Despite being around for 50 years, email remains one of the most effective and popular digital marketing channels to nurture leads. The reason is obvious – email works. While brand marketers keep adding new tools, tactics and channels to their marketing toolkits, it is email that we, the consumers, have the habit to go through a few times every day.
According to the State of Emails Workflow Report, marketers spend up to 24 hours on average to produce an email campaign, with design, coding and reviews demanding most of the time. Even if a brand uses email to source its revenue, such a campaign production cycle is insanely lengthy – and if a marketer focuses primarily on lead nurturing and newsletter marketing, it becomes really difficult to track and justify email’s ROI.
So how can marketers optimize their efforts when it comes to one of the most important marketing tactics? The good news is that email is not a static technology. Just like many other aspects of how we use the internet, the possibilities of email have grown and evolved. As the availability of Artificial Intelligence increased, machine learning technology has greatly expanded what we can achieve through email marketing, driving conversions and enabling enhanced personalization.
In a nutshell, AI can help email marketers with the following tasks:
- Emotionally Intelligent Individualization
- Smart Customer Modeling and Segmentation
- Workflow Optimization
- Refined Content and Creative
- Predictive Analytics
How AI Is Used in Email Marketing?
The success of an email campaign is often dependent on a marketer’s experience, intuition and patience to run enough tests before learning what works and what doesn’t. Add up the fact that the consumer behavior often changes, which requires to start the learning process over, and you have a good explanation why email production requires such a crazy amount of time.
Luckily, these days are gone. AI can outperform even the most experienced email marketers, make more accurate predictions, and give exquisite recommendations for further improvement.
Here are some of the best use cases for AI in email marketing:
1. Emotionally Intelligent Individualization
Some of the most successful email marketing campaigns include emails that are very well personalized and look like they have been written by someone who is well known to the recipient.