Use case · Growth · Lead Nurture
Personalised Email Drafting
Personalised email drafting gives every lead, past client and contact a personal email, not a template with their first name swapped in. An automation reads what your CRM knows about each person, adds current details from their website or the web, writes the email in your tone and saves it as a draft for your team, or sends it.
- Your team checks before anything is sent
- Drafts first
- What you know, plus current research
- CRM + web
- Your wording and best templates kept
- Your tone
What is AI personalised email drafting?
AI personalised email drafting is an automation that writes a one-to-one email for each contact from the details you already hold, such as what they asked about and where they are in your pipeline. More complex builds research the contact's website or the web first. Each email is saved as a draft for review, or sent automatically.
It's for the emails that matter most and get written last: the reply after an enquiry, the check-in with a past client, the note to someone in your network who's shown interest again.
Why do personal follow-up emails go out late, or not at all?
Personal follow-up emails go out late because each one takes research. Someone has to open the CRM, read the notes, check the person's website and find something current to say. That works for a handful of contacts a week. It doesn't work for every new lead and past client, so most get a template or nothing.
Every good email starts with research
Notes, website and news, read one contact at a time.Templates read like templates
A swapped-in first name doesn't make an email personal, and readers can tell.The backlog wins
Follow-ups wait until there's time, and leads go cold while they wait.
How does AI write a personalised email?
AI writes a personalised email in four steps. The automation pulls the contact and what you know about them from your CRM, a spreadsheet or a form, adds current context from their website or a web search where that helps, writes the email in your tone or fills a proven template, then saves a draft or sends it.
With AI automations
A new lead or contact in your CRM, or a list of contacts you choose
Pull the contact
From your CRM, a spreadsheet or a form, with who they are, what they asked about and where they are in your pipeline.Add current context
In more complex builds, the automation reads the contact's website or searches the web for the latest on the topic, so the details are accurate.Write
AI writes a personal email from that information in your tone, or fills the gaps in a proven template you already use.Draft or send
The email is saved as a draft for your team to check and send, or sent straight away if you prefer.
Should it fill a template or research each contact?
Fill a template when the message is mostly the same and volume is high: AI completes the gaps in a proven template with details from your CRM. Research each contact when every person is different and current details matter: AI reads their website or searches the web first, then writes the whole email.
| Template fill | Researched email | |
|---|---|---|
| How it works | AI fills the gaps in a proven template with details from your CRM | AI reads the contact's website or searches the web first, then writes the email |
| Best when | The message is mostly the same and volume is high | Each contact is different and current details matter |
It can write to three groups:
- New leads. A personal follow-up after a form, enquiry or download, based on what they told you.
- Your network and past customers. Offers and check-ins built from what you know about each person.
- Known contacts, by interest. Emails shaped by what they asked about in your forms and how they've engaged with your website and emails.
Which systems deliver it?
Personalised email drafting is delivered by AI automations, built in Make.com and connected to your CRM and email account. A simple build fills a template in a single AI step; a fuller build adds research, writing in your voice and an approval step. Drafts wait in your email drafts or CRM until someone checks them.
| System | Trigger | What it does | Package note |
|---|---|---|---|
| AI Automations | New lead, new contact or a list you choose | Pulls CRM data, researches where needed, writes, saves drafts or sends | A template fill is a single AI step (Core Automation); research and approval steps from Advanced Automation |
Where is it used?
Personalised email drafting suits any team that writes follow-up emails one at a time. B2B sales teams call it personalised follow-ups or account-based emails. Real estate agents use it to keep in touch with past clients and their network. Consultants and agencies use it after enquiries and calls.
Same job, their words
Personalised follow-ups and account-based emails. After a demo request, the automation reads the prospect's company website and their form answers, and drafts a follow-up for the account executive that picks up on what they actually asked about.
How would we build it for you?
We haven't published a personalised email drafting case study yet. A typical build starts from your best emails: we agree who it writes to and what it may say, connect your CRM and email account, decide which emails need research, and run test drafts with you before anything is sent.
- New lead in CRMtrigger
- Contact pullednotes · stage
- Website readwhere scoped
- Email writtenyour tone
- Draft savedfor review
- Sent by your teamafter a check
What should you know before you start?
Personalised emails are only as personal as the data behind them. The more your CRM holds about each contact, the better the email; where records are thin, the research step fills some of the gap. Most teams start with drafts for review and switch on automatic sending for low-risk emails once they trust the output.
- Your data sets the ceiling. Thin records make thinner emails. Research helps, but it doesn't replace your notes.
- Drafts first. Automatic sending is switched on later, for low-risk emails, once you trust the output.
- Consent still applies. Emails only go to contacts you're allowed to email, and opt-outs are honoured.
- Not for cold outreach at volume. New prospects at scale need dedicated sending infrastructure: that's cold email outreach.
Frequently asked questions
Questions
Answer
Will AI-drafted emails sound like us?
They should, because they're written from your own tone, examples and best templates, not a generic voice. Before go-live we run test drafts with you and adjust the instructions until they read right. After that, every draft can still be checked and edited by your team before it's sent, so nothing goes out in a voice you don't recognise.
Can it send the emails automatically?
Yes, but most teams start with drafts. Each email is saved in your email drafts or CRM for someone to check and send. Once you trust the output, automatic sending can be switched on for low-risk emails, such as a follow-up after a download, while emails to important contacts stay as drafts.
Does it research every contact?
Only where you want it to. A template fill uses what's already in your CRM and is best for high-volume, similar messages. A researched email reads the contact's website or searches the web first, which suits contacts who are each different and where current details matter. Many builds use both, for different groups of contacts.
Which CRMs and email accounts does it work with?
Personalised email drafting works with CRMs and databases that allow API or webhook access, such as GoHighLevel, HubSpot, Airtable or a Google Sheet, and with your own email account, such as Gmail. Contacts can also come from a form or a spreadsheet. We confirm your tools on the discovery call before anything is built.
How is this different from cold email outreach?
Personalised email drafting writes to people who already know you: new leads, past customers and your network, from your own account. Cold email outreach writes to new prospects at volume, from dedicated, warmed-up sending inboxes with verified prospect lists. The writing step is similar; the audience, sending set-up and rules are different.