Artificial Intelligence (AI) is a technology that simulates human intelligence, like learning and reasoning for marketing purposes, including email marketing. With the help of AI, marketers can analyse data and automate the process of efficiency so that they can implement insights quickly and on a large scale for their email campaigns.
What kind of emails to send, to whom, how often and when.
Predictive Personalisation:
Through sophisticated algorithm and data-driven insights, AI can help us personalise the content of future email for each subscriber without the need for human tinkering, driving better results without increasing human resources, time or budget. It can also help reveal analysis that may be apparent to the naked human eye.
Smart Segmentation:
Looking at consistent trends like demographics or purchasing patterns, AI can segment users into specific groups. With segmentation and a better understanding of customer interests or behaviours, personalising the email experience is made more accessible.
Automated Workflow:
With AI automation, the process involved in marketing is made faster and easier. For instance, it can help identify behaviours and events for email marketing, tailor messages for the best conversation, and set up automated campaigns for lead nurturing.
Optimise subject line and content:
An offshoot to personalisation is the ability to determine and generate human-like content, including email subject line and the call to action (CTA), that’s consistent with brand language. Through natural language technology, AI can help find the best words that recipients will respond to for the best results.
Send time and frequency:
With AI, marketers can email specific recipients at a precise time that they are most likely to open it. The frequency at which emails are sent an also be configured with the goal of optimisation.
Multivariate and A/B testing:
AI tests are more robust than the usual multivariate or A/B testing; quickly identify trends, making predictions, and even recognising differences between tests that go unnoticed. Some AI platforms also optimise their campaigns on the fly, avoiding revenue loss.
Analytics:
The data generated from the email campaigns can be incorporated into other broader analysis, like analysing customer engagement to predict potential churn.
Final thoughts
As technological innovation continues to reshape email marketing, and it’s reassuring to know that there’s plenty you can do at every level of your strategy to improve results.
The way that different demographics are engaging with your emails is changing, and that should be the basis for how you decide to interact with your subscribers as we enter 2020.
One thing is clear: email marketing is here to stay.
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