Marketing on the digital platform has taken a new dimension with the increasing dominance of e-commerce globally.
E-commerce opens opportunities transcending geographical boundaries for businesses and the sheer scale of data generated requires a fresh look at marketing strategy to leverage effectively. Marketing automation will have to take precedence and especially in email marketing, if businesses hope to exploit the vast consumer data they collect.
Email marketing is a vital component of market reach for companies and has been in use for a while now. Automation and AI can help marketers in leveraging online consumer behavior and responding promptly with targeted email messaging. Here is a look at how big data and AI are revolutionizing email marketing.
Predictive analytics
The right action, at the right time, to the right audience, is what makes smart marketing. To line these ducks in a row, a marketer needs the power of predictive analytics to process market intelligence and data in the CRMs optimally. By use of predictive analytics and artificial intelligence, the marketer gains actionable insights based on customer behavior.
With these insights, the company can make smarter decisions faster while at the same time targeting individual prospective customers with messaging relevant to them. With personalized messaging, the company can expect favorable reception as the customer feels recognized at a personal level.
Through the use of AI, marketers gain intimate knowledge of a customer’s buying behaviors and can predict future needs in time to send marketing emails that are spot on.
Send time optimization
In business, time is money and this concept includes your timing for product launch campaigns, sales promotions, and market outreach. Business efforts launched at the right time make the process flawless with better market reception and guaranteed success.
Similarly, send time optimization (STO) in email marketing efforts is key if you hope to make contact at the right time for a favorable response.
It is easy to analyze individual customer’s behavior separately using big data and AI to ascertain the right times to interact with them successfully.
Once you have this insight and with automation, you can leave everything to AI for scheduled personalized email messaging to customers. AI is the ultimate tool in handling big data and executing what is actionable effortlessly and accurately, including STO solutions.
Optimizing email subject lines
Email subject lines determine the open rates that can either kill your email unread or grant you a new lease of life. A poorly created email subject line can easily receive spam treatment and suffer deletion faster than an annoying pop-up ad.
You need to increase those opens, clicks and subsequently, the much sought-after revenue, and the only solution open to you is artificial intelligence.
AI uses data to enhance any task presented to it to produce faster and more accurate results than human capacity can deliver under similar circumstances. To generate winning email subject lines, feed the machine with samples of past successful email lines together with brand guidelines for analysis.
Once analyzed, the AI will generate email subject lines that guarantee near-perfect rates in opens, clicks, conversions, and enhanced revenues.
Personalized email messaging
A personalized email guarantees higher open, click-through rates, and achieves its intended purpose at possible conversion more easily than a stock email.
To personalize an email, a marketer uses customer information gathered on big data to understand their location, demographics, and preferred products. With these insights, you can create an email that speaks directly and personally to each customer, thereby arousing their interest in your products due to the recognition.
This unique marketing strategy is only achievable with artificial intelligence in leveraging big data that many companies now have on their CRMs. With the growing global market, there is a need to understand the behavioral traits of customers from different cultures and locations for successful marketing campaigns, said Lisa Norton, author at mimy online blog.
Correct content creation
Personalization of email messaging in marketing goes beyond a perfect subject line that attracts the customer. The email body is very important in conveying correct information about the product in a way that will help convert. Badly written or weak content projects an equally poor brand image and fails in intended communication.
AI using natural language software is capable of generating correct content for every product and for each customer according to his or her behavior traits. By analysis of user-generated content and evaluation of social media content, AI can understand what content works for your target audience and generate the same automatically.
Using intelligent segmentation
When you have hundreds of customers, the temptation to do one mass email to all can be irresistible. However, with this approach, many of your email messages will be unsuitable to several of the intended customers and will amount to wasted effort. A good solution to this is to segment groups of customers with near similar needs together for successful cluster emails.
AI can help in creating the right segmentation based on customer data analysis free of the limitations inherent in the traditional manual process.
Through automation, AI automatically adjusts and personalizes campaigns for each segment after creation. AI will also keep revising the variables to realign the marketing campaigns to current situations.
Faster and superior metrics
Every marketer and company executive wants to know the ROI of the marketing campaigns to evaluate performance. With so much going down in different segments, you need an efficient and accurate solution for credible metrics. With its tested efficiency in processing big data, AI enhances the multivariate aspect in A/B testing to offer superior metrics for rating conversions.
One advantage of using AI testing is the expanded offer of insights it generates compared to the traditional A/B testing. AI enjoys the versatility of multivariate testing for comprehensive results.
Conclusion
Any business that expects to succeed in the global e-commerce market must consider the adoption of big data and artificial intelligence in building a strong relationship with customers. Business executives and digital marketers can now make smart decisions using insights gathered on these platforms.