in the world of email marketing . However, if it is not executed correctly in your strategy, your email marketing efforts will be in vain. E-mail marketing has become more difficult because it's not enough to access the inbox; dialogue with subscribers is just as important.
Personalizing email improves subscriber participation and provides an opportunity to connect individually with subscribers. Brands Experiment with Different Ideas for Customizing Emails Like This One by Travelocity :
The trend of email personalization started with "Hey Name" at the beginning of e-mail and had evolved into the execution of technologies such as artificial intelligence and machine learning.
Let us understand these techniques in detail.
1. Artificial Intelligence
The AI allows brands to send automated personalized content that follows the principle of e-mailing the right e-mail at the right time to the right person. It helps you to match information about your services and information sought by your potential customers. It promises infinite possibilities.
How does AI work?
Amnesty International implements three decisions, namely Detect Decide and Develop .
The AI can recognize the most predictive elements or attributes in a particular area from the huge amount of digital noise and the diversity of data types.
With AI, you can derive data rules and get an idea of the most important attributes. This is possible by considering many characteristics and making an inference after reflecting on the relevance of each factor.
Each iteration helps the AI to grow and become mature. This may involve changing the opinion on the environment and evaluating it based on new information or experiment results.
AI as a tool for sending personalized emails
You can handle a massive amount of data via AI. As you continue to get more subscribers for your emails, the AI allows you to learn more about customer behavior and send personalized emails.
Let's say a subscriber opens e-mails in the evening. AI will help you determine this type of behavior and customize the delay in sending emails accordingly. In addition, you can even send an e-mail that allows your subscribers to set their preferences and receive e-mails that interest them and meet their needs.
Based on subscriber preferences, you can create segmented lists and send hyper-personalized emails that help improve email statistics and overall engagement.
Here are some use cases that can help you create "smart" e-mails.
AI has enabled marketers to create an email automation system based on customer behavior and the information generated based on it. Massdrop sends an interesting e-mail that encourages the user to complete his audit. If sent at the right time, it would surely get good conversions for the brand.
Product recommendation emails improve the click-through rates of your emails and help build customer loyalty. Check the e-mail by Zee & Co . You can achieve an effective e-mail personalization strategy through product recommendations determined by artificial intelligence systems.
While fierce competition prevails in the world of email marketing, marketers must send highly relevant e-mail campaigns tailored to the customer's lifecycle. Predictive analytics, in addition to artificial intelligence, helps generate customer information and exploit the data according to their interests. B2B marketers can use information such as previous downloads to send personalized emails.
Grammarly sends an electronic summary of subscriber activity throughout the year and subtly promotes its premium version. This would not have been possible without AI.
2. Machine learning
Machine Learning uses algorithms to entice computers to perform multiple tasks and facilitate decision making.
Let's understand his role in the personalization of email marketing.
Optimization of e-mail subject lines
Machine learning powered platforms can determine different subject lines that best fit the particular target audience.
Optimizing Delivery Times
Sending e-mails at an inappropriate time may not be read. Therefore, your email must reach the inbox at the right time, so that it does not go unnoticed. Marketers can not manually program each email based on the time zone of each subscriber. The automatic learning helps to optimize the delivery time after analyzing the time at which subscribers are most likely to read the messages.
Writing a Relevant Copy
Relevant content with an interesting copy is an important factor in engaging customers. If you do not understand it, your email is destined to be deleted or, even worse, marked as spam. The machine learning can help you write a human copy with calls for action and images perfectly suited for a comprehensive assessment of what your target audience likes. It helps to create consistent emails aligned with the brand's guidelines.
Facilitation of Effective Trials
A / B testing and multivariate testing enable email marketers to determine what works best for their target audience. Machine learning has helped create tests that can effectively recognize trends and help marketers make the necessary changes.
Use of e-mails using machine learning
Just as e-commerce specialists send cart abandonment e-mails, Airbnb sends a reminder e-mail to encourage the customer to finalize their booking. In addition, the email also contains suggestions that match the same price and location. Such emails can be created by machine learning and convince the customer to make the purchase.
Netflix sends behavioral emails to his viewers using machine learning algorithms that study the programs watched or interested by his viewers. They then send relevant and personalized emails to prevent subscribers listing disintegration or unsubscription.
Machine Learning Tools and APIs
MailChimp offers several customization tools, time-based optimization systems, and A / B test tools for efficient messaging campaigns.
Seg is an extension of MailChimp and allows the segmentation of users and their targeting based on their purchase and browsing history.
Automizy has features that can automate workflows and improve email campaigns by creating custom user experiences, split tests, and follow-up actions.
Amazon's Machine Learning API lets you design scalable applications that facilitate segmentation, content customization, and customer churn forecasting.
8 points to remember for sending perfect personalized emails
Here are some things to remember when customizing your e-mails, whether you are a small or a large organization working in B2B or B2C.
Use the right tone for different segments of your target audience and start with smaller pieces of data.
Perform an appropriate profiling to determine the needs of your customers based on their buyer's journey.
You need to create appropriate buying personalities by collecting as much data as you can to create effective targeted e-mails.
Let your subscribers control the conversation by configuring behavioral automation.
Your e-mails should reflect that you have searched well to meet the needs of your customers.
Make sure your personalized emails do not feel like you are tracking the customer's actions.
Test your email before pressing the "Send" button.
Allow subscribers to unsubscribe or share their comments for your emails.
Artificial intelligence and machine learning have simplified the task of email marketers by detecting patterns of subscribers who can not be recognized manually. Subsequently, e-mails have become more personalized and relevant to subscribers, giving a more enjoyable user experience.