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Modern-day artificial intelligence (AI) meets email marketing, the powerful communications channel born in the 1970s. It’s like Siri and Secretariat teamed up.
OK, jokes aside, AI has improved the way marketers and developers create engaging email campaigns. Because of it, email teams can now use AI to personalize content, predict engagement, choose optimal send times, and ultimately, drive conversions. It’s pretty nifty stuff.
But we’re getting ahead of ourselves. Let’s take a step back and define AI-based email marketing—then we can get into all the things you can do with it.
AI-based email marketing is a form of machine learning. In an email program, it’s the set of rules and processes that allows programs to analyze hundreds or thousands of inboxes for marketers to create better, more personalized content for subscribers.
AI can help email teams understand deep insights, such as:
In a nutshell, AI can help email teams know what kind of email to send, to whom, when, and how often. However, AI doesn’t replace marketers or developers but rather helps streamline their processes and analyze (and use) big data in real time.
AI is a game-changer for email marketing teams, whether you’re a team of 1 or 100. Here are a few of the benefits of using AI in your email program:
AI learns about each of your customers: their history, engagement behaviors, interests, and habits. It then uses this information to determine what product recommendations, discounts, or freebies will best resonate with each recipient on your list.
So when someone visits your website and browses a certain selection of items, AI can retarget that potential customer via email if they abandon their cart before checkout. It’ll know what items they were looking at and let them know if there’s been a price change, discount, or it’s close to selling out.
This level of personalization goes beyond adding someone’s first name to an email. It engages with them based on their behaviors, increasing their chance of converting to a customer.
Humans can do practically anything you ask your email marketing AI to do—it just takes a money-wasting amount of time. Email automations and AI optimizations let your email marketing teams focus on big-picture problem-solving and solutions rather than choosing individual send times or sifting through product recommendations to send to a single customer on your list of 200,000.
AI also analyzes your email programs’ performance and customer behavior in real time, which means you can use the data from yesterday’s email campaign to inform tomorrow’s send. And you can accomplish this without having a team of dedicated data scientists constantly sifting through your analytics to pull out email optimization insights.
AI can also help your email program, even if your program is already crushing it. When optimizing an email, AI makes teeny-weeny tweaks that add up to a big difference. For example, AI can help optimize your email program by:
You and your marketing team won’t always be at your computer when a customer needs help or an email recipient joins your email list. Nor should you manually route customers through a journey that AI can guide them.
AI-powered email automation can help you send the right content, to the right recipient, at the right time. It can use prewritten copy, promotions, links, and blog post snippets to engage your audience without any human intervention.
Plus, your AI-powered email campaigns continue to improve themselves by consuming data and making changes. So if an automated email doesn’t perform well, AI will adjust future campaigns to improve the content, timing, or promotion.
Twilio SendGrid has built several AI-based email marketing tools to help improve the email experience for senders and recipients alike. Here are a few of those tools:
Want to try Twilio SendGrid and our AI-based email marketing tools? Sign up for a free account to get started. It’ll take just a minute for you to get up and running—no credit card required.
And don’t worry about scalability, either—we send over 100 billion emails per month, and all this email data helps improve our tools. Learn more about our Email API here.
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