In its latest white paper, Sarbacane provides advice on how to leverage artificial intelligence in your marketing campaigns.
It’s hard to miss the excitement surrounding AI, which has become a central topic for digital and marketing professionals. In its white paper, AI at the Heart of Marketing: How Artificial Intelligence Is Reinventing Your Campaigns, email marketing specialist Sarbacane presents several concrete AI application cases. The program includes a clear analysis of how AI can be used to create personalized content, optimize the creation of your templates, improve the timing of your email sends, segment your base, and maximize the impact of your messages.
1 – Personalization of campaigns by AI
Faced with growing advertising saturation, it’s no longer possible to offer standardized content to your customers, prospects, or contacts. Personalization is becoming an essential expectation. According to a Gartner study relayed by Sarbacane, 80% of companies using advanced personalization strategies see an improvement in their performance. Personalization increases campaign effectiveness, but it also helps build stronger trust, and therefore greater loyalty.
To personalize your messages, AI is a powerful tool that allows you to implement complex strategies while saving significant time. Among the possibilities offered by AI, Sarbacane cites in particular:
- Personalized text generation: Generative AI tools create unique texts for each customer, taking into account their purchase history or previous interactions. AI then makes it possible to create emails, social media posts, or product recommendations that are truly tailored to each customer or prospect.
- Real-time content adaptation: AI allows you to modify content in real-time based on your user’s behavior. If a prospect visits a category on your site, you can then offer them content related to that category.
- Tone and style optimization: Thanks to AI, it’s now possible to have a tone adapted to each segment of your audience. Ideal for delivering truly personalized content and driving engagement.
- Translation automation: While content translations were previously complex and expensive, AI allows you to translate your content automatically with a level of quality equivalent to human translation.
While AI can personalize content, it can also create content for your marketing efforts. Sarbacane lists:
- Writing automation: Generative AI allows you to create all the marketing content you need (or assist you in creating it): blog articles, video scripts, product sheets, etc.
- Semantic analysis: By analyzing market trends and consumer sentiment, AI can help create the right content tailored to each target.
- Personalization at scale: Thanks to AI, you no longer need to manually create content variations; it can create thousands of them automatically, making true mass personalization possible.
- Conversational interactions: With intelligent chatbots integrating AI implemented on your site, you can offer personalized responses to your customers in real-time.
With its Smart Content, Sarbacane allows brands to create tailor-made messages, perfectly adapted to each audience segment. This tool assists you in writing your email marketing campaigns, allowing you to deliver consistent and more engaging messages while saving significant time.
2 – Email templates optimized using AI
The visual dimension is also essential to ensure the appeal of your message during email marketing campaigns. But several challenges arise: the difficulty of creating aesthetically pleasing templates without graphic design skills, adaptability to different devices, optimization of templates for conversion, compliance with the technical constraints of email clients, etc. Here again, artificial intelligence tools offer a wide range of features to optimize your campaigns:
- Automatic model generation: AI can learn from the performance of your previous campaigns to automatically generate models optimized for engagement.
- Design Personalization: AI can learn from your audience’s behaviors to tailor your email design to the audience segments you want to reach. Your content is more effective and relevant.
- Visual optimization: AI can suggest images, colors, or layouts that fit your brand and message.
- Predictive performance analysis: AI can predict the open rate and click-through rate of your templates before sending campaigns. A great way to adjust your design and content.
As Sarbacane points out, it’s now important to have an email marketing tool that can assist you in designing your campaigns. With the Smart Templates feature, you can automatically generate email templates tailored to your goals. It’s now very easy to create impactful campaigns quickly, without relying on external (or internal) resources to design the templates.
The importance of AI in determining the best sending timing
While content must be tailored to the audience’s typology, timing also plays a crucial role in the success of marketing campaigns. It directly influences open rates, click-through rates, and ultimately customer loyalty. Sarbacane points out that the open rate can vary by 20% depending on the time and day of sending. Once again, artificial intelligence can help you determine the optimal time to send your campaigns:
- Individual behavior analysis: AI can detect and analyze past user interactions with your emails, including opening and clicking times.
- Continuous machine learning: AI continuously refines predictions through machine learning and incorporates all new data from your campaigns.
- Customize sending times: thanks to AI, you don’t send an email to your entire list at the same time; it’s sent automatically at the most relevant time for each contact.
On the Sarbacane platform, the Predictive Sending tool automatically adjusts timing based on the audience, determining the best time to deliver your message to each contact. With this feature, you can increase your open rates, boost your click-through rates, and strengthen customer loyalty.
In the rest of this white paper, Sarbacane then looks at the importance of segmenting your database, and the impact of design on engagement.
