AI Email Marketing: A Practical Guide

AI tools are the next big thing, even for the email marketing niche.

With AI tools like ChatGPT, you no longer need to spend days creating a personalized message for the recipient. It can do it for you in minutes (if the right prompts are provided).

AI can be used to plan a campaign, create content for it, and tweak it for future testing.

In this blog post, we will explore the impact of AI on email marketing. We have included use cases, tips, prompts for ChatGPT, and more.

AI Email Marketing: Definition and Evolution

AI is technology.

Its mimics human behavior, speech, and capabilities, learn with time, and simplify routine tasks. It’s the basis of various tools designed to automate, optimize, and personalize various aspects of digital marketing. Email marketing isn’t an exception.

Email marketers also have numerous AI-enabled solutions at their disposal to use in various tasks, such as:

• personalization and segmentation;
• predictive analytics;
• A/B testing and optimization;
• automation;
• identifying behavioral triggers and data analysis;
• enhancing deliverability.

AI unites several technologies under its roof, such as machine learning, natural language processing (NLP), and data analysis. All of them make what we imagine AI when thinking about it today.

However, AI hasn’t always been like that. Initially, it was only used for routine activities like spam detection and email sorting. As technology developed, AI started to do increasingly complicated tasks.

For example, predictive analytics enables AI tools to forecast marketing performance, consumer needs, and inventory levels based on customers’ past interactions and behaviors. AI-driven A/B testing tools can streamline the process of comparing different email elements:

• subject lines;
• content;
• images.

Depending on the tool used, you can determine what works best for your audience, boost open rates, or increase click-through rates. No wonder marketers increasingly adopt AI in their activities.

With time, AI in email marketing will develop even more. We can expect to see:

• deeper levels of personalization, such as generating tailor-made images and videos for every client;
• creating more immersive and interactive email experiences with technologies like augmented reality (AR) and virtual reality (VR);
• more opportunities to use AI for suggesting entire campaign strategies based on market trends and consumer behavior predictions;
• more intuitive and user-friendly solutions, enabling less experienced marketers to access the new technologies.

Key Benefits of AI-Driven Email Marketing

Before we delve into practical tips for implementing AI in email marketing, let’s first examine some of its advantages, such as:

• Personalization at scale: You can start all your messages sent in bulk with the recipient’s personal name and craft copies that resonate with their specific needs and interests.
• Timing and frequency optimization: Users may more actively open emails delivered at the right time. AI lets you determine the perfect time slot for better engagement.
• Advanced segmentation and targeting: AI analyzes factors like past purchases, website interactions, and social media behavior to inform your email marketing strategy. As a result, you’re targeting people with content that’s relevant to them.
• Accelerated insights and analytics: AI operates in a flash, so you can get real-time insights about what’s successful and what’s not. You can fix underperforming parts before the campaign ends or harms your business performance.
• Efficiency and cost-effectiveness: With AI, you and your team no longer have to get stuck with the grunt work, like scheduling emails and managing lists. It frees up time for strategic and creative tasks, boosting productivity, reducing labor hours, and bringing financial savings.

Implementing AI in Your Email Marketing Strategy

AI allows you to send better emails with less effort. So, if you want to improve your content marketing, email marketing metrics, and communication with the audience, AI email marketing is a must-have. At what stages of an email campaign could you introduce it? Let’s break down how to weave AI into your email marketing strategy step by step:

