In today’s fast-evolving digital marketing landscape, it’s crucial to develop a future-oriented marketing strategy so you can keep up with the trends and stay ahead of the competition.
One such trend is the adoption of artificial intelligence – particularly its use in email marketing, as evidenced by the image below, which depicts how companies use AI solutions.
AI-powered email tools are being deployed by brands to:
- Craft powerful email subject lines
- Write entire portions of emails
- Personalize emails to each recipient
- Optimize send times and frequency
- Automatically clean up email lists
…and much more!
If you’re not sure whether or not your business can get value from this technology, read on to discover some of the top reasons you should use AI to improve your email marketing.
But first, the basics.
What is Artificial Intelligence (AI)?
Artificial intelligence, at its simplest, is the simulation of natural human intelligence processes by machines, particularly computer systems. Machines are programmed to think like humans and mimic their actions.
AI makes it possible for machines to perform human-like tasks and adjust to new inputs by focusing on these three cognitive skills:
- Learning: Machines can learn from experience. They acquire data and create rules (algorithms) for transforming the data into actionable information.
- Reasoning: AI programming allows machines to choose the suitable algorithm to achieve the desired outcome.
- Self-Correcting: Machines that use AI are designed to continually fine-tune their algorithms to produce results that are as accurate as possible.
When used in your business, AI technology can provide valuable insights to your customers and show you how they interact with your content so you can fill in the gaps and find ways to improve existing content to achieve better results from your digital marketing efforts.
For instance, AI in email marketing would be able to draft the content for you to approve, decide what time it’s best to send the email, and even test different image placements within the email. While you’re still likely to need graphic design software to create these images, placement is crucial to engage the end-user.
Now that you know what artificial intelligence is, here are the 7 ways AI can benefit your email marketing campaigns.
1. Increase Open Rates With Well-Written Email Subject Lines
Today, over 60% of business professionals prefer using email for business purposes. It is still a highly effective way to communicate with customers. A good email subject line stands out in the recipient’s inbox. It encourages them to click on your email and read the rest of it, which leads to higher click-through rates.
On the other hand, using poor subject lines means that your emails will likely be ignored – or worse, interpreted as spam.
A study from Invespcro.com shows that 47% of recipients decide whether they will open an email just by looking at the subject line.
The same study shows that 69% of email recipients will report it as spam based only on the email subject line! How crazy is that?
The subject line is clearly an important element of your email messages, and AI tools can help you create subject lines that convert much higher than ones written by humans.
AI-driven tools can analyze as well as calculate your email open rates and help you better understand the types of subject lines that are likely to get the best response from your customers.
AI technology also takes away a huge amount of guesswork and makes the entire email marketing process a lot easier for you. Writing subject lines will only take minutes, not hours or days, like it did previously, which frees up marketers to work on higher-value tasks.
2. Save Time by Automating Email Marketing Campaigns
Thanks to machine learning technologies that are being used in email marketing today, you can now analyze the types of email content and copy that is most effective to your audience.
In addition to determining which subject lines work best, AI tools can also help you automate your campaigns _and _the actual content included in the campaigns.
AI tools will even write complete, optimized portions of your email copy, saving you the trouble of having to spend hours trying to craft the perfect message.
The AI-powered software generates emails with high engagement and conversion rates using different elements, including:
- Pre-written copy
- Image Placement
- Blog post snippets
- Curated content, etc.
The AI algorithm determines the optimal combination of these different types of content to ensure maximum engagement in your automated email campaigns.
Thinking about innovating and expanding your email campaigns? A tool like Wishpond’s email marketing tool can help you significantly cut down on the resources and time required to run your email campaigns.
3. Increase Deliverability by Sending Emails at the Right Time
Strategic branding agencies suggest that the right timing plays a vital role in whether or not customers open and read your emails. AI can help you identify the best times and frequency with which to send your email messages. Best of all, AI allows you to do this on a collective _and _individual basis.
With the right AI-powered email marketing tool, you can predict the best time to send emails, as well as the optimal frequency to get the most conversions from your customers.
For instance, AI software might use the customer’s past behavior in their interactions with your business to predict when emails should be sent to get people to sign up for a live streaming event you’re hosting.
As marketers know, it’s not only important to grab the attention of your customers, but you also need to get to them with the right message at the right time, otherwise, your email is likely to get lost in the flood of emails in the inbox.
The importance of sending emails at the right frequency:
It’s important to get your email sending frequency right because if you send too frequently, you may cause an increase in your unsubscribe rate.
For instance, if you hosted a daily podcast, sending an email every day inviting your following would be quite an annoyance for many of your subscribers.
