In this article, guest blogger Kevin George from EmailMonks discusses how artificial intelligence helps email marketers to enhance their subscriber engagement.
Artificial Intelligence is an interplay between the pursuit of goal, processing the data used to achieve that goal, and acquisition of data to discern the goal better.
It does not have much to do with human intelligence, except that it is sometimes modeled to simulate the characteristics of human intelligence like reasoning, separating fact from belief, and seeing relationships.
As the technology of artificial intelligence is gaining immense popularity, marketers are incorporating it in almost every digital communication sent to the subscriber. Email marketing has not remained an exception. Artificial intelligence allows email marketers to create more human email copy that is scalable and allows for automation.
So, how can brands use AI to boost their email engagement? Let’s unravel the opportunities.
1. Improved Segmentation
Since every subscriber has distinct interests, segmentation is one of the most important strategies in email marketing. It is the key to create personalized emails that reflect a conversational tone and appeal more to the readers. AI allows you to segment your prospects based on the information they have provided and their purchase behaviors. It gathers information from the website forms and CRM systems to enable dynamic segmentation of the subscribers. This generates data-driven insights to let you know the subscribers better.
2. Optimized Subject Lines
Your email engagement depends on the open rate. A well-written subject line effectively captures the subscriber’s attention, compelling them to open the email. Artificial intelligence makes it possible to create engaging subject lines, tailor made according to the subscriber’s interests.
Artificial intelligence eliminates the usage of human instinct, thereby reducing the scope of human error.
Phrasee is one such tool that can craft intelligent subject lines for you after studying your past metrics and the kind of campaigns that worked.
3. More Relevant Email Copy
If your email click through rate is consistently low, you might have to reconsider your email copy. By applying the principles of artificial intelligence, you can determine the kind of email copy that works the best for your company.
AI helps you set the right tone in your emails and entice the recipients to buy from you with a language that seems more natural and matches the brand personality.
Cognitive computing that simulates human thought processes, in addition to artificial intelligence drives best results by prompting the users to take action.
4. Compelling Product Recommendations
Whenever you want to upsell or cross-sell your products, you should send product recommendations that pique the subscriber’s interest. This is an effective strategy for E-commerce and retail stores, hotel industry, telecommunications, etc.
Have a look at the example by Airbnb.
Through artificial intelligence, Airbnb sends out emails to customers who checked a listing but did not book. It works similar to cart abandonment emails in ecommerce.
The system instantly sends out a reminder email to complete the booking along with relevant listings in the same price range and location.
These emails work as retargeting emails and keep a track of the user’s behavior to send emails that are most likely to drive conversions.
5. Better Send Times
Answer this simple question: At what time does your website observe the maximum activity?
The answer could help you determine a better send time for your emails. It can get exhausting to schedule emails based on the time zone of every subscriber. You can employ AI to get this information and then shoot an email at that time.
Doing so can boost your email open rates as well as click through rates, thereby generating a higher conversion rate.
6. Smarter Testing
Artificial intelligence-driven platforms enable the creation of robust tests, identify the trends that are working and iterate according to the results.
You can create better A/B testing or multivariate testing to evaluate which version of a campaign works better for the target audience. Thus, it makes testing even more powerful and accurate.
Tools Used for Artificial Intelligence
Email marketers can take help of certain tools and APIs to incorporate artificial intelligence in their strategy.
It lets you optimize the email marketing processes with the help of personalization tools, send time optimization systems, and A/B testing tools.
Segment users and target them on the basis of their browsing history and previous purchases with the help of this Mailchimp extension.
If you want to create automated workflows with personalized and dynamic user experience, split testing and tracking metrics, Automizy is the best tool for you.
Google’s Cloud Prediction API
This tool lets you analyze your data and make accurate predictions by studying the customers’ sentiments, building recommendations, and tracking the user’s behavior.
Artificial Intelligence has made the life of email marketers more rewarding by helping them make more persuasive and pertinent emails.
Have you incorporated AI into your email strategy yet? Do share your views in the comments below.