Like most people, do you consider email marketing to be an “old fashioned” tool?
While email marketing might not be as fresh and exciting as some of the newer options on the market like social media marketing or video content, it still has a lot of value to offer. Live statistics tell us that more than 2.8 million emails are sent each second. That’s a lot of material in the airwaves.
Not only that but like other forms of advertising, email marketing isn’t a stagnant concept. Over the years, it has grown and evolved at an astronomical rate, driven by the rise of new technology. For instance, artificial intelligence and machine learning have greatly enhanced what companies can generally achieve with email marketing.
Today, we’re going to look at the ways that email artificial intelligence software can help you to create a smarter promotional strategy.
Why AI? Machine Learning & Email Marketing
First, let’s address what makes email artificial intelligence so compelling.
According to statistics from eMarketer, over 80% of today’s retailers believe that email is the best way to connect with their target audience and retain existing customers. Over 90% of Americans check on their emails every day.
What’s more, the purchase rate for email customers is 17% higher than it is with social media customers. Of course, to achieve incredible results in your campaigns, you’re going to need the right strategy. That’s where AI email marketing software comes in.
With email artificial intelligence, you don’t have to guess at the kind of content your audience wants to see or the frequency with which you should be sending that content. Instead, you can tap into in-depth analytics that shows you everything you need to know about building real connections with your customers.
Simply put, AI makes strengthening your relationships with customers and achieving effective conversions much easier.
So, how do you get started?
1. Use Email Artificial Intelligence for Micro-Segmentation
Segmentation is a crucial component of any email marketing strategy. In years gone by, there were times when the only way that marketers could segment a list was according to essential variables like age and demographics. However, thanks to big data and AI, it’s now possible to split your list based on more profound ideas like total purchase value, past behaviour, and resources downloaded.
You can even segment your customers based on the kind of language that they’re most likely to respond to. For instance, Persado (a technology company) started doing this in 2016. The business began machine-generating email copy based on the emotional response that certain groups had to specific phrase and words. With Persado’s help, leading computer brand, Dell was able to enhance the language it used for each of its segments based on their preferences.
Dell announced that the use of Persado’s AI email marketing software led to a 50% increase in email CTR, as well as a 46% average increase in email conversations.
2. Hyper Personalize Your Email Content
Speaking of the wonders of enhanced segmentation, machine learning in email marketing also means that you can improve your chances of sending uniquely targeted content to each customer. AI can tap into data from a range of different tools and environments to make sure that the emails you send are better-suited to each member of your audience.
You can even send your customers regular updates that keep them informed of the benefits that they’re getting by using your product or software. RescueTime does this to highlight how customers are saving productivity in each week with the software.
With AI email marketing software, you can even use the same approach above combined with dynamic content to ensure that the messages you send are always up-to-date and relevant. Basic dynamic email practices allow you to alter the content in an email according to things like:
- Demographic information like name, age, and gender
- Firmographic information like work address, organization name, and business type
- Behavioral data like purchase patterns, cart abandonment, and offer response
- Psychographic data like hobbies, lifestyle, and interests.
3. Get the Timing of Your Emails Just Right
There are a vast number of emails showing up in the user inbox each day. Statista believes that the number of messages sent per day is expected to grow to 320 billion in 2021. If you want to stand out amongst all that chaos, then you need to make sure that you reach the right customer at the right time.
Email artificial intelligence allows companies to carefully analyze data and use their findings to send emails to people when they’re most likely to open that message. Discovering the ideal time that each customer is expected to engage with a message is an excellent way to boost your chances of success.
Once your AI email marketing software has helped you to discover the perfect schedule for your posts, set up an automated campaign to take advantage of what you’ve learned. This will ensure that you can interact with your audience regularly, at times that suit them. You can even set up automated emails to respond to specific actions a customer takes. For instance, look at this email from Jack Willis reminding the customer that they have items left behind in their cart.
4. Create Amazing Subject Lines to Earn More Clicks
Most businesses already know that incredible subject lines are the key to designing content that converts. However, half the battle of any email campaign is figuring out how to create the subject lines that will speak to your audience. After all, these snippets of content will determine whether someone opens your message or sends it straight to the trash-can.
Email artificial intelligence tools like Phrasee can assist with your campaigns by helping to write subject lines based on data, that maintain a human voice. The technology uses a blend of deep-learning algorithms and natural language generation to create an incredible marketing strategy for businesses of all sizes.
According to some studies, AI is capable of creating personalized subject lines that are up to 95% more effective than the ones established by humans. Many experts find that cognitive content written by machines is effective because it can be continuously improved. You’ll be able to keep updating your subject lines based on the data that you collect.
5. Track Customer Behavior for Preemptive Marketing
One of the many sub-genres of AI that companies rely on today is “predictive analysis.” This means that your AI email marketing software looks at all of the information you’ve ever collected in your business and uses it to make predictions. Often, examining a vast amount of historical data can reveal trends that you might not have noticed before.
Companies like Amazon use this strategy to determine what kind of products you may want to purchase next, based on the items you’ve bought or looked at in the past.
Sorting through the astronomical amounts of data required for predictive analytics would be impossible using manual processes. But AI tools can handle these strategies with ease. Once you’ve got your predictive insights, you’ll be able to use preemptive marketing to suggest ideas to customers before they come looking at your company. For instance, look at how Netflix uses the “You May Also Like” suggestions to keep customers watching.
Remember, according to McKinsey reports, about 75% of what users watch on Netflix is driven by product recommendations. Preemptive marketing gives you an excellent opportunity to manipulate what your audience does next.
6. Invest in Customer Lifecycle Marketing
Finally, with so much fierce competition in the email marketing space, today’s companies need to create stunning campaigns that deliver the best possible ROI. To do this, businesses need to be able to study every step of the customer journey, implementing effective strategies from start to finish.
Email artificial intelligence, predictive analytics, and machine learning allow companies to generate useful insights into their customers by evaluating their data consistently. This means that you can determine when each customer is most likely to make a purchase when they need extra information from your sales team and more. All of this information means you can create more successful email campaigns. For instance, if you just want to keep your users informed about how they’re benefitting from your software, you can send them a regular email with useful details like GasBuddy does here:
This strategy allows you to share what you’ve learned about your customer with them, to remind them that it’s worthwhile to invest in your company.
Additionally, to make sure that you get extra ROI from your customers, you can also use machine learning and email marketing to quickly and easily send automated messages whenever one of your clients abandons a cart on your website. With dynamic content processes, you’ll be able to make sure that the CTA on these abandoned cart emails lead straight back to the products your customers were interested in like MCM does here:
Embracing Machine Learning & Email Marketing
Ultimately, email artificial intelligence is all about using data and automation to send more personalized and effective emails to your audience, at times that best suit them. Using AI email marketing software, today’s companies can tailor-make their campaigns based on a huge amount of insightful data about how their customers make a purchase.
With AI, you can make your email marketing strategies less time-consuming and complicated, while simultaneously tapping into bigger returns on your investments, and stronger opportunities for future growth. AI simply makes you a better marketer, by expanding on what you know and giving you the tools you need to intimately connect with thousands of customers at once.
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