How AI Helps Add Personalization to Your Email Campaigns

How AI Helps Add Personalization to Your Email Campaigns


Marketing is constantly evolving, covering new niches and channels, such as podcasting Some of them are more effective, others less, but email marketing shows consistently good results in attracting customers, buyers and readers. It is successfully used by companies of different sizes and activities. A newsletter is an effective communication channel with existing and potential customers.

The effectiveness of this type of customer acquisition directly depends on the quality of the content. People read and respond to emails that are sent to them personally, while they are not interested in standard mass mailings.

Newsletter personalization, which is based on data about the customer and his purchasing behavior, is the most promising direction in the development of email marketing. According to research, personalized emails provide 6 times faster transaction speed. The email funnel will show the best result in this case, and artificial intelligence will help the marketer with personalization. 

How Artificial Intelligence Can Improve Email Efficiency

The use of AI-supported software and machine learning makes it possible to perform a given function on a specific database. AI itself develops a method of work, applying its algorithm of three Ds – Detect, Deliberate, and Develop (detect, think, create).

●     Detect: AI analyzes the database, finds the parameters that will be most useful in the work. He uses them, ignores the rest of the information;

● Deliberate: AI compares the selected parameters with each other, and on this basis recommends actions or answers a question;

● Develop: At this stage, the AI ​​subfield – machine learning is connected. Artificial intelligence repeats several programming cycles, evolving with each of them. He modifies the data and gives them an estimate based on the information he received as a result of his experiments.

The use of AI makes it possible to optimize and increase the effectiveness of email marketing through content personalization. Mailings from the company are carried out automatically, taking into account the requirements of the audience in terms of content and delivery time.

Below are examples of how artificial intelligence is helping email marketers strategize and campaign performance.

Personalization of letters to real and potential customers

The use of AI makes it possible to operate on a large amount of data. Given the fact that the number of subscribers to the newsletter is increasing every day, the database is growing. Artificial intelligence makes it possible to manage this mass of information and track consumer behavior. Based on this data, you can create individual messages for sending.

For example, think about where a customer checks their email. It might be via mobile, mac mail app, or their web browser. It’s then necessary to think about when they check it.  

A person who has a habit of checking mail before work or in the first hour of the working day will receive a letter in the morning. For those who read letters during the day, it is better to send the message later. After lunch, you need to send messages to those who check the mailbox in the evening. AI will also analyze opened letters and, based on this information, can adapt the content of the letter as much as possible, update the message for a specific consumer.One way to improve customer personalization is by using sales proposal. This could help the buyer feel like they’re being taken care of and valued as well.

A personalized letter may also contain questions to the user. Based on the answers, the client’s preferences are highlighted, and already on this data, a strategy for working with the client is built: what letters he will receive, what information they will contain, at what time the mailing will be carried out. 

How to use AI for segmentation and targeting

The marketer needs to understand that there are different people in their subscriber base. With the data about preferences, the list can be organized and narrowly personalized mailings can be created. Dividing a list according to certain parameters, for example, demographic, geographic, psychological, is called segmentation.

Segmentation is a great technique for boosting conversion rates and improving your customer experience. AI and machine learning can be used to get the most accurate information that is most often hidden. On its basis, you can form clear, narrow interests and behavioral habits of the group of subscribers.

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The right letter at the right time

Every Internet user receives a huge number of letters every day. If you fail to draw attention to your message, with its content or its beautiful textured design, it will get lost in this mass. Therefore, the first thing a marketer should pay attention to is the mailing time. At the wrong time, you can send a dozen letters, but not one of them will be opened.

Determining the optimal mailing time is a painstaking and lengthy undertaking. It is necessary to analyze the client’s behavioral habits.

The use of AI speeds up this process significantly. The predictive analysis enables you to create strategies, develop ideas for content generation, and set the optimal mailing time for each subscriber.

For example, a customer has items in his cart that he did not place an order for. If you send him a reminder of this on Sunday morning, the chances that the purchase will still be completed is quite high. And if it’s Monday morning, then the chance of placing an order will be zero.

Recommended product letters

Having data on purchases and activity, you can easily create an offer for a client. According to research, recommendations generate up to 31% of online shopping revenue. Recommendations like these are a great method of increasing loyalty and conversions in email marketing.

This deep personalization strategy can be implemented using AI algorithms.

You have two ways to get a marketer to spend a lot of time on the monotonous manual work of compiling a list of recommended products for a client, or, using artificial intelligence, instantly analyze activity and purchases, make recommendations lists and send them to customers as soon as possible. Receiving such recommendations, the client feels that the brand cares about him, his loyalty, conversion, and, accordingly, sales growth.

For example, after analyzing an abandoned cart, a list of recommended products with links to them was compiled. The client, having received such a letter, goes to those positions that interest him and, with a high probability, will make a purchase.

Customer Life Cycle: Marketing and AI

Predictive analytics – an AI algorithm, based on the generated data and their analysis, obtains information about the time a customer spends on one purchase and the time interval between purchases. This information enables you to optimize your email marketing.

The newsletter should be built according to all stages of the customer’s life cycle, which can be analyzed by artificial intelligence.

Conclusion

How AI can be used to personalize email marketing:

●    Based on customer data, create a mailing schedule (recommendations, promotion notifications, brand events);

● Segment your customer base according to different parameters (demographic, geographic, etc.)

● Send mailing, both mass and personal, with thanks, congratulations;

● Monitor customer life cycle, use data to schedule distribution, send product recommendations:

● Automate personal mailings with notifications about new products, sales.