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Your email marketing can be better if you take advantage of AI Featured

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Despite artificial intelligence (AI) being a relatively new technology, it is already taking almost all industries by storm. Not only is it a buzzword in the media today, but it is also one of the biggest discussion points among corporate leaders and email marketers. From bots to enhanced personalization, the potential implications of AI in marketing are more than interesting to discuss. Despite many marketers being in the dark on how they can use AI to their advantage in today’s business, many have been struggling to understand the possible advantages it offers. To help you understand how AI can take your business to the next step, here are some ways which AI can improve your email marketing program.

  1.     Email content

Every marketing email must have quality content which is a key part of the marketing strategy. This area can be enhanced significantly by introducing automation. This automation may be anything from the body of the email to the subject lines and images which you can include within the message. In the past, marketers manually tested each of these concepts to determine what worked best. However, this process is susceptible to human error and is time consuming. This is where AI can come into play. This technology enables your marketing team to learn the combinations that works better and will reduce time that you and your team spend doing A/B tests.

  1.     Send times

Identifying the best time to send marketing emails is one of the biggest things to a marketer. This is not easy because different subscribers have different times that are best for them. AI can offer solutions to this challenge by automating the ideal send time for every subscriber in the list based on their history. AI can use analytics and models that humans are not capable of doing and give it in real time. Through machine learning, it can find preferences of subscribers and determine time and day where emails can be sent. This increases engagement.

  1.     Product promotions

In most instances, brands, bigger as they may seem may miss out on opportunities of generating revenue by offering the customers and subscribers wrong messages or offers. Although some of the subscribers can convert, others will only accept offers which meet their needs. This can be challenging to companies which have no way of identifying the right offer as it leads to massive revenue losses due to dependence on human experts alone. AI collects data and learns the past purchase history of the customer before coming up with types of offers that a particular subscriber prefers. Such can be free shipping, reduction of certain amount of money or even none at all. Whichever it is, AI is helpful in increasing revenues from your email promotional campaigns and marketing.

  1.     Product recommendations

One of the biggest capabilities of artificial intelligence is that it can generate personalized recommendations of certain products based on the purchase history or recently viewed items by a customer. This will ease the work f email marketers who can take advantage of such capabilities to compose marketing emails which are what customers or recipients want to see. The result is astonishing as such marketing emails can lead to better open rates and click rates. AI technologies can help in establishing click behavior of a given customer leading to a better understanding of what they want.

Although the concept of AI is puzzling, exciting in and scary to some, marketers will reap big if they discover how this technology can be useful to their operations. For this to happen however, you must have the right knowledge and tools and best practices as this combination will keep your customers engaged and build loyalty.

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Scott Koegler

Scott Koegler is Executive Editor for PMG360. He is a technology writer and editor with 20+ years experience delivering high value content to readers and publishers. 

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