How to use AI in email marketing: A practical guide
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With 69% of marketers using email marketing to disseminate their content, email remains a pivotal tool for businesses to connect with their audience, build relationships, and drive conversions. However, with the rapid evolution of AI, traditional digital marketing strategies seem to give way to new ways of communicating with audiences.
AI is revolutionizing how email campaigns are conceptualized, executed, and optimized, leading to enhanced engagement, personalization, and ultimately, better results. Why should you care and how can you incorporate AI into email marketing campaigns?
Artificial intelligence, in the context of email marketing, refers to the application of advanced algorithms and machine learning techniques to automate and optimize various aspects of email campaigns. From analyzing user behavior to predicting preferences, AI-driven email marketing goes beyond simple segmentation and delivers highly targeted content that resonates with individual recipients.
Natural language generation AI solutions are trained to analyze large datasets and work with big data to make predictions and provide recommendations that significantly boost email marketing personalization and segmentation.
While AI in email marketing might sound like something coming from the (near) future, artificial intelligence is already everywhere when it comes to your campaigns.
From spam filters and inbox organization to product recommendations and optimized send times, AI’s multiple use cases are the reason email marketing is still one of the most powerful tool to take your business to the next level.
Here's an overview of the state of AI in email marketing today:
Personalization: With the help of AI marketers can send more relevant and engaging emails, leading to higher open and click-through rates.
Segmentation: AI-driven segmentation is more sophisticated than ever, with marketers using machine learning algorithms to identify and group subscribers with similar characteristics or behaviors, enabling more targeted email campaigns.
Predictive analytics: Timely and relevant emails are not a privilege for the few. AI can predict user behavior, such as the likelihood of a subscriber making a purchase or unsubscribing, allowing marketers to send campaigns to the right person, at the right time.
A/B testing: AI-powered A/B testing tools help marketers optimize email subject lines, content, and send times to maximize engagement and conversions.
Automation: Automated email scheduling, list management, and even responses to common customer queries are among the most commonly used strategies, thanks to AI-driven automation tools.
Behavioral triggers: AI is being used to trigger emails based on specific user behaviors, such as abandoned cart reminders or re-engagement emails for inactive subscribers.
Data analysis: AI-powered analytics tools help marketers gain deeper insights into email campaign performance and customer behavior, enabling data-driven decision-making.
Anti-spam: AI is used to improve email deliverability by identifying and filtering out spammy content.
Thanks to AI, sending better emails is now easier than ever. Integrating AI into your email marketing campaigns can help you do better content marketing, improve engagement, and optimize your campaigns for better results.
Here are the best ways to integrate AI into your email marketing efforts:
Looking to step up your email marketing game with the help of AI?
Here are a few email marketing tools to get you started:
Artificial intelligence is here to stay. A key benefit for brands is that AI-based email marketing helps you achieve better results faster and easier with a wide variety of powerful tools.
From personalizing email newsletters to sending extremely relevant e-commerce product recommendations and more, the marketer of today can maximize the effectiveness of email marketing simply by investing in AI and its countless possibilities.
Learn more about AI in the Sitecore Knowledge Center.