Artificial Intelligence in Email Marketing

By Jacky Blute
TOPICSEmail Marketing, Featured, Insights

Email marketing has come a long way over the years, and the latest of many updates has come in the form of artificial intelligence. With AI-powered insights like the ideal emailing frequency and send times, content effectiveness reports and even foresight into how clients will respond, this new tech is a buffet of innovative goodies for email marketers — and more AI-powered tools are sure to follow.

How is Artificial Intelligence Different?

We’re all familiar with automation, but how is that different from AI? Automation, for all its benefits, still requires a level of human input. An AI-powered system, however, can function on its own without anyone lifting a finger.

When it comes to email marketing and shifting customer interests, AI analysis means human workers have more time and better reports to let them create improved email strategies using all kinds of features and tools.

 Improved Subject Lines and Open Rates

It’s common knowledge that a subject line can make or break an email campaign, with word count, personalization options and more to consider. Knowing the best approach for your brand and client base while factoring in technical requirements is just the tip of the iceberg for effective email marketing.

Since AI is designed to respond to rapidly changing data as it comes in, it’s ideal for developing email subject lines. Based on proven customer engagement from live data, AI can recommend optimized and natural content for subject lines that match your clients’ current interests. This leaves human marketing staff free to dedicate their efforts to your brand’s voice and improved email design using AI-generated performance reports.

Efficient Testing and Analysis

Plenty of brands find success with several weekly email campaigns based on their customers’ needs measured by open rate, clickthrough rate and more. Determining those needs requires thorough, continuous testing for the strongest email marketing strategy that meets changing client tastes from week to week — or even day to day.

Manually performing these tests, reviewing the data and optimizing based on that analysis for each and every campaign while maintaining a regular email schedule is arduous and inefficient. More importantly, it’s totally unnecessary when we have responsive computing power from AI.

An AI-guided email strategy can present the final test results and data analysis to a marketing team far more quickly than just one person or even a team could. This frees up time to meet shifting customer preferences and keep to your brand’s voice and goals better than ever. Considering that eMarketer found over half of adult internet users expect AI will lead to easier purchasing decisions, this is a big part of effective customer marketing.

 Looking Ahead

While AI is certainly on the rise, most companies are just brushing the surface of AI’s potential. But you can take advantage of existing AI tools in email marketing — at this very moment — to save time, improve strategy and prepare your company for AI applications to come. If you’re not sure where to begin, we can help get you up to speed.

Jacky Blute is a content editor and project manager with a deep appreciation for intricate minutia. Her free time is spent on casual research, costume work, creative writing and telling her four pets how cute they are.