Artificial intelligence has the potential to transform almost every industry. It is changing the whole scenario of the business marketing. Almost every business, be it small medium or large is integrating the email marketing strategy in their businesses. Email marketing campaigns are a great way to improve the sales and generate the new leads.
Digital marketing experts have noticed that email marketing is effective but it has its own limitations and the results become saturated after some time. Therefore, there was a need for the revival of the email marketing strategies. Artificial intelligence technology has come out to be as the agent of the change. Artificial intelligence applications are revolutionizing the email marketing strategies. Business is experiencing a tangible improvement in their overall performance and fueling the surge in the tech revolution.
Some of the benefits of using artificial intelligence in email marketing are as follows:
- Artificial intelligence can offer the detailed marketing campaign analytics
- Artificial intelligence can improve the daily results and performances
- AI can help businesses in identifying the new customers
- AI can provide the better account insight to the businesses
Artificial intelligence applications are widely becoming famous among the digital marketers in carrying out the email marketing campaigns. AI helps in generating more leads and improves the traffic on the website. Let us have a look at how artificial intelligence is being applied in the email marketing strategies:
1. AI in A/B testing
Digital marketers have been using the multivariate and A/B testing for a long time but artificial intelligence and machine learning algorithms have made it possible for the digital marketers to carry out the testing like never before. There is a growing number of machine learning applications that are offering the better and robust solutions in A/B testing. Deep learning algorithms are helping in making the predictions and identify the minor difference in the test cases that might not be possible for the human eye to detect.
2. The subject line and the body optimization
Subject and body of the email play an important role in the email marketing campaigns. Digital marketers have to ponder a lot on the subject and the body of the emails in order to get the maximum email openings and click through rate. Artificial intelligence algorithms are helping in eliminating the guesswork from the content creation. Nowadays, AI platforms like Phrases, Persado can determine the subject body and call to action.
Machine learning algorithms allow these platforms to learn and synchronize itself with the user behavior. These platforms also make use of NLP (Natural Language Processing) which is a sub-branch of artificial intelligence to create the subject titles and the body content. The content gives an impression that it is written by human and it is also consistent in accordance with the brand’s voice.
3. Optimize the sending time
When it comes to effective email marketing, one thing cannot be ignored. The sending time of the emails. Sending time of the email is an important factor in the success or the failure of the email marketing campaign. Time of the email has a considerable effect on the opening rate of the email. For many years, digital markets have been struggling to guess the right time to send the emails to the potential customers. For example, an email sent at the night time has the less probability of opening.
Machine learning creates large segments of the users by understanding the user behavior like which is the best time for an individual to open an email. It also optimizes the sending time on a per-user basis. Doing this manually is not possible but it is much easier for the artificial intelligence machines.
4. Data analytics
Artificial intelligence applications are not only applied to the email marketing strategy building. But also to the data that is generated after the campaign is complete. Data mining and data science services make it easier for the digital marketers to carry out better data analytics. Machine learning applications can generate powerful insights from the data. Artificial intelligence platforms can incorporate the data analysis and email marketing campaigns for the better understanding. Email marketers can improve the performance of the campaigns next time by pointing out the weak sections in the campaign.
5. Personalizing the email content
Sending the personalized content to the clients can boost the performance of any email marketing campaign. Artificial intelligence companies are helping the digital marketers in personalizing the subject lines, content and also the images in the content. Artificial intelligence algorithms have the ability to understand the user’s past behavior for example liking, dislikings, interests, geographical location and curate the content accordingly.
Email marketing was a manual and campaign-oriented activity. But due to recent artificial intelligence advancements, more and more companies have started to use email marketing campaign as a part of their email marketing strategy. Artificial intelligence and machine learning algorithms are becoming an important part of the email marketing strategy. In the upcoming years, we are going to witness more AI and machine learning applications in the email marketing strategies.