1. Idea generation: That’s where you can employ tools like BuzzSumo. The software suggests hot topics to create fresh and pertinent content based on current trends and user engagement across various platforms.
2. Writing and editing: Once you have your idea, it’s time to draft the email. Think about AI writing assistants like Grammarly or Hemingway Editor at this stage. The former can correct grammar and offer more concise and persuasive variants, while the latter helps simplify the text to be more accessible to all users. OpenAI’s GPT-3 (or 4 if you’re ready to pay for the tool) can help generate entire email drafts with a few input prompts from you.
3. Quality check: Before hitting send, ensure the email meets your requirements. That’s where solutions like Boomerang Respondable can come in handy. They provide real-time feedback on your email’s effectiveness, analyzing factors like subject length, question count, and readability.
4. Generating subject lines: The subject line establishes the email’s first impression. Attention-grabbing subject line creation is the area of expertise for AI systems, such as Phrasee. They ensure this part of the message receives as much attention as possible and make decisions based on your previous campaigns and industry trends.
5. Segmentation and personalization: To categorize the audience based on their shared characteristics, use AI-powered software like Adobe Campaign. Behaviors, preferences, and engagement history can determine which content is the most relevant, ensuring that the message resonates with each segment your recipients belong to.
6. Predictive analytics: This capability is possible with apps like the Salesforce Einstein prediction builder and the like. It participates in anticipating future customer behaviors based on their past interactions. This enables proactive engagement strategies by providing guidance on when to send emails, what content to include, and even the likelihood of churn.
7. A/B testing: Consider Optimizely and its alternatives to automate the process of comparing different versions of your emails. For example, when A/B testing two options, they quickly analyze which elements (like images, call-to-action, layout) perform best.
8. Automation and campaign management: One of the most well-known automation tools is Mailchimp. Thanks to AI, you can replace human labor with machines in tasks like email scheduling, content optimization, sending personalized follow-up emails, etc.

The Best AI Tools for Email Marketers

Let’s overview the most noteworthy AI solutions that will simplify your email marketing tasks.

How do you choose the most suitable one? The answer is, “It depends on your needs.” As you can see, these tools serve various purposes, from lead generation to optimizing email send times. So, you may even need to leverage several solutions simultaneously.

Start with determining the aspect of your email marketing strategy that needs enhancement the most. Do you need assistance with content creation, grammar check, or delivery optimization? Then, make sure it’s compatible with your existing email marketing platform to integrate it smoothly.

Mastering AI-Generated Email Content

That’s where things get practical. Let’s break down the email creation process using the example of ChatGPT and how you can benefit from it in your daily tasks. We’ll provide tips, prompts, and examples to illustrate the main ideas. Here are a few pointers:

• Come up with clear, specific requests. Need a product launch email? Say so. Include critical details like your target audience, product features, and the tone you’re aiming for. The output quality depends on the precision of the prompt.
• Specify your brand voice. The tool adapts to the desired tone of voice, whether you want to sound professional or casual.
• Iterate and evolve. Don’t settle on the first draft. Tweak and refine it to write from different angles and see what sticks.

Now, it’s time to examine how ChatGPT works at each stage of email creation.

Stage 1: Creating the Subject Line

What you may ask: “Generate a catchy subject line for a [Product/Service Name] launch email targeting [Target Audience].”

Tip: Input details about your product or service, emphasizing unique selling points and your target audience.

Stage 2: Crafting the Email Copy

What you may ask: “Write a concise email body for our [Product/Service Name] launch, addressing [Target Audience]. Focus on [Key Features/Benefits]. Keep the tone [Desired Tone, e.g., professional, friendly].”

Tip: Specify what you want to stress in the body of your email: key benefits, features, and any particular tone or style.

Stage 3: Personalizing the Content

What you may ask: “Personalize the following email draft for [Segment of Your Audience], emphasizing [Specific Interest or Need].”

Tip: Focus on different features or benefits that appeal to specific customer groups.

Stage 4: Coming up with Calls-to-Action (CTAs)

What you may ask: “Create a compelling CTA for our email that encourages [Desired Action, e.g., signing up, making a purchase] related to [Product/Service Name].”

Stage 5: Conducting A/B Testing

What you may ask: “Provide two variations of the email subject line/body/CTA for A/B testing, focusing on [Key Aspect for Testing].”

Stage 6: Ensuring Compliance and Checking for Bias

What you may ask: “Review this email for any potential bias or non-compliance with [Specific Regulation, e.g., GDPR]. Suggest edits if needed.”

Tip: Always have a human eye review AI-generated content. ChatGPT can make mistakes, but it can also help fix them and check the email for compliance with legal standards and biases.

A Few Words on Ethical and Responsible Use of AI

Integrating AI email marketing calls for regulation and ethical consideration. Let’s zero in on compliances, data privacy, and the need for responsible use.

Why do we talk about this topic after all? The reason is that AI relies on data, including sensitive, personal, business-related details.

