Every day, companies bombard people with cold email outreach or promotional newsletters and the use of mass email services is widespread. Those clutter your work and personal inbox and even more land in your promotions or spam folders. They can come from a software development company trying to sell outsourced developers or a fitness coach encouraging you to take classes with him.
There is one thing in common between both – the majority of them don’t spark your interest and some of them will never get opened.
Is it the death of email outreach?
Quite some time ago, email campaigns were quite effective as not everyone was using them. Now, as marketing knowledge and tools are becoming more accessible, nearly any company can create an email newsletter, while applying the best conversion-oriented practices.
As a result, people are no longer so responsive to email outreach. Lead magnets, special offers, or email marketing funnels won’t surprise a big chunk of people receiving them, especially those working with email on a daily basis – marketers.
However, there is one thing that hasn’t changed. People still want and have a need to buy products. They also have a disposable income to do it. So how can you write an email that speaks to your audience and get them to take an action – engage with your content and eventually buy your products?
The answer is better email personalization, but not the way we are doing it now. People need more than just a mentioning of their first name, job title, and some “things in common”.
Here is an example to bring this case closer.
This is common personalization you can read about on mostly any marketing blog – there is a lot about it online and almost every marketer applies these tips in practice. Besides that, don’t forget to check your DMARC report frequently, to avoid cyberattacks and future phishing attacks.
In this article, we are not going to tell you about email marketing tips which most of your colleagues are using now. Here, you will learn about the way to stand out with your business by personalizing your emails with the help of AI.
We won’t encourage you to spend a million on an email marketing project before seeing the results. On the contrary, you will get some ideas to use AI without much investment. Shall we start?
Ways AI can help with email marketing
Email marketing is the tool marketers integrate in a huge number of their activities. Just look at the webinars! 65% of business owners are using email outreach to promote their webinar sessions. Also, webinars are not a new way to generate leads – it’s been used for a while.
It means people are not that thrilled to sign up for it when they receive an email invitation. As a marketer, I am receiving at least a couple of such invitations on my inbox every week. I haven’t signed for any of them so far. So is email the right channel to promote webinars or any other marketing initiative?
It surely is if it goes beyond a generic invitation. A perfect email needs to address at least these three things:
- The right time
- The right person
- The right message
That’s exactly what AI can help you with. Let’s have a sneak peek into how AI can help with email personalization.
- Finding a perfect time for sending email
When analyzing the results for a failed email marketing campaign, marketers can easily blame themselves for its poor results. Those are usually a low open rate and click-through rate which result in low sales.
While email headlines and copy can help you win or kill your chances for success, it is not always the factor to blame.
Even the best copy won’t work if you send an email at the wrong moment – when your subscribers are busy or not yet ready to hear about your products.
That’s where AI can help establish the right timing for your campaigns and send emails at the moment when a subscriber is more prone to take action.
You can use tools such as Seventh Sense to send emails and improve your email campaign timing. This tool is especially designed for Hubspot and Marketo users.
- Improving email copy
There are two important aspects of an email newsletter – a subject line and copy. A good subject line gets subscribers to open an email. A good email copy results in more subscribers taking action such as buying your products.
These are the core elements every marketer would focus on when launching an email campaign. For subject lines, testing headlines has already become the best practice. For email copy, writing sentences that are more conversion-oriented is the other practice marketers follow. Check out Hunter’s directory of email templates to see some examples for both.
Optimizing content for conversion can become a nightmare given the fact every subscriber is unique. There are just too many personalization scenarios a human being can’t account for – hundreds if not thousands of different headlines and email content. That’s the task AI can easily handle.
With AI, you can quickly generate different variations of content – both headlines and email copy to achieve a higher conversion rate. That is because AI can predict what content can bring results while learning on the history of previous interactions with users.
For ecommerce brands, AI can choose what products to display in the newsletter to boost user engagement with the offer and sales.
If you want to test AI in action for headlines and copy, check out Phrasee. This AI-powered tool is evaluating emotions and phrases to predict which ones can garner the most impact.
According to one of its case studies, Gumtree, Phrasee helped to increase an open rate by 35% and click-through rate – by 44%.
- Segmenting lists more effectively
Marketing automation software gives an opportunity to segment audiences based on user behaviour. For example, marketers can set up an email trigger to assign users that have visited a pricing page to a separate list of hot leads. Some marketers believe that a visit on a pricing page determines a user’s interest in buying products.
However, conversion science is much more intricate. People visiting your pricing page shouldn’t necessarily be ready to buy – it could well be your competition or companies that want to sell you something. There is too much guess work!
AI can help eliminate this guesswork by accounting for dozens of criteria and, as a result, segment your lists better. By evaluating the previous history of users who have converted, it is possible to predict who can convert in the future. It shouldn’t be a person who has visited your pricing page. Quite the opposite – it can also be a person who is reading your basic blog articles.
If you want to make an experiment on segmenting your lists with AI, you can test out Clerk.io. This tool evaluates multiple criteria before assigning a user to a list.
The best practices of email marketing are not performing great when everyone is following them. In more competitive industries, the best practice won’t work at all. If you want to get a competitive advantage, AI is the thing you integrate in your email marketing campaigns right now.
With the tools, we mentioned in the article, you won’t spend as much as global corporations would do when building their custom AI products. AI is accessible also for you. So give it a try to boost your email marketing results by applying the tips you have just learnt!