How artificial intelligence will renew marketing (+6 success stories)

 How artificial intelligence will renew marketing (+6 success stories)-Overview

The  email marketing  is a real "cañero grandfather" of  digital advertising . Email technology has been around since no less than the 1970s, and people have been using it for commercial purposes for most of this time.

And it is that more than 40 years later, email is still very effective for communicating with other people, institutions and brands. But that does not mean that it is a static technology; on the contrary, email marketing does not stop evolving and incorporating new possibilities. And one of the most interesting in recent times is  artificial intelligence .

Incorporating artificial intelligence can take your email marketing several steps further, make your job much easier and multiply the results of your campaigns. 

Do you want to know how? Keep reading!

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How artificial intelligence will renew marketing 6 examples of success

Artificial intelligence, big data and email marketing

Artificial intelligence is a technology that  simulates functions of human intelligence , such as learning and reasoning, for commercial purposes, including email marketing. Through artificial intelligence, marketers can analyze a large amount of data and automate processes to make them more efficient. Thus, they can implement the information quickly and on a large scale and know what type of emails to send, to whom, how often and when.

To realize the impact of artificial intelligence on email marketing, we only have to take into account these  statistics  extracted from a Smart Insights infographic  :

61% of marketers say that artificial intelligence is the fundamental aspect of their data strategy (MemSQL).

In 2020, 30% of the world's companies will use artificial intelligence in at least one of their sales processes (Gartner).

In 2035, artificial intelligence is projected to generate $ 14 trillion and increase profits by 38% (Accenture).

For every dollar spent on email marketing, 38 dollars of profit are generated (Campaign Monitor).

Only 17% of email marketers planning to test automation in 2018 were considering artificial intelligence (Econsultancy).

87% of current artificial intelligence users say they are using it or plan to use it for sales forecasting and email marketing (Statista).

If we talk about artificial intelligence, we have to talk about  big data , since it is the data that allows us to personalize and automate email marketing campaigns.

Fortunately, big data is no longer the exclusive heritage of large companies, but it is becoming easier to use it at a more modest level, especially to segment database subscribers and send them more personalized content.

Since email marketing is used by a large number of companies, it is increasingly difficult to stand out from the noise and get users to dedicate their time to you. To facilitate this work, artificial intelligence solutions help you filter all subscriber data (both those that come from the registration form and those collected through  cookies ) and use it to send them emails that are really relevant to them.

What can artificial intelligence bring to email marketing?

More engagement

Traditionally,  email marketers  had to do manual testing to find the right combination of subject, email body, and images for different audiences. This process was very cumbersome and susceptible to human error.

Now, artificial intelligence technologies improve this process by rapidly generating the content that brings the best conversion and revenue results. This saves a lot of time for the team and allows you to work with more combinations of elements, leading to  more effective emails .

More comfort

Thanks to artificial intelligence, it is possible to  set up automated "drip" campaigns  that are based on user data and the conversion phase they are in. These campaigns incorporate information about past purchases, interests, and browsing behaviors to set up automated  lead nurturing emails .

In addition, as we have just seen, artificial intelligence allows automating the content and image testing process, saving time and resources for marketers.

Automated workflows

With automation based on artificial intelligence, all email marketing processes can be done faster and easier. For example, it is possible to automatically identify the behaviors and events to which we should respond with emails,  personalize the messages to increase conversions and have the submissions and tests carried out without human intervention .

Smart segmentation

Artificial intelligence can  identify trends such as  demographics or purchasing habits to segment users of a database into specific groups. This segmentation, along with a better understanding of audience interests and behaviors, makes it much easier to personalize the entire customer experience.

A / B and multivariate tests

The  tests A / B  and multivariable  are an essential element of the methodology of marketing, but they are also quite complex to implement on a large scale. And this is one of the areas in which artificial intelligence can help us.

Artificial intelligence tests allow us to quickly identify trends, make predictions, and even recognize subtle differences that we might miss. Some artificial intelligence platforms are even capable of optimizing campaigns on the fly based on results.

More sophisticated analytics

The data generated by email marketing campaigns can be  incorporated into other broader analyzes , for example, we can study the customer interaction ratio to predict abandonment. The incorporation of artificial intelligence into the process allows taking into account more variables to obtain business intelligence practically in real time.

