Artificial Intelligence is spreading to more and more areas of our lives and our businesses. In this article, we want to talk to you about one in particular: email marketing. Many organizations have already begun using AI-powered email marketing tools, and many others, while not specifically for email marketing, have found their AI useful throughout the entire email marketing process, both for their profitability and the positive results they deliver. If you want to learn more about them and see how AI in marketing can help you implement an email marketing strategy, stay tuned, because in this article, we’ll tell you everything.
What is Artificial Intelligence applied to email marketing?
First of all, AI is the ability of a machine to simulate human abilities, such as creativity, reasoning, planning, learning, and more. They achieve this through training based on data that enables them to create patterns.
Applied to email marketing, AI tools are capable of performing email marketing tasks normally performed by humans, freeing them from routine tasks and supporting creative endeavors. We’ll look at these tasks and jobs later, and there are plenty of them.
Why use Artificial Intelligence in email marketing?
AI applied to email marketing can have many benefits, both long-term and short-term:
- Personalization: As we’ve already mentioned, AI is capable of learning from data. Applied to email marketing, it has the ability to understand customers’ history and browsing habits, allowing it to adapt different aspects of emails to each person to improve their performance.
- Profitability: Using AI tools in email marketing strategies has been shown to increase revenue and reduce expenses. It’s proven that unsubscribe and open rates are more likely to improve with AI.
- Effectiveness: Allows you to launch large-scale email marketing campaigns quickly and easily.
- Automation: It can perform specific tasks much faster than any human.
- Scalability: It makes it easier for businesses to grow without having to invest large amounts of personnel and money in the process.
Ways to apply Artificial Intelligence in email marketing
Now that you know what AI applied to email marketing is and some of the benefits it can bring to your business, and more specifically to your email marketing strategy, we want to show you some specific ways this technology can help the team in charge of this strategy.
Write attractive subjects
The subject line of an email is the first thing subscribers, leads, or customers will see and, therefore, is one of its most important elements. In fact, the success or failure of an email marketing campaign often depends on something as small as the subject line. There are AI tools, like ChatGPT, that can help us with this task and improve our open rates. But not only that, there are also AI tools that create subject lines after analyzing the metrics of our previous campaigns.
Improves, facilitates, and speeds up segmentation
Segmentation is a very important technique within an email marketing strategy. It serves to group different email recipients according to their interests and, thus, send them personalized content. AI can do this based on purchasing behavior and based on the information they have provided themselves, as well as from the CRM, so that your team does not have to do it manually, something that is time-consuming and has a greater possibility of error. In short, it is AI that knows which products attract X customers and what content will appeal to them the most.
Create the body of the message
Click-through rate is also very important when analyzing the performance of an email marketing campaign. It tells us how many times a person has clicked on one of the buttons or links within the email. So if it’s low, it’s likely time to revise the email’s content. AI can also help with this, inspiring your editorial team and indicating what types of messages and tones work best.
Clean your email database
Deleting inactive contacts, updating addresses, tweaking names… In short, manually reviewing your email marketing database is a tedious task that wastes your team’s time when it could be spent on more creative tasks. AI algorithms can also keep your email list clean and healthy to optimize your deliverability.
Improve recommended articles
Many companies use a section of their newsletters to recommend some of the products or services that might interest them the most. Or, even after a customer has visited their online store, they automate a personalized recommendation email based on their journey through the website. This is a very effective strategy, especially within the hospitality industry and retail companies.
Artificial intelligence is also widely used in this regard, as it is in sending abandoned cart emails, which work in a very similar way.
Optimize shipping schedules
The AI can be programmed to analyze each subscriber’s time zone and, based on that data, send the email at a specific time. This way, your team can avoid manually scheduling each subscriber.
Perform A/B tests
Finally, they can also be very helpful when conducting A/B tests and knowing which email will perform best based on data from previous campaigns, even before they are launched.
Can AI really replace the work of email marketing teams?
As for AI’s writing capabilities, no. Human input is still necessary, and these AI tools, in that sense, serve more as support or inspiration.
If we look at other, more technical tasks, they can certainly replace the work previously performed by one person. However, these are very mechanical tasks that free the team from tedious tasks and allow them to focus on more valuable work.
Best AI tools for your email marketing strategy
Hubspot
This platform optimizes audience segmentation and personalizes messages for greater relevance. HubSpot’s AI enables the automation of routine tasks, such as sending follow-up emails, saving your team valuable time.
Additionally, it offers advanced analytics to understand subscriber behavior and improve marketing strategies. With HubSpot and its AI, companies can boost their efficiency, increase customer engagement, and achieve more effective results from their email marketing campaigns.
Brevo
It is an email marketing platform that includes automation and AI in its processes.
MailChimp
Helps you optimize your email marketing processes with delivery optimization, personalization, and A/B testing features.
ActiveCampaign
It is one of the most complete email marketing tools equipped with a large number of automation functions.
ChatGPT
This chat, launched by OpenAI, answers questions and is capable of generating complex texts, both creative and informative, making it a great ally for copywriters.
