Will artificial intelligence improve your email marketing campaigns? With the rapid growth of AI tools in various fields of modern marketing, the impact of AI on email marketing is great. Marketers are in the dilemma of why they should implement AI in email marketing and how to make the most use of it in emails.
Regardless of the industry, AI can benefit email marketers in gaining a better understanding of their subscribers and customers and thereby, can deliver a more relevant email experience that can significantly improve email opens, clicks, and engagement as well. opened and clicked on.
But, first, we need to understand what is AI in email marketing.
What is AI in email marketing?
Artificial intelligence covers various technologies such as computer vision, deep learning, machine learning, natural language processing, and others. In email marketing, it refers to technologies that leverage algorithms to aid marketers in creating and delivering data-driven email campaigns. Not just marketing automation, AI includes elements that help analyze large datasets, extract data from customer data, and big data on various aspects including behavioral data.
AI uses these data points to make product recommendations, trend predictions, and marketing decisions to enable hyper-personalization at different stages of the customer journey. So, what benefits would AI bring to your email marketing campaigns? Let’s find out.
Benefits of AI in email marketing
These are some of the long and short-term benefits or impacts of AI in email marketing –
Cost reduction
AI-based email marketing technologies will make it easier to craft winning campaigns while reducing the cost or budget to be spent on campaigns. A 2022 Statista report has concluded that 51% of respondents had witnessed about a 20% reduction in cost after incorporating AI in email marketing.
Boosts revenue
Implementation of the right AI tools can help businesses in enhancing email sending frequency, decrease the unsubscribe rate, and significant improvement in greater open rates, which resulted in a 25% increase in revenue.
Analyzes large volumes of data
AI can analyze and extract actionable patterns from large sets of data of high-performing emails. Users can analyze the data for programming and reprogramming. By extracting the data points about email subscribers, you can avoid sending them bulk emails in the future.
Scaling AI email marketing campaigns
As more businesses are switching to AI technologies for email marketing and communications, they can scale email campaigns and save time on overall sales and marketing operations.
How to use AI in email marketing?
So, how does AI impact email marketing? Here is a list of advantages marketers can benefit from by implementing AI in email marketing.
1. Personalizing subject lines and email copy
AI can help you improve email personalization at scale. Here’s how.
Automate creating email subject lines. AI systems use natural language generation (NLG) to generate email subject lines by learning brand voice data that increase email opens and lead to higher revenue.
Personalize email copy to the audience segments. The deep learning technology in AI can tailor the email copy which matches the preferences of an audience segment. This technology can also make customized email content recommendations for a segment or an individual recipient that can increase email engagement and conversions.
Phrasee is one such advanced AI tool that applies machine learning to automatically generate email subject lines that result in higher email open rates.
2. Improve email deliverability
There are various ways you can improve email deliverability by using AI.
Restructure an email campaign. AI-powered tools can use data to break down a marketing campaign into hundreds of smaller campaigns to send more targeted emails. These tools restructure into smaller email campaigns to deliver emails in ways that maximize inbox delivery.
3. Widen and improve audience reach with AI
Some email providers may report to your recipients that your email message is not useful or relevant and redirect those to the spam box. To avoid spam reporting, use AI-powered tools that identify recipients who stopped opening your emails and stop the email software from sending emails or targeting these subscribers.
One such AI-powered tool is Seventh Sense which uses machine learning to assess a large volume of data points from Marketo, HubSpot, or other email systems to build a predictive model for every email contact. Therefore, it uses the data to target each contact with an optimized email-sending slot when subscribers are the most likely to open your emails.
For this, you can leverage the Drift Email tool that updates an email database and routes emails to the right people for effortless email success.
4. Create smart newsletters
AI technology can make your newsletter process automated, easier, and more effective.
Take advantage of automated and smart newsletters with AI. Use AI platforms that are designed to create hyper-personalized automated newsletters. These automated emails with content optimized for every single recipient to enhance engagement drastically, which was previously not feasible with non-AI automation tools.
rasa.io is one such AI tool that designs hyper-personalized newsletters and also, automates the production process which boosts subscriber engagement and sends rich performance insights.
