Email marketing is proven to be really effective tool for businesses of any sphere to increase conversions and build closer relations with clients. But there is one essential condition. Success is only possible when email marketing strategy matches the needs and priorities of the target audience.
In other words, it’s all about personalization and targeted offers. This task was really challenging before. But today, everything changed. Contact base researches, customer segmentation, and other tasks connected with big data are already done without human participation. If you deal with email marketing you may know about next-gen services, for instance, HTML email templates editors and ESPs that provide us with these options… You’re right, this post is about artificial intelligence.
First of all, let’s define the terms.
What is artificial intelligence?
Artificial intelligence is a set of different but interrelated technologies that simulate the human mind. More precisely, AI is based on the collection, processing, storage, and analysis of big data massive. In combination with high-speed software and hardware, as well as smart algorithms, it provides the technology called machine self-education. In a nutshell, AI-powered software detects patterns and signs in the data. Then, the artificial mind finds solutions to achieve the specific goal in an optimal way.
Nope, artificial intelligence is still not a universal solution. These advanced techniques are able to simulate some human abilities. AI does an excellent job with big data tasks, it’s many times faster and more effective than a person of flesh and blood. But it’s just a set of tools for now, not Skynet. So the essential rule is to choose and combine these tools correctly. And find the respective tasks for smart machines. Doing everything right you’ll open amazing AI-powered eCommerce opportunities for your brand.
So, how to improve your strategy with AI potential? Basically, there are six vectors to implement smart solutions.
1. Email marketing automation
Let’s start with this most significant option. Automation is a guarantee that your campaigns and triggered emails will start on time, and with no need for your personal participation. As a positive outcome, it saves lots of working time. Accordingly, marketers can focus their efforts on much more creative tasks.
Implementing AI in email marketing we can schedule mailings for a specified time, set the required frequency, or program the scenarios of sending in response to a trigger condition. For example, AI is great when it comes to abandoned cart email.
2. Timing optimization
We’ve spoken about timing above. Seems quite simple: smart software analyzes the recipients’ activity and sends emails when the subscriber needs them. But it’s not limited to these functions. Among other opportunities, it’s very important for emails to arrive at the optimal time. If your brand is represented in many countries, then we need to take time zones into account.
Companies typically determine the perfect sending time on their own. But today we can make email campaigns really smart. The technology is able to determine the timing by taking countries and territories into account. The desired message at the right time increases the chances of customer acquisition.
3. Catchy subjects generation
Email subject line is a critical element that determines the open rate. In other terms, subjects influence the decision-making before the inbox email is opened. 47% of subscribers will open the new email if the subject line is really interesting and relevant for them. Well, AI comes to help again.
Using the technology of deep machine learning, smart algorithms generate, test, and improve email subjects. In this case, our mission is to engage more leads. Each time, smart tools learn to work more and more efficiently. Therefore, they analyze email marketing strategies, detect and notify the factors that impact the target audience.
4. Personalization
Personalization is vital today. With the lack of personalized content, you are risking decreasing the response rate by 83%. While its proper use boosts the effectiveness of campaigns. Personalized CTA leads to a 202% growth of conversions.
How does artificial intelligence work with personalization? It studies the database and divides it into distinct segments according to many interrelated parameters. Further, each sector of clients receives the most relevant offers based on their priorities. This is how smart services allow you to increase conversions.
5. Retargeting
A performing tool to re-engage users. If some person from your contact list shows interest in your products, the brand can offer him or her something valuable.
Artificial Intelligence provides us with many tools to help understand the behavior of customers. You can analyze how they behave while viewing ads, surfing the internet, and making purchases. This information is a must to generate relevant offers.
6. Forecasts and analytics
Predictive analytics is in trend today. To know how clients behave is to get the key to the efficient strategy of turning leads into loyal customers. This way, eCommerce strategies are becoming results-driven.
AI is able to find, process, and sort data. This is how it explores your users. As a result, designing a hyper-personalized campaign becomes easier. After all, you are not only advertising. You make offers that will hook up the attention of the target audience.
Final words
Smart email marketing is a powerful set of tools and solutions for analytics, automation, and sales. AI knows almost everything about your database. But the most promising thing is that the results of the colossal data amount are available to you.
It means fantastic opportunities to personalize the whole marketing strategy as dep as possible. This is a qualitatively new stage in the brand's life. And you can utilize these smart tools right now!
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