7 Ultimate AI Powered Personalization Techniques For Email Marketing

Personalization Techniques for Email Marketing

7 Ultimate AI Powered Personalization Techniques For Email Marketing

What is Communication?

Is it a means of sending & receiving uninformative & unrelated information?

Don’t think so!

So, Is that how you want your emails to be interpreted? Non-Personalized & non-informative?

The following stat tells us How.

When an email is not personalized, 52% of customers say they’ll find somewhere else to go.

Email, the single most important mode of business communication, has reached new heights where Personalization is key.

Personalized emails are becoming a norm in the email industry as being humane with the users improve the email open & click rates.

In this article, we have discussed 7 ultimate ways to implement Personalization with ease to significantly improve email success or conversions.

We’ve all heard about how powerful emails can be for your marketing strategy. But exactly how much? The following numbers can help you paint an image.

  1. The number of email users worldwide in 2019 was 3.9 Billion and is estimated to grow around 4 Billion in 2020.
  2. 293.6 billion emails were sent and received in 2019 and it is estimated that they will reach a whopping 306.4 billion in 2020.
  3. 30% of marketing specialists around the world say that, of all marketing channels, email offers the highest ROI.

Does a large number of email users, that is, 3.9 Billion, translate into email marketing that works for you and your business?

No!

Do the email volumes (sent and received) have any merit in the effectiveness of your campaigns?

No!

  • The idea of these statistics is not only to focus on the numbers but also to obtain deeper insights from them. Data is only valuable if you can obtain relevant information to create sustainable loops in your business.
  • For example, from the above data, you can make a calculated bet that your potential customer will have an email address. Your user may also prefer to have conversations with your brand by email. According to a study in early 2019, 62% of consumers prefer to be contacted by brands via email.
  • The growing number of emails that are sent and received indicate the deeply entrenched relationship that users have with emails. That is, your user may be spending considerable time checking their emails.
  • The cost of acquiring users by email will always be cheaper compared to the other acquisition channels. In fact, in 2018, for every dollar spent on email marketing, there was a return average of $44.

The data can be complicated. However, it is more important to understand what kind of insights you can get for your own business. With all the previous data points, you can make a sure bet that there is nothing to lose in email marketing, but a lot of potentials to win.

The potential to offer an amazing customer experience on the channel that your customers prefer to use.

The potential to take advantage of the profitability of the channel and boost its marketing ROI.

The list can go on!

If used intelligently, you can take advantage of the maximum power of Email Marketing.

However, the question is, what can you do to make sure you are using this channel at its maximum capacity?

  • Taking advantage of smart technologies has always been at the forefront of vertiginous efficiency. From emails to driverless cars, technology plays an important role in rinsing barriers in every part of life. Artificial intelligence (AI) and machine learning (ML) are not mere buzzwords, they are driving the eradication rate of these barriers and we are acting as catalysts to improve the way we function. AI can send emails that have dynamic content, such as new shoe options for someone who previously searched for shoes. With the help of AI, you can optimize send-time to ensure high open and click rates. Your AI engine can help you find the best words to optimize your subject line, which is the most critical point of contact for any email you impact. Placement intelligence is a smart way to make sure you are holding on to every bit of value your data can provide.
  • Putting the user experience on top of everything The user experience (UX) is at the forefront of every successful business. Any company that prioritizes UX will always have an advantage. If an email campaign is designed without discussing the merit it entails for a user, it is a recipe for disaster. Sending an email campaign without keeping the UX in top priority will inevitably have below-average results. Paying attention to the little things in your email adds to the UX:
    • Personalized advertising: If your customer has demonstrated a constant intention to buy a laptop, sharing promotional shoe emails is not exactly what your customer expects. Your email ads must be consistent and relevant to the behavior of your customers.
    • AMP email technology: A disruption in a user’s flow has many side effects (bonus: have you ever wondered why Facebook and Twitter have their browsers in the application?), It’s a technology where allows engagement elements such as Purchase buttons, carousels, etc., into their emails. The user can interact with the email without having to visit the website in a new tab, thus maintaining the flow and user experience.
    • Creative progression: Your client has thousands of emails in their inbox with the same kind of creativity. Does your creative email offer a unique delight? Always remember: humans like to exhibit something worth showing off. If your emails make your customers feel special, they will make it a point to share them with everyone on your network. As the number of customers increases, there is a tendency to ignore the CX / UX factor. Going deeper into each client, identifying what experience your email campaign is providing to each particular user, all this is extremely important to ensure that the success of your campaign is always on an upward trajectory.
  • Adaptation to the audience of rapid reform with new technologies that penetrate the market, customers are also moving forward and raising their brand expectations. The smartphone adoption rate has accelerated beyond imagination, generating huge opportunities for companies to connect with their users. Besides, the tolerance rate has decreased significantly. Irrelevant communication and you risk removing that user permanently from your business. PS: not optimizing your emails for mobile devices is like riding a bike without a helmet. In such a scenario, no company can afford to spray and pray their email campaigns. Your email marketing must be personalized for each of your potential customers.
  • By Pursuing Personalized Recommendations & Communications, you can delight your customers in every interaction you have with your brand. Most importantly, your potential customers are constantly developing an opinion about your brand with each form of communication you send them. Customizing your experience is a beautiful lever that you can use to pivot these opinions in your favor. That is why it is very important to offer the customer experience that is enriching in all channels of engagement, especially email.

