The term Artificial Intelligence (AI) is no longer just a buzzword, it is fast becoming essential for improving productivity and efficiency across all industries. In the marketing industry, the rise of AI is transforming the way email marketing is done and maximising engagement.
Email marketing, in particular, has always been about personal connection; giving brands a platform to speak to their customers on a one-to-one level. And with AI, marketers have more power than ever before to increase engagement and drive revenue through email campaigns.
Driving Personalisation at Scale
Most marketers can sing the virtues of personalisation, but it has traditionally been rather limited in terms of how much effort and money you can afford to pour into each customer. With the rise of AI, however, this is changing. AI has the power to understand and learn a great deal about each individual customer and equip marketers with the tools to engage with them on a personalised level.
Machine learning capabilities mean that it can consume past and present customer data, profiles of the audience, purchase history and engagement with previous marketing efforts, and more, to inform decisions and deliver the right message, at the right time.
And what’s more, this is all automated, so it doesn’t require hours of manual labour and analysis. This makes personalisation engaging on a personal level possible at scale, which is vital for brands looking to build strong customer loyalty and stand out in a crowded marketplace.
Improved Targeting and Relevance
Tailoring email marketing campaigns and messages to make them as relevant as possible to the audience is key to success. And it’s something that AI can help with. AI can help marketers to identify the best audience for their email campaigns and get them the most pertinent messages, meaning that they will resonate with the audience in a more impactful way.
AI also has behavioural analysis capabilities. This means that it can recognise patterns in a customer’s actions and then adjust the email being sent to reflect them. All of these things mean that brands can connect better with their audience, and any increased relevance will also drive up engagement rates.
Increasing the Relevance of Content
Understanding the power of speech and the psychology behind the way we interact with a brand is paramount to an effective email marketing campaign. And it is something that AI excels at. AI has the ability to process and learn from conversations that it observes as well as past interactions and use that information to inform future engagement efforts.
Furthermore, AI can analyse integrated data across a wide array of important areas such as demographic, geographic, and behavioural patterns. This is information that can be used to create dynamic email content that changes based on the individual recipient, improving overall relevance and resonance.
Optimized Send Times to Stand Out
There are more emails in existence than ever before, and that can fatigued consumers. It’s vital, therefore, to make sure that your email stands out from the rest and getting the timing correct is crucial.
AI has the ability to analyse and understand when an individual is most likely to engage, based on their past actions and patterns and the actions of the collective. This information can then be used to dictate the optimum time to send an email in order to achieve the highest possible engagement levels.
And it’s easier than ever before. There is now software that can combine all of the data collected from various sources to arrive at the ideal send time without the need for extensive manual analysis.
Conclusion
AI technology is transforming email marketing, making it easier than ever before for marketers to create engaging and personalised campaigns. With its machine learning capabilities, machine-driven content suggestions and optimal time to send predictions, AI is helping businesses to create lasting connections with their audience.
If you want to stand out from the rest and drive home better results than ever before, AI in email marketing is something that should be at the top of your marketing team’s agenda.