Role-Based Programme
RB1186

AI for CRM, Email & Lifecycle Marketing

Customer Segmentation, Personalisation & Retention Growth

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Duration
16 Hours
Level
Intermediate
Delivery
Instructor-Led
Format
Capability Training

Programme Objectives

  • Develop practical AI capabilities for CRM marketing, email campaigns, customer segmentation, lifecycle management, and retention.
  • Apply AI to analyse customer profiles, behaviours, engagement signals, lifecycle stages, and campaign opportunities.
  • Use AI to strengthen personalisation, email content, nurture journeys, re-engagement programmes, and customer communication.
  • Analyse campaign and CRM data to identify conversion gaps, churn risks, engagement opportunities, and optimisation priorities.
  • Apply responsible AI practices related to customer privacy, consent, data governance, personalisation, bias, and human review.

Tools covered

Generative AI AssistantsCRM Data AnalysisAudience SegmentationCustomer Journey AnalysisEmail Content GenerationPersonalisation SupportLifecycle Campaign PlanningLead NurturingCustomer Retention AnalysisCampaign Performance AnalysisMarketing Automation ConceptsExecutive Summarisation

Who should attend

  • CRM Marketing Managers
  • CRM Executives
  • Email Marketing Managers
  • Email Marketing Executives
  • Lifecycle Marketing Managers
  • Customer Marketing Professionals
  • Retention Marketing Professionals
  • Marketing Automation Professionals
  • Digital Marketing Professionals
  • Growth Marketing Professionals
  • Customer Engagement Professionals
  • Loyalty Marketing Professionals
  • Campaign Managers
  • Marketing Analysts
  • Marketing Managers

Prerequisites & Participant Readiness

  • Experience in CRM marketing, email marketing, digital marketing, customer engagement, or lifecycle campaigns
  • Familiarity with customer databases, email campaigns, audience segmentation, and marketing metrics
  • Basic familiarity with Generative AI tools is recommended
  • Ability to interpret customer and campaign-performance information
  • No programming knowledge required

TOC Modules

Concepts
  • Understanding Generative AI, reasoning models, AI assistants, and analytical support
  • Exploring AI applications across segmentation, email, nurturing, retention, and lifecycle campaigns
  • Understanding how AI differs from CRM, marketing automation, and traditional campaign tools
  • Recognising hallucinations, inappropriate personalisation, and AI limitations
Practical activities
  • Mapping the customer lifecycle to practical AI applications
  • Identifying high-value versus low-value AI use cases
  • Comparing traditional and AI-assisted lifecycle marketing workflows

Scenarios

New Customer to Lifecycle Engagement Journey

Customer Data → Segmentation → Lifecycle Stage → Journey Mapping → Email Sequence → Personalisation → Trigger Rules → Engagement Plan

Participants use AI to analyse customer information, create meaningful segments, map lifecycle stages, and develop a personalised multi-step engagement journey.

Declining Engagement to Retention & Re-Engagement Strategy

CRM Data → Engagement Analysis → At-Risk Segments → Behaviour Patterns → Re-Engagement Offers → Message Personalisation → Campaign Testing → Retention Plan

Participants use AI to identify customers showing declining engagement, develop evidence-based re-engagement campaigns, and create a structured retention strategy supported by testing and performance measurement.

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