What happens when you insert it into the tool? How does the provider store and protect it? What if hackers penetrate their systems, encrypt the data, or make it publicly available? First of all, it’ll hurt your company and undermine your reputation in the eyes of clients and partners.

That’s why agencies like the Federal Trade Commission (FTC) have started issuing guidance on AI-powered services. The National Institute of Standards and Technology (NIST) is developing frameworks for responsible AI usage. Globally, the Artificial Intelligence and Data Act (AIDA) in Canada and the  Artificial Intelligence Act (AIA) in Europe are leading legislative initiatives. There is a buzz in the sector that signals stricter laws are coming.

Here is what you can do to minimize harm:

• Vetting vendors for data security and privacy rules they implement.
• Regularly auditing AI tools to identify and eliminate biases, preventing unfair outcomes in your marketing strategies.
• Using AI-generated imagery cautiously. For example, DALL-E 2 used to draft images of predominantly white males, excessively sexualized depictions of women, and racially stereotyped illustrations. Plus, being trained on real-world photos, AI tools can infringe artists’ copyrights.
• Being transparent with your audience. A simple acknowledgment in your emails, like “This email was assisted by AI technology,” can be enough.

Measuring AI’s Impact and ROI in Email Marketing

How can you understand AI email marketing was worth the investment? By looking into metrics related to the campaign performance, including:

• open and click-through rates;
• conversion rates;
• unsubscribe rates;
• efficiency metrics, such as time and resources saved by AI automation.

Ideally, the first two metrics should rise, indicating that recipients see more value in your send-outs. The unsubscribe rates should decrease as a result of AI introduction and sending time optimization. Efficiency metrics should also improve due to AI in email marketing and reduced manual efforts.

However, even the most seasoned email marketers face hurdles. Yes, when it comes to the task of using AI in email marketing, too. Let’s explore a few typical problems and how artificial intelligence can help you tackle them.

Overcoming Challenges in AI Email Marketing

• Integration hurdles: You’ve most likely been utilizing many other tools before opting for AI. That’s where compatibility issues may arise. Choose AI solutions that offer easy integration with popular email marketing platforms. Look for APIs and plugins that sync with your current setup.
• Ensuring deliverability: It’s a common headache among marketers trying to bypass spam filters and get through to the recipient’s inboxes. Employ AI apps to optimize email content for deliverability to avoid punishment from internet service providers (ISPs).
• Subscriber growth and retention: Encouraging more people to subscribe to your newsletter is a painstaking process. AI simplifies it with lead scoring, predictive analytics, and other features, attracting high-quality leads who are potentially most interested in your content. Just beware of buying email lists, as you may quickly find yourself in spam folders.
• Effectiveness measurement: Interpreting a complex network of metrics and data points is necessary to determine the success of your initiatives. AI analytics technologies provide deep insights into subscriber behavior and campaign performance, going beyond KPIs that are only visible on the surface. This aids in optimizing tactics for enhanced outcomes.
• Campaign management optimization: You need to cover various parts of email marketing, from content creation to scheduling. It’s overwhelming. AI automate a significant portion of them, letting you focus on strategy and creativity.

Conclusion

AI has won its place in email marketing and can potentially transform the role of email marketers. What we can say for sure is that AI provides a competitive advantage to companies. It’s about speed, precision, and quality interactions.

So, if you want to get more subscribers, clicks, and revenue, AI is at your disposal. Begin implementing AI in your email marketing strategy, embrace AI tools, and achieve more. Join  this exciting evolution.

Frequently Asked Questions (FAQs)

1. Will AI Replace Email Marketers?

No, it won’t happen. At least, the currently existing AI-based tools won’t replace humans but can change the way they work. They boost employee productivity, allowing them to concentrate on strategic and creative components. It’s an improvement, not a replacement.

2. Free vs. Paid AI Tools: Which to Choose?

It depends on your requirements, the frequency of using the tool, the campaign’s complexity, and the budget. Paid tools are great for active usage, advanced needs, and large tasks. Free tools are enough for occasional usage, basic needs, and getting accustomed to AI.

3. What’s the Impact of AI on Email Campaign Effectiveness?

AI significantly boosts campaign effectiveness. AI can increase open rates, click-through rates, and overall engagement by personalizing content, optimizing send times, and minimizing human error.

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