6 examples of the use of artificial intelligence

1) Optimize email subjects

Email  subjects  are one of the most important aspects of global strategy.

A good subject stands out in the recipient's inbox and encourages them to click through to see the rest of the content. Instead, a poorly chosen subject will go unnoticed and cause the email to be ignored, or worse still, to be interpreted as  spam  and end up in the trash can.

Previously, creating a good subject required the work of a professional copywriter and a lot of experimentation and analysis. But now,  artificial intelligence makes it much easier to hit the perfect subject  for a particular audience.

Artificial intelligence uses algorithms to generate subjects that attract a   higher click-through rate . The secret is to analyze the results of a large number of individual marketing campaigns and incorporate new data to optimize and improve the email subjects more and more.

2) Create automated content

In the same way that subjects can be automated and optimized, artificial intelligence can also help us  write the main body  of the email.

Artificial intelligence-based software can use human-previously written texts, images, promotions, blog post summaries, curated content, links, or even machine-generated text to create perfectly optimized emails and increase click-through rates. .

New technologies based on natural language can find the words that users respond to best and insert them in titles, texts and calls to action.

Artificial intelligence algorithms not only determine the optimal mix of different types of content, but can also significantly reduce the time and resources used to keep email campaigns active and update content on a regular basis.

3) Tune the customization

Personalization can be the difference between a highly successful email marketing strategy and one that is just a waste of time. After all, emails with personalized subjects  are 26% more likely to be opened and achieve 6x higher transaction rates .

In recent years, personalization has become so common in the email marketing industry that consumers expect it by default. Generic emails, addressed to a group and not to a person with their own name, are perceived as spam and have a high probability of being ignored.

But while this basic level of personalization is already widespread in the world of email marketing, artificial intelligence really multiplies the possibilities. For example, we can now carry out what is known as "predictive personalization".

Predictive analytics uses complex algorithms, customer data, and machine learning to predict future user behavior based on prior data interactions and trends. For example, we can predict which new products a particular customer will be interested in and introduce those products in our emails, tailoring them to each person.

To read :What perception and use of email do users have today?

4) Decide the best times and frequencies to send

The best time to send emails is one of those topics that always gives people talk. There are many studies in this regard, but the problem is that their conclusions are very different from each other.

Until now, marketers relied on a mix of experimentation, data analysis, common sense, and intuition to decide when was the right time to send an email. But with artificial intelligence, no more guessing.

Artificial intelligence tools automatically analyze data from various sources to determine when an email can generate the most attraction.

Furthermore, it is also possible to  automate this process on a case-by-case basis . Before, you had to choose a single moment to send an email to your entire mailing list. But now you can send the emails individually so that they arrive at the most suitable moment for each customer, based on their demographic profile and their interactions with the brand.

Another very interesting aspect that can be optimized with artificial intelligence is the frequency of sending emails, in such a way that each individual user is exposed enough to the brand to develop their relationship, but not so much as to generate fatigue.

5) Customize email marketing promotions

The  promotions customized have a dual function . On the one hand, they are very useful to attract users in the early stages  of the conversion funnel  and convince them to join your list. On the other, they can also serve as a stimulus to close more sales.

To extend the effect of promotions, it is necessary to customize them to the maximum. And with artificial intelligence, you can find just the perfect promotion for each user.

For example, if a customer is delighted with a 10% discount, it would be a waste to offer them 50%. But if you're more hesitant, perhaps the higher discount is what you need to get the courage to convert.

You can also customize promotions based on the products chosen, shipping rates, the offer of additional products or other incentives, all based on the purchase behavior and interactions of each individual user. Of course, this level of customization would be totally impossible without using artificial intelligence.

6) Create retargeting campaigns

Has your customer added products to the cart, but has not finished the purchase? This is one of the typical cases in which  retargeting  can be very useful to increase sales and reduce the percentage of abandonments.

Artificial intelligence allows us to achieve  a level of precision never seen before  in retargeting campaigns. For example, some customers may respond better to an email sent an hour after leaving the store, while others may be better off having a day or two to think about it. Artificial intelligence makes it possible to segment them appropriately to contact them at the right time and offer them the offer they need to encourage them to finish their purchase.