.
- Boundaries: facts, promises, phrases, or assumptions the model must not add.
Give the AI a source of truth for campaign facts rather than asking it to fill gaps from general knowledge. Tell it to list a question when information is missing. This reduces the chance that a plausible-sounding detail will be mistaken for an approved offer or product claim.
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3. Ask for a bounded first draft
Request only the pieces you need, such as a subject line, preheader, body, and call to action. If you need options, ask for a few clearly different approaches—for example, one straightforward and one warmer—rather than a long list of near-identical alternatives. Keep the voice constraints in place for every version.
You can adapt this prompt:
You are helping draft a marketing email for [brand]. Use the attached approved examples as voice references. Our stable voice is [traits]. For this [campaign type], use a [tone] tone. The audience is [audience and relevant context]. The goal is [one reader action]. Verified offer and product facts: [facts and conditions]. Required points: [list]. Do not invent statistics, product claims, deadlines, discounts, customer stories, or terms. Avoid: [phrases, jargon, tone, claims]. Write [subject, preheader, body length/format, CTA]. Use [country and language]. If a required fact is missing, list a question instead of guessing. After the draft, provide a short checklist of claims and details that a human must verify.
This is a practical starting point, not a tested prompt or a guarantee of accurate output. Adapt it to your campaign, your organization’s rules, and the capabilities and data-handling terms of the tool you use. Mailchimp’s prompting advice also emphasizes specifying the who, what, where, why, and how of a request.
4. Review the whole email before sending
Do not judge the draft by the body copy alone. The subject line, sender name, preheader, headings, imagery, call to action, and footer all shape the recipient’s impression. Compare them with your voice guide and examples; read the text aloud to catch stiff rhythm or forced personality, as Mailchimp suggests in its tone guidance.
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Verify every detail against approved records, including:
- Prices, discount amounts, eligibility, expiration dates, and offer terms.
- Product attributes, performance claims, comparisons, and promised outcomes.
- Scarcity or urgency statements, testimonials, customer stories, and statistics.
- Links, personalization fields, and any details that vary by recipient or location.
AI-generated copy can be fluent without being true. Advertising claims should be truthful, not deceptive or unfair, and supported by evidence, according to the FTC’s advertising guidance. Remove or rewrite any claim you cannot substantiate.
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5. Check email rules for the relevant jurisdiction
Legal duties depend on the sender, recipients, location, and purpose of the message. For U.S. commercial email, the FTC’s CAN-SPAM compliance guide says messages generally need accurate sender and routing information, non-deceptive subject lines, clear identification as an advertisement where required, a valid physical postal address, and a clear way to opt out. Opt-out requests must be honored within 10 business days. The FTC also explains that the primary purpose of a mixed message determines whether it is commercial or transactional/relationship email, and the transactional categories are narrow.
Using an email platform or outside company does not transfer the sender’s responsibility. The FTC puts it plainly: “The law makes clear that even if you hire another company to handle your email marketing, you can’t contract away your legal responsibility to comply with the law.” Check applicable rules and list permissions for the jurisdictions involved; this is a general workflow, not legal advice.
6. Choose a tool based on workflow and data handling
A general-purpose AI chat tool can be flexible, but you may need to provide the voice examples and campaign brief each time or configure available customization. An AI feature built into an email platform may keep drafting within the campaign workflow. Compare how each option handles your data, supports access controls and review, retains context, and lets you apply your brand requirements.
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For example, Mailchimp describes its “Write with AI” feature as a drafting and editing aid. Its feature page labels it beta and, as accessed on October 4, 2026, says initial availability is limited to a small percentage of users, requires Standard plan or higher, and is for accounts whose primary mailing address is in Australia, Canada, the UK, or the U.S. Availability can change; consult the current feature page for applicable access details. Those conditions describe that feature, not AI email tools generally.
7. Improve the brief using campaign feedback
Use performance results to refine the brief and examples, not to abandon the voice constraints. Test a meaningful alternative only when it still meets your brand and compliance requirements. A result from one campaign does not establish that a particular wording will perform better in another; avoid treating an untested AI suggestion as a performance guarantee. Mailchimp recommends reviewing campaigns and adjusting prompts over time in its prompting guide.
Should you disclose AI assistance?
The sources cited here do not establish a universal requirement to tell recipients whenever AI helped draft routine marketing email. Do not confuse that question with other contexts: OpenAI’s sharing and publication policy addresses publicly sharing or demonstrating its completions, including manual review and clear indication that content is AI-generated. The IAB’s AI Transparency & Disclosure Framework V2 takes a risk- and materiality-based approach to consumer-facing marketing content. Whether a disclosure is required depends on the campaign, jurisdiction, and applicable policy, so check current local rules and your organization’s standards.
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