The Lazarus Effect of Email Marketing
Email marketing is yet to show any signs of being at death’s door. Spending in the United States is forecast grow from 2.07 billion U.S. dollars in 2014 to 3.07 billion U.S. dollars in 2019 according to Statista. Yet while it’s arguably one of the most efficient marketing channels, it’s also one of the channels that has the most noise to cut through. Despite email marketing boasting a median ROI of 122% – over 4x higher than other marketing formats including social media, direct mail, and paid search, full inboxes continue to leave both marketers and consumers fatigued.
There is a solution – Deploying machine learning within email marketing can ensure messages reach the right consumers at the right time, with resonating content. The use of artificial intelligence to segment and personalize messaging has boosted click-through rates by an average of 14 percent. AI-powered IA can even perform A/B testing and make decisions about subject lines, visuals and calls to action, pushing the target further down the funnel.
Connecting Insights to Action
AI’s ability to drive smarter, faster decision-making has always had great appeal for marketers. Investing in predictive analytics and AI lets marketers leverage as much data intelligence as possible on target customers, using algorithms to organize and prioritize that intelligence and recommend actions. From there, marketers can integrate the intelligence into account-based marketing tactics such as email marketing. By classifying your content by segment and using AI, you can reduce and prioritize the content creation for your campaign, based on demonstrated intent, while delivering the same results.
Segmented + Targeted email generates 58% of all campaign revenue*.
Driving Demand Generation through Personalization
Customers and prospects have learned to filter out the noise, so your email marketing strategy needs to be well-timed, relevant, and more conversational. No longer adequate to simply push send, this new era of marketing has fundamentally shifted the ways businesses can engage with customers across email channels throughout their maturations. And to do this, marketers need to engage each and every prospect individually through personalization
Whether targeting existing accounts or utilizing used predictive analytics to understand an account’s interests, machine learning algorithms can send customers recommendations of similar – or even the same – products, complementary literature to the products/solutions they were browsing, or literature that has been tailored to appeal to their specific industry.
Intelligence Triggered Email Marketing
Automation is at the very heart of email marketing, enabling marketers to not only manage more contacts but to send a greater volume of email than they are likely to achieve on their own. As automation continues to become more intelligent, it will take personalization to its most granular level — to the individual. Whether analyzing subscriber’s email habits to determine the optimal time to deploy an email campaign or target promotions based on each individual’s search and transaction history, gathered from any number of sources.