Email marketing has withstood the test of time throughout the decades, providing marketers with an ideal channel to build stronger customer relationships through effective communication, increase site traffic by crafting emails with valuable CTA design, and personalize content.
Still, email strategies can also improve to remain relevant to rapid changes in marketing, which is why artificial intelligence is now an essential part of an email platform.
The technology can help marketers keep up with demand, considering the number of email users is expected to continue growing, reaching 4.85 billion in 2027, according to Statista.
Therefore, email marketing needs a boost in speed and intelligence to maintain high-quality content while adapting to rapidly changing trends. Here’s how AI can help.
How can AI support growth in email marketing?
The use of AI in email marketing relies on machine learning algorithms, which enable marketers to personalize content, segment audiences, and optimize sending times.
It supports superior levels of performance, especially for email marketing campaigns, where generating texts, images, or layouts matters considerably for the recipient.
The ideal email marketing platform combines human and artificial intelligence for fast and impactful results for its campaigns, since it can lay the foundation for:
- Engaging communities through newsletters;
- Supporting connection with autoresponders;
- Building brand awareness with behavior-based automation emails.
What are some benefits of AI in email marketing?
Optimizing your email marketing campaign gets less ambiguous with AI-based features, impacting:
- Operational efficiency: as you reduce the time and effort for managing the campaign through automating tasks and content generation, you can benefit from better results on audience segmentation;
- Engagement and conversion rates: with detailed and real-time insights, campaigns reach their goal more efficiently, providing the potential for higher ROI;
- Data-based decision-making: as AI offers real-time insights on customer behavior or campaign performance, you can easily refine the strategy;
Use cases of AI in email marketing campaigns
Let’s explore the increasingly widespread applications of AI in email marketing, as understanding their impact could change your business.
First, AI optimizes the subject line by analyzing emotional triggers, such as tone or keywords, that can immediately capture the recipient’s attention.
AI tools are also efficient in designing and placing layouts, texts, and call-to-actions efficiently, so you not only save time on this process, but can also avoid making the email too visually busy.
But maybe the best thing about AI in email marketing is its capability to automate workflow, assisting in the daily manual workload for:
- Audience segmentation: AI helps identify patterns in browsing behavior or purchasing history at lightning speed;
- Intelligent responses: AI can be used for automating responses with appropriate tones and based on the company’s culture;
- Improving conversions: AI can support in creating dynamic landing pages so visitors can have the best experiences;
Automation services that can boost engagement
Maintaining long-term relationships with customers and security loyalty is difficult these days, especially when emails contain the wrong CTA or are not relevant. However, with artificial intelligence facilitating direct communication with individuals, your business can evolve.
AI is also efficient in managing subscriptions, which are some of the most sensitive aspects of an email campaign.
People sign up for newsletters to receive information on sales or promo codes, as well as read the brand’s content. However, they can unsubscribe immediately if they are bombarded with too many emails or irrelevant promotions.
Still, marketers might fail to identify the reasons why people unsubscribe, as they must conduct a thorough review of low open and click rates, high spam complaint rates, and direct feedback from users.
Luckily, this is what AI products and services can prevent, by personalizing content and communication for every customer or partner.
Challenges in implementing AI in emails
While it’s highly efficient in marketing, AI’s capabilities are still limited, so being cautious when using it is necessary. First, ensure you are up to date with the latest privacy and data protection regulations, as the tools you use must comply with the country’s guidelines for transparent data practices.
For example, the United States has various authorities managing data protection, including the CCPA (California Consumer Privacy Act) and the VCDPA (Virginia Consumer Data Protection Act).
Another prominent challenge is the technical preparation for adopting AI. Besides hiring professionals or training current ones, investments in technology are necessary to ensure safety and efficiency. Moreover, some companies might resist embracing AI.
Finally, the ethical concerns surrounding AI must not be ignored, as AI can still be biased in its results based on the datasets used to train it.
It’s always best to monitor, interpret, and adapt the decisions AI is making, allowing human professionals to find a balance between authenticity and automation.
What is the future of AI in email marketing?
AI products and services are continuously evolving for marketers, so in the future, this will become the norm for company advertisements through email.
Some of these features are still in development, but expect email marketing to become more efficient with:
- Natural Language Generation (NLG) for dynamic content, which can be used for establishing human-like language to communicate with recipients based on their preferences, behaviors, and demographics;
- Autonomous campaign orchestration includes minimal human intervention for operations like content creation and follow-up sequences, helping marketers focus more on responsive marketing;
- Behavioral triggers that foster engagement and make experiences more relevant, since they use predictive analysis and machine learning to optimize the campaign’s timing and content;
- Hyper-personalization is the next level of personalized email content as it documents customer interactions to generate offers or recommendations based on individual interests;
Are you ready for your next email campaign?
Crafting the perfect email campaign to attract new customers or maintain loyalty among existing ones can be demanding, especially with the rapidly changing customer trends and behaviors.
Luckily, using artificial intelligence enables you to personalize email content to make it relevant for every consumer, as well as analyze data and predict trends.
Your emails could benefit from operational efficiency, improved conversion rates, and data-driven insights, which are achievable by choosing the right services.
