Artificial intelligence is perhaps the most important tool for companies to enable freely scalable work with complex data sets. AI in email marketing opens up various application scenarios to make your work bigger and more personal at the same time. From qualifying leads to supporting your customers after conversion, this gives you a better overview of your target groups and the opportunity to constantly optimize your marketing.
Find out what the best practices are for using AI in email marketing and how you can combine smart working and artificial intelligence here.
With artificial intelligence for the best customer experience
Setting up a mailing list or a simple newsletter is not a technical hurdle. Even small businesses or sole traders can keep their customers up to date with simple email marketing.
However, email marketing becomes interesting for most SMEs and start-ups when it actually brings tangible added value for customers and leads. Through social media, most users have simply become accustomed to the fact that their user experience should be personalized - and this is easily possible with a well-designed newsletter.
A modular structure can already make subscribers feel more comfortable because they are addressed personally or receive greetings on their birthday.
A newsletter that suggests products should know which products the leads have viewed in the store and which they have already purchased. Measuring the open and click-through rate allows precise statements about this and a look ahead to which emails are opened by which users and which landing pages are well received.
Some examples of how AI boosts performance in email marketing
Probably the most important keyword for the use of artificial intelligence is automation. Even without large investments, companies can benefit from AI in email marketing with little effort.
Simple rules increase complexity so quickly that the use of AI becomes indispensable
The customer life cycle of existing customers who have not visited the store for 180 days should serve as an example here. This means that after the initial purchase, they have neither visited the site nor taken any other action to qualify as leads.
A remarketing email is used to set a trigger to direct them back to your own site. This can be a clear call-to-action to submit a product review, a suitable special offer or a complementary product.
If this trigger mail is not answered, another mail is sent which uses better incentives (vouchers or limited time offers). Retargeting can now be easily measured and is set depending on the following actions.
Do customers click through the voucher, add goods to their shopping cart and then leave? Are the emails deleted without being opened? Do users respond better to personalized emails with special offers or to reminders with products in the shopping cart?
Even if each of these decisions only has two paths, the complexity is increasing rapidly due to exponential growth. However, how well artificial intelligence can actually do its job in practice also depends on the number of interactions with customers or leads.
The more information the AI has about the subscribers to a newsletter, the better the lists can be segmented
Best practices for AI in email marketing
The job of marketers in the future will therefore not be to hand over a large part of their work to AIs, but to find the right mix to maximize the efficiency of artificial intelligence and automation.
Email marketing benefits from the same professionalism that content marketing requires. In practice, this means that the technical component can only work as well as the human component.
Subject line and descriptions
Emails need an engaging subject line and snippets that encourage people to open and read on. And even if a personal salutation can be selected by artificial intelligence, humans have to create it. The use of emojis also ensures lightning-fast and unambiguous communication and makes your company appear human.
Tests and optimizations
Creating A-B tests in digital correspondence is also one of the best practices. You should therefore by no means pause, but rather continue to optimize and test better performing elements. This loop will also help your company to segment the strategies for successful email marketing more effectively.
Working with the right metrics
Depending on what the goal of your marketing campaign is, you will need to work with other metrics to properly classify your RoI.
A higher click-through rate is meaningful if you want to measure the performance of your call-to-action, but qualifying leads often requires more visits to your site.
Here too, your campaigns benefit from segmented lists..
Quality vs quantity
The most important rule remains the quality of your content and the associated reduction in frequency. Of course, you can easily send personalized emails twice a day, but the frequency of emails sent should be set rather low. If you do want to increase this for individual groups, this must be tested accordingly.
Artificial intelligence can personalize and optimize every single email, but overwhelming customers with marketing material almost always has the opposite effect.
Artificial intelligence learns and optimizes - depending on the input
By using more AI in email marketing, your company has a unique opportunity: you can offer personalized content without having to collect too much personal data. Responses such as open rate or CTR are used to perfect marketing campaigns and find content tailored to users.
However, this cannot work without a solid foundation in content marketing - so it is all the more important that you understand the marketing funnel as interlocking gears.
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