How to Enhance Email Marketing Performance with AI

by Josh Biggs in Business, Marketing on 6th July 2020

With the global AI software market forecasted to reach a huge 22.6 billion US dollars by 2020, it wouldn’t be wrong to say that AI has revolutionized the digital world. In fact, 87% of companies that have incorporated AI are leveraging it to improve their email marketing strategy. 

Do you know Netflix saved a whopping $1 billion in annual revenue by improving its recommendation algorithm? It did so by making use of artificial intelligence for improving its marketing services. Here’s a look at one of the AI-driven promotional email templates that Netflix sends to its customers. 

So, you see how AI is revolutionizing and enhancing the performance of email marketing? Simply put, the biggest advantage of using AI for email marketing is that it helps marketers send the right messages to the right subscribers at the right time in an automated way. That’s the reason a survey by Statista reveals that email marketing campaigns backed with AI accelerate improvement in revenue by 41.29%. Here’s a quick look at the four positive effects AI has on improving email marketing performance: 

Now, let’s see how AI can help email marketers improve their strategy and deliver unmatched results. 

  1. Facilitates better segmentation

AI makes use of data collected through a preference centre and works on subscriber segmentation. Every subscriber has a different interest. Therefore, it becomes imperative to have separate lists and send your subscribers different emails on the basis of their interest and details. 

You can segment your subscriber list on criteria such as demography, geographic location, psychographics, sales funnel position, past purchases, total purchase value along with the various products and services they have searched for. 

Segmentation helps in determining the precise and accurate information and works towards improving your email engagement. This, in turn, improves your open rates, click-through rates, and conversions. 

  1. Promotes better subject lines

AI assists you in crafting better email subject lines that not only enhance the email open rate but also improve the overall campaign performance. 

In this context, Phrasee, an AI email marketing vendor makes use of specific algorithms to create compelling subject lines, CTAs, and email content. It takes into account the language matching a particular company’s brand personality along with the various phrases that can appeal to the subscriber base. Further, it also extracts the information from previous email campaigns to get an insight into the behavioral pattern of subscriber engagement. So, you see, how such apps have taken email marketing campaigns to the next level with the help of AI?

  1. Works on individual personalization

With your subscriber list growing every day, it can become difficult to manage the data. This is where AI can come in handy and facilitate effective management of data. AI, with its ability to study customer behavior and manage customer data, can help you send personalized emails to your subscriber base. For instance, if a subscriber opens their email in the morning, the message will get delivered to them at that time. In addition, you can even go a step ahead and ask your subscriber base to set up their preferences. See how BESPOKE does it like a pro.

This will help you send customized emails (from design PSD to HTML Email converted)  that resonate with the interests of the subscribers. Remember, 74% of marketers are already using targeted personalization to increase their customer engagement. So, if you wish to have an edge over your competitors, it is high time you opt for personalization in emails. It wouldn’t only improve your relationship with your customer base but also increase your sales and ROI in the following ways:

  1. Makes way for send time optimization

With 306.4 billion emails sent and received every day, catching your customer’s attention in the inbox can be a tough task. However, you can counter this issue by optimizing the send time of your email. To put it in other words, all you need to do is send the right email at the right time. You can do so by combining AI with predictive analytics. It will help you in analyzing customer behaviour and generating relevant data. This, in turn, will assist you in creating an email automation system. 

Take a look at this cart abandonment email template example from Beardbrand which has timed its email aptly that entices the customer to complete the purchase. 

  1. Improves email deliverability

Incorporation of AI in email marketing improves the deliverability rate by 1.3%. So, it wouldn’t be wrong to say that AI makes reaching the customer’s inbox easier. 

Email deliverability rate needs you to analyze various criteria. From sender reputation and list hygiene to subscriber engagement, you need to monitor all the aspects. This is where AI can do the needful. It can help you in the easy determination of email deliverability issues and give corrective solutions and measures for the same. As a result, it saves your company’s email infrastructure from being impacted in a negative way. 

  1. Increases subscriber engagement

According to a study done by the State of Email Engagement, 62% of retailers are of the thought that AI can have a huge influence on their subscriber engagement. AI allows businesses to keep a close check on their customer’s engagement and their interactions throughout their buyer journey. In addition, AI gives productive insights about which offers and campaigns work best with each of your customers, thereby increasing your subscriber engagement considerably. 

Wrap up

Artificial intelligence is an impeccable technology that has the ability to optimize your email campaign. This, in turn, can work wonders in helping you achieve your ROI and KPIs faster. 

To put it in other words, the right use of AI in email marketing doesn’t only help you in hyper personalizing your email campaign but also promotes seamless segmentation. As a result, your email marketing tactics resonate with customers on a personal level. 

AI also allows you to observe and notice customer patterns that otherwise go unnoticed. So, if you wish to create an email marketing campaign that drives great results, making extensive use of AI in your email marketing campaign is the key to.success. 

Categories: Business Marketing