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Marketers strive to personalize emails in the quest for relevance. This is not new to seasoned marketers who have been using marketing automation platforms to create customer journeys or leveraging segmentation and/or personas. This is a good usage of data and tools, but it simply can’t scale beyond a certain point. In our experience, most clients have around 20-25 data segments.

For relatively large user bases, too many journeys and segmentation could potentially ruin the user experience and complex rules make it hard to maintain. The genius of ML and AI can save the day! AI power, combined with human intellect (IQ), is going to create a hyper-personalized experience to the user which will compel them to remain engaged with the brand.

The marketing side of the email industry was relatively slow to embrace machine learning and AI. Even today, a lot of companies want to leverage the hype of AI and ML, but a marketer needs to understand “How is this new technique improving my customer experience and ROI?” If the answer is not conclusive or results are not visibly different, then the solution is just hype with no value addition.

Key takeaways

01.
Boost up the engagement rates of your email campaigns.
03.
Effectively integrate AI-ML into your campaign.
02.
Read on the future trends to be expected in AI-ML
04.
Optimize your campaigns in more ways than one.

A Summarized view

The industry has been using words like “Right time, right message, right channel” for many years. Before the Internet, with fewer options, data and predictive analytics could do a fairly good job of finding the right targets to market to, and then the message convinced that user they needed something. Fast forward to now, when users have so many options and new behaviors that were never a consideration before.

Research that used to happen at the dinner table or water cooler at work is now a major step in the journey process. Consideration with review sites, comparison sites, all getting closer to decisions. Search and digital advertising’s role in all of this and the signals that occur each step in the process that users take.

The customer journey is complex. The good news is that AI and ML can help marketers move to the next level of marketing. They will still be the brains behind the plan; this is the technology that is fed by inputs from marketers. But they will have the tools that will give us the ability to transform their marketing by providing truly one-to-one experiences, in a new Segment of ONE world.

Download the whitepaper to amplify your view of email marketing above and beyond the usual tactics used by marketers.

About the author

This whitepaper on artificial intelligence in email marketing was written by our experts Chaitanya Chinta, Head of Deliverability at Pepipost, he has a 10-year experience in email deliverability and having written a few spam filters himself, he has an in-depth knowledge of working os Spam filters and email deliverability and Jeannette Kocsis, SVP of Marketing and Business Development, Pepipost US. She has extensive working knowledge of the working of businesses and their requirements. Along with great knowledge and experience in getting the best possible ROI from emails.

Being experts in their respective fields, they have explained how and where AI works best in Email Marketing and how you can best benefit from implementing these in your Email Marketing campaigns. This whitepaper explores in-depth, the working of these algorithms and their best use cases.

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