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The AI hype cycle may be over, but we’re just getting started on finding new and innovative ways to use AI in email marketing.
Like most digital tools, email is evolving with changing and improving technology. Until a decade ago, it was difficult to imagine embedding video into an email or having interactive emails. Now, with the advent of AI, tasks that would have taken email marketers hours to complete can happen in seconds. That’s changing the game in serious ways, and helping email agencies to make their email marketing services even more impactful.
Using AI in email marketing allows email agencies to shortcut the process of turning data into deep insights like:
- Which subject lines are performing the best, and why.
- The times of day that your recipients are most likely to open emails.
- Optimal frequency of emails for your audience.
- New segments that you should include in your email list.
- How deeply your readers are engaging with each email.
Let’s look at the key benefits that AI enables for email marketers, and what they mean in practice.
Benefits of AI for Email Marketing
1. AI Helps Personalize Emails
Personalization can mean the difference between a successful email marketing strategy and one that’s simply a waste of time. Emails with a personalized subject line tend to do a lot better in inboxes, according to a study by Campaign Monitor:
- They’re 26% more likely to get an open.
- They get 6x higher transaction rates.
AI can make personalization easier, by reading users’ behavior, habits, interests, and level of engagement. It then uses that information to determine the best product recommendations, discounts, and subjects for each recipient. For example, if someone visits your website and looks at a certain product but decides to not buy, AI can retarget the potential customer via email through your “Abandoned Cart” flow.
Crucially, an AI system can do this in just moments, without any human guidance.
2. AI Helps in the Optimization of Email Subject Lines
When you’re optimizing an email, your subject lines are key. A good email subject line encourages customers to click through and read the email, or at least skim it. AI can help by tailoring subject lines with the use of natural language generation. With enough training, an AI system can also learn the brand tone of voice, and draft subject lines align with it.
3. AI Helps automate email copywriting
The benefits of AI in email marketing don’t stop at the subject line. In fact, you can use AI copywriting tools to optimize the entire content of your email. AI software can digest copy, images, promotions, blog posts, and links to generate optimized emails for a high engagement rate. This type of automation cuts down the time and resources it takes to scale up your email channel.
How Klaviyo Leverages AI to Improve Email Results
As a Klaviyo Elite Master Partner agency, we regularly make use of the platform’s AI-enhanced capabilities. Here are some of the most important ones for email marketers to understand.
1. Predictive Analytics:
AI and auto-generated predictive analytics enable personalization at scale, by generating insights through journey tracking and forecasting. This makes it easy to segment and automate communication based on customer behavior. Some of the analytics you can predict are:
- next order date
- lifetime value
- churn risk
- spending potential
- automated A/B/ testing
- smart send time
- personalized product recommendations.
2. Custom Reports:
- Access real-time performance data from the same platform you use to send messages. Use this data to spot areas for improvement.
- Gain marketing strategy insights with an in-depth analysis of historical business performance. Get access to all of your historical data, to help zero in on specific marketing channels and products.
- See a complete and accurate picture of the revenue made by each of your marketing campaigns.
3. Benchmarking with your Peers:
Comparing data with your competitors to pinpoint areas where you excel and opportunities for growth. Those could be in areas like business performance, email, SMS, or flows.
4. Advanced A/B Testing:
Even though AB testing has always been around, advanced AB testing allows AI to automatically send the winning versions to a control group. Testing subject lines, content, design, tone, message, and send times by choosing the size of the sample of testing helps you understand what is more appealing to your customers and what to improve for future sends.
5. Acquisition Channels Value:
In order to optimize acquisition marketing, you need to know which channels are bringing the most spending customers over their lifetime. Knowing this helps you focus your efforts on the most profitable segments.
6. Identify Early VIPs:
Thanks to the predictive customer lifetime value analytics, you can identify, segment, and reach out to the customers with the highest value and engage them continuously.
AI can help you dramatically improve and streamline your email marketing by reducing the time you spend manually analyzing big data in real-time. This streamlined process helps mean that upgrading your strategy to incorporate AI is sure to be a worthwhile investment for many years to come. If you are unsure about how to start implementing artificial intelligence into your strategy, book a call with us and let us help you get there.
