How Brands Can use AI to Boost Their Email Marketing Metrics

Want to take your email marketing to the next level? Here is how AI can boost your email marketing metrics.

Email Marketers Are Stepping It Up

It takes a lot to capture the attention of the modern inbox browser. This is why email marketers are adopting new means of connecting with their customers. These include:

  • Interactivity
  • Accessible email designs
  • Hyper-personalization
  • AI

SEE ALSO: Email Marketing vs Social Media

The Introduction of AI

One of the most cutting edge methods currently being used is that of AI, or artificial intelligence. In fact, nearly half of businesses use some form of email automation. Once in use, it allows marketers to do less to get an incredible result. This is because AI performs automated work for marketers.

One reason AI is gaining popularity is that that the email marketing landscape can change a lot on a year to year basis.

However, one thing never changes: email marketers want their work to make money. AI helps with this due to how it analyzes metrics.

A Deeper Look into AI

AI

While artificial intelligence has a bit of a spooky reputation in pop culture, real life AI is far less sinister. Real life AI are helpful programs that are capable of learning and adapting along specific lines.

AI relies on software to get results. It also proves a lot more effective that programs that do not have the ability to learn and adapt.

Taking A Look At Your Email Marketing Plan

If you feel like your email marketing plan needs some sprucing up, or are maybe thinking about scrapping the whole thing entirely, AI might have a lot to offer you.

If your campaign isn’t getting the results you want, getting rid of it early on might lead to some big regrets. Patching up its errors and taking some new approaches might just give your metrics a big boost.

In the past of email marketing, there were certain limitations that AI lifts. These included limitations on the abilities to review strategies, data, and metric.

AI’s Influence on A/B Testing Models

A/B testing plays a big role in all email marketing campaigns. The concept is that two different elements (the “A” and “B”) are compared. For example, into A in one email might be delivering better results than into B in another. In this case, into A should be focused on, used, and adapted.

A/B testing can give solid marketing analytics results. However, this can be a long process and how much you can know exactly from it is limited.

Full Speed Ahead

However, AI can speed up this process. While what exactly and how quickly you or your team can analyze things like this is limited, it is not for AI. Automation and multiple-task performances make analysis so much faster.

AI can also analyze at a much greater depth. A/B testing using artificial intelligence can involve far more data far faster than manually done testing. This is because the comparisons can be broken down in much smaller ways.

All of this is why AI leads to comprehensive metrics that can improve your future email campaigns vastly.

The Value of that Lead

In the early days of email marketing, even the worst of mass email campaigns could often lead to surprising results. This is because the whole concept was new, people were not technologically savvy, and were not jaded to it yet.

Those days are gone. If your emails are not eye-catching and incredibly professional, they will likely go unopened. You need the right emails to go to the right people for the right results.

SEE ALSO: 3 Lead Magnet Ideas to Build Your Email List

The Role of Metrics

email marketing

Essentially, the role of metrics in all of this is to find out how valuable a lead or recipient is. AI helps with this by monitoring and analyzing stats from the people who receive your emails.

AI can scan the click through rates of customers as well as how much time they spend on particular websites. All of the data about engagement builds a profile about the potential customer.

Improving Targeting

Marketers often favor people who seem like they will be ideal customers. However, this is hard to pin down. Not everyone buys something the first time they come across it. Also, some people are forever online window-shoppers who just like to look at things but never make purchases.

AI analyzes how recipients behave. Based on this data, you can get a clear look at if someone is a genuine lead or not. This is how you figure out if you should send someone more promotional material or not.

In order to figure this out you need to both review all of your data and use your own judgement. While judgements can be subjective, having more concrete data can help you make much smarter and more informed judgements.

While AI is not at the point yet where it can make important judgements for you about your marketing campaigns, it can play an important role. It collects and analyzes data so you can make better decisions based on that data.

Don’t Forget About Emotion

Artificial Intelligence

While gaining and understanding and using data is key to successful marketing, so is knowing when and how to use the right emotional appeals. People are exposed to so much generic and boring marketing content constantly that it takes a lot more to stand out.

AI cannot create effective marketing copy for you that hits the right notes, but it can help you figure out the behavior patterns of recipients. This will allow you to make better and more targeted content for different groups.

For example, you might have one group who responds better to funny emails, and one group who responds better to serious calls to action. You can hone in on these groups using AI, and then send them the promotional emails that they will respond better to.

AI helps you do this by analyzing response rates. This allows you to get some insight into the personal preferences of recipients, so you can better craft and target future email marketing campaigns.

SEE ALSO: Why Brand Consistency Matters in the Ad Tech Age

What AI Does

Essentially, AI empowers email marketers to create a more targeted and personalized experience for subscribers. It provides them with more in depth data that they can use to inform their campaigns in whole new ways.

If you want to create more effective emails and boost metrics, artificial intelligence can work wonders.

What data do you think is most important to collect when it comes to email marketing? Comment below…


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