A lot of email marketers are still coming to terms with how to leverage artificial intelligence effectively in their campaigns. Email marketing is the most important and cost-effective marketing channel for eCommerce and B2B businesses.
So, it’s no surprise that many of these companies are scrambling to get a handle on the latest AI trends and technologies. However, there is no one single way that will work for everyone. You need to tailor your approach according to your company’s needs. In this article, we highlight some effective ways in which email marketers can use AI in their campaigns.
What is AI?
AI, or artificial intelligence, is a type of algorithm that helps computers think in human-like ways. AI allows machines to learn from data and make decisions without being explicitly programmed. For example, AI can help with email marketing by automatically targeting your customers with customized messages based on what they’ve bought in the past or visited your website.
How does AI work in email marketing?
The general definition of artificial intelligence is “the capability of an entity to respond to human intelligence”(N.A.T.U). It has been used in many industries to automate certain processes or make information more accessible.
In email marketing, AI is used to help improve the customer experience by anticipating their needs and providing them with what they need at the moment they need it. For example, if a customer receives multiple offers from your company, AI can automatically create a customized offer that is personalized just for them based on their previous activity within your site.
AI can also be used in email marketing to send personalized emails for different segments of your audience. If you are targeting a specific segment of people, AI will create content for this group so that they are well-informed about what you have to offer without having to do anything extra on their part.
Benefits of AI for email marketers
Email marketers are well acquainted with the threat of spam and fraudulent email. As a result, it’s important for them to use AI in their campaigns to detect these types of messages quickly.
One way that AI is being used to combat this issue is by proactively identifying potential spam or phishing attempts before they reach your inboxes. By using smart algorithms, AI can detect when an email looks suspicious by utilizing data about past emails which have been marked as spam. So, when an email is identified as suspicious, it’ll be put into quarantine where it cannot be sent to any recipients.
This means that your authentic emails are still able to be delivered to your customers without having to worry about fake messages becoming a problem
How do I use AI in my campaign?
Let’s start with an example — if you sell prepaid gift cards and you want to incorporate predictive analytics into your emails, it would be wise for you to first define what success looks like and then design an experiment accordingly.
Predictive analytics is a great way for customers who haven’t made a purchase yet but have shown interest in your offering to build rapport with them before they make a purchase. For example, when customers visit your website or social media pages in the weeks leading up to Christmas, you could build an email campaign that includes information about seasonal discounts or special offers tailored specifically for them at this time of year.
Conclusion
Artificial intelligence in email marketing is a trend that is here to stay, and it’s time that all marketers embrace it. While AI will never be able to close deals or create real human relationships, it’s a great way to improve productivity and to stay ahead of your competition.
