“Email marketing is an integral part of any marketing campaign. In fact, email marketing is proven to be one of the most effective digital marketing techniques for many companies. Artificial intelligence is enhancing email marketing tasks by automating the email-delivery process, self-writing email subject lines, creating body content, and personalizing emails to individual customer needs.”
Artificial intelligence technology has the capability to scan large databases quickly and efficiently. Using this data, it can generate powerful insights and make actions from those insights. Artificial intelligence technology like any other technology is exciting and result-oriented. But we should not expect artificial intelligence to do all the work.
Artificial intelligence applications can help digital marketers leverage the power of email marketing to increase their KPIs and drive better results. Let’s look at 6 important ways AI can make email marketing smarter.
1. Sending Times
Today’s users are expecting a huge level of personalization. If your brand is not delivering that type of content, customers will switch to other brands who can provide a personalized customer experience. In order to retain and gain customers, brands have to delight customers in any possible way they can. Artificial intelligence has the capability to do that. One such way AI can personalize the customer experience is that it can determine the optimal time to send emails to customers. Even if e-marketers follow the traditional methods of determining the optimal times and days, there are many different factors that must be accounted for. Thus, the process is more complex and time consuming than using AI for this very purpose. Machine learning applications can monitor the performance of email recipients and customize the sending time of emails for every individual.
2. Effective Promotions
Email marketing is a great tool if you want to promote your brand. Different customers respond to different types of promotions. You can definitely predict how your audience will react to various brand promotions. Some customers are interested in discounts, while others are interested in free offers. But with this approach, you can lose customers who may not be interested in those promotional offers. AI and machine learning applications fix this issue by measuring how each and every customer responds to specific emails.
3. Engaging Content
Every business has customers that only care about the discounts you are able to offer. This keeps them loyal to the brand. They are not interested in your social media content or other types of promotions.
On the other hand, there are customers who are willing to learn more about your brand, and what it is doing. Feeling connected with the brand keeps them loyal. There are also other types of customers that like engaging with a specific type of content. Artificial intelligence and natural language processing can filter the content that is irrelevant to each user and send only the valuable, targeted content to your customers.
4. Subject Lines
The subject line is the first thing your customers will notice when you send an email. A/B testing is the best method to determine which subject lines appeal to your customers, whether it is uppercase letters or emojis or question marks. Deciding the tone of the questions and selecting specific emojis are two other areas where artificial intelligence can help. Artificial intelligence and machine learning algorithms have the capacity to craft personalized subject lines that can outperform human-written subject lines most of the time. This can unlock the potential of your brand.
Email marketing frequencies also play an important role in email marketing campaigns. Some customers need constant reminders of your brand. If you want them to be engaged and loyal to your brand, you should constantly send them emails. These customers do not feel annoyed regardless of how many emails you send them. On the other hand, there are customers that want to be emailed only when there is important information that will benefit them. Data science services can identify the emails that the clients are sure to open based on their interactive history with your company’s emails.
6. Interactive Emails
One of the trends that we are going to witness in 2018 is the kinetic email. Kinetic emails were designed to make emails more interactive and to provide a customer experience similar to that of using their website. Bigger brands including Gmail are adopting these functionalities. This will improve the user experience and make it easier for the users to connect with the brands. The best examples of kinetic emails include hover buttons, image carousels, and “add order to cart” buttons. These emails are more effective than traditional emails because they encourage the user to engage with the brand in a better way.
More than half of a company’s customers will switch to another brand if it is not customizing the content to its clients. With the rise of artificial intelligence, customer segmentation is no longer as effective as it once was. Artificial intelligence companies can take care of the deep learning elements of the marketing you wish to achieve. Giving your audience what it wants is the key to a successful email marketing campaign, and artificial intelligence can implement the elements of such a campaign to make your brand the most successful it can be.
Guest Post from Mandeep Kaur
Mandeep Kaur is working as a Data Scientist in Webtunix Solutions Private Limited. I am very enthusiastic to learn about Machine Learning and Deep Learning techniques. I always express my knowledge to beginners who want to start their career as a Data Scientist.
Originally published at colibridigitalmarketing.com on August 7, 2018.