AI-Personalized RSS Campaigns enhance traditional RSS sends by tailoring content to each recipient’s interests. Instead of sending the same set of recent posts to everyone, this feature uses engagement data and tag matching to select the most relevant articles for each contact. The result is a more targeted, reader-friendly experience without requiring manual segmentation.
This feature is available for Enterprise accounts and can be enabled within RSS Campaigns using a simple toggle during campaign setup.
When AI personalization is enabled, Delivra evaluates available RSS posts and selects which ones to include for each recipient at send time. This selection is based on a combination of tag data and past engagement signals.
Delivra uses the following data sources to determine relevance:
Preference Center Tags (Explicit Interests)
Contacts can select topics they care about through your Preference Center. These selections are stored as tags and serve as the strongest signal of interest.
Email Click Behavior (Behavioral Interests)
When a contact clicks links in your emails, Delivra associates those clicks with the tags of the corresponding content. Over time, this builds a profile of inferred interests.
Website Clickstream Data
If clickstream tracking is enabled, Delivra can track which tagged content a visitor views on your site. Once that visitor becomes a subscriber, their historical interests are applied to future sends.
Delivra is able to match RSS posts to contacts' preferences based on the category tag included for each post in the RSS feed. As such, the 'category' tag is required for all RSS posts in order to use AI-Personalized RSS Campaigns.
To use AI-Personalized RSS Campaigns, you can enable personalization directly within the RSS campaign builder during the design step. In the RSS Posts section of the sidebar, toggle on the option labeled “Personalize posts using AI.” Once enabled, Delivra will begin selecting posts for each recipient based on their interests and engagement history.
After turning on personalization, you will be prompted to choose how far back Delivra should look when evaluating posts for inclusion. This is known as the lookback window. You can select from preset ranges such as 3 months, 6 months, or 1 year, or define a custom date range. The end of the range will always align with the scheduled send time of the campaign.
The lookback window determines which posts are eligible for personalization. A shorter window prioritizes more recent content, while a longer window allows for a broader selection of posts, which can be helpful if your publishing cadence is less frequent or your content remains relevant over time.
To support AI personalization, your RSS feed must include the following elements for each post:
For best results, it is strongly recommended to also include:
Posts without a valid link are excluded from personalization.
Use consistent, meaningful category tags
Clean and standardized tagging improves matching accuracy and helps ensure contacts receive relevant content.
Encourage Preference Center usage
The more contacts explicitly select their interests, the better personalization performs.
Enable clickstream tracking where possible
This expands your understanding of subscriber interests beyond email engagement.
Maintain a steady publishing cadence
Regular content updates provide more opportunities for the system to match relevant posts.
Media companies or blogs covering multiple topics can ensure each subscriber receives articles aligned with their interests, whether that is sports, technology, or lifestyle content.
Brands that publish buying guides, product education, or trend articles can tailor content based on shopper behavior, such as surfacing posts related to categories a customer has browsed.
Organizations producing educational or thought leadership content can deliver more relevant articles based on topics a subscriber has engaged with, such as product features, integrations, or industry trends.
If you have any questions, feel free to reach out to our Support team at support@delivra.com.