Artificial intelligence has developed at a breakneck speed over the last few years, and it’s been revolutionising countless industries as it goes. Marketing is one of the key industries that AI has changed; and more specifically, email marketing has been affected heavily. A wealth of useful tools and programs have been created over the last few years, but you’d be surprised at how many brands are reluctant to involve them in their digital marketing strategy.
In this blog we’ll be having a look at the top 3 pain points that marketers have found with email marketing over the last few years, and we’ll also be going over why working with AI tools and software could help them both solve these issues and improve their campaigns tenfold.
The role of the marketer
Why, as a marketer, should you consider changing up your strategy at all? It’s easy enough to stick with what you know and keep pushing out content that way. However, if you want to see genuine results from the time and effort that you spend on email marketing, it’s important to stay on top of new technology and innovation in the industry.
Generally speaking, marketers are charged with grabbing the attention of their audience and bringing in sales for their employers. Email marketing is still hugely popular in 2019, as it’s one of the best ways to consistently reach out to an audience and provide them with useful content. If there’s no change or evolution with the marketing content though, people will usually get bored and your team will lose that all-important connection with that specific audience member.
Due to the popularity of email marketing though, there is a lot of competition for marketers to deal with. This is especially true when you consider newer companies or startups who are having to deal with larger digital corporations- who have countless people working on their email campaigns. If your team is not working with innovative tech solutions, this can undoubtedly be quite the uphill battle.
In order to cut through the noise and make the most of your content, your business needs to work with AI. Email marketing AI software helps with a number of useful elements, like understanding an audience on a deeper level, top-quality personalisation and providing fresh, relevant content for each consumer. It can also help make your life easier, with the ability to automate certain parts of a marketing campaign.
AI can help your content be memorable
Now that we’ve had a look at the role of the marketer and why more people should be considering working with AI, let’s have a look at some of the specific issues that these tools can help a business overcome. There’s certain pain points that marketers have found with email marketing over the years, and I firmly believe that AI could be the answer to all of them.
As we said a moment ago, there is a mass of email content for marketers to compete with. If you’re not convinced, just take a look next time you’re online shopping, speaking on social media or reading a new blog. How many email marketing sign up boxes can you spot? I personally struggle to think of many brands who don’t have an email marketing list, and that applies to both local, smaller businesses and huge, multi-million corporations. There’s a lot of content being sent out on the daily, and quite frankly, your marketing content needs to be brilliant to cut through the noise online.
Working with AI can help your content be genuinely important and interesting for your consumer. One of the key benefits of AI is that it can help you personalise your content- and if you’ve been in marketing for a while, you’ll know that personalisation is one of the best ways to improve your customer’s experience with your company. AI can take out the tricky part of figuring out who your customer is, and offer up statistics about them that will help you craft the perfect email.
Creating content that is actually useful for your customer is one of the best things that you can do as a business, too. It’s very easy to just stand on a soapbox and tell people how brilliant your company is; but taking the time to understand what you can provide people and help them with takes a lot more thought.
This, of course, applies to email marketing. There’s nothing wrong with a sales-style email every now and then, but if you’re just bombarding people with selfish messages then they will lose interest pretty quickly. The fact that AI can help you understand your audience on a deeper level is perfect for combating this, as once you know who you’re talking to, you can quite easily think about what content would be most enjoyable for them.
Another reason why this is such a great thing for a marketing team to have is that it can help engage passive consumers. Sure, they’re reading a couple of emails here and there, but are they actually getting in touch and starting a conversation with your company? Using AI personalisation tools can help you grab their attention, and help them understand how valued they are by your company.
AI makes personalisation a lot easier
We’ve spoken about how important it is to personalise content, but this still may not be appealing to some people reading this blog. This is because personalisation in marketing has got a reputation for being very time-consuming. In terms of traditional email marketing software, this would be correct. I can say from personal experience from when I was a marketer, that trying to personalise my content for my readers with just a basic email automation tool was a nightmare. It was clunky, it took up a massive amount of time and often, it wouldn’t look too great either.
With traditional tools, personalisation comes down to customer segmentation and personas. Of course, you can find moderate success with this way of thinking. But defining a group of 100 people with pre-written customer personas is not the same as understanding your audience as individual people. This is where a lot of people can fall out of love with larger companies. No-one likes being referred to as a number, and getting an email addressed to [ FIRST-NAME] is a little disheartening.
With AI though, this is not the case. Using AI tools in your email marketing can make personalisation an absolute breeze. Once you’ve got a key understanding of your audience from your software, you can use this data to inform your content creation. Emails that are made with this style of thinking have a genuinely personable feel to them, and I guarantee that your audience will thank you for this.
AI can speed up the email marketing process
Another stereotype that tends to follow email marketing is that it is incredibly lengthy and often, quite dull. Traditional email marketing software isn’t known for being particularly speedy, and it can take literally hours to put together your campaigns. This is especially true if your content has a lot of different segments to it. It’s one thing writing an email, but actually setting up an entire campaign is a long process. Again, from my personal experience, I’ve spent countless hours trying to craft the perfect campaign- there’s even been some lengthier marketing campaigns that I took days to complete.
Using AI can take a lot of time and stress out of your marketing efforts, and leave you to focus on the more crucial things that need your attention directly. Working with this software can help you create more memorable, informative content quicker, and it can also help speed up the time it takes to understand each person in your audience. These are, of course, crucial parts of email marketing, but having these tasks automated can make your life a lot easier.
Not having to do the so-called ‘gruntwork’ behind email marketing means that you can spend your time on the creative, enjoyable aspects like writing the copy or brainstorming ideas for your next key campaign. Over time, I’m sure that you will find that working with automation and AI in your marketing makes the entire process a lot smoother.
To sum up, I’d argue that making the decision to work with AI software and tools is one of the best choices that you can make for your marketing strategy. Using these innovative tools and technologies can aid you in gaining the best understanding of your target audience, crafting the perfect content to engage with them and personalising it to help improve their connection with your brand. The automation aspect can also help save you lots of time and effort, leaving you with more resources to spend on the things that you need to focus more heavily on.
Personalised, engaging content that takes less time and keeps more of your audience happy. What’s not to love? If you haven’t looked into including artificial intelligence in your business marketing strategy yet, I’d suggest that you should.