Email is one of the staples of marketing, and still one of the most effective. Let’s be honest though, so often email marketing is simply a spray-and-pray method: brands send out blasts with little direction and hope something will stick.
But with the advent of AI, we're now able to cut costs, improve ROI and make smarter decisions about which emails are sent, where, and when. As our technology continues to evolve, so do the ways in which we can use it to better the customer experience. Just recently, we’ve seen a rapid evolution, with Interest in AI now at an all-time high. The word on everyone’s lips being ChatGPT.
Dynamic content
As the number of emails that people receive on a daily basis continues to rise, it's becoming increasingly challenging for businesses to stand out in the crowd.
One way that businesses can make them more engaging is by incorporating dynamic content. Dynamic content refers to elements in an email that can change automatically based on factors such as the recipient's behaviour, location, or preferences. This type of content can help businesses personalise their emails and provide a better user experience for their subscribers with minimal effort.
One popular tool for incorporating dynamic content into email marketing campaigns is the Einstein module. This technology, developed by Salesforce, uses artificial intelligence to analyse data and show personalised product recommendations. Einstein might suggest products based on the customer's past purchases or browsing history.
The benefits of using Einstein-type modules in email marketing campaigns are numerous. By providing personalised recommendations, businesses can increase the relevance of their emails and improve the likelihood that customers will engage with them. This can lead to higher click-through and conversion rates.
For the business, it saves time and resource by automating the process - no more manually crafting unique emails for each customer.
Send time optimisation
This technology uses machine learning algorithms to analyse data on when subscribers have historically engaged with emails and automatically determines the best time to send each email for maximum engagement.
Automatic send time optimisation can be a valuable tool for businesses with large email lists, as manually determining the best send time for each individual subscriber can be a time-consuming and difficult task. When you think that the USA alone has 9+ different time zones, that’s huge!
Furthermore, by using machine learning, the optimal send time can change and adapt to shifts in the recipient’s behaviour.
Email copy
Even if they don’t have a dedicated copywriter in-house, businesses can benefit from AI-powered tools to create email copy. Rather than spending hours writing each individual email, businesses can use AI-powered tools to generate it quickly and easily.
However, while AI-powered copywriting tools can be a valuable resource for businesses, they shouldn’t replace a human writer. They can provide a starting point, but it's important to have a human touch on the final product. Humans can provide a level of creativity and nuance that is difficult for AI-powered tools to replicate and can ensure that any copy is consistent with a brand's voice.
Automatic recommendations
By leveraging machine learning algorithms and data analysis, AI tools can provide businesses with insights and recommendations on how to improve their email campaigns, such as optimising subject lines, improving email design, or identifying opportunities for personalisation.
One example of this is OptiBot. OptiMove’s AI analyses data on email performance to give personalised recommendations on how to improve email campaigns. For example, OptiBot can analyse subject lines and provide suggestions for how to make them more compelling or analyse email content and provide recommendations for how to improve the layout and design to increase engagement.
Furthermore, it can also provide businesses with insights on broader trends and patterns in their email marketing performance. For example, identifying the types of content or promotions that resonate best with subscribers, or identifying segments who are more likely to engage with certain types of emails.
Predictive analytics and behaviours
Predictive analytics not only allows businesses to understand customer behaviour but anticipate it by analysing past customer interactions with emails and other touchpoints. For example, it can identify patterns the likelihood of a customer making a purchase in X days. This information can then be used to send targeted emails to that segment, such as offering them a discount or highlighting relevant products.
Another way that predictive analytics can be used in email marketing is to identify customers who are at risk of churning or becoming disengaged and send a series of re-engagement or ‘win-back’ emails to reduce the likelihood of attrition.
Flagging anomalies
AI can also be used to identify and flag anomalies and errors in email campaigns. Instiller's software is one such example of this. It analyses campaigns and flags errors before the email is sent. By automatically flagging issues like broken links or potential spam filter triggers, AI-powered email marketing software like Instiller's can help businesses avoid costly mistakes without the need to rely on manual checks and reviews prone to human error.
Summary
Artificial intelligence is being used in email marketing to drive better results and increase ROI. AI-powered tools can help businesses to personalise their email campaigns, optimise send times, and automatically flag errors and anomalies.
One key advantage of AI in email marketing is that it can increase engagement and ROI by delivering more personalised and relevant content to subscribers. For example, analysing purchase behaviour and showing appropriate product suggestions, increasing the click-through rate and chances of conversion.
Another benefit of AI in email marketing is that it can help businesses to save time and reduce costs. By automating certain aspects, such as send times, businesses can reduce the amount of manual work required and improve efficiency.
AI can also increase accuracy and reduce errors. For example, by automatically analysing email content to ensure that it’s free of errors or spam filter triggers, reducing the risk of emails being sent with issues.
As businesses continue to explore the potential of in email marketing, I’m sure we can expect to see more advanced and sophisticated applications of this technology in the years to come.
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