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Email marketing: 3 ways in which artificial intelligence will revolutionize it

Not only artificial intelligence (AI) one of the hottest topics on the media today, but also one of the major points of discussion among email marketing experts. From robots to hyper-customization, the potential implications for artificial intelligence marketing are interesting to address.

Not only artificial intelligence (AI) one of the hottest topics on the media today, but also one of the major points of discussion among email marketing experts. From robots to hyper-customization, the potential implications are interesting to address.

Email Marketing examples

Many marketers might be unaware of how they can leverage artificial intelligence for email marketing in a practical sense today and sellers are hungry to profit by providing dreams of a future without having to struggle anymore.

Email Marketing and AI

Let's get back to reality: you will not replace your marketing and sales team with robots in the short term and any artificial intelligence tool will require adequate additional data, resources and investments. That said, in addition to the business tools you already have, there are some relatively simple ways to use artificial intelligence to improve the effectiveness of email marketing campaigns.

email marketing

Machine learning in email marketing

Machine learning can be used to automate and optimize many aspects of your email marketing program, such as the contents, the sending times and the frequency. At the same time, you can be sure of maximize engagement and conversions. For example, artificial intelligence could ideally predict the content and supply that would most likely lead a single customer to click, along with the best time of day and the frequency that will most likely be loyal to him.

While a subscriber may be more inclined to make a purchase from the subject text A, image B and promotion C, another subscriber may be more inclined to buy an email than the exact opposite.

Humans simply cannot replicate this degree of constant learning and optimize campaigns at the same rate. It would take a significant amount of A / B tests to determine the most effective content, frequency and offers for each individual subscriber, and this without even considering the creation of the content needed to support it! The correct artificial intelligence tools have the potential to do it in a few seconds, freeing up the time of email marketing managers to think more strategically.

How artificial intelligence improves email marketing

As a marketer, you've probably spent a lot of time and money figuring out what content to use and the promotions to offer in email marketing campaigns, along with the right sending and timing times. It can be complicated to determine the combination of these factors that will maximize conversions and here artificial intelligence can provide valuable help.

LAI has the potential to optimize three key areas of any email marketing campaign.

1. Content of the email

The content is obviously an important part of the email marketing strategy that could benefit from automation. This could be anything from copying the main text to the object and images within the layout. Traditionally, marketers test the combinations of each of these to determine which is best, but the process is often trial-and-error and takes a long time. here that the AI ​​can be a help.

Not only AI technology allows you to learn more quickly which combination of content will perform best (and therefore maximize the revenue first), but allevier also the time your team will dedicate to A / B tests, and allow them to expand to greater variations of the test items. Furthermore, the right tool could choose the winning combination for each segment during delivery to start serving the right content right away and generating incremental revenue.

2. Delivery times and frequency

It is normal for marketers to rely on broad assumptions about the best time to send emails. While this might be effective for some of the clients, it does not apply to every single individual. At the end of the day, subscribers are human beings, not statistics. Everyone has different habits and preferences for checking and interacting with e-mail.

Artificial intelligence can automate the ideal sending time and day for each member based on their engagement history; can analyze the analytical models in real time and apply them to the campaign, which would be very difficult to replicate for humans because it simply does not have enough time. Machine learning technology can quickly understand the preferences for lists of large subscribers to determine the time and day in which to send emails that maximize engagement and conversions.

The same idea applies to the frequency and frequency of e-mails sent to each user. While a subscriber could do more if you increase the frequency of your check-ins, others may feel overwhelmed and unsubscribe.

3. Promotions

Often brands lose opportunities by giving the wrong promotion or offer to subscribers. While some subscribers may become buyers with a lower offer (for example 25% discount compared to 40%), others may participate in a bid only when the price falls below a certain amount. easy to see how a wrong offer could lead to a lost profit for the company, but almost impossible to accurately predict the right offer using only human intervention.

The right tool can collect and learn from consumer purchase history data over time and determine which types of offers offer the best results for each subscriber. This could be a combination of a discount rate and free shipping, a certain amount or nothing at all. Whatever it is, Artificial Intelligence technology can help generate more revenue in promotional campaigns.

Email Marketing: start slowly and build us up

Finally, while all of the above could result in an email marketing campaign, it is important to remember that much of this excitement about artificial intelligence is still tied to something largely in the design phase; implementing everything all at once never works, and if it seems too easy, probably a trap. Even some of the use cases mentioned above are just ideas, however there are some tools that are already paving the way for artificial intelligence in relation to email marketing.

While the concept of artificial intelligence is exciting and also a bit scary, it is important for marketers to start small: make sure you have the right technologies now to easily implement artificial intelligence tools when they become more accessible as you go. As you do so, continue the hard work using the best email marketing practices you know and keep your subscribers committed and loyal in the long run.