5. Abandoned Cart Email
Customers and visitors often abandon their shopping carts without completing the purchase. In that case, sending abandon cart emails is a great way to encourage them to complete the transaction. For this, you can leverage AI to automate cart abandonment emails at a specific time and frequency that will trigger a specific reaction.
AI can help you personalize your email retargeting strategy to send them abandoned cart emails that remind them to complete their purchase action with the link to their abandoned shopping cart.
6. Customer Tracking
AI can analyze large volumes of insights and forecast customer behavior which is known as “predictive analysis” based on data analysis. Using this predictive analysis, you can predict the likelihood of their purchase based on previous data. Or you can also estimate the total average value of clients who might buy your products or services in the upcoming months. Thereby, you can incorporate the predictive data in your email segment to send promotional emails that can increase sales.
7. Clean up your email list
AI-powered email technologies can help you clean your email list. You can integrate AI-powered tools into LinkedIn to build rich email subscriber lists with details including job titles, companies, locations, and other details.
While manually scanning an email contact list can be an extremely time-consuming and tedious operation, AI and machine learning algorithms can scan and ensure your contact lists are updated so that your emails do not get reported as spam by any email service providers (ESPs) or ISPs.
AI can delete outdated and invalid contacts as well as modify existing records with their current job titles, organization, addresses, phone numbers, and other details that automatically enhance the email deliverability higher campaign performance, and ROI from email campaigns.
8. Make smart segmentation
Manual lead segmentation, similar to the database cleaning process, can be time-consuming and might lead to possible human errors. You can automate this segmentation process by using AI solutions that categorize their email lists. AI can segment your audiences based on customer data such as purchase history, browsing history, social media usage, email engagement, and product preferences. AI systems use these data points to categorize your audiences into various email segments and later, send emails to every segment of customers and prospects personalized to those parameters.
9. Determine ideal customer profiles
Many businesses use AI to understand their customers’ needs to identify the ideal customer. In the first stage of email marketing lifecycle, AI-powered tools can be used to reengage existing customers and retain your potential customers through customer lifecycle emails. Automated retention emails based on their previous purchases and engagement history data can build solid connections with your valuable or “high-value” customers throughout their lives and can convert them into brand advocates.
10. Make detailed product recommendations
AI assists brands in monitoring and collecting data on website visit activities and uses those insights to make hyper-personalized product suggestions via email. AI can send Individual product recommendations to your prospects and customers based on those actual site visit data and data on products they viewed to incorporate into emails in real-time.
For example, AI can notify your customers of an upcoming exclusive sale via emails wherein they make product recommendations based on the actual items they found interesting or items that are similar or related to those wherein they have expressed their interests. Thus, AI can help you identify certain products that may cater to a certain set of buyers and what messages and offers they love to receive from your brand.
11. Test and audit your emails
Apart from sending hyper-personalized marketing emails, AI can also enable your team to test which email variant performed or resonated better with a certain segment of the audience. Use AI-powered tools to frame heat maps of your multiple variants of email templates. These heatmaps will identify the parts of your emails that appealed more to your readers and also, highlight elements that you need to optimize such as a specific call-to-action (CTA) button, an image, an email footer, or video links.
These test results will save you time by removing the guesswork and can make your email marketing process faster, and more effective, and your email workflow more productive.
12. Automate your emails when your subscribers want to receive
You can Customize email send timing by using AI. The AI algorithms can monitor when the majority of your subscribers check their emails and use the information to create an email distribution timetable.
Your subscribers want to receive emails when they check their inboxes. Especially if you are targeting people from different regions and time zones, then leveraging AI can help you optimize the best email send timing slot based on their previous email open data to ensure that your audience finds your messages at the right time when they are most likely to open their inboxes.
Thus, your recipients will get accustomed to receiving your recurring email messages at a specific slot and start expecting emails every week. This leads to higher email open rates and steady subscriber engagement.
Conclusion
All in all, the impact of AI can be significant in your email marketing, when used efficiently and effectively. If you are thinking of using artificial intelligence in your email campaigns and need to understand the benefits and ROI it can generate, then you can simply get in touch with an expert to discuss before investing.
That’s where our Sootra Consulting team of email specialists can help you thoroughly and take your email marketing efforts to the next level. All you need is to write us a “Hi” and your concerns or queries related to the impacts of AI in email marketing at support@sootraconsulting.com. We can take it up from there!
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