Source: Digital Marketing Community

Personalized emails top the table of popular email marketing topics. Users expect less spam and more relevant emails. If a particular campaign does not resonate with a user, he/she will ignore it at best. Worst case scenario, it can lead to a high unsubscribe rate and high spam report.

Personalization does not simply include {{first_name}} in your emails. Guess what, every other brand on your vertical is doing the same and much more. To focus on highlighting, you must identify the core value proposition of your business.

For an eCommerce company, you might be sharing relevant products in your inbox based on your purchase history (Click to get more information about E-Commerce Customization). For a travel brand, you could share relevant travel ideas based on the vacation history of a particular user. For an OTT player, sharing a car documentary for a car connoisseur can have excellent results.

This is how you can take advantage of technology to design tasty email campaigns for your company.

7 ways AI-Powered Personalization is Reshaping Email Marketing

The benefits of automation are easier to visualize when you put an analogy. Your body is the best example. Your system manages everything, even while you are sound asleep, be it your heart rate, respiratory rate, etc., let’s call them “the essential elements of life.”

I think you understand the value of these processes that are carried out in the background. A similar system applies to your email marketing. Personalization, contextual conversations, relevant suggestions of dynamic content are like your “essential elements of email marketing.”

That said, let’s understand how AI can help email marketers raise their strategy and generate incomparable results.

