CO - Markinnovation

Artificial intelligence in E-mail marketing

Artificial intelligence in E-mail marketing

Artificial intelligence, in the broadest sense, refers to a human-like ability to perceive, understand and act on information when exhibited by a machine. It covers several different technologies, like machine learning, computer vision, natural language processing, deep learning, and more.

Artificial intelligence has greatly expanded what we can achieve through e-mail marketing, driving conversions and enabling enhanced personalization.

1.      Smart segmentation : - AI has the capability to segment your customer data into different buckets basis clusters like Demographics, Spend pattern, Behavioral insights. This can help the brands to customize the campaign basis customer segments and add more relevance to the communication. Segmenting your database helps you to send the right message to the right person as those massive email “blasts” just don’t work at converting the way you’d hope.

2.      Predictive Personalization :- Through data driven algorithm AI can help personalizing the content of the emails basis customer preferences and past behavior. Brands need not create multiple creative for the same campaign instead AI will use the different copy for different customers. AI algorithms can not only determine the optimal combination of different types of content, but this automation also significantly cuts down on the time and resources needed to keep your email campaigns running.

3.      Automated Journeys :- With AI automation brands can create and run their campaigns on auto pilot mode. Campaigns such as Welcome mailer, Birthday wishes, cart abandonment or customer feedback\surveys can be automated with the help of AI.

4.      Subject Line optimization: - As per a research 78% of the customers open an email only basis the subject line hence having a good subject line is of utmost importance. Through Natural language processing and word cloud AI can recommend the best suited words and subject lines to increase the Open rates and CTR. Each subject line is scored basis an algorithm and system selects the subject line with highest score for actual roll out.

5.      Send time optimization: - If you wonder about the best time of day or night to send emails, Send Time Optimization can take out the guesswork. Send Time Optimization uses data science to determine when your contacts are most likely to engage, and sends your emails at that time.

All of these uses of AI offer the same benefits – increased engagement and conversions, a boost in sales and revenue, and faster and more efficient processes. By using AI-powered email marketing platform brands can improve the effectiveness of their email campaigns while reducing the time they spend on them.

This boost in ROI means that upgrading your strategy to incorporate AI is sure to be a worthwhile investment for many years to come.

 

  • Dilpreet Singh
    Dilpreet Singh
    Head - CRM, Loyalty and Customer Analytics, The Oberoi Group

    Dilpreet is a seasoned professional with over 16 years of experience across varied industries like Hospitality, QSR, Retail and BFSI. Currently he is heading the CRM and Loyalty vertical for the flagship brand Oberoi Hotels & resorts and is responsible to drive the repeat business through direct channel by focusing on data driven marketing strategies. Before joining Oberoi Hotels & Resorts, Dilpreet was associated with Jubilant food works, the largest food service company in India which holds the master franchise for Domino's Pizza in India, Nepal, Sri Lanka and Bangladesh, and also for Dunkin' Donuts in India as the CLM lead, where he was responsible to increase order frequency and drive retention and footfall at the store. Prior to working with Jubilant Food works Dilpreet was with The Smile group (parent company of Fashion and You pvt. Ltd) managing CRM and Loyalty division. He also spent 6 years with American Express in the account management profile catering to top clients in North America, ANZ and EMEA region. In 2020, Dilpreet was recognized as one the ‘top 30 under 40’ Loyalty professionals by the Loyalty Magazine, UK.

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