In a recent survey by Blueshift, more than 60% of marketers revealed that they are planning to increase their usage of AI going forward, proof that more and more marketers are realizing AI’s potential to enable greater marketing success.
However, very few marketers are taking advantage of advanced AI capabilities that can not only enable them to do more than just acquire new prospects, but also convert them into loyal and more valuable customers.
The report also found that high performers were 3.1 times more likely to use AI extensively compared to under-performers. Marketers who are adopting AI today stand to be the winners of tomorrow. But the concept of AI can be intimidating, so we’ve brought the idea to life, says the Blurshift report
What is AI?
When we think about AI, we often envision a future that isn’t quite reality yet, but in reality, AI is already alive and well among us. From spam filters to voice assistants, AI is an important part of everyday life, says the report.
Ask ten people what AI is and you’ll likely get ten different definitions. You’ll hear terms like “machine learning” or “deep learning.” Concepts like “natural language processing,” “Bayes models,” and “neural networks” will also crop up. These are all technologies that collectively encompass AI.
The truth is, AI is simply a collection of technologies used to mimic human behaviors and thought processes, using massive amounts of data to learn and return accurate results. The Relevancy Group says that 97% of marketers across business verticals are confident that AI can improve the customer experience, and 41% of senders using AI, delivered more revenue than those embracing manual personalization
What AI can do for email marketers?
AI allows marketers to leverage technology, rather than manpower, to harness the power of data to build stronger subscriber relationship. AI can take over the heavy lifting on data analysis and provide marketers with quicker and more accurate data-driven insights. These insights will not only help marketers reduce or prevent deliverability issues, but also give them the ability to build a better, adaptive program for their subscribers.
Identify and solve problems
Email deliverability is complicated, with many different factors influencing the ultimate result. Marketers often struggle to not only monitor their KPIs, but to recognize when problems arise. And once a problem is identified, it can take a great deal of time and effort to discover the root cause, figure out how to fix it, and implement the resolution. AI technologies have the potential to identify problems, suggest solutions, and execute those solutions before any negative impact occurs.
Personalize email content
Most email marketers have an extensive subscriber base, comprised of thousands of individual people. It would take an absurd amount of time and manpower to build a custom email experience for each user, so marketers have to create a limited number of emails that will (hopefully) resonate with the majority of their subscribers.
With AI, marketers will leverage technology to build targeted campaigns for each subscriber, by analyzing vast amounts of data leading to better performance. Beyond simple tactics like personalized greetings, marketers will be able to customize the content of the message to include offers that will resonate with each subscriber, based on past interactions and other deep insights.
Optimize timing and frequency
Sending the right amount of emails requires a delicate balance: send too few emails and you may lose out on opportunities to make a sale; send too many and you risk overwhelming subscribers, causing them to unsubscribe or complain about your emails.
By incorporating historical data on when subscribers have interacted with emails, AI powered technology can identify optimal sending times when subscribers are most likely to open and interact with emails. This historical analysis can also be applied to frequency.
Monitor subscriber engagement
Most marketers are able to analyze their overall subscriber engagement by monitoring things like read rates and complaint rates, but this doesn’t provide insight into how each customer is engaging with every campaign. Without insight into the actions of each subscriber, marketers have no way of knowing when individual subscribers may be losing interest and at risk of unsubscribing from the program.
Using AI, marketers will be able to closely monitor subscriber interactions throughout the customer lifecycle. This technology can provide marketers with a better understanding of how individual subscribers view their programs and how engaged they are.