  1. Predictive Personalization – Data is the fuel for each AI/ML engine. By using data, polished AI algorithms can help you understand what type of product is very likely to be purchased by any user in the future. This can be used to send automatic emails to users based on these predictions without the need for an extra pair of eyes. These recommendations help advance your customer experience standard due to the prediction model. For instance, – This automated sunglass-hut email campaign understands a user’s previous buying behavior and sends an email campaign that resonates with the customer.
  2. Purchasing Decisions – These can be need-based or impulsive. Digging deeper and understanding the buying behavior of each user can be exhausting. Long hours and a large workforce will be needed to identify what drives purchasing decisions for a cohort of users. Meanwhile, the efficiency of predictive campaigns is extremely high since automation means that human participation is not required. Because there is a less human requirement, you save a truck of hours that can be used to focus on other important things that require your attention. It clings to the budget that allows you to perform other experiments while getting high returns with data-backed campaigns. Simply put, it offers an amazing UX, retains your time and money and increases your income.
  3. Smart segmentation – Each user has a unique behavior trait that distinguishes it from the rest of the user base. A 45-year-old farmer will behave very differently from a businessman in a metropolitan city, and also his commercialization. The needs of each user will continue to change as they move through their user base. In such cases, ignoring these important traits can lead to a disastrous email campaign. Launching an email campaign about a limited edition shirt in your store to someone who has not shown interest in buying a shirt makes no sense. Segmentation is the need to create context and take the user further to channel the decision-making stage. The campaign you are sending must resonate with the prospects to achieve a higher success rate. Using the power of AI, you can identify trends on your users based on your purchase history, interests, demographics and calculate your inclination to take the desired action. You can segment users based on these identified traits and other attributes to create campaigns that complement the interest of users. The main objective behind segmentation is to focus on amplifying the customer experience at each contact point of your communication. The best marketing doesn’t feel like marketing ‘- Tom Fishburne When you group users into their attributes using AI-driven segmentation, you begin to understand your customers better. When you begin to better discern your customers, you start offering personalized experiences through email campaigns that lead to a higher success rate.
  4. Automated workflow – Automation can do a lot of heavy work when it comes to saving time and delivering results. With products like Smartech, which take advantage of sophisticated AI engines, you can make the marketing process easier, efficient & faster. It is particularly important to nurture your potential leads throughout the different stages in the trip of your buyers. The proactive approach in communicating the right kind of benefit your brand offers to solve your problems can be very useful. There will be times when your team will need to spend time elsewhere. In such scenarios, you can rely on Marketing Automation products that will help you unlock the next wave of growth. The AI ​​engine can identify the behavioral trends of its users, track stored events and send custom email communications with the intention of Culturing conversions.
  5. Optimized Subject Line & Email Content – Each brand has a defined personality in all marketing collateral. Every time you update the copy of the website, publish on social networks, talk to customers on a phone call, show the tone of your brand. Customers identify and connect with the voice of a particular brand. The content of the email that does not seem the same voice and tone of the brand will have some repercussions. In short, familiarity is important. Humans tend to process and react to different words differently. This interesting research conducted at UIC shows how people share contrasting answers to the questions, only with minor changes in the intensity of the words. Through natural language processing (NLP), AI can help find words that resonate with the recipients while being consistent with the tone mark. A powerful subject line and email content provide better results, AI helps you take this step forward by personalizing the experience. See the Smartech Subject Line Optimizer.
  6. Send Time Optimization – Now that you have discovered the language you need to speak. It is important to consider the time factor. The idea is to ensure that all the ingredients of a successful email campaign are in place. A group of users may prefer to check their emails after their afternoon lunch. Some may prefer to sit with a cup of hot coffee early in the afternoon to check their emails. Your emails should appear at the top of your client’s email list. Naturally, if your email is the first email your customer sees, there is a greater chance of compromise. Especially after an attractive subject line, the positioning of your email can swing the results in your favor. In other words, you can compartmentalize and send the email just when the customer starts drinking their coffee.
  7. Marketing Analysts: Analytics Marketers, especially working in the digital space, are obsessed with analysis and for good reasons. Making informed decisions ensures that you do not fall prey to the human tendency to trust intuition. “Without data, you are just another person with an opinion” – W. Edwards Deming. Think of the data and analyze it as maps that help you move in the right direction to your destination. The data alone is completely useless if not used correctly. Artificial intelligence can help segregate the data points of your email campaigns into different or existing panels. Map the behavior of your customers to identify if the user is likely to leave. In simpler terms, your AI engine can identify that a particular user has not been involved with their email campaigns. A low participation rate indicates a decrease in interest. The decrease in interest suggests a timeline within which that client will lose. Imagine someone calling to sell a membership to a salon that gave you a bad haircut, annoying? (Chase UX on anything) Your communication with this set of users must be different and personalized. Identifying more of these patterns from the analysis of your data becomes easier with engines with AI. The incorporation of these patterns into prediction models is even more rewarding when fed with the right kind of data.

Email marketing is here to stay, if not forever, at least for a significant period. Until you do, it is advisable to make sure you get every part of this channel. Contact us to learn more about our Email Marketing channel.

Leave a Reply

Your email address will not be published. Required fields are marked *