On the other hand, if you don’t send emails often enough, subscribers might forget you.
Different frequencies work for businesses in different industries, so you have to conduct tests to find out what works best for you.
The importance of sending emails at the right time:
A simple search online will show you that very few people agree as to which time is the best for sending email campaigns.
The debate is quite similar to the one about posting on social media, but marketers can find out the best time for sending emails when their audiences are the most active through the use of AI email technology.
Without it, you might find it challenging to find the best times to send to each of your customers since they are active at different hours.
AI software will estimate the right sending time for individual subscribers based on factors such as:
- Their past activity
- Time zones
… and so on.
The case study in the image below shows how optimizing your email send times and frequency will not only give your emails the highest likelihood of getting opened and read, it will also increase engagement, improve deliverability issues, and lower the churn rate.
4. Boosts Subscriber Engagement With Email Personalization
Boosting engagement comes down to being able to optimize email content to deliver a more personalized and relevant experience.
With the right AI-driven email marketing tools, you can create high-quality, super-personalized content to increase your engagement and conversions.
Plus, you can test other tactics and see how they perform. For example, if you decided to create video tutorials using a tool like Movavi (my personal favorite) for your email list and wanted to see how it impacted engagement, AI will allow you to do this.
The AI observes which content individual subscribers engage with the most and then uses that information to create or curate and deliver better content to readers each time you send an email.
Furthermore, artificial intelligence tools can also help you maintain consistency in all your marketing assets and make it easier for you to know what’s working and, even more importantly, _why _it’s working.
The top content intelligence platforms today can score your email content on a variety of factors, including:
- Emotional intensity
… and more.
Tools like these offer actionable insights that make it easy for you to uncover the ideal email content “conversion recipe” that is aligned with your customers’ personas.
In addition to being able to provide highly personalized email newsletters to each one of your email subscribers, AI software will also help you save a lot of time and boost the performance of your email newsletters.
Your emails improve with every send, which is basically the opposite of spam. Your email recipients will receive the content they want and enjoy, which is based on their unique interests – and it will be delivered to them at the right time and at the correct frequency they prefer.
5. Analyze Leads to Make Better Decisions With AI Data Collection
Even in today’s world of voice and visual search, social media, and message bots, email marketing still provides a massive opportunity for effective, highly targeted, and personalized communication with customers that offers a high return when done right.
This is where AI data collection and analysis come into play.
AI data is yet another way you can use artificial intelligence to improve your email marketing. It provides deep detail on how your email campaigns performed, and this information can be used to inform future campaigns so you can deliver even more insight-driven marketing emails.
With the right AI tools, you can capture data on important email marketing metrics and build upon it for future campaigns. This information can also be used for improving future engagement with customers _outside _of campaigns.
So, rather than continue to send emails that do nothing for the recipients, the use of AI email software will help you gather the information you need to restructure your campaigns and start sending targeted emails that are actually worth reading.
How does AI help you achieve all this?
AI tools use historical data to break down your marketing campaign into dozens of sub-campaigns internally.
The AI software then structures and delivers your campaigns to maximize inbox delivery through the use of more targeted emails.
The more data you collect, the more responsive you can be to customers. But, keep in mind that this only works if YOU are controlling the data. If someone also controls all the data pertaining to customers who purchase your products, then it means you are giving away the foundation of your business’s future.
- Email Marketing Checklist: 18 Things to Check Before You Hit ‘Send’
- 19 Free Email Marketing Templates to Nurture, Sell, Onboard and Reach Out
- 9 Email Marketing Best Practices Every Data-Driven Team Follows
- 12 Best Email Marketing Tips for Entrepreneurs
- 5 Reasons Your Email Marketing Strategy Isn’t Working
- 9 Ways AI Can Help Small Businesses to Scale Up
Using artificial intelligence as part of your email marketing is now a lot easier than you think.
It’s safe to say that if most companies complete an environmental scan of their organization, they’ll likely see a need for AI in some capacity to improve their efficiency.
The top five reasons that organizations should use AI to improve their Email Marketing include;
- Well-Written Email Subject Lines Increase Open Rates
- Automating Email Marketing Campaigns Saves Time
- Sending Emails at the Right Times Increases Deliverability
- Email Personalization Boosts Subscriber Engagement
- AI Data Collection and Analysis Leads to Better Decisions
Over to you. Do you think your business could benefit from using AI-driven email marketing software to make your email campaigns more effective? Share your thoughts in the comments below!
Written by our guest writer Ron Stefanski, OneHourProfessor.com
Ron Stefanski is an online entrepreneur and marketing professor who has a passion for helping people create and market their own online businesses.