The robots are here.
But don’t run off screaming just yet, for the rise of artificial intelligence is good news for your marketing campaign.
Get this:
In fact, research on the latest email marketing trends indicates that machine learning could actually make your brand more human.
How Humanity and AI Create Better Emails
Email marketing is all about connecting with your customers on a more casual level.
You can use conversational language, and nurture a relationship over time, getting to know more about the interests and pain points of your prospective customers. Ultimately, this enables companies to get better at serving their audiences.
What surprises many, is the impact AI is having on email personalization.
You may have thought more machine learning would equate to the loss of the personal touch.
You’d be wrong…
Email Segmentation
You’ve heard that going niche is essential. You must focus on a small group to get big rewards.
Well, email marketing in the digital age is about going super-niche. To really earn a solid ROI, you have to drill down deep, tailoring content to small segmented groups within your wider audience.
One of the biggest email marketing trends 2018 has thrown up is email segmentation.
EConsultancy report that it was the top priority in 2017, and that has become more evident as AI has muscled its way to center stage this year.
Machine learning-based-systems allow you to segment your audience based on a number of things, such as:
- Location
- Age
- On-site click behaviors
- Click-through rate
- Purchase history
With machine learning integrated into your email marketing campaign, you can glean insights on your customers, then segment them into groups based on their interests, location, or buying habits.
From there, your company can set up several email workflows, which delivered targeted content to each segment.
Machine Learning Enhances Email Personalization
Personalization matters.
With segmentation in place, you can increase personalization.
Depending on where a customer is in the buyer’s journey, they will receive relevant offers and content that nurtures them through your sales funnel.
They’ll only receive things that interest them.
After sending marketing emails, keep a close eye on metrics such as open rates, clicks and also site traffic. The more data you collect and analyze, the more you will be able to improve the personalization in your online marketing.
More Companies are Handing the Reins to the Robots
Want to know a secret?
Machines are faster at doing math than humans. They can also collect, analyze and segment data a whole lot faster than us too.
Mind-blowing, I know.
While there may be some reluctance to embrace AI in certain industries, when it comes to marketing automation, there’s no denying its huge potential.
It’s getting smarter, and the progress is happening damn fast.
Many companies are making the switch, adopting advanced platforms to delegate many tasks to machine learning. You can test out such platforms, track all the results and then make better marketing decisions.
Almost 50% of small businesses aren’t using any kind of automation….yet.
But that will change for one simple reason:
Machine learning is the future of email marketing.
It’s indisputable.
Sooner or later, everyone will have to make the transformation, unless they want to succumb to ‘Digital Darwinism’.
