Without a doubt, email marketing has seen immense growth over the last years. Evidently, it is among the most profitable digital marketing channels, offering an impressive ROI. For every $1 you spend you get approximately $42 in return.
In the competitive email marketing scene of 2021, AI is a tool deemed necessary.
So, it doesn’t come as a surprise that marketers of today not only acknowledge the power of AI in email marketing but are already utilizing it to analyze data and increase sales.
For those of you wondering what this mysterious AI is and where you can find it, the answer is simple. AI refers to the advanced automation features that robust email marketing platforms incorporate, along with the analytics capabilities and optimization features that they pack.
Simply put, artificial intelligence is a marketing “aid” allowing email marketers to effortlessly understand and offer customers what they need. Some cases include content personalization, subject line testing and optimization, campaign automation, and others.
In this blog post, we’ll explore 5 ways that AI-powered email marketing can skyrocket your campaigns and improve conversions.
People receive tons of emails every day and the likelihood of all of them being opened is understandably low. This is why personalization is key in email marketing.
Email personalization not only allows businesses to serve their audience the right email content, but it also yields higher click-through rates.
The accumulated benefits of personalization in emails can be seen clearly in the infographic below.
AI can further help personalization since it can analyze sheer amounts of user data and in turn create real-time, dynamic recommendations for every individual customer.
This means that customers will be more inclined to make purchases.
With AI’s help, marketers can drill down more into customer preferences and their unique behavior.
In this way, businesses can structure their content appropriately and focus on what entices people more.
For example, analyzing past campaigns reveals actionable data that help create tailored emails for different segments of your audience. This can skyrocket engagement rates as well as conversions.
Last but not least, hyper-personalization would be impossible to achieve without utilizing artificial intelligence.
Hyper-personalization is defined as the utilization of both AI and real-time data to provide users with more personalized and targeted products, services, and curated content at scale.
For example, marketers are now able to send personalized email campaigns based on the location, date, time, and weather.
First impressions matter in life and this is also the case with email subject lines. In fact, the email subject line is the factor deciding whether the user will end up opening the email or not.
The reason is that subject lines are probably the only way to grab user attention among the hundreds of emails in the inbox.
Through machine learning AI and natural language processing (NLP), marketers can create as well as optimize email subject lines.
Traditionally, it takes a skilled copywriter and lots of experimentation to get each subject line right for each particular audience. And it’s difficult to do at scale. On the other hand, using AIs leverage algorithms to generate email subject lines will yield a higher click-through rate.
What’s more, they can analyze all previous campaigns and make data-driven decisions on which subject lines, email copy, or calls-to-action make the most impact on leads.
An optimized subject line can positively affect the user to ultimately click on the email’s CTA.
But the value AI provides doesn’t stop there. AI tools nowadays can learn your brand voice and personality through the data your company is using and create perfect emails for you. Sometimes even more efficiently than humans.
Automating email campaigns is more than essential in today’s competitive marketing world and marketers have known that for quite some time. Typically an email campaign needs around 2 weeks to be created manually. With a bigger team, it may take even longer.
Thankfully, AI assists in campaign automation in a variety of ways.
First of all, some AIs are able to predict the content that recipients will respond the most to, either it is cart abandonment, engagement, or upsell/cross-selling emails.
Luckily, many modern automation platforms incorporate AI with email autoresponders to enable marketers to create personalized responses, triggered based on a visitor’s website behavior.
Moreover, they have the ability to combine content from different emails and make the most out of the email marketing campaign. You can also draft email sequences with the help of machine learning and ensure a higher rate of customer engagement.
AIs can save a business a lot of time since there is no more need for guesswork in the process of email creation.
Finally, artificial intelligence can assist with content aggregation.
While this may seem unimportant at first glance, it isn’t since marketers save crucial time that can be used to optimize the overall marketing strategy.
Send Time Optimization
Creating personalized and high-quality email content doesn’t guarantee success. The time of pitching the content is also paramount, as it has a big impact on the email open and click rate.
AI can help in determining the best time, so your marketing efforts don’t go to waste.
How? In layman’s terms, an AI can evaluate the data of each of your subscriber’s open habits and schedule the email to arrive when each individual user is most likely to engage with it.
In this way, there is no more guessing or mass distribution, and consequently less wasted time and effort.
Moreover, through AI algorithms, a business can customize the rate at which they send emails to each specific subscriber, based on their engagement history.
This would essentially mean more effective drip campaigns and highly-optimized targeting of the subscriber base.
So, in a nutshell, AI helps in optimizing touchpoints with customers and leads, by calculating when they are more likely to convert.
According to a report from Episerver, very few users engage in purchasing the first time around a website. AI’s role here is to pinpoint when to pitch an email and which is the best way to retarget prospects.
With the help of AI tools, the customer is encouraged to revisit the website and finish the deal.
Let’s make an example that illustrates the point.
Suppose a customer puts an item in his cart but exits the website without purchasing. Some people might respond positively if they were reminded to act after a minimal amount of time, while others might prefer to “sleep on it”.
AI can help in deciding which is the best time to target the potential customer again, by leveraging behavioral data or previous data from similar customer segments. In this way, if your campaigns are automated, they have better chances of success.
Finally, through the use of AI, marketers can identify unnoticed patterns and use them to improve conversions.
Artificial intelligence is a powerful tool at the hands of modern marketers and gradually more and more companies are adopting such cutting-edge technologies to get the edge over their competitors.
AI-fueled email marketing has the potential to boost customer engagement, and it allows businesses to captivate their audience and ultimately improve conversions.
It is also an efficient way to improve the relationship with your clients through details and patterns that might otherwise go unnoticed.