Artificial intelligence makes email marketing smarter today

Introduction

There are so many ways artificial intelligence (AI) is changing our world. One of these ways is to make email marketing more intelligent and efficient.

When it comes to new technologies in email marketing, artificial intelligence (AI) captures the attention of everyone. Talks about marketing teams replaced by robots in the near future make people feel a mixture of nervousness and emotion.

Most email marketing professionals can only guess at the possible implications of AI on their work. Very few experts know exactly how AI can apply in their email marketing activities.

At the same time, marketing automation platforms add artificial intelligence capabilities to meet the current demand for data-driven email campaigns and additional targeting. Enthusiasts, who were among the first to implement AI functionality, are already bragging about the results they get.

In short, today AI helps answer the eternal questions about who to send what and when. To predict the correct time and content that will likely convert an individual recipient, AI takes into account the maximum amount of data available and does so in seconds.

So the biggest gain of AI for email marketing is its ability to process large amounts of data, generate useful information and make predictions.

How does this resonate with the exact challenges that companies have? Consider two non-typical challenges that were solved with the help of AI

Challenge 1: Identification of VIP potentials

Imagine you know in advance which of your new clients is a potential VIP. You would encourage the loyalty of this group from the beginning, right?

It is about optimizing the workflow of your business and communications with new customers. You can offer them the experience they will enjoy and ensure that they remain in your company and become loyal.

The good news is that there are already automatic learning algorithms that identify potential VIP customers among newcomers. The AI analyzes people's behaviour patterns one week after the first request and makes predictions with 99% accuracy.

By identifying VIP potentials at an early stage, you can start a specific customer retention program for them. It can be a good way to maximize the number of customers in the VIP segment and increase your value for a lifetime.

The team behind a mobile application introduced this artificial intelligence solution. Thanks to them they achieved a quarterly increase of 35% in the number of VIP clients. And a 17% increase in quarterly profit.

Challenge 2: Optimum email frequency

What if someone could nominate you to the subscribers who are probably interested in receiving the promotional email you are about to send? I would choose not to send the email to the rest of the list to avoid bothering those who will not open the message, right?

The ability to manage the volume and frequency of emails you send to each person on your list allows you to reduce your marketing expenses by email. From the customers' point of view, this means more relevant communication and a better customer experience.

Artificial intelligence solutions for managing e-mail frequency are already available in the market. They analyse subscribers according to a variety of parameters, such as customer life, the number of emails received in a particular campaign, the types of emails they usually open, the time since the last relevant opening.

It should be mentioned that the frequency recommendation of the AI email does not add any complexity to the daily work of email marketing experts. The workflow remains the same. Select a list for an email campaign and click submit. The AI then filters out those who are unlikely to participate in the campaign. Emails are only sent to those who can open them.

For example, an online retailer that sends up to 65 million emails per month decided to calculate how much money it would save with the help of the AI-based email frequency recommendation solution. As a result of the experiment, the company reduced e-mail marketing expenses by 40%, reducing by half the number of emails sent. In addition, the company achieved an email click-through rate increased by 63% thanks to the greater relevance of the message.

Implementing AI is a challenge in itself

Resources and time are required for the AI to enter into the email marketing workflow. Everyone has questions about whether it is worth the effort. However, in order to decide whether it is time to take advantage of machine learning technologies, you must gain a clear understanding of what you can reasonably expect from AI-based marketing solutions.

To deepen the subject, consider some success stories and case studies that show someone else's experience. Sooner or later, email marketing driven by AI will become Common Place. Machine learning technologies promise to end the age of mass email campaigns. AI gives marketers the hope that automatic email communications will soon become personal and relevant like never before.

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