How artificial intelligence is affecting email marketing

Despite the fact that email is far from the newest and most exciting digital marketing channel, it remains one of the most productive for countless companies. Artificial Intelligence (AI) can be used to automate and optimize many aspects of your email marketing program, such as content, send times and frequency. In turn, you can be confident that you’re moving the needle to maximize engagement and conversions. For example, AI could ideally predict the content and offer that are most likely to drive an individual customer to convert, along with the best time of day and the frequency that is most likely to keep them engaged.

Here’s a look at how AI is being applied to email marketing:

Multivariate and A/B Testing

Sophisticated email marketers have been using multivariate and A/B testing for years but AI and ML allow marketers to perform testing in ways that weren’t possible before.

A growing number of technology vendors offer AI-powered testing platforms that enable marketers to create more robust tests, more quickly identify trends and make predictions, and identify subtle differences between tests that might go unnoticed without the assistance of AI.

The subject line and copy optimization

What subject lines and email copy will produce the best results? For years, marketers have struggled to remove the guesswork from creating the perfect email – without much success. Email marketers can let AI determine which subject lines, body copy and calls-to-action recipients are most likely to respond to.

Artificial Intelligence (AI) allows Email Marketing platform to learn what resonates best with a specific marketer’s audience. These platforms then use natural language technology to create subject lines, body copy and calls-to-action that not only sound like they were written by a human but are consistent with the language typically used by the brand.

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Send time optimization with AI

When it comes to optimizing the success of an email marketing campaign, few details are too small to ignore. Take send times. For years, marketers have recognized that when they send emails can have a meaningful impact on opens and clicks.

Artificial intelligence, however, offers an even better approach: instead of making big assumptions and creating large segments, it is possible for a machine to learn when each individual recipient is most likely to open an email and then optimize send time on a per-subscriber basis.

Doing this manually would be all but impossible, but it’s easy to work for machines and a growing number of vendors have incorporated it into their platforms.

Manage Promotional Campaigns

Often, brands miss out on revenue opportunities by giving subscribers the wrong promotion or offer. While some subscribers might convert with a lower offer (for example 25 percent off versus 40 percent), others might only engage with an offer when it cuts the price by a certain dollar amount. It’s easy to see how the wrong offer could lead to a loss of revenue for you, but it’s almost impossible to accurately predict the right offer using humans alone.

The right tool can collect and learn from consumer purchase history data over time and determine which types of offers perform best for each subscriber. This might be a combination of a percent off and free shipping, a certain dollar amounts off or nothing at all. Whatever it is, AI technology can help you drive more revenue from your promotional campaigns.

AI is an increasingly important part of marketing automation platforms, as they can help these platforms identify the behaviors and events that should trigger email-based marketing communications, and determine how the messages delivered should be tailored to produce the desired results.

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