There was a time when businesses had to give index cards and other similar cards for their customers to fill as a survey. This was how they measured their success or failure in marketing. With this method, they would collect static data like names, addresses, customer satisfaction levels, items purchased, etc. They would then go ahead to sort this information and analyze it manually. It seemed effective at the time, but in reality, it was time-wasting and relatively useless (maybe due to its monotonous nature). It was impossible to get the full idea of what customers wanted and the common trends.
The introduction of Artificial Intelligence and Big Data has done a lot in this aspect. Little wonder, they're now commonly discussed subjects. They have proven effective in understanding consumer needs and trends. This has made them very important to many businesses, and email marketers almost can't do without them.
As far as email marketing is concerned, AI helps marketers provide customers with their exact needs. However, it’s not just AI; there’s big data as well. With big data, email marketers have every piece of information they need—combining these two means that they’re able to stay ahead of the curve and beat their competition in the marketplace.
This is such a big deal for businesses because email marketing is one of the most effective marketing channels with a very high ROI. It has been even more effective with AI and big data as they've completely transformed email marketing. Here’s how:
1. Predictive Analysis
The collection of big data and analysis goes a long way to give businesses insight into important details such as their customers’ buying behavior. With this insight, it becomes possible to predict the future purchases of the customers.
For instance, businesses will have insight into popularly purchased products and the customers making the purchases. So, suppose they get a new client that fits into a particular demographic and buys a specific item. In that case, they’re able to boost their post-purchase revenue by sending tailored emails to the client with an email template builder to show them other related items to the initial one they purchased.
While it is possible to send out the same emails to the whole subscriber list, that's far from effective. It would be more helpful and practical for marketers to create personalized and targeted emails for individuals or segment their email list into groups and send targeted emails to each group. This will depend on factors such as customer demographics, preferred products, location, etc.
It is well proven that sending emails to individuals who reflect their needs will quickly grab their attention and are more likely to engage it. This might be because it resonates with them.
3. Optimizing send times
The click rate and open rates of emails are strongly affected by the send time. This means that the time you send an email will determine how much the recipients open and click through the email. You must know your recipients well, and the time they're more likely to be free and ready to open an email.
Gone are the days when email marketers send out the same emails to all their subscribers at the same time. If you want your emails to be effective, you have to send them at the right time that the individual recipients will likely open them. Thankfully, this is something that you can achieve quickly with AI.
AI also allows you to customize the rate of email messages that a particular subscriber gets based on their engagement history. The idea is for email marketers to optimize leads and customer touchpoints when they'll likely make more conversions.
4. Optimizing subject lines
Bryan Reynolds, a digital marketer and author at essay writing reviews, had this to say about subject lines:
“The subject line is like an eye-opener. It either opens the eye of the email recipient to the content of the email and causes them to open, or it fails to accomplish its goal.”
One thing is evident when a subject line is used effectively; it will accomplish its goal - which is to get people to read the email.
Creating a perfect subject line is something that email marketers have struggled with for many years. The introduction of AI means that it is easier to use the right subject lines, call-to-action, body copy, etc., in an email to increase open rates. Companies now know why their customers read their emails and what they have to incorporate into them.
Big data and AI will only get better as the years go by. So, the sooner businesses can jump on it to improve their email marketing campaigns, the better for them. Ordinarily, you can’t underestimate the power of email marketing, but adding AI and Big Data to it takes it to a new dimension.
Ashley Simmons is a professional journalist and editor. She has been working in a newspaper in Salt Lake City for four years. She is also a content writing expert in such topics as psychology, modern education, business, and marketing innovations. She is a master in her craft.