• by Ray Schultz , Columnist, March 8, 2024

Many marketers have doubts about artificial intelligence (AI). But more than 80% of brands worldwide now integrate AI into their digital marketing in some form. And digital marketing expert Scott Hall is one enthusiast. 

In a recent paper publicized on Friday, Hall explains that AI can be used in email marketing to tailor content to specific groups.

“Embracing AI in your email marketing efforts won't only streamline processes but also revolutionize the way you connect with your audience,” Hall writes.  

How so?

“AI-powered tools can analyze vast amounts of data to provide hyper-personalization, ensuring your marketing strategies are optimized for each individual,” Hall explains.  

He adds: “By utilizing artificial intelligence, you can enhance content creation, ensuring that your emails are tailored to specific segments of your audience. Predictive analytics enables you to understand consumer behavior, allowing you to send the right message at the right time."

Hall concludes: “This level of personalization and optimization can significantly improve your email marketing performance, driving higher engagement and conversion rates.”

Of course, there are many other uses for AI, and Hall examines them in this broad but not always in-depth report. One is prescriptive market analysis. 

This will enable you to understand customer behaviors, enhance your SEO strategies and tailor your marketing to specific segments within your target market, Hall asserts. 

Then there is AI-driven content creation, a practice we approach warily as journalists.

Hall states: “AI-powered technology is reshaping content creation, allowing for personalized email campaigns and brand-endorsed user-generated content.”

We would advise marketers to be careful, although Hall contends that embracing AI for content generation “empowers you to efficiently deliver tailored content that resonates with your audience, ultimately driving higher engagement and conversion rates.”

For some firms, the most important application may be automated AI decision-making. Hall writes that marketers can (and we quote):

• Streamline digital marketing strategies by analyzing vast amounts of customer behavior data and generating personalized content at scale.
• Predict customer preferences and optimize marketing campaigns in real-time for improved customer engagement and conversion rates. 
• Implement responsible AI practices to build and maintain strong customer relationships through ethical and transparent use of AI-generated insights.

That last bullet point may be the most important one to remember. Hall explains:

“Understand consumer behaviors and use AI-powered personalization responsibly. Clearly communicate your privacy policies and data usage to establish trust with your audience." 

He continues: “Use only ethical AI practices to prioritize the protection of consumer data and privacy. By doing so, you can build a strong foundation of trust with your audience, fostering long-term relationships and loyalty.”