There was once a time when Artificial Intelligence (AI) was something we could only imagine being a part of a science fiction movie; however, in 2021, that isn’t the case. While we may not be aware of it, AI plays a part in our everyday lives – it’s used to open your phone with facial features when you use Google, your smart home devices and more.
But the question remains, how is AI used in marketing? One of the most prominent ways is through email.
How do you use AI in email marketing?
Many have asked what this has to do with email marketing and how does AI help email management? There are multiple ways, but the most common is through automated flows that will trigger based on certain actions or lack of by the intended recipient. You can set these up based on whether items have been left in their online shopping cart, whether they purchased something in the past and will enjoy a new launch etc. You simply set the rules for the emails you want to, send and Machine Learning will do the rest, giving you back crucial time.
How is machine learning reshaping the future of email marketing?
Machine learning uses scientific reasoning to study incredibly complex algorithms and statistical models, and from that, build algorithms that can then use statistical analysis to predict a certain output.
With the right data, you can give your customers a deal that they will find irresistible. By collecting data based on their previous activity, machine learning is able to determine the best promotional content for them. Combine this with segmentation, send times (more on that later), email automation, and product recommendations and the possibilities are limitless.
Five ways you can leverage AI in your email marketing campaign
Here are five things that you can do to incorporate AI into your email marketing campaign so that you can use technology to make your job easier while still increasing revenue.
1. Work out the best time to send
You may think that the time you send an email doesn’t matter; however, it can be the difference between making a sale or not! The perfect timing depends on your target audience. Are you advertising to busy Mums? Sending an email during the school run, when they’re busy, won’t have the impact that you want it to.
According to HubSpot, the highest open rates are 10 am at 21%, 1 pm at 22% and increase near 6 pm. That said, these timings can differentiate based on what day you send emails, what industry you’re in etc. That’s where AI can step in to help.
AI allows you to look at customer behaviour and then sends emails based on when they are most likely to be opened – taking the guesswork out of your job. By using the data readily available, you are increasing your chances of securing a conversion.
2. Use retargeting
It can be frustrating when you can see that a customer has something in their basket, but for one reason or another, they haven’t gone through with the purchase. Using AI, you can send them emails to remind them what’s in their basket, as well as send them offers to incentivise them to purchase. Retargeting is much easier when AI is involved as it will learn the behaviours of your subscribers; in addition, you can suggest other similar algorithmically chosen items to increase sales.
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3. Get personal!
Personalisation is incredibly important when it comes to emails. In fact, Rich Relevance found that revenue is 5.7 times higher in use personalisation – that’s not a number that you want to miss out on.
That said, it needs to be done correctly. It is because of this that employing predictive analytics that uses complex algorithms, customer data and machine learning based on their previous interactions and the data available.
4. Make your subject lines do the talking
Subject lines are meant to grab people’s attention. While traditionally, this was the job of an excellent copywriter (and they still have their place), now you can also incorporate AI to help. By using specific algorithms to generate subject lines that will really resonate with the intended recipient as it analyses the campaign and its intended goal.
Top tip: include emojis where relevant into your subject lines to make them more interesting.
5. Give your subscribers perks such as special promotions
People like to be rewarded for their loyalty, so sending special discounts, codes and sales updates before they go out to the public will win you big favours with your subscribers. Using AI, you can also tailor who receives certain email promotions.
Machine learning can support you when it comes to determining which offer should go to which person, determined by their previous habits. This is also an excellent way to add in some personalisation, as we mentioned earlier.
Email is a crucial element of modern marketing, and when you combine it with modern technology, such as Artificial Intelligence, you are giving your business the best chance to reach customers and get that all-important conversion. Make sure to give some of these tips a try and watch as your business grows.
”Written by Sabrina Sedicot”
Sabrina is an experienced marketer, focussing on all things digital. She works for Appnova, a creative design agency based in London and Rome. She works on projects across UX/ UI design, eCommerce, Branding & Content Production. She’s inspired by all forms of digital storytelling and interested in creating tailored solutions that can deliver experiences to build brands.
