Ways Big data And AI Are Changing Email Marketing

by Josh Biggs in Marketing on 12th March 2019

Big Data and Artificial Intelligence (AI) has become a major topic discussed these days, and email marketers are no exception.  It’s no doubt that Artificial Intelligence and Big Data is growing among email marketers given the importance of email to many companies.

When it comes to email marketing, AI is a tool that enables email marketers to offer something that customer’s need. The biggest gain of AI for email marketing is that when paired with big data, it allows you to stay ahead of your competitor as data growth continues to skyrocket.

With an increase in worldwide email use, it’s no wonder email marketers are finally wising up and taking a good long look at what big data and AI can teach them. Read on to learn how Big Data and AI is changing the way we use email marketing.

1. Optimizing Send Times

Send times has a big impact on email opens and clicks rate. In the past, email marketers send out emails at the same time across different location to all their customers. However, with the help of AI, email marketers can now individually send out messages at the exact times that recipients are most likely to open them.

Besides, email marketers can also customize the rate at which they send messages to each specific subscriber based on his or her engagement history. The goal here is to optimize touch points with your customers and leads based on when they are more likely to convert.

2. Predictive Analysis

In addition to using AI to optimize sending time, collecting and analyzing big data can help business gain insight into current buying behaviors of their customer’s, which in turn can be used to predict a foresee future purchases.

For instance, big data can provide insight into which products are typically purchased and the type of customers who make these purchases. Therefore, when a new client buys one of the items that fit a particular profile (age, gender, or overall spending amount, and more), a business can use this data to increase its post-purchase revenue by using email template builder to send a tailored message to the new client showcasing related items to their original purchase.

3.     Faster and Better A/B Testing

A/B testing is not new to email marketers. They have always performed this test to know how vibrant a particular campaign will work better for audiences. This type of testing relies on user data, and technology intuition to form hypotheses that point marketers toward what would resonate their potential targets.

What AI does here is to improve the power of testing using customer data to help you choose the campaign that will perform best.  So many technology vendors offer AI testing platforms, which enable marketers to create robust tests and identify differences between tests that might go unnoticed. Some platforms, like Optimail, even offer email marketers the ability to optimize their campaigns, thereby eliminating the risk of losing revenue.

4.     Predictive Personalization

Statistic found that the higher the personalized email, the higher the email open and click-through rates. This mean changes in an email’s content, reflecting your customer’s individual needs will grab his or her attention, and increase their engagement with the sender.

To offer a personalized experience to customers, email marketers must collect data from the customers to understand and know them better. AI can do a lot regarding personalized email marketing. AI algorithms will browse through your customer behavior, purchase history, as well as on-site activity, and uses this data to create real-time, dynamic, and personalized recommendations for every customer. This level of personalization would be impossible to achieve without Artificial Intelligence.

5.     Email Subject Line Optimization

Email marketers have been struggling to create the perfect subject lines for years. Your email subject lines should be catches in the eye of the user and convey the right message with the ultimate goal that the user will open and read it.

Now, email marketers can let Artificial Intelligence determine which body copy, subject lines, and calls-to-action recipients are most likely to have the highest open rates. Companies can now figure out what makes their subscribers open and read their emails with a little help from AI and Big data.

6.     Content Creation

Email marketers have been struggling to know the kind of text will produce best results. Fortunately, Al now allows email and content marketers to narrow the gap between speculative content ideas. AI can help create marketing content and interpret users’ reactions to it.

Several ESPs platforms such as Persado and Phrasee let AI determine what kind of body text, subject lines, and CTA’s will make your recipients respond more. These platforms let Al use natural language processing to create content that sounds like humans written and follow a consistent brand tone and language.

7.     Intelligent Segmentation

You have different groups of people you’re addressing, and you don’t want to overwhelm everybody with the same content. Every email you send needs to be designed and appeal to your specific customer needs. You don’t need to create a different email for every person; all you need to do is divide your email list into several segments, based on the criteria the customer chooses.

The segmentation benefits with AI are apparent. AI can help to readjust the segments and form new segments, based on your customer’s criteria and responses.

Final Thoughts

Big Data and Artificial Intelligence are getting better and better with more and more processing power and data available for them. Hence, if you want to help your business look for a way to build a relationship with your clients, then you must think about adopting these cutting-edge technologies.

AI and Big Data have a significant impact on marketing as well as all functions of your business, and it is going to shape further. They are undoubtedly a “must” for your business if you want to transform the results of your email campaigns. Now, marketers can use them to strategically deliver productive customer experience and get ahead of the competition.

Categories: Marketing